Ask your self this question, In which business are we really in? And stay far from the dark world of commodities...
I am astonished!!! I just witness how in three days a clan of marketers ? brand managers, advertisers, researchers - drove a brand into the huge world of commodities, these people approach the brand building process as a conjunction of ideas- do not matter if the ideas were good or bad- and were clearly afraid to innovate and challenge the rules of their game.
If you are planning to maintain your brand as far as you can from the dark world of commodities, why not innovate by reconsider the category in which you compete and create your own rules.
As Theodor Levits from Harvard business school once exemplified it: "The once- powerful railroads were blindsided first by automobiles and then by airlines. This happens because railroad companies define them selves too narrowly as being in the railroad business rather than the transportation business."
But redefining your industry does not mean hiring a new ad agency to think a fancy new slogan ad and spend millions of dollars communicating it.. To make it work, you have to approach your brand building process strategically and communicate it each day in every interaction with your consumer, offering high-quality products and services that your customers rally want and that will reinforce the values offered by your brand and expand the emotional connections your customers fell with it.
When Steve Jobs came back to Apple with the mission of bringing back the brand from the darkness the first thing he did was redefine his business. "What Apple is about, is not making boxes for people to get their jobs done, although we do that very well. Apple is about more than that. What Apple is about, its core value is that we believe people with passion can change the world for the better. That is what we believe." Excerpt form Steve Jobs' speech to software developers
That day Apple created its own game, and became something more, since then Apple has launched products like the i-Mac and G4, and most recently has become the center of the digital music world with the iPod and i-Tunes store.
James Dyson invented his own game when he created the Dyson vacuum cleaner, a vacuum with a unique shape and a clear collector bin, so you can watch the dirt cycloning around. He made fun the vacuum cleaning experience.
If you speak to Richard Branson he would tell you that his business is to create FUNKY business, I wonder who competes with Virgin in this business
Yes, you can think this could be risky if you already are by far the #1 in your industry, but Howard Shultz is trying to transform Starbucks into the largest digital music retailer in the world, he most be crazy.
But maybe brand building is about being rationally crazy .
To measure how strong your brand is copy and paste: (http://brandidentityguru.com/bightml/brandmasterpiece.html). Then click "Take the brand strength test". This is a short survey that measures the strength of any company's brand. It's a great tool to see where you are today.
Scott White is President of Brand Identity Guru (http://www.brandidentityguru.com), a leading brand consulting and market research firm located in Easton, Massachusetts, USA, near Boston.
Brand Identity Guru specializes in creating corporate and product brands that increase sales, market share, customer loyalty, and brand valuation. Over the course of his 15-year branding career, Scott White has worked in a wide variety of industries: high-tech, manufacturing, computer hardware and software, telecommunications, banking, restaurants, fashion, healthcare, Internet, retail, and service businesses, as well as numerous non-profit organizations.
Brand Identity Guru clients include: Sun Life Financial, Coca Cola, HP, Sun, Nordstrom, American Federal Mortgage, Simon (America's largest shopping mall manager) and many others, including numerous emerging growth companies.
Scott White is a very enthusiastic speaker and has the gift of being able to explain the principles of branding in a compelling and entertaining manner so that people at all levels can understand.
Branding is a one hot topic, although it is wildly... Read More
The new branding awareness is about when you take ownership... Read More
Here's a little story about what not to do as... Read More
My first year as a Cyberpreneur was a steeplearning-curve. I... Read More
"Can you hear me now?"You'd be hard pressed to find... Read More
On question I have been asked over and over again... Read More
Branding is more than product recognition or a simple logo.... Read More
So... how have you been building your brand lately?Now, I'm... Read More
Move over pop star "Posh Spice" Adams and English soccer... Read More
As a graphic designer, I can tell you something right... Read More
Your corporate identity is a graphic expression of who you... Read More
That cross-trainer you're wearing -- one look at the distinctive... Read More
Do you have the architecture in place to make sure... Read More
Look at your company logo. Does it fade into the... Read More
This may come as a surprise... to you, but Branding... Read More
Try to avoid backing up whenever possible. Occasionally some one... Read More
A list of customers who have previously bought from you... Read More
Logos can be described as visual icons that provide a... Read More
Back to the era of the Hawaiian monarchy, the origin... Read More
"You had me at hello," those famous words from the... Read More
Quite often small business owners will ask me to reveal... Read More
You've probably heard that people buy products and services from... Read More
You wouldn't skip letterhead when sending out a sales letter... Read More
One of fiction's finest marketing minds, The Cheshire Cat, once... Read More
This week I spent a few hours with a highly... Read More
"Just do it." "We try harder." "The Ultimate Driving Machine."... Read More
Branding your comapny should be the first thing a company... Read More
Mascots are the unique dolls or puppets that help identify... Read More
How do automotive detailing companies start? What makes them work... Read More
What's in a brand name? Everything! Think of these brands:... Read More
When building a business as a brand it's important to... Read More
People often come to me to assist them with developing... Read More
Branding has been defined, explained and examined extensively. There are... Read More
Conjure up in your mind broad rolling meadows with runs... Read More
The Sears-Kmart merger hopes to fabricate some sort of silver... Read More
The one thing that everyone has in common is that... Read More
"You had me at hello," those famous words from the... Read More
Having a concise, clear image that you project to your... Read More
Businesses eager to open often give little thought to their... Read More
It is important to distinguish between corporate identity, brand identity,... Read More
Starting a business can take a lot of time, money,... Read More
This is not a how-to design a logo. This is... Read More
Branding is one hot topic, although it is wildly misunderstood.... Read More
Let me tell you a story about Pete and a... Read More
If you could have the secret recipe and all the... Read More
This may come as a surprise... to you, but Branding... Read More
In the book, The Blond Knight of Germany, American authors... Read More
As a graphic designer, I can tell you something right... Read More
Recently, I was reviewing our website statistics. One of the... Read More
Sometimes, new entrepreneurs are in such a rush to get... Read More
Q: How important is the name of a business? Should... Read More
Well not everyone is aware that McDonalds also owns several... Read More
I am sick and tired of marketing geeks touting the... Read More
Many businesses of today are often driven to compete... Read More
In this article i will explain how you can make... Read More
Try to avoid backing up whenever possible. Occasionally some one... Read More
Yes, yes, we've heard it all before... loads of life... Read More
Pick up almost any book or report on Mailorder Selling... Read More
You wouldn't skip letterhead when sending out a sales letter... Read More
How would you like to sell as much in one... Read More
My business logo and color scheme started one lovely spring... Read More
Discovering and owning a powerful word that reflects you and... Read More
Franchisors often have issues when they own a brand which... Read More
That cross-trainer you're wearing -- one look at the distinctive... Read More
Have you ever watched one of those home makeover shows?... Read More
So you've decided to go for it-you're ready to choose... Read More
Branding |