Huy Tran is the National Marketing Manager for Aburi Group. In the interview Mr. Tran talked about how he got to where he is now, how his background applies to his current role and his extensive use of data analysis techniques. Huy Tran walked through a very practical set of processes including a content inventory, content analysis and content performance, and also discussed how his organization reacted based on the information from these processes. Tran talked about how the brand changes over time, and how important data and analytics are to understanding what is resonating with the target audience and what is not.
In her blog post How to Craft Brand Messaging Your Target Audience Will Love, Rebecca Riserbato discusses the importance of knowing the target audience. Riserbato points out that audiences respond to brands in a very similar way to the way we respond to people. Therefore, if we think about brands, the way we think about people, then it makes sense to assign Carl Jung’s common personality types or archetypes to a brand.
So now if we consider the Aburi Restaurant brand, what archetype is their brand? What target audience does Tran want to connect with? Aburi offers fine dining; should the brand be aiming to be viewed as a Creator, providing the perfect product, and being viewed as an innovator? Or, should the brand be aiming to be viewed as a Jester, helping people enjoy life and have fun? Or, maybe the Explorer, providing excitement and fulfillment, leading people to discover new flavours?
While Huy Tran did not touch on this directly, it is obviously a high priority for all marketing managers to connect with the right audience. As Tran points out, if that connection isn’t being made, then the marketing data will help to develop a message and an archetype that will resonate with the target audience.