New Rules Of Marketing #3: Be Famous For Something

Posted by Beau Phillips on October 1, 2013 at 2:29 PM

Beau Phiilips's New Rules of MarketingBeau Phillips is a marketing specialist who advises leading companies.  In his new video,  THE NEW RULES OF MARKETING, Beau explains the 8 pillars to successfully branding your company.  Over the next eight weeks, he will discuss each rule, starting with:

#3    BE FAMOUS FOR SOMETHING

When I eat pancakes, I prefer Aunt Jemima syrup poured on top. Apparently I’m not alone. Aunt Jemina is America’s #1 favorite syrup. They are so wildly famous for pancakes that their brand attributes are stacked to the ceiling.

For 70 years, Aunt Jemima produced pancake mix. Only pancake mix. When Quaker Oats bought the company, they commissioned a research study to learn the top brand of pancake syrup.  As it turned out Aunt Jemima was also the syrup leader!  

Interestingly, Aunt Jemima didn’t make pancake syrup!  They just produced and sold the powdered mix. Of course, that changed almost immediately. Quaker seized the opportunity and launched Aunt Jemima pancake syrup. The rest is history – and Aunt Jemima still ranks #1.        

Imagine having such a strong brand that you are the perceived leader – even when you don’t make the product?   

Quaker Oats realized that Aunt Jemima was synonymous with “delicious pancakes.” When consumers thought of pancakes, they first thought Aunt Jemima.  Their indelible image spanned the entire pancake category.  So adding pancake syrup was the natural extension.  It makes you wonder if Aunt Jemima Pancake restaurants are next.  Or Aunt Jemima pancake griddles for the home?

Branding Lesson #3.  Be famous for something - and own that position. Make that attribute the foundation of your strategy.  The key is to narrow your focus.  The more you try to appeal to everyone, the less people care.  So, own one image in the consumers’ minds.

For more information on the new rules of marketing and being a leader in your field, watch Beau's video, THE NEW RULES OF MARKETING.

For a link to pillar #1 on branding, click here. For pillar #2 on features vs. benefits, click here.

Before you can start branding your company, you need an effective marketing plan. We have a free guide that will walk you through all the steps.  Download our free guide, The Marketing Strategy Model today!
   

 


Tags: Branding, Marketing strategy, Marketing Plan, Beau Phillips

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