MarkkinointiKollektiivin Aamukahviseura
MarkkinointiKollektiivin Aamukahviseura 4.11.2025: Brändin erottuvuus kilpailutekijänä – näin rakennat brändiä, joka jää mieleen ja valitaan
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Ostopäätöksen hetkellä kuluttajan harkintalistalla on useimmiten vain kaksi brändiä. Jokainen brändi haluaa olla mukana tässä 50–50 valintatilanteessa, jossa ratkaistaan mikä brändi lopulta tulee ostetuksi.
Tule Aamukahviseuraan kuulemaan miten varmistetaan, että brändi päätyy kuluttajan harkintalistan kärkikahinoihin ja sillä on mahdollisuus tulla hankituksi. Nina Myllyharju ja Kristian Fagerström (Bauer Media Outdoor) kertovat Ehrenberg-Bass Instituutin tutkimuksiin pohjaten, mistä brändin kasvu todellisuudessa rakentuu ja miten mentaalinen saatavuus tekee brändistä helpommin valitun. Lisäksi case-esimerkkien kautta tarkastellaan mikä tekee mainoksesta aidosti erottuvan ja mieleen jäävän myös silloin, kun brändin nimeä ei edes mainita.
Puolituntisen aikana käydään läpi näitä aiheita:
📍Mistä brändin kasvu koostuu?
📍Miten kuluttajat valitsevat brändejä?
📍Mikä ero on erottuvuudella ja erottautumisella – ja mitkä niiden tehtävä on bändin kasvun luomisessa?
📍Millainen on hyvä mainos ja miten rakennat sitä brändin keskeisten elementtien ympärille?
Jos haluat ymmärtää paremmin, miten brändisi voi erottua kilpailijoista ja kasvaa kestävästi: tämä tilaisuus on sinulle. Toivottavasti näemme sinut linjoilla!
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