Branding itself has no value for neither customer or product. A logo, a slogan, a promise do not have any value for nobody without the customer satisfaction, without a promise kept, without a great product using experience.
November 16th, 2011 · 2 Comments
Tags: Brand Management
November 8th, 2006 · 1 Comment
Despite the fact that the hot ways to enhance your brand involve new media, business branding basics are still in style. Branding success will depend on adapting to the rapidly evolving media environment and taking advantage of new opportunities to reach your target audience.
But, there are some branding constants that will remain critical for establishing and maintaining brand awareness with your target audience. Regardless of the medium chosen for distribution, you must:
November 3rd, 2006 · 1 Comment
Whether shaping the branding strategy of a start-up or optimizing the strategy of an established company, the key to maximizing goodwill is in closing the gap between organizational culture and organizational brand. Sometimes we see wonderful brands that resonate with the market, but are undermined by the internal culture as in the case of marketing an image of customer service, but having sales clerks who are untrained or unhelpful. In that case, the challenge is to correct the organizational culture over time to effectively support the brand.
October 26th, 2006 · No Comments
Consumers interact with brands locally every hour of every day. With expanded creativity around media from agencies, brands and media owners, these media touchpoints are expanding rapidly. How do large organizations managing a brand across different regions, markets and locations do so while ensuring flexibility across their local markets?
October 16th, 2006 · 2 Comments
A business without a brand name is like a product that does not have a name. You’ve got to ensure a high impact branding strategy that will help your customer to remember you, your products and your services. In this case, it is your articles and your quality of writing are what should be remembered the most.
July 26th, 2006 · No Comments
Don Sexton, co-author along with the more famous Donald Trump of Trump University Marketing 101: How to Use the Most Powerful Ideas in Marketing to Get More Customers have an interesting free White paper on 10 Commandments of Branding: Commandment 1: Establish a Clear Brand Position A brand position is a clear, unambiguous statement that [...]
January 10th, 2006 · No Comments
Before you begin developing a brand, you must have a solid understanding on who your customers are and how do you intend to serve them. Details can be extracted from your marketing plan or mission statement, but after all there everithing goes to asking yourself the next questions:
Tags: Brand Management
September 8th, 2005 · 1 Comment
Successful brands are built on the twin foundations of awareness and relevance. If target audiences are not aware of you; if they don’t notice your message in the cacophony of messages they receive each day, then you will never have a chance to be relevant. And if they become aware of you—if you capture their attention—and fail to deliver relevance,then they will learn to ignore you.
August 3rd, 2005 · No Comments
Conventional wisdom says branding is for external communication; it aims to influence current and prospective customers. But this view of branding is too narrow, especially when a company is trying to fundamentally redefine its business strategy.
Tags: Internal Branding