Then There Was One
Agressive branding has a main function and an underlying one. The underlying one is one that you can choose to use or not. Agressive branding can be used to get your point across to as many people as you can. The other is to destroy your competition. Now this is a tactic that has its ups and its downs.
Think about this. Mcdonald’s play its commercials non stop on every network they can. Now if McDonald’s were to quit advertising altogether it is safe to say there wouldn’t be any people who would say ” Did Mcdonald’s go ut of business??!!” Of course they will never go out of business Their brand is so solid and their product is so saturated in everyay life that would never happen.
Therefore why does Mcdonald’s keep inundating the viewing public with advertising. One reason could be to make people forget there are other fast food places to go to, or to put it another way, destroy the competition.
Now as a personal brander you probably do not have the resources to throw you or your brand all over the airwaves. You can be aggressive in other ways. Local media is a start. While not as far reaching as national broadcasting your local newspapers and television stations are always looking to sell air time. Why not put you on them. There is other ways to mass market your brand. The annoying advertising that you find on your windshields. That can be used to push your brand. Start you own zine in your area. Put it in the local convience stores and grocery stores.
Keep your brand in the public eye constantly and forcefully and you will leave your competiton in the dust. The one thing you cannot do is care about your competitors. Be aware and be watchful but lose all feeling for them. They do not care about you other than a obstacle in their way so return the favor. Treat them as an enemy because well they are!
The downside to this that once you reach the top there will be a struggle to maintain the apex. And those “enemies” you trounced will more than likely lick their wounds and try to retake the hill at a later date. There is responsibility when you are on top. There is more work trying to maintain the number one position than there is trying to get there. So ask yourself if your ready to put in the time to be number one before making your ascent.
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