The Fitted Marketing Approach

Effective marketing is about fit. If you were preparing for a very important business presentation, would you wear clothes made for someone else? Or would a fitted option sound better? Although both options provide something to wear, the perception they give is far apart and only one of these options would be designed to present the “best looking version” of yourself.

In marketing, “judging the book by its cover” is the reality. To get people to want to know about our products/services, you first need to capture their attention. Using a one-size-fits-all approach to marketing makes it really hard for an audience to really understand you. Good marketing is about creating emotional connections through storytelling. Taking a fitted marketing approach means that you need to understand what story you’re telling before you start telling it.

 A great brand is a story that’s never completely told. A brand is a metaphorical story that connects with something very deep – a fundamental appreciation of mythology. Stories create the emotional context people need to locate themselves in a larger experience. 


Before thinking tactics, you need to develop a strategic game plan and a compelling story that resonates with your audience(s) and allows you to build from there. Like tailors, branding experts know it’s all about the details and will spend countless hours getting to know every aspect of your company to help you present your best foot forward.

Taking a fitted marketing approach by developing an effective brand program is about establishing an identity. Branding sets the foundation that allows your company to grow, transcend and keep up with the times without losing sight of its founding principles or its customers’ trust. True branding experts are storytellers who understand that their job is more than just creating a consistent image.

Even when we think we’ve done our “due diligence” most of our buying decisions take place at a split-second, emotional level that happens in the subconscious. Only effective branding can help your organization establish this connection with your target market–a connection that will definitely pay off: only a 5% increase in customer retention can increase your company’s profitability by up to 75%, according to research by Bain & Co.*

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