Insights from BrandStorming 2018

[suchona.kani.z]

The conference was full of inspiration , and we can't share everything with you in one article. In the first article, we'll start small: we'll look at how to make your business loved by people. Next time, we'll share tips on how to completely rebrand and choose a brand name or new product.

Brands are indifferent to customers, but they can remember you
The brand is usually much more important to marketers than to customers. This sad truth was discussed at the Marketing Festival and we wrote about it here . However, you can find a way into the hearts of customers . The trick is easy, in the words of writer and activist Maya Angelou:

“People sometimes don’t remember what you say or what you do. But they always remember how you made them feel. ”

At Brandstorming, the people from the Pábení agency reminded homeowner database us of the quote , although they paraphrased it a bit. There is no such thing as "always" in marketing. We wrote it after the Marketing Festival and we'll repeat it again: the key is to make your customer feel cared for .

It's like in personal life, we all know it firsthand. But we leave the same impression on people through our brand. This applies in any industry, even in the B2B segment: customer service is what makes or breaks a company . Everyone wants to sell, be different.

Surveys can lie
Hollandia also knows its share of how customers are disloyal to the brand. Many of you have noticed the rebrand in the store, perhaps you have read about it. The original Czech brand came out with Dutch product design and mills. It began to promote its products with claims that emphasized quality. For example: I am not a candy bar or My mother was a cow .

Example of Hollandia's rebranding

© Hollandia, Source: National Advertising Gallery

In questionnaires, mothers (who are the main target group) would claim that they support local products and brands. But these surveys often lie. Hollandia compared the results with actual shopping behavior .