Understanding the commercialization of products from a buying perspective before the sales perspective is key in creating market driven products as you are once again focusing on the problems being faced by your market, this time not just the problems the product will resolve but also the problems customers have in selecting the right product.
The general misunderstanding in most companies is that the sales process is the buying process. Unfortunately this is seldom the case. The selling process is how your sales teams sell the product (create interest (telemarketing e.g), do a demo (live e.g), negotiate price etc. However that does not mean that the sales process coincides with how YOUR customer actually buys the products
The buying process is seldom the selling process
February 2nd, 2012 by Darragh Kelly 1 comment »What is the brand, the company or the product name?
January 12th, 2012 by Darragh Kelly No comments »I got a lot of feedback in regards to my post on the importance of categories in branding and why you need to create a new category if you really want to set yourself apart from the rest of the pack.
The feedback I got was more to do about the basics of branding which I tried to explain in an earlier post. Most people understand that the company name is the brand but don’t understand that the actual product name is also a brand. So the brand is Apple, so too is iPad or iPhone, Gillette and Match 3 etc. So what is the brand name, the company or the product? The answer could be both, the question is which do you want to push more?
Read More...The Samsung Note; no category = poor branding. Apple did the same!
January 5th, 2012 by Darragh Kelly 2 comments »Is it a smartphone, is it a tablet?This is the new marketing campaign for the Samsung Note. One of the goals of marketing, if not the most important, is to dominate a category. If you cannot dominate a category you should create a new one and dominate it. So, you need to create a product [...]
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