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03 2012

Competing Against A Big Brand? Try Wit.

Syndicated from: Louise Karch - Performance Coach, Speaker, Agitator

Toronto Pride equals hot: hot people, temperature and branding. Trojan, the #1 condom company, had male models wearing tight shorts, yellow construction helmets topped with a Roman flourish of red feathers and not much else. They used every tactic in the ‘brand in hand’ street marketing manual: cool booth, gorgeous models, free products and great photo ops.  Price tag? $20,000+ But what can a small brand with little caché or cash do to compete for attention?  Know your market and be witty. Toronto Cat Rescue did just that. When people laugh that good feeling translates into photos, tweeting, blogging  facebooking and now Pinteresting. Laughter is a fast track to the brain. So too is brazen, cheeky boldness. Price tag: $500. Good pussy.

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