10 things Marketers Remember but Forget (Series 1)
March 10, 2010 
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I met many experienced and brilliant marketing guys. Due to their extensive experience, they know almost every aspect of marketing. The sad part is: They remember one thing and forget another. That makes me very depressed!
Here are my first series of 10 points for you, I’m bringing up. Easy to memorize, summarize and utilize. (I’ll keep on posting 10 by 10 points in coming days)
Marketing guys……..
1. Remember they should produce product what customers want or need,
but forget if customers knew about their wants and needs, they were marketers too.
2. Remember the single (not double or triple) word for the brand name is better,but forget number of syllables is also important to count, even if we use double word for brand name(e.g Facebook is a good brand name with two syllables)
3. Remember packaging options should be exposed to consumers to observe “which one will be selected by the consumer”,
but forget RedBull was a failure, not only in selection of packaging, but also in selection of brand name and taste. (Customers almost always betray you!)
4. Remember blue color is boyish and pink is girlish for their brands,
but forget using opposite color to key competitor will differentiate the brand.
5. Remember refreshing logo is good for the brand,
but forget changing logos, like Pepsi , can change
the consumer’s perception and confuse consumers for nothing. (Slight change is better)
Radical Change (Pepsi)
Slight Change (KFC)
6. Remember how to increase sales through brand extension,
but forget how it will destroy the original brand.
7. Remember that effective advertising should be repeated (repeated and repeated)
but forget they should also repeat (repeat and repeat) only one idea/slogan/positioning in order to burn into consumer’s mind.
8. Remember definition of positioning,
but forget the steps required for successful positioning in order to stick the brand into consumer’s mind.
9. Remember the procedures involved in execution,
but forget the total sync of strategy and vice versa.
10. Remember what they are doing is right as they themselves have been (and everyone has been doing for years)
but forget to have a peek to know new world of marketing wisdom to keep abreast of the change. (World is changing, so does marketing)
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Kamil’s BONUS: Those who have got a chance should acquire knowledge before landing their first job. If not, at least get marketing education during your job. Experience can be acquired by doing job, anyway. At least, you will remember one thing and will (also) remember another.
More From Kamil
- What is Marketing?-Secret Definition (Part 2/2)
- 10 Things Marketers Remember but Forget (Series 2)
- Marketing Sense vs. Common Sense (Part 1/2)
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