Does Your Brand Matter?
June 26, 2008
Would anyone notice if your brand disappeared tomorrow? Would anyone care?
Those are two questions that branding experts use in what’s often called the tombstone test. By answering those questions, you’ll get a better idea of the importance of your brand in the marketplace.
Is your brand easily replaceable in the minds of consumers? Do customers feel a strong loyalty to your brand? Try the tombstone test to learn the truth about your brand.
Think of it this way. Would anyone notice if Coca-Cola disappeared tomorrow? Undoubtedly, millions of people would notice. Would anyone care if Coca-Cola disappeared tomorrow? Certainly, millions of people would care, and they’d probably be very vocal about it.
Now try the same test with your brand. If your own feelings about your brand are getting in the way of making an accurate assessment, then go out and speak to your customers directly. Ask them if they would miss your brand or care if it disappeared. You just might be surprised by what they tell you. In fact, their responses might make you completely redefine your marketing strategy.
Another interesting approach to the tombstone test is to ask your customers the same questions about your competitors’ brands. Compare the answers to those given for your brand, then look for opportunities or threats and modify your strategy to fill the gaps (or take advantage of them).
Remember, successful brands are those that people care about and would miss if they disappeared. If you customers don’t care now, then it’s your job to make them care.
So does your brand matter? If not, make it matter!
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Written by Susan Gunelius · Filed Under All industries, Brand
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[...] week, I asked Does Your Brand Matter? where I talked about the tombstone test and asked you to analyze your brand and determine whether [...]