Learn Market Penetration Branding from the Gorilla Glue Brand

Before I get into my story on the market penetration branding from the Gorilla Glue Brand, let me introduce the topic of start-up branding.
Gorilla Glue Brand
Using market penetration branding?
There are certainly many new start-ups looking to take advantage of change driven by the internet, yes?
And there are many looking to win the online branding battle also. And if your business is looking to improve its online branding, where should you turn?
The entrepreneur always searches for change, responds to it, and exploits it as an opportunity.
Peter Drucker
Before we continue, let me ask you a question. 
What works best for branding design in your business? We would love to hear what it was. Would you do us a favor and post it in the comments section below? Be the one who starts a conversation.
With the advent of the Internet, the number of marketing options available to both budding and experienced entrepreneurs has become staggering.
It was over eleven years ago when Mark Zuckerberg and his college roommates were checking out the cute girls on campus with a “hot or not” approach on a program called “Facemash.”
Today, millions of people like me can be watching their distant grandchildren, nieces and nephew come of age online through pictures and videoes.
They were posted on the internet, thus dubbing them cute or adorable. Sometimes it is difficult to remember what life was like before the World Wide Web gave birth to the many social media networking sites.
When it came to launching a new social scene online, buddies Kevin Systrom and Mike Krieger knocked one out of the ballpark when they created a photo-sharing app called Instagram.
Just after midnight on October 6, 2010, Kevin put their creation in Apple’s online app store. Their picturesque creation exploded on the internet with over 10,000 downloads in the first few hours.
The duo scrambled to keep up with that massive internet traffic. Less than two years later, Facebook acquired Instagram for a cool $1 billion in cash and stock.
So what do those examples have to do with branding? Let’s go back to Gorilla Glue to connect the thoughts.

Gorilla Glue brand … market penetration branding

To establish itself as a new brand in a commodity market, Gorilla Glue differentiated its product with unique features and benefits.
However, competing with a strong market leader like Elmer as an unknown brand wasn’t enough.
To strengthen their marketing campaign, they came up with a highly engaging online retail experience to engage customers and create memorable experiences with the brand.
Much like Facebook and Instagram.

 

Gorilla Glue brand … market penetration strategy example

Don’t think a branding strategy is necessary? Check out the Gorilla Glue image below and check out their website at www.gorillaglue.com.
brand marketing
Pay attention to brand marketing.
Remarkable is a word many marketers are familiar with. Especially those that are fans of Seth Godin. Seth has written a lot about remarkable branding design.
Remarkable … it’s something brands around the world are trying to be.
Being noticed is not the same thing as being remarkable. Seth Godin talks about how running down the street naked will get you noticed, but it won’t accomplish much. It’s easy to pull off a stunt, but it’s not useful.
Your brand doesn’t need to do crazy things to grab attention. And certainly not to be remarkable.  You don’t want to border the line of insane and outlandish.

Coca Cola Marketing: 14 Ways They Create the Perfect Brand

In his book, Purple Cow, Seth Godin talks about how remarkability lies in the edges. The biggest, fastest, slowest, richest, easiest, most difficult. It doesn’t usually matter which edge; it matters more that you’re at (or beyond) the edge.
Here is the thing: don’t follow in the footsteps of other businesses. If you do, you’ll find that your brand marketing is boring. So Gorilla Glue went a step beyond. They made some very good promises about their product.
market development strategy
Market development strategy.
At the heart of all brands is the promise they commit to delivering to their clients. No matter how clever or memorable their brand image, if they fail to deliver on that promise, they fail.
And those promises represent what the brand stands for. Feelings and emotion are critical in the way customers are influenced.
Failure to deliver on your promise or to be what you stand for is like a politician promising no new taxes.
Mark my words. Those kinds of promises are a prescription for a marketing disaster.

 

The bottom line

 

A significant portion of a company’s value is intangible, so a strong brand is a significant competitive advantage. As Philip Kotler wrote:
The art of marketing is the art of brand building. If you are not a brand, you are a commodity. Then the price is everything, and the low-cost producer is the only winner.
Brands, marketing, and communication have long been highly related. From TV ads and press releases to events and endorsements, the way consumers view a brand will influence their decision making.
Crafting and reinforcing a brand image has long been a top priority for marketers.
To be effective in this new era, we as marketers need to see our jobs differently. No more just focusing on metrics like clicks, video views or social media shares.
We must successfully integrate our function with other business functions to create entire brand experiences. These experiences need to serve the customer all the way through their experiences throughout the business.
We can do better. Much better. But first, we need to stop seeing ourselves as crafters of clever brand messages. We need to become creators of positive brand experiences.
 

