The real competition is clutter
“Today’s real competition,
–competition that’s so pervasive we can’t even
see it–doesn’t come
from direct or even
It comes from the extreme
clutter of the marketplace.”
— Marty Neumeier, Author, Business Strategist
The great achievements of the technological revolution of the last century have set off an exponential increase of products and services which has resulted in a new and more pervasive form of competition—marketplace clutter. With every new product there is a growing list of features and their benefits that companies, evidently are eager to communicate. This has led to a reported 3,000 marketing messages per person, per day. Yet our ability to absorb commercial messages is less than 100 per day according to reports from American Association of Advertising Agencies. And the problem gets worse.
Advertising research shows that commercial messages themselves are at fault: They are cluttered with too many elements, all competing with one another for our understanding. Moreover these elements a found to be uninteresting, unclear, or off-message. When today’s CEOs say they know that half of their advertising money is wasted—they just don’t know which half—it may very well be the half that’s spent on message clutter. Not to mention the myriad of new techniques and competing media channels to deal with, many of them untried, untested, and undecipherable which make the clutter grow bigger and more confusing every day.
So the big question for any marketer becomes this:
What can your business or brand do to keep out of the clutter?
Rise above the marketplace clutter
At MängaDesign we believe that building a strong brand, clearly differentiating it from the competition and supporting it with engaging NeuroCommunication, is the best way to rise above the marketplace clutter and the key to thriving in the new economy. Your marketing and sales messages should identify your customer’s pain and present the solution on the basest level—simplified, clarified and magnified, to reflect the inherent way our brain absorbs information.
Why B2B needs branding
Traditionally, branding has been associated with business-to consumer markets (B2C). Business-to-business operations (B2B), with their layered channels and longer sales cycles, were not included in branding. The arrival of hyper-competition has awakened B2B to the value of branding. There are great advantages that come from building a strong brand and they are just as relevant to B2B as they are to consumer markets. Just consider the following: a strong brand provides a common purpose, reduces commercial risk, commends the buyer’s attention, builds awareness, enables higher margins, protects against lower-priced competitors, insulates the company in a crisis, builds customer loyalty, shields from commoditization and helps differentiation. To be effective, the differentiation needs to be vigourously communicated consistently across all channels and at all touch points of the brand. In addition your brand and your message must establish confidence and credibility in order to reduce the perceived risk.
Connections and Relationships
The challenge for marketers these days, is not just to rise above the marketplace clutter and reach people, but to make human connections and build relationships through a dialogue that is highly identifiable, relevant and engaging.
The magic of Content Marketing
Many leading marketers today have moved away from the sales pitch to a more subtle approach to connect with their prospects and build brand awareness, by adding a magical element to traditional marketing: content marketing—articles, newsletters, videos, webinars and whitepapers. These are the starting point of conversations that build trust and grow relationships that lead to customers and sales.
Those who deliver valuable and relevant information in compelling, engaging, even entertaining communications, that make their prospects smarter—expressed through creativity, emotional engagement and executional consistency—stand to make meaningful connections and win their customers’ hearts and minds.
MängaDesign can help your brand rise above the marketplace clutter, and deliver relevant and engaging content by using a reliable NeuroCommunication method, to craft meaningful emotional messages, that reach and connect with your audience on a deep humanly relevant level.