All or Nothing

A marketers critical role begins when the ideation and activation for branding a particular product or service is initiated.
If one recalls something called "Buying cycle", as shown in the image,

the biggest dilema for a Marketer is : where is the point in the buying cycle where my Target audience are ready for my message, so as to effectively create a Brand.

If one takes time and dwell deep into the cycle, you will discover that each point; although occuring in a fixed pattern, have a varying weightage as per the product in consideration.

Like for example:
Consider a product called " Pizza".
For Branding the Pizza, Dominoz must emphasize on the Trigger phase, because they will come first in the "Consider phase" for most of the audience, while a New startup must emphasize on "Choose phase" as they are still to be established as brands.

Similarly, imagine a young girl trying to pursuade mom to buy a new pair of Levis Jeans.
The discussion will never be whether to buy the Levis or not, Mom will never interfere in it, but still most of the young girls go on emphasizing on the latest hot sale available with the Levis brand which is "Experience Phase" in Buying cycle.

They must emphasize on the "Recommend Phase", only because the experience which you ( as a girl) will have wearing Levis will never be experienced by the Mom.
what she will remember is whether the other Moms have allowed their daughter to buy the Levis Jeans on Offer so as to get the advantage of Savings.
She needs to tell herself a coherent story inorder to live with the decision of buying.

Similarly, check the Social Media, in Facebook guys mostly look for Girls, and what they send as Message,
Nothing, absolutely nothing. They just click on "Send a friend request".

Thats the "Choose phase" they wish to be, they give themselves as choices to the Lady.
But what does your lady wants. Think............

She needs Recommendation, or an experience with you to take a decision.

So either you give it all or you give nothing, there are no Middle ways to create a lasting impression.

So where is the opportunity,

Opportunity is with the brands, with the New startups to understand the audience.
Can Big Bazaar's Jwellery section ( which is infact not doing good at all) start emphasizing on the Experience phase rather than on Consider phase...............

I sense an Opoortunity.