Building Brands That Last: Power of Long-Term Marketing
Advertising and marketing are important in building a brand. However, not every marketing campaign is successful immediately. Sometimes, it takes time. The global ad spend in 2024 is projected to surpass $880 billion, partly because of something called long-term marketing, where corporations spend billions of dollars to run a marketing campaign for many years to associate a phrase or a particular color, or better yet, a taste to their particular brand that will stand the test of a tie. For instance, whenever you listen to the phrase, “Just Do it,” what comes to mind? 70% of the people will say Nike. It’s not because Nike came up with the phrase, but because of innumerable times they have used it in their marketing campaign as a phrase to describe their brand. Another great example is AirAsia, which has been using hashtags like #thankyou and others to ensure that whenever anybody uses these hashtags, they will be reminded of AirAsia. Apart from this, AirAsia uses various other marketing techniques to help them in the long run.
Everyone loves coffee, and one of the biggest coffee brands in the world, Nescafe, has had one of the longest-standing marketing campaigns in history. A campaign that changed the preferred beverage of a whole nation. The global coffee market is valued at $130 billion, and Nescafe alone contributes $25 billion.? All of this is because of their clever marketing strategies, which have helped them enter new markets where coffee was never heard of. One such example is Japan, where Nescafe systematically used coffee flavour candies to familiarize the Japanese population with the taste of coffee. This also highlights the importance of data analytics in marketing and how it can help you understand your audience in a more personalised manner.?
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Similarly, many other companies have also tried long-term marketing to either enter a new market, improve their reputation, or change the company's direction. Another glaring example of this is Coca-Cola’s ‘Share a Coke’ marketing campaign. Coca-Cola used personalisation as a tool to increase their sale. They personalised their bottles with people’s names. However, this wasn’t an overnight success, nor was it supposed to be, as Coca-Cola first introduced this concept in only a few selected markets, testing consumer reactions over several years before expanding it globally. This helped them increase their sales and create a brand identity like no one else ever.?
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