 

SMASHING BRAND IMAGE
Looking to create a smashing brand image?

 

What is your business doing to engage customers online and create a WOW experience? Do you have any examples that you would like to share?
 
Need some help in capturing more customers from your branding design strategies? Such as creative branding ideas to help the differentiation with potential customers?
 
Call today for a FREE consultation or a FREE quote. Learn about some options to scope your job.
Call Mike at 607-725-8240.
All you get is what you bring to the fight. And that fight gets better every day you learn and apply new ideas.
When things are not what you want them to be, what’s most important is your next step. Call today.
Test. Learn. Improve. Repeat.
Are you devoting enough energy to improving your continuous learning for yourself and your team?
Do you have a lesson about making your brand marketing better you can share with this community? Have any questions or comments to add in the section below?
 
Mike Schoultz is the founder of Digital Spark Marketing, a digital marketing and customer service agency. With 40 years of business experience, he blogs on topics that relate to improving the performance of your business. Find them on G+Twitter, and LinkedIn.  
Digital Spark Marketing will stretch your thinking and your ability to adapt to change.  We also provide some fun and inspiration along the way. Call us for a free quote today. You will be amazed at how reasonable we will be.
  
More reading on brands and branding from Digital Spark Marketing’s Library:
What the Lego Brand Teaches About Branding a Business
What 10 Killer Brands Stand for; It’s Personal
Building Key Requirements for a Strong Brand Identity
Branding Your Business … Examples from the Zappos Culture
 
Like this short blog? Follow Digital Spark Marketing on LinkedIn or add us to your circles for 3-4 short, interesting blogs, stories per week.
 

Brand Development: What We Learn from Branding Case Studies

Are you looking to create a memorable brand? We often get new client inquiries for help with branding. Depending on the business, and where it is in the life cycle, branding lessons can be a tall order. But these branding case studies offer great lessons on brand development.

Check out our thoughts on creative marketing.

 

Invest the time and money into a professional picture, and it will be worth its weight in gold for your personal or business brand. Make sure you smile. Why? Because a smile can build trustworthiness.

branding case studies
Branding case studies.

 

Making promises and keeping them is a great way to build a brand.

Seth Godin

 

With the advent of the Internet, the number of marketing options available to both budding and experienced entrepreneurs has become staggering.

 

For these case studies, there is a brand, and there is branding. One is a noun, and one is a verb.

 

But the funny thing is that when it comes to what defines a brand and what defines your branding, the noun and the verb are switched. Branding is defined by things like a logo, look and feel, your website copy, and all the visual details that go into managing your brand. It sends out a vibe, but it’s made up of many things.

 

A brand is defined by your actions. How do you serve your customer? What exceptional service do you offer? How do you approach relationships with business partners and vendors? A brand is defined by your actions, by what you want to stand for.

 

Before we continue, let me ask you a question

What works best for branding design in your business? We would love to hear what it was. Would you do us a favor and post it in the comments section below? Be the one who starts a conversation.

 

Related: A Remarkable Branding Design: An Example From Spanish Bank

 

The most important thing to remember, it’s not about you in the sense that you are in control. You are not.

 

Let’s see what these interesting case studies can teach us.

 

Brand development … Guinness grabs our attention

Have you noticed that the world of branding is changing?

 

And rapidly. Traditional media vehicles are losing effectiveness as people communicate in new and different ways. Mass audiences are fragmenting into small segments.

 

Developing a point of difference is harder than ever. This Guinness marketing story demonstrates that Guinness marketing has certainly noticed.

 

And Guinness marketing and branding has adapted and come up with some cool new techniques using stories. This new ad from Guinness proves that beer commercials can be so much more than guys and bars.

 

“Empty Chair,” tells the story of a bartender who leaves a pint of Guinness at an empty table every night amongst birthday celebrations and sports team’s victories. No one sits at the table, and the woman shoots a dirty look to anyone she catches eyeing one of the empty chairs.

 

Related: Would This Galaxy S5 Marketing Video Persuade You?

 

Without fail, the frosted glass is there each and every night. It’s a powerful image that serves as a sign of hope for the bartender. But we aren’t exactly sure who the beer is for until the very end. Everything comes together when a soldier finally returns home to claim his Guinness.

 

The spot finishes with the tagline “The choices we make reveal the true nature of our character.”

 

This is a simple yet powerful way to add meaning to the story, in it not?

