Na Lei Hulu Puts On Some Moves!
BRANDING THE HULA
Several years ago, our national sales manager, Randy Arnold, took us to the beautiful Palace of Fine Arts in San Francisco for a Hula Show. He knew how much we loved Hawaiian culture, and especially the Hula. The hula is more than a dance form. It's...
Monetizing Brand Equity Requires Preparation from Day One
START AT THE END
Monetizing Your Brand by Selling Often, the best way for monetizing your brand value is to sell your brand. What the value is, when to sell, and to whom are all questions that beg for answers. But being prepared is the essential ingredient for gaining the greatest...
Congress Breaks Its Brand Promise and Hurts Its Brand Image
DO THE ENDS JUSTIFY THE MEANS?
Just like private companies, the U.S. Congress has a brand. That brand and its corresponding brand promise are owned by its constituents. And just like private companies, its brand promise is a function of the expectations of its customers--in this case, the voters. Those voters expect...
4 Dangers of Producing Exclusive Brands
SHORT-SIGHTED SUCCESS
Whether you call them control brands, own brands, or exclusive brands, supermarkets and box stores love to have products labeled with their own brands. And, they have some good reasons: they like cutting out the middleman, thus making more profit; they are also concerned about building...
Brand Builders Save Money with Worthy Cause Marketing
A DIFFERENT FORM OF ADVERTISING
Deductions for charitable giving will be significantly reduced in the coming years. Does this mean that the worthy causes that are the recipients of philanthropy will have to get by on less? How can companies afford to support non-profits given this situation? Even without the existing...
Build Your Brand by Partnering with Non-Profits
ONCE IN A BLUE MOON
The Blue Partnership Blue Moon Brewing Company, part of Miller-Coors, has partnered with the non-profit League to Save Lake Tahoe. The co-promotion takes many forms and is a comprehensive co-branding program. It includes in-store display pieces, on-line videos, beach clean-ups, and even a sweepstakes for a...
Brand Identity Belongs to the Consumer, and is Hard to Change
FROM RUSSIA WITH LOVE - OR NOT?
Your consumers own your brand identity. Even though it was you who spent years establishing a particular association in their minds, it is in their minds. They own it now. In other words, you were successful. But now what happens if events change and the identity...
Yahoo Changes its Logo with Caution, Strategy, and Thoughtfulness
EVOLUTION, NOT REVOLUTION
Changing your logo can be dangerous - especially after 18 years of stability, creating an identity with a customer base, and establishing a business around it. Your logo is the flag everyone salutes whether they are your employees, customers, or advertisers. A sudden change can rock...
Consumer Brand Building Takes Tenacity and Vigilance
HERE TODAY, GONE TOMORROW
Building a consumer brand faces many challenges, especially in the early days. Many inexperienced start- up producers get the idea that if they can just get their product on the retail shelf, then they have succeeded. But nothing could be further from the truth. We found...
The Ten Commandments of Brand Stewardship
ACQUISITION IS JUST THE BEGINNING
Companies that acquire a brand may think they “own” it, but they are really brand stewards. They are responsible, like parents, to protect and grow the brand so it will continue to thrive under their stewardship. Many brands have survived multiple owners. Many have died in...
7 Leadership Qualities Essential to Brand Success
IT ALL STARTS AT THE TOP
We were recently asked by the President of a Fortune 500 company what we thought it meant to be a CEO. “Leadership,” we responded almost simultaneously. What does leadership really mean in terms of brand success, innovation, growth, and integrity? Certainly there are the obvious qualifying...
5 Principles to Monetize Your Brand Equity – Advice for Start-Ups
START AT THE END!
We recently spoke to the “Sandbox,” a start-up incubator at the Tech Garden in Syracuse, New York. The 16 aspiring entrepreneurs there had different business concepts, but all had this in common - they were in the research and developmental stage. This is the right time...
Rebranding a City
COLD STEEL TO HOT BRANDS
Rebranding Syracuse, NY Can a city rebrand itself? That's the question Syracuse, New York is answering in the affirmative. The post-WWII industrial boom that fueled its economy for nearly a half century has all but disappeared. It left this historic city with big challenges, including unemployment,...
Distinguish Your Brand with Unique Packaging
THE REPUBLIC OF TEA RULES
When it comes to consumer products, packaging can distinguish your brand from your competitors. Like most consumer products, there are many choices and lots of competition for space on the shelf in the marketplace. So, how does your product stand out? We are big tea drinkers....
Why Real-Time Face-to-Face Communication is Essential to Sales
PASSION AND STORY TRUMP FEATURES AND BENEFITS
People buy with their heart and justify with their brain. If you believe that, as we do, you must be sincerely excited about what it is you are selling. Sure, you can get excited about the features and benefits, but what captures people's attention is your...
When it Comes to Creativity, Let Sales Direct Marketing
RESPECT THE RESTRICTIONS OF THE MARKETPLACE
Creativity in the Real World We were recently asked by an MBA marketing grad, “How can I successfully use the creative skills I have learned in the real world?” We responded with the biggest lesson we learned while building the Barefoot wine brand. It’s the lesson...
7 Elements for Successful Merchandizing Materials
WHY SHOULD I BUY THIS?
Whether you call it point-of-purchase (POP) or point-of-sale (POS), interpretive signage that distinguishes your brand is a must. Especially in consumer goods, these signs are the final chance you have to sell your brand’s products. Some are located on the shelf (known as shelf-talkers), or on...
Seize the Moment to Build your Brand!
ON-TIME TRUMPS 'PERFECT'
For new brands, seizing an opportunity when it presents itself is key to success. One of the big advantages small start-ups have over their big, corporate counterparts is their ability to quickly take advantage of openings in the market and time-sensitive circumstances. We have found that...