Should brands strive for "fame"?
"Everybody wants fame..." is what Paulie Garand wrote in his song in 2010, and many other artists before and after him have used the word in a similar way. Not only that, but fame is also related to branding, says Žaneta Rychtová, Junior Strategic Planner at Ogilvy, in her latest blog post.
In her article, Žaneta discusses what fame is in marketing terms and why brands should pay attention to it. She also explains which four aspects, according to Paul Feldwick, a brand should pay attention to if it wants to at least try to achieve "fame".
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The desirability of the product or service that the brand represents
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The ability to reach a mass audience
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The distinctiveness or difference that uniquely identifies the brand
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The brand's active interaction with the public and its involvement in the whole 'fame-making' process.
Read the full article here.
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