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The Marketing Hits' Formula

by Dr. Dan Herman

From time to time the marketing world is stunned by huge, quick, unpredictable and seemingly inexplicable successes. These hits are products or services, entertainment locales or vacation spots, shopping malls or specialty stores that enjoy a puzzling immediate popularity. There are unknowns that become hot celebrities, there are events, festivals or concerts that capture the masses, real estate development projects that evoke huge demand, or styles that become trendy. In nearly all cases, there are also new brands that are immediately adopted by the target population. For example, Harry Potter or The Da Vinci Code, Apple's iPod and the Blogs, the Hamptons in Long Island New York, Toyota's Scion brand, the Crest electric toothbrush and many more examples.

There are cases in which the reasons for product's success are obvious. The success of Viagra a product that has solved a serious problem for millions of men worldwide - is hardly surprising. Even the success of vacation resorts in Turkey - that have made accessible once a luxurious vacation style to a new middle class segment is not a mystery. In contrast, in other cases the success of a specific product, place or person over the competition remains unclear. We have all observed the phenomenon of a packed and trendy caf surrounded by apparently equally attractive but relatively empty coffee bars.

Research of marketing hits is not a new thing. Certain categories have accumulated much knowledge enabling planning and launching of hits with a practical probability of success. In the leisure and entertainment segment, companies such as Disney, Warner, HBO, and others have demonstrated such consistent capabilities in theater, television, music, toys, electronic games, and more. A similar ability has been demonstrated in the fashion industry, fragrances, cosmetics and retail. On the whole, secrets are kept closely. Many have tried to crack the formula of marketing hits successes.

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Dr. Dan Herman builds luxury brands worldwide. He also leads training workshops in which he teaches the principles and methods for creating luxury brands, as well as mission focused marathons in which the participants create such brands in a methodical and guided process.

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Status: 18. Januar 2008