Stewart Kennedy is one of Australia’s experts on brands.
In his Book of Truths he reveals these 12 timeless verities about marketing:
1. The value of your brand?
Your brand should be more valuable than your price.
2. Why waste money?
Marketing which does not help achieve a business objective is a waste of money.
3. Keep it simple.
Too often, the power of simplicity is forgotten.
4. Marketing vs. Sales
Marketing should not be blamed for failed sales activities.
5. Speak their language.
Always communicate in your target’s language.
6. Stay on strategy.
Only produce creative that is on strategy.
7. Not just media.
Media alone is not enough.
8. A powerful differentiator.
Brand is often the only differentiator. It is worth the investment.
9. It’s a business tool.
Marketing is a business tool for persuasion, perception and profit.
10. The total package.
Never underestimate the importance of packaging.
11. Hit your target.
Truly understanding your target audience is the key to successful marketing.
12. The best business relationships are built on trust and transparency.