 

 

Brand development examples … New Bell of South Africa tells us a story

Have you seen the remarkable branding story from this South African business? It was created to market and build the brand. It is a very simple story. It advocates learning to read no matter your age or status in society.

 

To us, it creates pure magic with the story, the visuals, the music and the emotion. If you haven’t seen it, watch it now, it is only 2 minutes, and it will inspire you. It is certainly easily in our top 5 of all time.

 

What makes this story so remarkable? Of course, the whole thing was staged. Who cares? It certainly accomplished its objective to build on the brand. Over 1 million views so far for business from South Africa that most of us have ever heard of. Of course, you can’t design a story for going viral. But you can target for being remarkable and engaging.

 

Case study brand identity … Gorilla Glue market penetration branding

To establish itself as a new brand in a commodity market, Gorilla Glue differentiated its product with unique features and benefits.

 

However, competing with a strong market leader like Elmer as an unknown brand probably wasn’t enough. To strengthen their marketing campaign, they came up with a highly engaging online retail experience to engage customers and create memorable experiences with the brand.

 

Don’t think a branding strategy is necessary? Check out the Gorilla Glue image below and check out their website at www.gorillaglue.com.

 

KLM Airlines
KLM Airlines.

Branding case studies   KLM Airline

I prefer brands that are most innovative and keen to try lots new and different ideas. And ones that are not afraid of a failure or two.

 

KLM Airlines certainly deserves to be this camp. They are real social media marketing innovators. They frequently come up when marketers are discussing the best in social media marketing.

 

They have been successfully executing their social media marketing plan for over four years, and their strategies have played a key role in their marketing and customer engagement.

 

Related: How KLM Airline Marketing Uses Social Media for Winning Campaigns

 

If you’re not familiar with KLM Royal Dutch Airlines, known by its initials KLM, it is the flag carrier airline of the Netherlands. With headquarters is in Amsterdam, KLM operates scheduled passenger and cargo services to more than 90 destinations worldwide. It is the oldest airline in the world, still operating under its original name (Founded in 1919).

 

Their brand identity is built around a culture of innovativeness. Over the past four years, KLM has launched some social campaigns – some big, some small. They had a few failures along with great successes, but they keep exploring and testing what consumers like the best.

 

 

Takeaway

 

Can you see why these brands have hit such huge home runs with their tales? They are quickly becoming the mecca of “story telling did right” for brands big and small going forward.

 

brand_strategy

 

So what’s the conclusion? The conclusion is there is no conclusion. There is only the next step. And that next step is entirely up to you. But believe in the effectiveness of word of mouth marketing. And put it to good use.

 

It’s up to you to keep improving your creative marketing efforts. Lessons are all around you. In this case, your competitor may be providing the ideas and or inspiration. But the key is in knowing that it is within you already.

 

All you get is what you bring to the fight. And that struggle gets better every day you learn and apply new lessons.

 

When things go wrong, what’s most important is your next step.

 

Need some help in capturing more customers from your branding design strategies? Such as creative branding ideas to help the differentiation with potential clients?

 

Call today for a FREE consultation or a FREE quote. Learn about some options to scope your job.

Call Mike at 607-725-8240.

 

All you get is what you bring to the fight. And that struggle gets better every day you learn and apply new ideas.

 

When things are not what you want them to be, what’s most important is your next step. Call today.

 

Test. Learn. Improve. Repeat.

 

Are you devoting enough energy to improving your continuous learning for yourself and your team?

 

Do you have a lesson about making your brand marketing better you can share with this community? Have any questions or comments to add in the section below?

 

Mike Schoultz is the founder of Digital Spark Marketing, a digital marketing and customer service agency. With 40 years of business experience, he writes about topics that relate to improving the performance of business. Go to Amazon to obtain a copy of his latest book, Exploring New Age Marketing. It focuses on using the best examples to teach marketing … lots to learn.

 

Digital Spark Marketing will stretch your thinking and your ability to adapt to change.  We also provide some fun and inspiration along the way. Call us for a free quote today. You will be amazed how reasonable we will be.

  

More reading on brands and branding from Digital Spark Marketing’s Library:

What the Lego Brand Teaches About Branding a Business

What 10 Killer Brands Stand for; It’s Personal

Building Key Requirements for a Strong Brand Identity

Branding Your Business … Examples from the Zappos Culture

 

Like this short blog? Follow Digital Spark Marketing on LinkedIn or add us to your circles for 3-4 short, interesting blogs, stories per week.