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ABCD of Marketing

All week, I’ve been talking about branding lessons learned on a recent weekend trip to Broken Bow, Oklahoma.

The summary of these stories is that there are only 4 kinds of marketing pitches that any brands can make:

Alternative, Better, Cheaper, or Different.

  1. Alternative – Pepsi is an alternative beverage to Coca-Cola
  2. Better – Whole Foods has better quality grocery than Walmart
  3. Cheaper – Residence Inn is a cheaper hotel than Ritz-Carlton
  4. Different – Disney’s parks are different compared to all other parks

Your marketing needs to pick the alphabet and attribute that resonates the most with your brand. 

You can’t be all of it. 

You have to pick one and go with it.

This is the foundational ABCD of marketing that all brands need to have in place.

Which means that when someone tells you “We have good food and good prices”, they don’t have their foundational marketing built on solid ground.

You can’t be better and different at the same time.

Takeaway

Build your branding with the right foundation by getting your marketing ABCDs right.

Which attribute is your brand marketing to the world? A, B, C, or D? Share with me here.

Understand why you are different and how you help, recognise your target market, and give them something they might not even realize they are missing.

Chris Murray

Kurian Babykutty

CEO, 40 Parables

Kurian's a steward of storytelling and a keen observer of people, which is why he geeks out on making marketing meaningful.

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