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To create a successful brand management in the era of social media, a seller must do three things. The seller has to reposition the brand, product brand, then the position of the brand. In this article I focus on explaining how to position a brand.
In many cases, a big seller analogous to a great general. Therefore, marketers should and military history. Repositioning a brand in the era of social media was obtained analogous to the way the Battle of Gettysburg during the Civil War. In each case, success depended on the revival of a brand (Union Army) in terms of strengths and weaknesses of the opponent’s mark (the Confederate Army.)
Let me the reader some background information on the explanation of this analogy. The Battle of Gettysburg in the Civil War changed paradigm and paradigm shift in the repositioning of the brand of a product. Gettysburg in Pennsylvania and is situated at the confluence of six highways. On a map Gettysburg is like a wheel with six radios. This fight took place July 1 to 4 1863rd before this battle the two armies were looking for each other. Both armies knew that a great battle, which came and the outcome of this struggle would have a major impact on the outcome of the war. The South knew it was a great victory away to see from England to the south.
When this realization came, the Union believes that this will probably sue for peace. North and South understood that if the Army of the Potomac lost another major battle, the war would be lost. Both armies knew the importance of the outcome of this battle. The Union had 90,000 soldiers and the South had 70,000. Looks like fun in today’s world, instant communication, and travel two armies of 160,000 troops for two weeks to the Pennsylvania countryside, looking for each other to a battle that would participate in deciding the outcome of the civil war but that is what happened.
On the morning of 1 July, an advance team of allies on a supply mission, literally, with its partners in the Union at the center of Gettysburg really stumbled. A small skirmish began, and Union troops were very good. Then place a union of a fatal decision that the Battle of Gettysburg and finally won the war.
The leader of the Union was a general named John Buford. His troops were winning, but General Buford knew the Confederates only a vanguard of General Robert E. Lee’s largest army of 70,000 soldiers fought. Buford had the foresight to know that Gettysburg was in the great battle of the war should be fought.
About Gettysburg, there are many high mountains and round tents called Little Round Top during the period of civil war, the army, which served as high in the hills of a strategic advantage that an enemy would have to overcome the difficulties. General Buford watched the hills and he did what a successful seller should. To compete against a competing brand, must be a seller (a general) redefinition of the market (the battle) and repositioning of the brand (in this analogy Buford positions the Union troops).
At this time, pulled out of a skirmish was won and the Union troops back in the hills of Gettysburg, and then sent in reinforcements, like their counterparts found in the Confederation.
Social media creates enormous extent of the seller. About 1 in 4 people worldwide belong to a social media platform. These people are constantly interacting with each other. Let me give you some amazing statistics. As social media, there is a proliferation of products, news and commitment. Every minute there are 98 604 55 304 links to approved friends to share every minute. Two million websites with Facebook integration and this number is constantly growing. In an average supermarket, more than 10,000 brands. Every day an average person hears 3000-4000 messages.
Because of this continuous commitment and scale of the markets are constantly in motion. A product is to always have to position your brand. To create a world-class brand, a seller always has to define its market position and to use its new brand to exploit its strengths as a general was Buford.