How do you grow your brand?
By scoring goals
All football managers face different challenges in improving their odds. Owners, players and fans will have differing opinions on what needs to be done. But everyone agrees on the basics of winning: Score more goals than the other team. Repeat.
Most people also agree that a bicycle kick is the coolest way to score a goal. “Hey, let's finish all our attacks with bicycle kicks and really stand out from the competition!”
Said no one in football.
Sell to more people than your competitors.
Repeat.
Several recurring patterns are well established about how brands grow, how people buy, how advertising works, how attention, emotion and memory is connected and how people make choices.
If your organisation works from conventional assumptions that don't take the empirical patterns into account, your chances of growth are slim. Swimming against the stream is wasteful and exhausting.
Understanding how the market currents flow, and setting up structures to ride them, dramatically increases your odds of success. It's also a lot more fun for everyone involved.
NSB Marketing Best Practice is a consulting firm that helps brands grow by applying evidence-based marketing principles. We identify opportunities for growth. We provide strategic advice on how to best utilise opportunities. We audit and optimise marketing operations and build staff competencies.
“Conventional marketing wisdom has been misleading marketers for decades. Marketers using such antiquated assumptions will very likely see their marketing activities fail”
— Prof. Byron Sharp
We will help grow your brand by getting it bought by more people.
That means we’ll help you take concrete steps to improve your brand’s mental and physical availability.
Together, we’ll find out how best practice applies to your business on one or more of six critical challenges for brand growth:
1. How to make it easier to buy your brand — easier to find, easier to notice and easier to fit more needs and wallets.
Brand management frameworks
Brand architecture optimisation
Guidelines and processes for distinctive branding
2. How to get your brand thought of by more people, more often.
Mapping the mental paths to purchase through category entry points
Measuring mental market share
Crafting brand strategy for mental availability
Communication that connects buying situations to your brand
Brand tracking on mental availability
Put your team in control with proven best practice
3. How to get people to connect your communication to your brand, and your brand only.
Mapping and tracking distinctive brand assets
"Your brand's way" — principles for distinctiveness in practice
Advertising testing for optimal branded attention
4. How to reach for fame to boost advertising effectiveness.
Creation of "your brand’s way" to aim for fame
Facilitating communication development processes
Campaign planning and evaluation
5. How to balance short term cash flow and long term growth.
Mapping long and short term effects of sales activations and brand building efforts
Creation of "your brand's way" to balance long and short
Facilitating communication development processes
6. How to continuously reach as many category buyers as possible.
Communication that connects with first-time category buyers and heavy buyers alike
Creation of penetration principles for your media and communication plans
Facilitating communication development processes
We can help you build a successful team.
Tailor made seminars on evidence-based marketing in practice
Online masterclasses in brand building
Coaching of CEOs, CMOs and key communication and marketing personell
Marketing audits.
Identifying gaps between best practice and today's practice in your organisation
Evidence-based marketing playbooks for brand growth