Worthy Cause Marketing Today
Worthy-Cause Marketing
IT CAN BE MORE EFFECTIVE THAN CONVENTIONAL ADVERTISING
There’s a secret Madison Avenue doesn’t want you to know: Worthy-cause marketing can beat conventional advertising for many products, because it gives buyers political and social reasons to buy your product and remain loyal to your brand - and it’s more cost effective. Worthy-cause marketing is...
How to Talk to Your Logo Maker
A PICTURE IS WORTH A THOUSAND WORDS - WHAT ARE THEY?
Thousands of logo makers would love to design a logo for your company, product or service. Most have artistic talent, imagination and experience in making logos for other companies. Many people who have never made a successful logo think they can do it themselves. It’s fun...
Sales: The Life Blood of Every Brand
THE BEST BRAND IN THE WORLD STILL NEEDS TO BE SOLD
Today, there is a lot of focus on Brands and Branding as if that alone would make your business a success. You often hear, “That brand just took off!” or, “That brand has a giant following!” like it was some kind of popularity contest, based on...
Building a Brand – 11 Essential Building Blocks
START WITH A FIRM FOUNDATION
Today, there is a lot of talk about building a brand. It seems like brands pop up over night, especially on the web. Most brands, however, take years to become established. Some companies even buy up defunct brands because they may still have some brand equity...
Customer Retention Strategies
6 WAYS TO AVOID LOSING CUSTOMERS
Customer retention is all about how your company maintains its client base and how it creates a loyal following. Customer retention is a big function of customer satisfaction. Develop a few tactics aimed at creating loyal customers by discovering what they most want. Customer Retention Strategies...
What is Branding?
BRANDING IS MORE THAN NAMING A PRODUCT
Good branding identifies the customer. Great branding ultimately causes the customer to identify with the brand.1 When you ask, “What is branding,” the quick answer is giving your product or service a moniker, a logo and a slogan that identifies it in the commercial world. But...
Brand Management includes Crisis Control
BRAND MANAGEMENT IS COMPREHENSIVE VIGILANCE
Brand management is comprehensive vigilance, adjusted to market conditions and distribution realities. Crisis control is no doubt a major part of brand management. An Example of Good Brand Management Thru Crisis Control Odwalla is an excellent example of good brand management. Because Odwalla wanted to provide...
Brand Image is Developed After the Launch
REPUTATION TAKES TIME AND PERFORMANCE
There are many companies that will create a brand image for you. They’ll develop a logo, a slogan, and perhaps packaging for your product or service. They might even obtain third-party endorsements. All of these they develop before the launch, but a successful brand image is...
A Few Ways to Build a Brand
SOME WRONG WAYS, SOME RIGHT WAYS
There are many ways to build a brand. There was a time when rock radio stations took money called “payola” to play certain songs over and over again. Hits built with payola weren’t necessarily good songs, but they became popular by rote and familiarity. I mention...
Brand Marketing is All about Choices
GREAT BRAND MARKETING IS MORE THAN GETTING THE WORD OUT
Brand marketing can be done through everything from pricing and distribution to customer-loyalty programs and endorsements. Here are just a few ways to consider: 1. Brand marketing through various channels Brand marketing can be done through: the Internet, TV, word-of-mouth, radio, print, signage and/or worthy-cause marketing....
Think Brand Identity is Just a Clever Logo or Slogan?
THINK AGAIN. BRAND IDENTITY IS ALL ABOUT REPUTATION.
Too many companies believe that brand identity is just a cute logo or slogan, but those aspects are two-dimensional. A brand’s identity depends on how buyers respond to the brand. Initially, it is based on the customers’ perception. But ultimately, it’s based on the brand’s reputation....
Brand Position Starts with the Category
EVERY CATEGORY CONTAINS MANY BRAND POSITIONS
Brand position in its most general sense comes down to the simple questions: “What category are you in?” and, “How are you located and ranked in that category?” A category is the type of goods or services that the brand represents. Is it legal services or...
Corporate Branding Captures a Company’s Persona
FOUR REQUIREMENTS OF CORPORATE BRANDING
Corporate branding is so much more than a cute logo. When done well, it encapsulates the whole personality of the corporation and indelibly imprints that image into the minds of the general public. Corporate branding is a process. It is a step-by-step discovery of what is...
Good Product Positioning Examples Abound
VW, VIRGIN, WALMART, MICHELIN—JUST FOR STARTERS
Product positioning examples are all around you. Product positioning messages reach you every time you shop, drive, work, listen to the radio, or read a newspaper. Here are just a few examples of products that have done a good job of positioning themselves: 1. Volkswagen is...
Brand Name: 5 Questions to Answer When Naming a Brand
SHOULD DESCRIBE THE PRODUCT, THE PRODUCER, OR THE ATTRIBUTES
A brand name is the actual word or words that identify a product or service. It can also serve as the logo, describe your end-user, and more. The brand name is not necessarily the logo, however, but it can serve as one if always represented in...
Brand Design Starts at the Drawing Board
BUT IT DOESN’T END THERE, NOT BY A LONG SHOT
There are lots of good brand designers out there who think that good brand design is about a nice logo. Great brand design, however, is comprehensive, continuous, consistent, and starts at the conception of the product itself. Brand design should involve every aspect of your product....
Packaging Can Make or Break a Product
THE BEST PACKAGING ADDRESSES A MYRIAD OF CHALLENGES
Good package design begins as an act of discovery, not a creative art form. The word “packaging” has several different meanings in commerce. It can apply to products or to services. The physical package that provides containment, protection, and merchandising for products is the type of...