You need to segment your market, seek out a clear want, and position your brand towards fulfilling that specific need; and do it better than anyone else to make it a success.
Having recognised the scale of this opportunity, new analytics companies have sprung up measuring "reach", "impressions", "sentiment", "share of voice", and a host of other metrics, promising to tell you what's happening on social media, what people are talking about, and (with a definite lean towards marketing the advertising), how your brand is faring against its competitors.
Start small with yellow page ad placement/copy, work towards a goal of propagating your brand's position in anything that relates to your company, including collateral, invoices, etc. Block out 4-6 hours in two days.
Yes, the BlackBerry Classic aims to tempt BlackBerry loyalists away from eBay and towards a brand new handset.
Everyone hates it and Snapchat knows it will drive people away from the service and build resentment towards the brand..
They then had to read an editorial attacking a well-known brand, such as Starbucks, and answer questions as to their feelings towards said brand.
"People love brands and logos are visual shorthand for the emotional connection people feel towards that brand," explains Chris Campbell, executive creative director for Interbrand Group, North America.
For luxury brands, the roles are reversed: consumers must be "pulled" towards the brand with the promise of belonging to an exclusive community.
The figure, which reflects how early City are on their trajectory towards worldwide brand recognition, is also less than Arsenal's £13m-a-year 10-year deal with Nike.
