When working with CEOs and CMOs in medium-sized Danish companies, we are always asked to increase the company’s visibility and drive sales. Of course, we must, but to sell, you have to build mental awareness in your market. Less than 5% of the market is ready to buy your product when they see your ad, but they might be prepared to purchase next week. But do they remember you next week? Did your ad make a positive impression on them? If you resemble your competitors and convey the same message, they will not remember you. Why would they?
Will they remember you better if you have charisma, energy, humour, edge, and zeitgeist? We believe so. We refer to that as having mojo!
Mojo represents the X factor—the secret sauce and unique vibe that piques people’s interest in you. It's attractiveness. You cannot get that by forcing yourself on others. Always be available and persistent, but not too pushy. Your mojo is your personality; therefore, your competitors cannot simply replicate it. Mojo is not just about being different; it’s about being unforgettable.
All CMOs and marketing departments should try to find the company's mojo. Selling products is basically the sales department’s responsibility, while marketing’s responsibility is to build a strong brand and create demand for those products. Of course, you can still conduct marketing that simultaneously builds a strong brand and sells products.
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Central to Mojo is the capacity to form an emotional connection with your customers. This goes beyond product features and benefits. It’s about crafting experiences that elicit joy, trust, and a sense of belonging. Brands such as Apple and Nike have excelled at this by integrating their values and beliefs into every customer interaction.
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In a world filled with marketing messages, being authentic is crucial. Your brand’s story should be accurate, engaging, and reflective of your core values. Incorporate this narrative into every interaction, from advertising to customer service, to ensure a consistent and authentic brand experience.
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Mojo is dynamic; it requires a commitment to continuous innovation and the agility to adapt to changing market and cultural conditions. This means staying ahead of trends, embracing new technologies, and constantly seeking ways to enhance your product or service offering.
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The Mojo Philosophy revolves around understanding customers’ needs, desires, and pain points and providing solutions that surpass expectations. It involves creating a seamless, personalised, and delightful customer experience.
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To maintain its mojo, a brand must remain relevant within the cultural zeitgeist. This involves tapping into current trends, societal shifts, and emerging consumer behaviours. Brands that align with the cultural pulse can maintain their appeal and stay top-of-mind.
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Conduct a comprehensive analysis of your brand’s strengths, values, and market position. Identify what sets your brand apart and how it can form an emotional connection with your target audience.
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Develop a brand story that is authentic and resonates with your audience. Ensure this narrative is consistently communicated across all channels and touchpoints.
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Encourage creativity and innovation within your organisation. Invest in research and development and be willing to take calculated risks to stay ahead of the competition.
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Focus on delivering exceptional customer experiences at every customer journey stage. Use data and insights to personalise interactions and exceed customer expectations.
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Keep an eye on cultural trends and societal changes. Adjust your marketing strategies to match these trends and ensure your brand stays relevant and attractive.
