The Distribution Channel is All-Important

The Distribution Channel is All-Important

THERE ARE THREE BASIC TYPES

The distribution channel is, perhaps, the least glamorous and the least respected sales process, but it is the most essential. Without it, you can’t get your product to your customer. With that in mind, it’s good to know the basics. The distribution channel represents...
Customer Loyalty is More than just Repeat Buying

Customer Loyalty is More than just Repeat Buying

CUSTOMERS AREN’T LOYAL UNTIL THEY BUY THE THIRD TIME

Customer loyalty is a demonstration of trust in your brand. It is the comfort and convenience of access to a dependable product that’s always in stock, and delivers up to or beyond expectations. Most consumers are loyal to products they can depend on. Their loyalty is...
Your Brand is an Icon If …

Your Brand is an Icon If …

3 WAYS TO KNOW IF YOUR BRAND IS AN ICON, AND HOW TO MAKE IT ONE

There are lots of icons in our world today. We find them on our desktops, in our favorite YouTube videos, and in the marketplace. Icons are usually something, be it a person, object, or character. Icons represent defining characteristics of our culture and our world....
Customer Satisfaction Starts with Complaints

Customer Satisfaction Starts with Complaints

THE UNHAPPY CUSTOMER WHO COMPLAINS IS PURE GOLD

Any discussion about customer satisfaction needs to start by training a microscope on dissatisfied customers. Only a fraction of the dissatisfied customers will ever mention it to your company. The vast majority will just buy something else. It’s too much trouble for...
Product Positioning Definition

Product Positioning Definition

HOW IS YOUR PRODUCT PERCEIVED?

An official product positioning definition is: a consumer’s view of a product or service compared to its competition. Here are some critical considerations to achieve product positioning beyond pricing, appearance, quality and endorsements: 1. Product perception Even...
Good Logos are Simple and Relevant

Good Logos are Simple and Relevant

HOW DO LOGOS MAKE YOU FEEL ABOUT THE PRODUCT?

There are thousands of companies that will take your money to provide a logo for your goods or services. But before you pay them, you had better understand exactly who your market is and how your product or service will be delivered. Many logos are clever and...
Branding Strategy

Branding Strategy

MORE THAN A LOGO

Many people like to reduce branding strategy to a clever logo. I take a broader view. A good brand strategy includes answers to these questions: Is the brand readily available to the buyer now? Does it offer value to the buyer for a specific use? Is it unique? If the...