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Write You - A New Brand Does Not Mean A Name Change
You may not quite know it, but the limited liability corporation (others also call it a limited liability company) has become the most popular form for organizing business and investment activities. There are many benefits to be derived from a limited liability corporation.For instance, if you are a doctor, lawyer or some other professional and you want to protect your assets from malpractice suits and other claims, you can organize a limite
Permission
Your brand is an umbrella and all that you can rightfully promise to the target
market needs to fit nicely under that umbrella. Your advertising certainly needs to
be different and it needs to be important but it also needs to be believed as “lawful”
within the permission of your brand. Think a
In the UK, everyone has reached a consensus on the fact that advertising balloons work. It works so well that most of the biggest brands in the UK use equally big advertising balloons to market their brand and keep their presence at the top of mind of their consumers. Use an advertising balloon to make sure that your ad will not and cannot be ignored.Grab the attention of consumers from the street as they walk or drive past as your advertisi
If your goal is to grow your market share and your category is relatively mature then re-evaluating your brand is as important as your advertising messages. Eighty percent of our clients change their brand but never change the name of their product, service or company. The only other thing that changes is their bottom line.
Brand Is A Contract
Think about the dollars that you spend on marketing and advertising and compare
that to the allocation you have made on your brand strategy. If your fiscal goals are
not being met it is possible that the problem is not in your ad copy, media mix or
sales force but in your brand permissions. In the DNA of your brand resides its
permission to be important to the customer you wish to influence. Without a full and
complete understanding of your brand, much of your marketing dollars are being
wasted.
Because we are all business executives, we understand that more often than not, the profit we will make on a new business deal is decided when the contract is signed. For this reason, we have our legal departments pour over the fine print before we affix our signatures and we sign it only when we are sure that every “i” is dotted and every “t” is crossed. Your brand has the same importance as that legal contract in influencing your marketing fortunes. As a matter of fact, it would be helpful to think about your brand charter in exactly those terms — a contract — because it is a contract with your target market. If you don’t have a brand charter my point has already been made.
Permission
Your brand is an umbrella and all that you can rightfully promise to the target
market needs to fit nicely under that umbrella. Your advertising certainly needs to
be different and it needs to be important but it also needs to be believed as “lawful”
within the permission of your brand. Think ab
Perhaps the business blogging bug has not yet bitten you. Never the less, do not under estimate the influence business bloggers have.While you may not yet have a blog, I highly recommend that you take time to find bloggers who are in fields that are both similar to yours and to some who connect with communities of people who are likely to be in your target audience.I recommend that you subscribe to a five to ten blogs so you can follo
Brand Is A Contract
Think about the dollars that you spend on marketing and advertising and compare
that to the allocation you have made on your brand strategy. If your fiscal goals are
not being met it is possible that the problem is not in your ad copy, media mix or
sales force but in your brand permissions. In the DNA of your brand resides its
permission to be important to the customer you wish to influence. Without a full and
complete understanding of your brand, much of your marketing dollars are being
wasted.
Because we are all business executives, we understand that more often than not, the profit we will make on a new business deal is decided when the contract is signed. For this reason, we have our legal departments pour over the fine print before we affix our signatures and we sign it only when we are sure that every “i” is dotted and every “t” is crossed. Your brand has the same importance as that legal contract in influencing your marketing fortunes. As a matter of fact, it would be helpful to think about your brand charter in exactly those terms — a contract — because it is a contract with your target market. If you don’t have a brand charter my point has already been made.
Permission
Your brand is an umbrella and all that you can rightfully promise to the target
market needs to fit nicely under that umbrella. Your advertising certainly needs to
be different and it needs to be important but it also needs to be believed as “lawful”
within the permission of your brand. Think a
Alex Tew’s Million Dollar Home Page was unique for probably a completely different reason than just making the million dollars. It has spawned an immense number of competitors and there are probably many more on the way. Googling presently returns 1.5 million search results for “pixel ads”.The problem is many of them are just clones-with nothing to distinguish them from the growing pack other than perhaps limited specialisation- e.g. pixel a
Because we are all business executives, we understand that more often than not, the profit we will make on a new business deal is decided when the contract is signed. For this reason, we have our legal departments pour over the fine print before we affix our signatures and we sign it only when we are sure that every “i” is dotted and every “t” is crossed. Your brand has the same importance as that legal contract in influencing your marketing fortunes. As a matter of fact, it would be helpful to think about your brand charter in exactly those terms — a contract — because it is a contract with your target market. If you don’t have a brand charter my point has already been made.
Permission
Your brand is an umbrella and all that you can rightfully promise to the target
market needs to fit nicely under that umbrella. Your advertising certainly needs to
be different and it needs to be important but it also needs to be believed as “lawful”
within the permission of your brand. Think a
After being in this industry for over 12 years I've learned a lot about people and about myself. One of the most important things that has happened for me is self development. Folks this IS the ONE thing that HAS to happen before you will become successful in anything you attempt to do.You must first build yourself and your own talents! When this happens you all of a sudden develop posture. What is posture? It's when you have so much confide
Permission
Your brand is an umbrella and all that you can rightfully promise to the target
market needs to fit nicely under that umbrella. Your advertising certainly needs to
be different and it needs to be important but it also needs to be believed as “lawful”
within the permission of your brand. Think a
“Brand Reputation Optimization” (BRO for the acronym lovers!) is a concept I have been thinking a lot about and terminology I decided to coin. Brand Reputation Optimization refers to how an organization best positions its brand for long-term sustainability and success. Success in this case refers both to the bottom line and to applying socially responsible business practices sometime referred to as corporate social responsibility. Since the web is
Permission
Your brand is an umbrella and all that you can rightfully promise to the target
market needs to fit nicely under that umbrella. Your advertising certainly needs to
be different and it needs to be important but it also needs to be believed as “lawful”
within the permission of your brand. Think about Toyota — they have enjoyed long
reputation as a reliable builder of solid automobiles and they have successfully
marketed low cost vehicles all the way up to the pricy 4Runner. However, when they
decided to build a luxury automobile they realized that the Toyota brand could
never command its rightful price-point if it was sold as a Toyota. The brand did not
have permission to sell it. As a result, they launched Lexus, a new brand with
permission to do exactly that and in less then a decade, Lexus has gained entry into
the considered set of luxury car purchases right next to Mercedes and BMW. The
same Toyota designers might very well design the Lexus automobile and it might
even be built in the same factory but from a brand perspective it is “a different
beer.”
If you can gain a clear understanding of your brand from the perspective of your target audience and if you can define you brand’s permission in stark and definite terms, you will come face-to-face with all of the opportunity and limitations that are inherent in your brand today and limitations are important. EXCLUSION is the price of brand clarity and it is the currency you need to bank on.
A great brand tells the target audience who it is for AND whom it is not for — because a brand that is for everyone is not a brand at all; it is a description of your category. Clarity is your ally and brand management is its cost. Get it right and you can grab market share right out from under your competitor’s nose. Miss it and you might just as well change your name.
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