The strongest and longest lasting brands branch off of an
existing category. Branching takes patience and time.
There are two speeds for launching a brand, each one with
its own pros and cons.
Speed A, like a hot air balloon, takes a long time to
prepare before the actual launch. PR, media marketing,
favors A. Longevity success favors […]
The first NASCAR race of 2006 ran recently at Daytona and I was surprised by the number of new product sponsors. For years NASCAR has been a “good ol boy” thing, however, marketers have finally realized that this is huge untapped and under marketed advertising segment.
We have to admit that there are loads of stereotypes […]
Acquiring another corporation usually means that the acquiring company’s name will be the name of the newly merged entity. There is one factor that can change that — one that is stronger than anything else. What is it? It is you, the consumer.
There is nothing that stirs fear in corporate boards of directors more than […]
What if there were no Franchised Brands? What if none existed? Some believe that might be better, yet others point to the fact that there would be less choice and fewer small businesses. Did you know on this particular point of contention that there are 450,000 or more franchised outlets in the United States? That […]
Every small business knows that you participate in the community, then the community will shop in your store. In a franchise business, the franchisor should also encourage, if not require a franchise outlet to do community service and stay involved with the community that will support them.
It is for this reason that in my […]
There seems to be a lot of confusion between logos and business identities. As
a small business owner it’s important that you identify what your logo
or business identity is supposed to do for you, and what result you intend on
getting from having it designed. Below are two lists that compare side
by side […]
One of my core branding principles states that the more complex the technology or science, the simpler the brand messaging needs to be. When marketing their products or services, companies violate this principle at their own risk.
Evidence of this principle abounds in the consumer electronics world.
In a 2002 poll, the Consumer Electronics Association discovered […]
This question I don’t really get asked its more I see when a person requests a quote and say’s “I would like a custom flag made using my logo the colors in my logo are navy blue, red, yellow and white”
After being a flag maker for many years I have found out that many […]
Steps to Creating Your Sonic Personality©
1. List all the human attributes inherent in your business personality. An
accounting firm may want to project stability, reliability, and a
conventional outlook - think the avuncular voice of Walter Cronkite. An
advertising agency might want to deliver a hip, cutting edge, in your face
creative personality - think […]
Companies work hard building the strength of their brands - it is critical to the ongoing brand management process to have meaningful and actionable data-driven measures of these efforts.
Building a brand, cultivating its strengths, pruning its weaknesses, and making it more valuable to its owners is the bottom line job of marketing. Everything marketing does […]
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