Would anyone notice if your brand disappeared tomorrow?\u00a0 Would anyone care?<\/p>\n
Those are two questions that branding experts use in what’s often called the tombstone test.\u00a0 By answering those questions, you’ll get a better idea of the importance of your brand in the marketplace.\u00a0<\/p>\n
Is your brand easily replaceable in the minds of consumers?\u00a0 Do customers feel a strong loyalty to your brand?\u00a0 Try the tombstone test to learn the truth about your brand.<\/p>\n
Think of it this way.\u00a0 Would anyone notice if Coca-Cola disappeared tomorrow?\u00a0 Undoubtedly, millions of people would notice.\u00a0 Would anyone care if Coca-Cola disappeared tomorrow?\u00a0 Certainly, millions of people would care, and they’d probably be very vocal about it.<\/p>\n
Now try the same test with your brand.\u00a0 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.\u00a0 Ask them if they would miss your brand or care if it disappeared.\u00a0 You just might be surprised by what they tell you.\u00a0 In fact, their responses might make you completely redefine your marketing strategy.<\/p>\n
Another interesting approach to the tombstone test is to ask your customers the same questions about your competitors’ brands.\u00a0 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).<\/p>\n
Remember, successful brands are those that people care about and would miss if they disappeared.\u00a0 If you customers don’t care now, then it’s your job to make them care.<\/p>\n
So does your brand matter?\u00a0 If not, make it matter!<\/p>\n","protected":false},"excerpt":{"rendered":"
Would anyone notice if your brand disappeared tomorrow?\u00a0 Would anyone care? Those are two questions that branding experts use in what’s often called the tombstone test.\u00a0 By answering those questions, you’ll get a better idea of the importance of your brand in the marketplace.\u00a0 Is your brand easily replaceable in the minds of consumers?\u00a0 Do […]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[95],"tags":[212,225,100,96,139],"class_list":{"0":"post-563","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-brand","7":"tag-brand-loyalty","8":"tag-brand-perceptions","9":"tag-brand-strategy","10":"tag-branding","11":"tag-marketing-strategy","12":"entry"},"yoast_head":"\n