Hey everyone, welcome to Digital Branding with LEAD, where we bring you valuable information, tips, and opportunities to assist you in building your brand. Today’s topic in relation to digital branding is, “the law of advertising.”
We have learned that publicity is a powerful tool, but sooner or later a brand outlives its publicity potential. This calls for the newly established and booming brand to shift from a publicity strategy to an advertising strategy. With this change, it is important to understand that it is best for a leading brand within a particular category to do this because once you begin to advertise from this leading position, it makes it difficult for a competitor to carve out a substantial share of the market.
Leaders should not look on their advertising budgets as investments that will pay dividends. Instead, leaders should look on their advertising budgets as insurance that will protect them against losses caused by competitive attacks.
Advertising is a powerful tool, not to build leadership of a developing brand, but to maintain the leadership of a developing brand once it is obtained. Companies that want to protect their well-established brands should not hesitate to use massive advertising programs to smother the competition.
So, in the end, what we are conveying here is that your advertising budget is much more valuable once your brand has become the leader in its category and you are seeking to maintain your position and dominance in the category. Your advertising budget is not an investment, it is insurance.
Advertising may not pay for itself, but if you’re the leader, advertising will make your competitor pay exponentially more when they begin to advertise in order to compete with you.
That’s all we have today on Digital Branding with LEAD. Remember with LEAD it is all about turning your business into a leading brand. Make sure you visit leadmediallc.com to book a consultation with us and learn how you can grow your brand within the digital world today.