4 Pillars of Brand Promise

4 Pillars of Brand Promise

IT’S NOT WHAT YOU SAY; IT’S WHAT YOU DO – AND DON’T DO

A friend who is a Fortune 500 exec asked us recently, “What really makes a brand?” We knew he was an experienced and knowledgeable guy, and we owed him a thoughtful reply. What initially came to mind were all the elements that affect a brand: its logo, its...
7 Brand Killers and How to Stop Them – Part 1

7 Brand Killers and How to Stop Them – Part 1

LET’S TAKE A RIDE (WITH YOUR SALESPEOPLE)

Your administrative and production folks can be well-meaning when they offer their suggestions, but they can unintentionally kill your brand. Because they don’t have street experience in the marketplace, they can make decisions that can undo years of brand building....
Brand Building Requires Constant Vigilance

Brand Building Requires Constant Vigilance

COUNT THE REORDERS, NOT THE ORDERS!

Many producers, especially of consumer goods, get excited when their brand is for sale in some far away city across the country. They act like it’s some kind of an achievement to have placed their product there. They may even brag about all the places their product is...
7 Factors That Affect Customer Loyalty

7 Factors That Affect Customer Loyalty

"I LOVE THESE GUYS!"

When your customers first buy your product, they likely were previously loyal to another product. Something happened that sent them shopping. Maybe it was the price, or maybe they just couldn’t find it anymore. So they tried yours. For whatever reason, you now have an...
Brand Marketing Strategies Have the Same Goal

Brand Marketing Strategies Have the Same Goal

ALL ROADS LEAD TO ROME - FROM DIFFERENT DIRECTIONS

Every Brand Market Strategy is aimed at selling more product, plus gaining and maintaining customer loyalty, but they go about it in different ways. Is it the best or the least expensive? Does it provide superior service, or is it the only one of its kind? As brands...