Chats about branding by a #greatmarketing person – who didn’t work in Marketing.

Wisdom comes for everywhere. From everyone.

Confucius (quite a wise chap in himself) said

“If I am walking with two other men, each of them I will serve as my teacher. I will pick out the good points of the one and imitate them, and the bad points of the other and correct them in myself.”

It was in this way that I met up with Professor Roy Sandbach from PnG, a very wise man and research fellow for a company worth some $80 Billion.

Through the talk with Corridor connections we met and chatted about branding. And whether my new company goAugmented needed a rebranding.

This is what he had to say:

“Here is the lesson for May 26th…..
 
Marketing is the way in which we sell. Right ? Wrong. Well, sort of right.
It is true that in a market that is already established and in which there are already competitive products, the key is to SELL those points of difference within your product/service that you think the consumer will uniquely value.
 
It is not true for “new stuff”. Marketing here has to first inform and educate and then it has to sell the benefits. Generally, marketers often fail to grasp this. It seems dull and they want to get to the exciting demo of novelty….but the consumer asks three simple questions above all else…..
 
What is it ?
How do I use it ?
Why will my life be better if I use this product/service ?
 
These are the questions that marketing of “new stuff” needs to address first.”
 

And so we will start again – not on a rebrand but on a rethink – a rethink about where we are in the mobile marketing eco system. Is AR really new? And if not – what are we really selling / marketing?

At goAugmented we are different.

I think we are selling a new kind of Augmented Reality Company – a new type of Augmented Reality Developer, not a boring techie – but a fun, playful, creative new breed of AR specialist.

But that’s just me….

 

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