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: 1. 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 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...read more