Brand managers who too often change the pillars on which the brands they manage are based have no chance of creating strong brands for a very simple and at the same time prosaic reason: saturating the target group with the message, image, features, associations, values, opinions about the brand takes a lot of time.
Too frequent changes in communication “directions” lead to the blurring of the brand image and thus to the loss of distinguishing features or even to the transformation of the brand towards genericity.
This problem is very common on the Polish market, which is confirmed by our 2019 study, which clearly shows that such practices may occur in the vast majority of Polish companies. As many of study participants incorrectly stated that the marketing strategy should be updated every six months or every year.
Source: Own data, 2019
This leads to a situation in which . The vast majority of Polish businesses encounter problems related to the implementation of adopted assumptions, because the chosen course is changed depending on the currently conducted activities. It is important to remember here the important principle that should flow from strategic assumptions. Never the other way around.
Being true to the right assumptions pays off
The constancy of strategic marketing assumptions does not mean, however, that a brand cannot change over . The years. Perhaps even significantly.
This change can be linked to its overall modernization, for example, take the Volvo brand, which since the 1960s has positioned itself, to put it simply, as the “safest car brand.”
Source: Own study, 2022
For decades, it has been a brand with the same australia telegram data motto, i.e. “travel safety”, striving to maintain its primacy in the “safe car” category, while its design, technology used, implemented safety systems, Advertising campaigns are constantly evolving, following the changing environment, effectively developing and following strong trends (e.g.: environmental friendliness – hybrid drives, and soon probably fully electric drives will appear).
Looking at the example of Volvo and the stability of the adopted positioning, we can see that the strategic assumptions do not lose their relevance. We can even say that with the passage of time and the successive implementation of technological and design changes, they are becoming more and more visible.
How does this translate into business results?
The brand has achieved record sales results for six years in a row, and the XC60 was the best-selling global SUV in 2019 .
In 2019, cars of this brand were purchased mistakes of beginning infobusinessmen by 705.4 thousand buyers (705,452), and . The increase compared to 2018 amounted to 9.8%.
If it were not for the pandemic and global structural problems . Thebrand would most likely have recorded its 7th year of record results.
How has the pandemic affected the effectiveness of marketing strategies?
According to the Edelman study, from a consumer perspective, brand credibility is more important than ever. Customers value brands . The can trust and are much more willing to enter into long-term relationships with them.
Marketing strategy plays a special role at this time. The customer expects a clear and understandable message from. The brand, which will show them why agb directory they should trust our brand – what makes it trustworthy?
The same study also shows that, according to 36% of consumers . The issue of feeling safe when using a brand’s product/service is now more important than before the pandemic.
The task of a brand is therefore to build a bond with . The customer based on trust. Trust, on . Theother hand, is a derivative of continuous actions aimed at creating the image of a brand that is reliable, stable and consistent in its actions. We will only achieve such an effect when our brand has a clearly defined direction, which it will consistently follow.