AirBnB credits an emphasis on “top of funnel” marketing with their best quarter ever.
You build a brand by establishing top-of-mind awareness with your customers. That starts by hitting people in the emotional areas…
In this example, the focus on PR is key because things like the Barbie Dreamhouse emphasize long-standing mental connections that people have with the brand of Barbie and Mattel’s efforts to refresh the brand for the current environment.
Why does the cash follow?
- A stronger brand typically leads to a preference for your brand, lessening the cost burden of short-term sales activations.
- A stronger brand usually helps you gain more price integrity meaning you don’t have to cut your prices.
- A stronger brand shortens the sales cycle meaning you get the cash faster.
I’ll discuss this on my pricing webinar on August 15th at 1 PM Eastern.