Monetizing Brand Equity Requires Preparation from Day One

START AT THE END

Monetizing Your Brand by Selling Often, the best way for monetizing your brand value is to sell your brand. What the value is, when to sell, and to whom are all questions that beg for answers. But being prepared is the essential ingredient for gaining the greatest...

Congress Breaks Its Brand Promise and Hurts Its Brand Image

DO THE ENDS JUSTIFY THE MEANS?

Just like private companies, the U.S. Congress has a brand. That brand and its corresponding brand promise are owned by its constituents. And just like private companies, its brand promise is a function of the expectations of its customers--in this case, the voters. Those voters expect...

4 Dangers of Producing Exclusive Brands

SHORT-SIGHTED SUCCESS

Whether you call them control brands, own brands, or exclusive brands, supermarkets and box stores love to have products labeled with their own brands. And, they have some good reasons: they like cutting out the middleman, thus making more profit; they are also concerned about building...

Brand Identity Belongs to the Consumer, and is Hard to Change

FROM RUSSIA WITH LOVE - OR NOT?

Your consumers own your brand identity. Even though it was you who spent years establishing a particular association in their minds, it is in their minds. They own it now. In other words, you were successful. But now what happens if events change and the identity...

Yahoo Changes its Logo with Caution, Strategy, and Thoughtfulness

EVOLUTION, NOT REVOLUTION

Changing your logo can be dangerous - especially after 18 years of stability, creating an identity with a customer base, and establishing a business around it. Your logo is the flag everyone salutes whether they are your employees, customers, or advertisers. A sudden change can rock...

The Ten Commandments of Brand Stewardship

ACQUISITION IS JUST THE BEGINNING

Companies that acquire a brand may think they “own” it, but they are really brand stewards. They are responsible, like parents, to protect and grow the brand so it will continue to thrive under their stewardship. Many brands have survived multiple owners. Many have died in...

Why Real-Time Face-to-Face Communication is Essential to Sales

PASSION AND STORY TRUMP FEATURES AND BENEFITS

People buy with their heart and justify with their brain. If you believe that, as we do, you must be sincerely excited about what it is you are selling. Sure, you can get excited about the features and benefits, but what captures people's attention is your...

When it Comes to Creativity, Let Sales Direct Marketing

RESPECT THE RESTRICTIONS OF THE MARKETPLACE

Creativity in the Real World We were recently asked by an MBA marketing grad, “How can I successfully use the creative skills I have learned in the real world?” We responded with the biggest lesson we learned while building the Barefoot wine brand. It’s the lesson...

7 Elements for Successful Merchandizing Materials

WHY SHOULD I BUY THIS?

Whether you call it point-of-purchase (POP) or point-of-sale (POS), interpretive signage that distinguishes your brand is a must. Especially in consumer goods, these signs are the final chance you have to sell your brand’s products. Some are located on the shelf (known as shelf-talkers), or on...

Build Customer Loyalty with Good Business Manners

GO THE EXTRA MILE

Customer retention is a popular buzzword these days, but real customer loyalty starts with the first contact and is reinforced by progressively proactive communication. To increase your customer retention, start by teaching your own people good business manners. Show them how to relieve your customer’s potential...

Successful Branding Requires a Comprehensive Plan

ONLY AS STRONG AS ITS WEAKEST LINK

When you are branding, be thoughtful, thorough, and multi-faceted. Look at your branding from all sides. Think of all the different ways it will be used, viewed and maybe, booed! Don’t leave anything out because whatever is missing will stick out like a sore thumb. And...

Personal Brand Means Reputation

HOW’S YOUR BRAND?

Today the definition of the word brand has evolved to mean reputation, and even feelings about a product, service, organization, or person. This is especially true of so-called personal branding. We now regularly use terms such as, “That’s going to help (or hurt) their (a person’s)...

A Trademark Infringement – An Alternative Solution

OUT OF LEFT FIELD!

It’s easy to be so close to a problem that an out-of-the-box solution is hard to visualize. We have found that by closely examining the problem from all sides and comparing it to other challenges you face, you are more likely to discover the “elegant” solution...

5 Elements of House Brands

SANTA’S NORTH POLE FROZEN PEAS - NAUGHTY OR NICE?

Whether they are called own brands, control brands, custom brands, or house brands, retailers are increasing the shelf space devoted to their own labels. These control brands, or private labels, have both advantages and disadvantages for retailers, suppliers, producers, and consumers. They are born out of...

Logo Design – Perception Trumps Purpose

CUSTOMERS OWN LOGOS

Limited to the design table, it is easy for logo designers and administrators to become isolated and insulated from the perceptions of their constituency, clientele and customer base. Recently, the University of California realized something. Not only did the public reject the design of their new...

The 7 Essentials of Branding with Authenticity

THE REAL McCOY

Certain brands have woven authenticity into their products, delivery and message. These brands have a distinctive look and feel about them that says, “This is the original,” or “This is the genuine article.” Over time, they have carved out a place at the apex of their...

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...