Branding Lessons From The Orp Man.
- Topics:
- Brand Strategy
- Source:
- AGCD
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Overview: The article talks about the effectiveness of brand distinction and it reminds of a little episode. Orp man really understood marketing and the power of branding: the person studied and understood the audience. He took pains to ensure that his product was distinct from his competitions'. He packaged and positioned himself uniquely, and virtually re-defined street begging to be the only one of his kind. He knew his brand mission, which wasn't just to get customers to spend money, but to make it a truly "unique begging experience;" and this was supported by everything he did. His presentation was built around an indelible "mind trigger" that would create positive awareness and irrational loyalty for years and years to come. He delivered value that far exceeded customer expectations. He won people over emotionally, and in turn, commanded a higher price. -- His brand was so unusual and created such a "buzz,” that plenty of non-paid brand ambassadors still feel loyal, and are willing to give him plenty of free advertising.
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Format: PDF | Size: 4KB | Date: Jan 2003 | Pages: 3
