Peter
Drucker once said, “The purpose of a
business is to create a customer.”
Edward
Earle’s response to Mr. Drucker’s
quote is, “Then the purpose of marketing
is to make sure the customer you create belongs
to you and not your competitors.”
How
can you persuade the market to do business with
you instead of with your competition?
Keep
your margins high amidst the “low price”
strategists. Get your customers to be loyal, to
buy more often, and to send referrals. And lastly,
guard and protect your business from the rampant
rise of more and more savvy competitors.
What
type of marketing works? Which media should I
use? What should my ads say? Does branding actually
work?
Businesses
are searching for answers on how to market effectively
and they’re not finding any, regardless
of which marketing firm or ad agency they talk
to. The reason why is because the marketplace
has changed and shifted... once again.
Edward
Earle has the answer.
It’s called The Brand
Compass® and the 5 C’s of Credibility.
The Brand Compass®
addresses today’s “information-rich
and time-poor” marketplace. It addresses
how people really buy - based more on symbolic
attributes than on facts and figures. Today’s
consumer wants to be able to “Buy it now,
without a lot of research, and then worry about
it later.” That is what you’re ultimately
trying to achieve with your marketing and advertising
when creating your BRAND: that widespread “gut
feeling” of trust in your company, product
or services. And when it comes to consumers, there
is only one true brand identity for any company.
That brand is CREDIBILITY.
Credibility defined is “the power to elicit
the belief from the marketplace that your company,
product or service is trustworthy and therefore
the obvious one to do business with in a sea of
confusing competitive choices.” Credibility
trumps everything. It trumps techniques, repetition,
specs, systems, strategy, capitalization…
everything. Credibility is the ULTIMATE SHORTCUT
in the consumer’s decision-making process.
Credibility
is the True North of the Brand Compass®.
The
end result for you when you follow The Brand Compass®
program?
