Tags |
|
|
Links |
|
|
Will You Add? - A New Brand Does Not Mean A Name Change
Make sure you have solid foundations.Have you ever seen a skyscraper being built?The first thing they do to build it is to dig down.It’s a little strange to see, but it makes sense if you think about it.By digging down and making sure all the foundations are in place, and making sure they are rock solid… the building can then reach up towards the sky.Without the rock solid foundations the building could topple and
Though many people are saying that real estate has started with its downward slide it surely doesn’t mean that it has become a bad investment. It is still profitable to invest in properties but all you have to do is keep your greed and fear aside to get a good deal. These two evils cause people to overestimate the worth of their properties but they forgot that this also means that this will make them undervalue it on its way down in the market scen
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 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
Introduction to Document ManagementIf you've never used a document management system, then it is entirely possible that you aren't aware of how valuable these products can be. Companies and individuals who manage a diverse array of documents have found that document management systems serve to simplify their lives and make both storing documents and later obtaining those documents much easier.Many companies are forced to go the way of
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 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
Finding good referrals has never been an easy task. In fact, it's the reason most people give up on their goals. I'm guilty of giving up myself. There are thousands of ebooks that claim to teach you how to grab hundreds of referrals, if you have read any of these then you already know that, it's just not as easy as they claim it be. The one thing i do know for a fact, without referrals, you can't make the good money.Referrals are what comple
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
One of my favorite Gary Larson cartoons is the one with the cardboard cutouts of a hillbilly family on the lawn of their mountain shack. The caption reads: The Fake McCoys.The term "Real McCoy" most likely comes from a railway invention by Elijah McCoy that automatically dripped oil to critical parts of the train instead of having to stop and let the oilman do it manually.Even though Elijah applied for and was granted a US
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
One of the most important maintenance tasks of any cleaning program is vacuuming. Besides making a building look cleaner, proper vacuuming keeps a building "healthy". Floors, whether they are carpeted or hard floors, are the largest horizontal surface in any building. As floors are the low point, this is where everything that gets tracked in or falls out of the air will collect.A normal adult will breathe in about 70 pounds of air each day
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.
HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.atriclecheck.com/article/8002/atriclecheck-A-New-Brand-Does-Not-Mean-A-Name-Change.html">A New Brand Does Not Mean A Name Change</a>
BB link (for phorums):
[url=http://www.atriclecheck.com/article/8002/atriclecheck-A-New-Brand-Does-Not-Mean-A-Name-Change.html]A New Brand Does Not Mean A Name Change[/url]
Related Articles:
How To Realistically Set Your Fees - Part 3
Cross Cultural Communication Consultants
Evolution of Dynamic Digital Signage
Bookmark it:
|