It has been a while since I wrote an article here. I know you missed me and so did I. We all must find some time to relax. Therefore, I took a few days off to rebuild my strength. During my off days, I did what any other writer is good at, making observations. If you never knew this, writers are fond of looking at the face of things, keenly to extract some story there from. As an entrepreneur too, I couldn't help envying the lucrative revenues generated from the recent boxing match between Manny and Mr. Money. Besides challenging everyone's know-how as it regards how the boxing points are tallied, and the sore throats due to long arguments after the match regarding who “really” won, the marketing strategy adopted by the promoters of the match is adorable to any business entity.
I am here, for instance, talking about boxing, a sport that I previously had no interest at all. Conventionally, the world had so much been attracted to boxing when it came to the heavyweight championship. And what I thought till the start of the game was that the match between the two was for the world championship. However, through marketing and branding, we were made to believe that the match was fiercer than the heavyweight championship we were previously used to and hence was not something to be missed. We went further to unearth details of each of the two champions so that we may have talking points on the topic in bars and after church. The perception created was that the match would be between a righteous hard worker, a man who believes, and a powerful elitist with little respect for faith. This made the match personal and that is why we almost fought after the match and my throat is still sore.
What then is there for business entities to be gained pertaining marketing and branding? One, people do not care much about the content and the quality of the product. Contrary, creating an attitude or a perception about the product in the mind of individuals is a more powerful driver of demand than the type of the product. Secondly, branding involves creating feelings and making personal connections to individuals. Making the customer associate with the product is one way to create interest. How the promoters of this match achieved exaggerated success, especially through the social media, is a subject of special interest to anyone with the capitalistic spirit of the entrepreneur.
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