How to improve your brand swing
As we head into the dog days of summer, I'm sure a lot of you have your mind elsewhere (like the golf course). So I thought I would join you...
15 Jul 2012 11112 ViewsAs we head into the dog days of summer, I’m sure a lot of you have your mind elsewhere (like the golf course). So I thought I would join you on the links with a golf analogy to emphasize the importance of follow-through in building brand equity.
In golf, follow through is what happens after you hit the ball. A ball can travel a great distance even with poor follow-through on your swing. But it is doubtful that it will meet your objective of landing on the green (or even on the fairway).
In marketing, follow-through is what happens after the sale. We have defined the ten phases of brand equity development in the diagram above. In this customer-based brand equity model, the sale (trial) is the contact point midway between inertia and advocacy. Obviously hitting the ball is vitally important, but its what happens before and after that point that differentiates the pros from the duffers (no pun intended) and decides the game.
The idea for brand managers is to create a brand strategy and tactical communication plans that combine all ten steps of brand equity development into one smooth swing.
If you’d like to discuss your swing over 9 holes, give me a ring. But be forewarned: my brand swing is a lot more developed than my golf swing. Fore!
Like this post? You'll find more marketing insights in my new book: International Brand Strategy: A guide to achieving global brand growth, now available from booksellers globally. Order your copy here.
Speaker, consultant & founder of Duffy Agency, the flipped digital agency that provides accelerated growth to aspiring international brands.
3 replies
Great post. I love the golf reference. I was told I need to work on my brand. I don't really know much about branding and marketing so I think I am going to hire one of the best brand management companies to help me. Thanks for sharing all the great information.
You're welcome MacKenzie, I'll be expecting your call.
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