Checkpoint 12: How Do You Spread the Word?
Okay. So you’ve got a name, a trueline, and a tagline. Now you need to unpack the meaning hidden within those assets and deploy it across a series of touchpoints—the places where customers will come into contact with your brand—so they become true believers and spread the gospel to their friends. This brings you face to face with the hurdles discussed earlier—extreme market clutter, increasing demands on people’s time, the fractured advertising model, and tribal buying habits. Where do you put your limited communication dollars to get the highest return?
Sim Wong Hoo, the CEO of Creative Technology, was quoted as saying, “Our biggest challenge is marketing. But I’m stingy. I don’t want to waste money ...
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