When it Comes to Brand Development, Reputation Trumps all Else

FAMOUS TO INFAMOUS IS JUST ONE NEWS STORY AWAY

When the Exxon Valdez spilled crude oil into the pristine Prince William Sound in 1989, years of building their name recognition instantly worked against them. Their high profile brand was a household word and the incident became a daily topic of conversation. Even though Exxon took...

Building Customer Loyalty is Critical to Brand Survival

THAT’S MY BRAND, AND I’M STICKIN’ TO IT

Over the life of your business, either you will build an ever-increasing loyal following, or your business will end. There’s no treading water when it comes to building customer loyalty. If you are not constantly growing your customer base, you are losing it. Satisfied customers, singing...

Measuring Customer Loyalty is Critical to Brand Survival

I’LL BE BAAACK! – OR – HASTA LA VISTA, BABY!

We’ve all heard about the contractor who says “It looks fine from my house,” but the homeowner who has to live with it will never hire that contractor again. Sometimes bridges burn so quietly, you may not realize you are losing customers, especially when you are...

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?...

Worthy-Cause Marketing

IT CAN BE MORE EFFECTIVE THAN CONVENTIONAL ADVERTISING

There’s a secret Madison Avenue doesn’t want you to know: Worthy-cause marketing can beat conventional advertising for many products, because it gives buyers political and social reasons to buy your product and remain loyal to your brand - and it’s more cost effective. Worthy-cause marketing is...

Building a Brand – 11 Essential Building Blocks

START WITH A FIRM FOUNDATION

Today, there is a lot of talk about building a brand. It seems like brands pop up over night, especially on the web. Most brands, however, take years to become established. Some companies even buy up defunct brands because they may still have some brand equity...
Brand Management includes Crisis Control

Brand Management includes Crisis Control

BRAND MANAGEMENT IS COMPREHENSIVE VIGILANCE

Brand management is comprehensive vigilance, adjusted to market conditions and distribution realities. Crisis control is no doubt a major part of brand management. An Example of Good Brand Management Thru Crisis Control Odwalla is an excellent example of good brand management. Because Odwalla wanted to provide...

Brand Image is Developed After the Launch

REPUTATION TAKES TIME AND PERFORMANCE

There are many companies that will create a brand image for you. They’ll develop a logo, a slogan, and perhaps packaging for your product or service. They might even obtain third-party endorsements. All of these they develop before the launch, but a successful brand image is...

A Few Ways to Build a Brand

SOME WRONG WAYS, SOME RIGHT WAYS

There are many ways to build a brand. There was a time when rock radio stations took money called “payola” to play certain songs over and over again. Hits built with payola weren’t necessarily good songs, but they became popular by rote and familiarity. I mention...

Brand Marketing is All about Choices

GREAT BRAND MARKETING IS MORE THAN GETTING THE WORD OUT

Brand marketing can be done through everything from pricing and distribution to customer-loyalty programs and endorsements. Here are just a few ways to consider: 1. Brand marketing through various channels Brand marketing can be done through: the Internet, TV, word-of-mouth, radio, print, signage and/or worthy-cause marketing....