I just read an article on zombie marketing. What is this? You know–it’s the stuff you always thought was ridiculous but were afraid to speak up.
At the top of the list was rebranding. I totally agree with this one. What do you really expect to accomplish by subtly altering the shape, size and color of your logo, or create a new tag line?
Your brand is so much more than your logo. It’s the way you interact with your clients, customer service ethic, integrity and great ideas. This is the important stuff about your brand, but this is not what they’re talking about when they talk about rebranding.
Right up there with rebranding is market research. Hundreds of thousands of dollars and endless hours of surveys, tabulations, charting and graphing and mumbo jumbo to find out what your clients really value in a service provider. What do they value? It goes right back to the important stuff about your brand: customer service ethic, integrity and great ideas.
I happen to believe that these zombie marketing tactics are what you do to prolong having to really get down to work and get new clients. You know what I’m talking about–networking, cold calls, forming strategic alliances and following up. These are the marketing tactics that work.