Tempt, Attempt

Every brand marketer has a choice between tempt and attempt. The market will tempt, the distributors and retailers will tempt, the sales force will tempt, the circumstances will tempt, internal and external forces will tempt, but would you fall for it?

Instead, if you attempt good brand marketing practices and avoid others tempting you into bad brand marketing practices, you will succeed in:

• Brand awareness growth
• Brand trials and repeat growth
• Sales growth
• Market share growth
• Brand profit growth

If you are able to correctly attempt brand marketing strategy, along with its systems and implementation, it is far better than allowing the market or circumstances to tempt you into incorrect or inappropriate brand marketing practices.

What should you not allow others to tempt you into? First of all, you should avoid getting tempted into the three ‘S’s:

• Excessive sugar in your food
• Excessive salt in your food
• Excessive schemes in your brand marketing strategy

Just as excessive sugar and excessive salt are bad for health, excessive schemes—whether to the trade or to the consumers—are bad for the brand’s health. Instead, an attempt should be made to present the perceived value of the brand.

Secondly, you should avoid getting tempted into frequently changing the brand positioning statement and the brand personality. This will confuse consumers. Instead, an attempt should be made to develop a thoughtful brand positioning statement that can last long and create a strong brand personality in the minds and hearts of consumers.

Thirdly, the sales force may come under regular pressure to break systems and take methods that lack discipline in order to achieve their sales targets, tempting you to do the same. Instead, an attempt should be made to explain and educate the sales force on why systems and discipline are in their best interest. A structured approach will help them achieve targets, grow professionally, and earn incentives.

Most sales force teams are capable and motivated but need guidance. When properly trained, their good nature and professionalism will emerge, ensuring that temptations are avoided.

Fourthly, over-spending on advertising is a temptation that should be side-stepped. Whether it is creative or media, only relevant and appropriate strategy and spending should be attempted. A balanced and well-thought-out approach will ensure maximum impact without unnecessary expenditure.

Thus, allowing external or internal factors or people to tempt you into wrong brand marketing practices should be avoided. Instead, an attempt should be made to follow good practices in brand marketing.

Strategies—be they in pricing, advertising, promotion, sales distribution, customer service, brand positioning, segmentation, target audience selection, systems and processes, brand experience, product portfolio, packaging, developing attitudes and skills in the sales marketing team, public relations, or event marketing—should never be influenced by internal or external temptations into bad practices.

Instead, attempt good brand marketing practices, which will lead to strong topline and bottom-line results.

To achieve sustainable profitable growth, it is essential to:

• Avoid thoughts, words, and actions that lead to external or internal temptations
• Prevent falling into bad marketing practices
• Focus on good brand marketing practices that ensure long-term brand success

By doing so, brands, companies, and careers of managers will flourish, fulfilling the vision of the owners and promoters.

Avoid tempting; choose attempting!