5 Ways Brand Architecture Can Wreck Brands
THE BRAND BONE YARD
Ever notice how some CPG brands just disappear from the marketplace? One day they are in the store like they have been for years and the next, Poof! They’re history! This phenomenon is usually caused by structural flaws in the Brand Architecture of the acquiring company....
Branding Definition
THE SYMBOL, WORD, AND SLOGAN THAT IDENTIFIES YOUR PRODUCT
Successful branding begins with the target market customer, by identifying the specific niche or sub-niche the product or service will satisfy. All other branding decisions flow from that identification. The logo, the slogan, the packaging, where a company advertises and the images it uses, all need...
5 Factors Affect CPG Brand Positioning
YOUR MESSAGE VS THEIR PERCEPTION
Shelf Brand Positioning CPG brand builders are constantly jockeying for position. They know that their brand will live or die based on its position on the shelf. Too high, too hard to reach. Too low, won’t get noticed. Eye level is where they strive to be....
7 Questions to Distinguish a Brand Builder from a Merchant– A New Definition of Entrepreneur
SHORT-TERM PROFITS OR LONG-TERM BRAND EQUITY?
We are international speakers on entrepreneurship. We've spoken it more than 50 schools teach entrepreneurship internationally. We've also given more than 50 keynotes to large industry conferences and summits. One of the questions we often get is, “Do we need a new definition of entrepreneurship?” The...
Don’t Let Waste Plastic Waste Your Brand Image!
PACKAGING ALTERNITIVES MAKE DOLLARS AND SENSE
When Michael was a boy, his first job was a courtesy clerk for the local Safeway supermarket. One of his duties was sorting pop bottles. In those days plastic was relatively new and was not yet widely used in packaging. Soft drink manufacturers had to use...
5 Positioning Tools to Target Your Brand
BULL’S EYE!
A recent survey we conducted polling 14 international accelerators concluded that one of the top three reasons for business failure was a poor product-market fit. The owners of these accelerators make it their business to recognize and know when this problem emerges among their clients. They...
7 Responsibilities That Distinguish a Brand From a Product
YOU ARE YOUR PRODUCT!
The terms “brand” and “product” are often used interchangeably. This is especially true in the supply and distribution chain where branded products are moved along until they finally get to the consumers, usually on a retail store shelf. You will often hear consumer brand builders say...
7 Customer Loyalty Factors that Affect the Success of Your Brand
THAT’S MY BRAND!
Ever wonder where your new customers come from? They came from someone else’s brand! That’s right, they lost them and you picked them up! The question is can you hold on to those new customers, or will you lose them like they did? What are the...
7 Rebranding Tips
NOT SO FAST!
Are you having trouble with sales? Has your distribution run into a wall? There’s a boatload of rebranding experts telling you, “It’s time to rebrand!” They have a vested interest in your decision to do so. They get paid whether or not their rebranding strategy plans...
7 Common Branding Mistakes that Can Hurt Your Brand
“OUCH!”
When all that work that you’ve been doing to build your brand to make it a household word finally begins to pay off, something else happens. Your brand becomes vulnerable! When it was new and relatively unknown, you could make a mistake and it would not be...
5 Steps to Strong Brand Recognition in The CPG Space
“THAT’S THE ONE!”
When you go to any store or online retailer, there are so many choices in every category, it makes you wonder how any one brand ever gets noticed over another. If you’re like us, you recognize the brands that have consistently provided dependable value time and...
3 Good Reasons Why Branding Is Important to CPG Brand Sales
IT’S THE PERSONALITY OF YOUR PRODUCT
Why is branding important? We must start by understanding what a brand is, and more specifically, the difference between a product and a brand. A product is simply a commodity, basically goods or services for sale. Products are generic and can be sold in bulk. There...
7 Logo Mishaps That Can Cost You Plenty!
BAD LOGOS ARE NO-GOES!
Most marketing people put a lot of emphasis on logos. To hear them talk, it’s the logo that sells the product. They like to show you logos they’ve designed that have gone on to “build” amazing brands. But they’re not going to show you their client’s...
7 Considerations Your CPG Brands Must Satisfy to Create Eye-Catching Logos
IT LOOKS LIKE A PIZZA OUT THERE!
Creating a logo for a CPG brand requires overcoming some specific and unique challenges of the retail marketplace. It’s not like creating a logo for your business card, company stationery, or email signature. Unlike those uses, in the CPG marketplace there is a ton of other...
CPG Marketing Communications Must Respect the Retail Environment
I GET IT!
When you ask your friend who just made a new purchase, “Why did you buy that?” their answer is generally the result of effective marketing communication. They may respond with features and benefits, pricing and value, or reputation and accolades. These are all part of marketing...
3 Steps to Mitigate Product Harm and Save Your Brand
“I LIKE HOW THEY HANDLED THAT!”
Your product has been found to be defective! You’re facing a market-wide recall! Your buyers are considering whether to continue to do business with you or not. All those years of brand building are suddenly working against you. Your brand is finally a household word. But...
The 8 Characteristics of a Quality Salesperson
IT’S A TWO-WAY STREET!
With our experience in sales and building a first-class business, our clients often ask us, “What are the characteristics you look for in a quality salesperson?” Our answer surprises them because it’s not just the characteristics of the salesperson - it’s the characteristics of your business...
7 Ways to Achieve Brand Loyalty and Turn Your Customers into Advocates
THAT BRAND IS “MY” BRAND!
You can’t go to a supermarket, hardware store, movie, or even buy an airplane ticket without being exposed to some kind of a brand loyalty program. Whether it’s supersaver, club membership, or travel miles, they all think they can keep you loyal with credits and freebees...