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...read more
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...read more
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....read more
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...read more
USE THEM TO CREATE BRANDING THAT TELLS AND SELLS
Good branding is the beginning and foundation of any marketing effort. Branding principles guide the way you identify your product and assurances. Respect for the basic branding principles can help you identify the condensed but critical symbolic message you want to...read more
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: Product perception. Even...read more
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...read more
MORE THAN A LOGO
Many people like to reduce brand 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...read more