Branding Adoption Process Essay

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The Current Stage of Branding: Easier Than Ever? Branding is surprisingly easier than it used to be. Instead of paying a marketing agency thousands (or more) dollars to craft a logo and create marketing products to support your brand, you can do most of it yourself. In some cases, you can even pay $5. Need a couple of designs to choose from, launch a contest on 99designs and graphic designers will offer their work. If you creatively designed (or someone in your neighborhood), you can handle this all by yourself. Yet, branding, as any business owner will tell you, is a lot more than picking the right logo color or design. It's about leaving a mark on your customer. That mark is what draws your customer's attention to your business among…show more content…
The only difference is that we've shifted focus from using billboards and Superbowl commercials (though these are still expensive and important) with digital ads and cute cat videos that are supposed to go viral. While I'm sure that Rosenblum and Berg have no problem with the business creating the occasional cat video that might potentially go viral (Word of caution: No one actually knows what "going viral" means!), they would argue that this chase for attention is the wrong focus. Instead, these authors claim, we should be focused on reducing friction for our potential (and current) customers. The easier your brand cut out as much friction as possible, the more likely they are to buy your product. In other words, the easier your business makes it for a customer to say "yes" to your product, the harder it will be for them to turn away. Why Friction, Not Attention, is the Goal "Friction" is part of a growing number of marketing books that are calling attention to the potential dangers of modern marketing. (Another is "Free Range Brands" by Nicole Ertas.) These books recognize that we live in a different marketing environment than ever before. You can't rely on a simple billboard ad, newspaper ad, or Yellow Pages listing to get consumers. Consumers are more proactive now than ever and have access to more options than ever before. Businesses also can't hide behind their brand's messages either. Consumers can quickly look up information on a
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