Cost-Effective Marketing for Emerging Brands

Peter Drucker, the famed management guru, once said, “What matters in the marketplace is the economic reality, the costs of the entire process, regardless of who owns what.”

As marketers, we know that the purpose of any business is to sustain the process of profitability in the long term. That process ultimately being marketing—and, more specifically, creating a sustainable brand.

So given the wisdom of those like Drucker who've experienced market cycles first hand, which areas do today's emerging brands need to rethink to specifically manage the costs of the entire marketing process? Which principles can reasonably ensure that your brand's marketing efforts can steal share from the established players?

Assumptions

Before I begin to answer that question, let's look at three disillusioned assumptions in today's marketplace that may be altering our perception of where to allocate our marketing resources.

1. Advertising costs money

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Ray Podder is an entrepreneur, brand strategist and designer based out of Los Angeles, California. Contact him via the GROW blog.