FQQ... for successful push strategies, shouldn't they be based on a solid brand strategy? So wouldn't you need to engage in some pull tactics in order to execute push marketing well?
Hi Melissa, absolutely. Brand Strategy always comes first. And because Brand Strategy is rooted in defining the WHY and the brand DNA, it really is the foundation of all pull tactics. Most of my brand development is focused on activities under the Pull column. Then, based on goals, budget, audience, etc...we begin to put money behind the push tactics, identifying the right ones for the phase of growth the business is in. And knowing that a brand likely cannot do all the things at once, our job is to determine the best matrix of activities that will both build brand awareness and brand affinity at the same time.
FQQ... for successful push strategies, shouldn't they be based on a solid brand strategy? So wouldn't you need to engage in some pull tactics in order to execute push marketing well?
Hi Melissa, absolutely. Brand Strategy always comes first. And because Brand Strategy is rooted in defining the WHY and the brand DNA, it really is the foundation of all pull tactics. Most of my brand development is focused on activities under the Pull column. Then, based on goals, budget, audience, etc...we begin to put money behind the push tactics, identifying the right ones for the phase of growth the business is in. And knowing that a brand likely cannot do all the things at once, our job is to determine the best matrix of activities that will both build brand awareness and brand affinity at the same time.