Page 7 - Journal of Strategic Marketing Magazine - January 2019
P. 7
BRAND MANAGEMENT
The show delivers major lessons • Kylie Jenner faces, and all that attractive packaging.
in branding, the top three of which I • Selena Gomez So already there is product parity
discuss here. • Cristiano Ronaldo (all contestants look good). Lash
• Kim Kardashian West extensions, teeth bleaching and fake
1. Never underestimate the power of • Beyoncé Knowles tans are pretty standard, not allowing
good packaging • Dwayne ‘The Rock’ Johnson for much differentiation there. Think
It can be dificult for consumers to • Justin Bieber of the fragrance example. The bottle
separate the packaging from the and packaging design, as well as
product. Think of Absolut Vodka. If it Now ask yourself, why? Is it only the name and logo, play a massive
came in a less iconic design, would because they perform the best in their role in attracting and persuading the
the brand be as desirable? Think of category, or is it also because of their consumer to make the purchase. It’s
the highest paid social media stars attractiveness? How strong is their also worth noting the packaging is
today. Here are the top seven highest aesthetic appeal? often ive times more expensive than
paid individuals on Instagram in 2018, In the case of The Bachelor, the the actual liquid itself.
according to Hopper HQ, ranked casting directors have carefully curated Contestants must select the perfect
by how much each one charges per contestants who are aesthetically clothing and accessories to ensure they
sponsored post: pleasing with great igure,s pretty look their best at all times. They do,
however, have to make these decisions
before they have any inkling of what
their fellow contestants/competitors
are wearing.
Image: https://www.absolut.com/globalassets/images/products/absolut-vodka/absolut-vodka.jpg
2. Everyone has a story to tell
It’s the job of a great brand strategist
to listen carefully, dig deeper and
question further in order to unearth
key insights about their customers.
This research process is a critical step
in developing a brand strategy, and
thanks to the online tools we have
at our ingertips, this should be an
ongoing project. The contestants in
The Bachelor are not, however, that
fortunate. They have no access to any
digital or social media tools throughout
the series.
Contestants also have limited
time with the bachelor so they have
to work strategically and eficiently.
They quickly assess what makes
him tick. His hobbies, his family
dynamics and the story of his life
must be carefully analysed in order
to ensure they engage with him in the
most alluring, but also relevant, way
possible. Knowing their competition is
vital; contestants must identify their
competitors’ strengths and weaknesses
and observe how the bachelor
responds to each one. This allows them
Strategic Marketing - p5
The show delivers major lessons • Kylie Jenner faces, and all that attractive packaging.
in branding, the top three of which I • Selena Gomez So already there is product parity
discuss here. • Cristiano Ronaldo (all contestants look good). Lash
• Kim Kardashian West extensions, teeth bleaching and fake
1. Never underestimate the power of • Beyoncé Knowles tans are pretty standard, not allowing
good packaging • Dwayne ‘The Rock’ Johnson for much differentiation there. Think
It can be dificult for consumers to • Justin Bieber of the fragrance example. The bottle
separate the packaging from the and packaging design, as well as
product. Think of Absolut Vodka. If it Now ask yourself, why? Is it only the name and logo, play a massive
came in a less iconic design, would because they perform the best in their role in attracting and persuading the
the brand be as desirable? Think of category, or is it also because of their consumer to make the purchase. It’s
the highest paid social media stars attractiveness? How strong is their also worth noting the packaging is
today. Here are the top seven highest aesthetic appeal? often ive times more expensive than
paid individuals on Instagram in 2018, In the case of The Bachelor, the the actual liquid itself.
according to Hopper HQ, ranked casting directors have carefully curated Contestants must select the perfect
by how much each one charges per contestants who are aesthetically clothing and accessories to ensure they
sponsored post: pleasing with great igure,s pretty look their best at all times. They do,
however, have to make these decisions
before they have any inkling of what
their fellow contestants/competitors
are wearing.
Image: https://www.absolut.com/globalassets/images/products/absolut-vodka/absolut-vodka.jpg
2. Everyone has a story to tell
It’s the job of a great brand strategist
to listen carefully, dig deeper and
question further in order to unearth
key insights about their customers.
This research process is a critical step
in developing a brand strategy, and
thanks to the online tools we have
at our ingertips, this should be an
ongoing project. The contestants in
The Bachelor are not, however, that
fortunate. They have no access to any
digital or social media tools throughout
the series.
Contestants also have limited
time with the bachelor so they have
to work strategically and eficiently.
They quickly assess what makes
him tick. His hobbies, his family
dynamics and the story of his life
must be carefully analysed in order
to ensure they engage with him in the
most alluring, but also relevant, way
possible. Knowing their competition is
vital; contestants must identify their
competitors’ strengths and weaknesses
and observe how the bachelor
responds to each one. This allows them
Strategic Marketing - p5
