BRAND WIDTH = BANDWIDTH
Having spent decades in the sales profession and as successful brand builders, we can tell you that there is a limit to the number of product offerings your company can sell. There is a tendency by production divisions to measure their success by how many different...read more
WORN OFTEN OR WORN OUT - LOGO WEAR IS MORE THAN LAUNDRY
When we had Barefoot Wines, like many companies, we used logo products to get our name and image out there. These included T-shirts, tank tops, polo shirts, corkscrews and visors. We always chose the best quality, most long-lasting items we could find to put our logo...read more
We developed what we called “Worthy Cause Marketing” growing the Barefoot Wine brand. Our lack of funds forced us to be creative, and in the process, we discovered a way to get the word out on Barefoot Wines and make the world a better place at the same time. Cause...read more
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...read more
A PITCH OR A MOVEMENT?
Today, if you are in business, you have to stand for something beyond your product or service. This relatively new concept is being hastened by the wave of transparency possible through the Internet. In the past, producers were so worried about losing customers that...read more
"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...read more
EVOLUTION, NOT REVOLUTION
The Datsun automobile spent five years to rebrand itself into the Nissan. First it was the Datsun, then the Datsun by Nissan, then the Datsun Nissan, then simply the Nissan. Although Nissan wants to bring back the Datsun name for economy cars in emerging markets, the...read more
WHEN ALL YOU HAVE IS A HAMMER, EVERYTHING LOOKS LIKE A NAIL
When it comes to finding a Branding Consultant, choose the right tool for the job. Since the term “branding” became so popular, many folks are now calling themselves Branding Consultants. Branding has always been a big part of marketing, but branding without marketing...read more