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...
Brand Proliferation Can Hurt Sales
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...
Company Branding Should Convey your Message
WHAT’S IT ALL ABOUT, ALFIE? - Burt Bacharach
Michael Caine played a Cockney womanizer in the popular 1966 movie, Alfie. Burt Bacharach’s theme, by the same name, asked the rhetorical question that conveyed the message of the movie. Your company branding starts with a succinct message that communicates what it’s all about and how...
Retail Packaging Must Serve Many Masters
STAND UP, STAND OUT and STAND FOR SOMETHING
Your retail packaging must play by the established rules for labeling, dimensions, weight, units-per-pack, packs-per-box and so on. Your product must make it through the entire distribution system without getting crushed, marred, broken, misplaced, or misidentified. If your package can actually make it to the retail...
Branding Yourself Requires Consistent Messaging
YOU ARE WHAT YOU TWEET – OVER AND OVER AGAIN
Today, branding yourself, “self branding,” or “personal branding” can be achieved by business professional and the average person through skillful and repeated use of social media. Ten years ago, to brand yourself, you needed to write a book, be a politician, appear on TV, or be...
Branding Services Abound – Know What You are Looking For
GET THE RIGHT TOOL FOR THE RIGHT JOB
They say the folks who made the most money during the gold rush were selling shovels. The branding “gold rush” of today is no different. If this was written twenty years ago it would be called Marketing Services Abound. As we advance into the twenty-first century,...
How to Talk to Your Logo Maker
A PICTURE IS WORTH A THOUSAND WORDS - WHAT ARE THEY?
Thousands of logo makers would love to design a logo for your company, product or service. Most have artistic talent, imagination and experience in making logos for other companies. Many people who have never made a successful logo think they can do it themselves. It’s fun...
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...