{"id":3883,"date":"2020-12-17T11:03:47","date_gmt":"2020-12-17T03:03:47","guid":{"rendered":"https:\/\/berniewong.net\/?p=3883"},"modified":"2021-05-24T15:10:11","modified_gmt":"2021-05-24T07:10:11","slug":"know-your-brands-true-value-before-embarking-on-marketing","status":"publish","type":"post","link":"https:\/\/berniewong.net\/zh-hk\/know-your-brands-true-value-before-embarking-on-marketing\/","title":{"rendered":"Know Your Brand&#8217;s True Value Before Embarking on Marketing"},"content":{"rendered":"<p class=\"wp-block-paragraph\">I recently taught a digital and social media course at HKU SPACE. My students came from diverse backgrounds. Among them were <a href=\"https:\/\/social-stand.com\/bernie-wong-speaks-to-hku-mba-students-on-developing-omni-channel-marketing-campaigns\/\">current marketers<\/a> who intend to learn more about the profession. There were also <a href=\"https:\/\/social-stand.com\/bernie-wong-speaks-as-a-guest-lecturer-at-hku-for-e-marketing\/\">others<\/a> without a marketing background and just wanted to learn the basics. Faced with the challenge of having a mixed audience, I decided to revamp the entire course content. I\u2019ve included new theoretical frameworks and supplemented traditional theories with real-life case studies.&nbsp;<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_88 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title ez-toc-toggle\" style=\"cursor:pointer\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 eztoc-toggle-hide-by-default' ><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/berniewong.net\/zh-hk\/know-your-brands-true-value-before-embarking-on-marketing\/#Good_marketing_is_not_simply_talking_about_your_brand\" >Good marketing is not simply talking about your brand.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/berniewong.net\/zh-hk\/know-your-brands-true-value-before-embarking-on-marketing\/#Is_your_brand_a_pain_reliever\" >Is your brand a pain reliever?<\/a><\/li><\/ul><\/nav><\/div>\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Good_marketing_is_not_simply_talking_about_your_brand\"><\/span><strong>Good marketing is not simply talking about your brand.<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.investopedia.com\/terms\/v\/valueproposition.asp\">A value proposition<\/a> isn&#8217;t a new buzz word. In essence, it isn\u2019t about finding the strengths of a <a href=\"https:\/\/social-stand.com\/branding-360-bernie-wong-and-the-advantage-of-evolving-brands\/\">brand<\/a> within the needs of its customers, which competitors may or may not have. The usual marketing approach may be hackneyed. Although the brand is good, and the <a href=\"https:\/\/social-stand.com\/\">marketing agency<\/a> is experienced, many may fall into the ruse of self-promotion. They have listed the features of their brands. But it appears that they pray and hope that the outcome is desirable as if awaiting one&#8217;s destiny or to strike the lottery. My question to you is: have you truly evaluated your brand from the customer&#8217;s perspective?<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Is_your_brand_a_pain_reliever\"><\/span><strong>Is your brand a pain reliever?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/alexosterwalder.com\/\">Alex Osterwalder<\/a>&#8216;s books on business are worth reading. One of his books on <a href=\"https:\/\/www.amazon.com\/Value-Proposition-Design-Customers-Strategyzer\/dp\/1118968050\">Value Proposition Design<\/a> is also well-suited for marketing. In that book, he illustrates a <a href=\"https:\/\/www.b2binternational.com\/research\/methods\/faq\/what-is-the-value-proposition-canvas\/\">Value Proposition Canvas<\/a>, where a brand is represented on the left of the diagram and the customer on the right.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">I suppose that the marketers of every brand can rattle off a list of functions of their products and services. But how well can they relate these to the needs of customers and the things that they want to be solved? Or are brands simply flooding the customer with all their product benefits to create an illusion that their product is what customers are missing in their lives? Even if the actual problem is met with the product&#8217;s features, are your customers&#8217; emotional needs considered?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When customers look for a product or service, they have one or more pain points that they are keen to solve. When the brand is a pain reliever to these pain points, there is a perfect match. The right marketing <a href=\"https:\/\/social-stand.com\/tips-to-write-facebook-instagram-ads-that-generate-sales\/\">content<\/a>, <a href=\"https:\/\/social-stand.com\/a-new-messaging-experience-on-instagram\/\">message<\/a>, and <a href=\"https:\/\/berniewong.net\/zh-hk\/bernie-wong-on-5-ways-brands-can-reinvent-their-digital-marketing-strategy\/\">strategy<\/a> would follow accordingly. The product should help solve these pain points and offer extra benefits that the customers are looking for and BINGO!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The Value Proposition Canvas is not just a theoretical framework. It&#8217;s very handy in practice. As an agency, our company uses it to conduct and discuss researches about our customers from time to time. This is to make our marketing messages well-tailored to target our customers more strategically. Marketers should spend time reading this book carefully.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As a <a href=\"https:\/\/berniewong.net\/zh-hk\/about\/\">lecturer<\/a> who works hard for his clients every day, and armed with the academic theories of marketing in this new era, I suppose I can also say that I have found my own Value Proposition.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Original Source:<\/strong> <a href=\"https:\/\/www.mpfinance.com\/fin\/dailyb2.php?col=1592303366123&amp;node=1606107593722&amp;issue=20201123\">https:\/\/www.visiongo.hsbc.com.hk\/en\/article\/know-your-brands-true-value-before-embarking-on-marketing<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>I recently taught a digital and social media course at HKU SPACE. My students came from diverse backgrounds. Among them were current marketers who intend to learn more about the profession. There were also others without a marketing background and just wanted to learn the basics. Faced with the challenge of having a mixed audience, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":4181,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[33,62,61],"tags":[351,352,353],"class_list":["post-3883","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-trends","category-content-marketing","category-digital-marketing","tag-brand-value","tag-good-marketing","tag-value-proposition-canvas"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Know Your Brand&#039;s True Value Before Embarking on Marketing - Dr Bernie Wong - AI and Storytelling Trainer<\/title>\n<meta name=\"description\" content=\"I recently taught a digital and social media course at HKU SPACE. 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