Starting small and going global: lessons that brand storytelling can teach SMEs.
Paper
Paper/Presentation Title | Starting small and going global: lessons that brand storytelling can teach SMEs. |
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Presentation Type | Paper |
Authors | |
Author | Miller, Karen |
Journal or Proceedings Title | Proceedings of the 4th Global Conference on SME, Entrepreneurship and Service Innovation |
Number of Pages | 2 |
Year | 2012 |
Place of Publication | Brisbane, Australia |
Web Address (URL) of Paper | http://gcsmes.org/ |
Conference/Event | 4th Global Conference on SME, Entrepreneurship and Service Innovation |
Event Details | 4th Global Conference on SME, Entrepreneurship and Service Innovation Event Date 12 to end of 13 Jul 2012 Event Location Gold Coast, Australia |
Abstract | Today’s consumers have at their disposal a plethora of information to access about any given product or service, typically they are well informed, individualistic and demanding. Because their buying habits are frequently difficult to isolate and are not limited to one market, predicting customer-purchasing habits, switching habits or brand preferences is becoming more like a lottery than a science. All too frequently, small businesses rather than engaging in customised market research to address the changing consumer will use a seat-of-the-pants approach in which to segment their market and target the customer (Boyle 2003). Another related area in which small businesses frequently have trouble addressing is that of attracting suppliers and investors – as many entrepreneurs find that part of their job entails telling the brand story – a short story that ‘sums it up’ and attracts prospective customers, suppliers and investors (http://www.entrepreneur.com/article/203748). The brand story is the history about the brand and an explanation of what the brand is about, stands for, and its meaning which may be different for each of the brand stakeholders (Holt, 2004). The brand story is built on reputation, should be clear, consistent and have a touch of character exuding a personality, which matches the SME’s preferred prospective client, supplier and investor (Boyle 2003; Matthiesen & Phau 2010). |
Keywords | branding; brand story telling; SMEs |
ANZSRC Field of Research 2020 | 350704. Entrepreneurship |
350716. Small business organisation and management | |
350605. Marketing management (incl. strategy and customer relations) | |
Public Notes | There are no files associated with this item. |
Byline Affiliations | School of Management and Marketing |
Institution of Origin | University of Southern Queensland |
https://research.usq.edu.au/item/q19z2/starting-small-and-going-global-lessons-that-brand-storytelling-can-teach-smes
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