Do Brands need to be Marketed Differently Depending on their Stage of Life? My experience tells me brands go through three distinct marketing communication phases during it’s life span.
When you first introduce a new brand, marketing communications should focus on Awareness & Appreciation. Once the brand has established awareness and appreciation, it’s time to focus marketing activities on building an Emotional Connection between the brand and customers. The final phase is using marketing activities to keep the brand Top-of-Mind with customers.