Kraft Heinz is a classic example of a company that tried to cut its way to success. They kept looking for places to cut costs. Expenses were always seen as something that needed to be diminished. Over time, the steady diet of cutting marketing led to a company that the consumer forgot.
With digital marketing becoming more mainstream, the concept of brand building will be necessary even more tomorrow than today. Everyone seems to think branding is not important anymore. After all, you just need to target your customer, and they will follow your lead.
As one steps away from technology and thinks about the brand in a more holistic manner, one can comprehend the need for basic marketing. Advertising, whether on TV, cable, radio, direct mail or even sponsorships , increases reach and frequency. Your existing customers feel more confident hearing as well as seeing your message and just as importantly, you can also draw in new customers. Diversity of advertising creates lots of places in customers’ minds as opposed to one medium with minimal messaging. That diversity over time expands a customers belief in the brand as the right choice for their purchase. Cutting back on that messaging creates an opportunity for a competitor to move in. After all, top of mind matters.
Never forget that customers always have a choice, and if you are not continually telling them and consistently showing them that your brand is better, they will go elsewhere.
In the world of branding, absence does not make the heart grow fonder.
