You know those signs on the “Ye Olde Inn” facilities, the one that says “George Washington slept here”? Or “General Patton drank here”. And so on and so forth. That marketing tool of name recognition, connecting your brand with the right people, is not just for cloying historic places. It is relevant for many industries and businesses.
Today I visited Fashion Week, where such is standard modus operandi. Fashion designers and jewelry companies ensure their pieces are seen on the right model or actress. They make sure the right celebrities are there in their line of fashion. It creates that buzz for their brand.
In medicine, it is also true. There are the “in” doctors, the ones who celebrities use for their sculpting, which catapult their trajectory of popularity with the masses.
As you plan your marketing campaign, don’t overlook connecting your brand with the right people. Figure out how to work in a few influential people into your marketing mix.
For an in-depth understanding of what creates trends and popularity for a brand, I recommend you pick up a copy of The Tipping Point: How Little Things Can Make a Big Difference by Malcolm Gladwell.
Are the right people spotted using your products and services?
