One of the most effective marketing approaches — assuming that what you offer or the way you offer it is up to the task — is to make your brand aspirational. Make doing business with you, using your services or your products, something that people aspire to. “The Car That Car Lovers Love.” “For Serious Athletes Only.” “First Choice of Foodies Everywhere.” “Where Smart Moms Shop.” If you want to be the brand of choice, position yourself that way.
