EMarkeTip

MARKETING

BRANDING

POSITIONING

DESIGN & LAYOUT

For more information on building your brand, contact:
John Meng

E-MarkeTIP is a monthly marketing column by John Meng of Meng & Associates Inc., a full-service marketing firm, specializing in strategic positioning, brand building and public relations custom-fit to the needs of small- to medium-sized companies.

A double-edged sword. To the uninitiated, marketing is a weapon that cuts both ways and usually cuts deeply. Advertise, distribute press releases, update your website, publish an eNewsletter…all cost money. Cease advertising, allow your website to go stagnate, don’t share your news with potential customers, eliminate marketing from your budget, and you’re brand awareness will disappear faster than free brownies at Woodstock (or ...faster than personal accountability at a congressional hearing....or faster than a Chappaquiddick lifeguard.)

Too many times, I’ve encountered businesses — large and small — which are struggling with cash flow and their first instinct is to circle the wagons and clamp down on discretionary spending. Fiscal responsibility is always a wise decision. Only a foolish person (and maybe a few spouses) would continue to spend money recklessly when the income was fixed or limited.

However, marketing should never be considered ‘discretionary.’ Marketing is a company’s first and only line of communication with potential customers, now and in the future. Severing that communication can be terribly short-sighted and a death sentence to your brand.

“Doing business
without advertising
is like winking at
a girl in the dark.
You know what
you're doing, but
nobody else does. ”

Stuart H. Britt

Wrigley’s Chewing Gum gives us a great example of a marketing commitment during tough times. During World War II, Philip Wrigley, son of the founder and then president of Wrigley’s Chewing Gum, was faced with an incredible dilemma. Because of the war, the supply of ingredients became extremely limited while the demand for chewing gum increased. Since gum promoted alertness and improved morale among soldiers, large quantities were supplied to the Armed Forces which left the chewing gum manufacturer without enough top-quality gum to meet the public need. So rather than lower the quality of his brands, Wrigley chose to protected his brand reputations by removing Wrigley’s Spearmint, Doublemint and Juicy Fruit brands completely off the market.

Wrigley could have easily circled his wagons and ceased all advertising and marketing efforts to the civilian population. On its surface, it seemed liked a responsible choice, and it was the same decision his competitors were making. But, Wrigley understood the importance of long-term, consistent marketing and he actively marketed his brand even though he had no product.

Unlike the other chewing gum brands of the day, Philip Wrigley made sure the Wrigley brands stayed on the mind of consumers by running the ‘Remember this Wrapper’ ad campaign. At the end of World War II, Wrigley’s brands re-emerged to dominate the market despite the fact the brands had not been sold in the United States for two years.

There will always periods of slow cash flow and times for you to circle your wagons. That’s the nature of business. But, just as Philip Wrigley demonstrated, successful brand building requires consistency and commitment, and the marketing wagons are always ‘forward ho.’


MARKETING BRANDING POSITIONING DESIGN & LAYOUT For more information on building your brand, contact: John Meng	E-MarkeTIP is a monthly marketing column by John Meng of Meng & Associates Inc., a full-service marketing firm, specializing in strategic positioning, brand building and public relations custom-fit to the needs of small- to medium-sized companies. A double-edged sword. To the uninitiated, marketing is a weapon that cuts both ways and usually cuts deeply. Advertise, distribute press releases, update your website, publish an eNewsletter…all cost money. Cease advertising, allow your website to go stagnate, don’t share your news with potential customers, eliminate marketing from your budget, and you’re brand awareness will disappear faster than free brownies at Woodstock (or ...faster than personal accountability at a congressional hearing....or faster than a Chappaquiddick lifeguard.)
	Too many times, I’ve encountered businesses — large and small — which are struggling with cash flow and their first instinct is to circle the wagons and clamp down on discretionary spending. Fiscal responsibility is always a wise decision. Only a foolish person (and maybe a few spouses) would continue to spend money recklessly when the income was fixed or limited. However, marketing should never be considered ‘discretionary.’ Marketing is a company’s first and only line of communication with potential customers, now and in the future. Severing that communication can be terribly short-sighted and a death sentence to your brand.	“Doing business without advertising is like winking at a girl in the dark. You know what you're doing, but nobody else does. ” Stuart H. Britt
	Wrigley’s Chewing Gum gives us a great example of a marketing commitment during tough times. During World War II, Philip Wrigley, son of the founder and then president of Wrigley’s Chewing Gum, was faced with an incredible dilemma. Because of the war, the supply of ingredients became extremely limited while the demand for chewing gum increased. Since gum promoted alertness and improved morale among soldiers, large quantities were supplied to the Armed Forces which left the chewing gum manufacturer without enough top-quality gum to meet the public need. So rather than lower the quality of his brands, Wrigley chose to protected his brand reputations by removing Wrigley’s Spearmint, Doublemint and Juicy Fruit brands completely off the market. Wrigley could have easily circled his wagons and ceased all advertising and marketing efforts to the civilian population. On its surface, it seemed liked a responsible choice, and it was the same decision his competitors were making. But, Wrigley understood the importance of long-term, consistent marketing and he actively marketed his brand even though he had no product. Unlike the other chewing gum brands of the day, Philip Wrigley made sure the Wrigley brands stayed on the mind of consumers by running the ‘Remember this Wrapper’ ad campaign. At the end of World War II, Wrigley’s brands re-emerged to dominate the market despite the fact the brands had not been sold in the United States for two years. There will always periods of slow cash flow and times for you to circle your wagons. That’s the nature of business. But, just as Philip Wrigley demonstrated, successful brand building requires consistency and commitment, and the marketing wagons are always ‘forward ho.’ 2004© MENG & ASSOCIATES INC. ALL RIGHTS RESERVED.