Yesterday, there was one way to achieve marketing success: outspend the competition.
If your customer needed a vacuum cleaner and you were present on more TV and radio channels, there’s a good chance you got the business.
Today isn’t much different. You still need to outspend.
But you also need to out-brand.
That’s not always the story that’s told. Most marketers are in one camp or the other. But a brand builds trust and outspending without faith yields unimpressive results. On the flip side, building trust has often become synonymous with “don’t sell,” but a company that doesn’t sell…
Outspend doesn’t mean running a huge budget and hoping for the best. Similarly, Brand doesn’t mean creating and sharing content without knowing how to ask for the sale.
The trick is knowing both.