Hello Brand Managers,
I just received another email from Obata-san. I think that you should include these points in your brainstorming about the brand, as each is important:
She has three ideas about her products/brand:
They should be:
1: easy to recognize
Big companies use advertise for this, but we, the small brand should find something else. For example, internet, with efficient key words...
2: easy to obtain
through optimization of her website and strategic partnerships
3: easy to recommend
I would like to expect the word of mouth among their network.
Which points should we stress in order to impress them? How can Obata Shuzo send the information effectively to them to keep and/or create their interest on Sake ??
**this is a very important exercise related to Brand Elements, and Brand Message***
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It seems that she wants to depend heavily on her website. However, according to the survey by the Ministry of Agriculture, only about 3-4% look for sake on the internet. It could be growing but it might take time.
ReplyDeleteBeefing up the information from her english website is a good idea. It would even be better if she commissions a native english speaker to improve the delivery of the content for easy and clearer understanding. A poetic twist, I feel, could greatly help in establishing an emotional attraction to readers.
Third point is very important and interesting as we can relate that with our brand roadmap. Currently, Obata sake brand image is not that popular especially among foreigners. So there’s something lacking in brand promotion, core values are not properly communicated to consumers.
ReplyDeleteWord of mouth communication is the best way to increase brand awareness, but for that consumers should be educated about the brand and its values. Hence, we should propose something that will help Obata sake brand to resonate in the minds of consumers. I believe, what we learnt throughout our classes and also ‘United we Brand’ will help in to effectively answer this query.
To increase interest, may be, we can also think about some supplementary products along with the core product. For example, BairdBeer’s Ice cream must have been played a key role in its brand promotion. However, a core message needs to be infused into the minds of consumers before we make any step further.