A lot of marketing takes the bludgeon approach. If you hit them hard enough and often enough, they’ll buy.
If you spend enough money on advertising, people will remember and purchase your products. (That isn’t necessarily true – there are cases where it’s been proven advertising DECREASED sales of a product.)
But most companies can’t take that “just throw enough money at it” approach.
With good branding your marketing becomes more like a scalpel. A precision approach. It’s a lot less bloody.
It requires a consistent approach through every aspect – what marketing channels you use, color scheme, slogan, ad wording, choice of imagery, fonts – everything.
It has to be an approach that makes sense to your prospective buyer. Then you have to stick with it.
For how long has BMW been The Ultimate Driving Machine? Decades.
You notice they haven’t needed a Bailout either. They actually made a profit in 2009.