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CONNECTING PEOPLE TO BRANDS. EXCEPTIONALLY.

Dragonfly Marketing Magazine Volume 02 , Issue 02
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Marketing Without Marketing

Huh?! That's an odd title for a marketing magazine article. Isn't it? How can one market a company without actually marketing it? Well.. the idea is fairly straight-forward. Marketing is not all about advertising, TV, billboards, and so on. It is a general understand of what motivates people and how to influence them. It's psychology without Freud and weird mother/father/child fantasies.

Create a brand. A brand is, in essence, the personification of a company. It defines how the company looks, feels, behaves - from what it wears to its personality. Creating a unique and effective brand is all about understanding the market you are trying to reach. What image reaches them?

Become the brand. From your clothes, to your hairstyle and how you speak, you are responsible for the image that is created by the brand. In any company, all the employees should believe in the brand and promote it as more than just another company.

Make people talk. Everybody loves the Nando's adverts - they are regularly held up as great examples of advertising. And they are. But why? Because they make people talk - the real advertising is the conversation you have with your best friend about them over a glass of wine. You are advertising Nando's. Get people talking about your brand and they will sell it for you.

Be more than a company. Business is business. Or is it? Jamsetji Tata (founder of Tata) once said "... the community... is in fact the very purpose of its existence" of business. The business serves the community, from its employees to its customers, and should always strive to do so.

Be original. There are many companies out there like yours. Everyone has a competitor and some competitors will always be cheaper than you. Set yourself apart by providing something more than just another product. Get people interested in your innovation and they will believe in all your products.

In other words, be exceptional and half your marketing will be done for you.

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