Adventures in Advertising and the Affect on the Brand Name

Studying various target-marketing techniques and here is a thought. We have been reviewing companies who cross over into many sectors to identify with their potential customers. We have watched as they attempt to understand their customers buying behavior and how they try to create a desire to purchase. Few companies do this very well, few advertising agencies understand the dynamics of multiple markets. I have seen many advertising agencies squander their client's money. In my company, our team has nominated a few companies for their understanding of their customers, we have only considered those companies who cross ethnic barriers, and market to multiple sectors and customers in many industries. My choice was Rolex and Nike. Others members of our team felt comfortable with were GM, Dell, In and Out Hamburgers, Starbucks, E-Trade, MFS, Coca Cola, FEDEX, Washington Mutual, Mastercard, Wal-Mart (new series of ads), GE and Southwest Airlines.

With consumer spending decreasing in the future due to maxed out credit card limits and the next downward business cycles companies will have to decrease their P and L contributions column for advertising expenditure. Who will emerge the winners of tomorrow's markets? Those with significant standing brand names have the best chances. Who will avoid the drying up of the lake and continue to expand and develop new market niches and open more stores? I believe that the most customer driven companies will emerge as the great strategic planners that they are. In times of tough markets the companies who deserve the winners circle will shine bright and above the crowd. To be able to write great ads and to keep the customers happy, first you must understand the customers wants and needs, then you write the ads to fulfill these desires, then the tough part to deliver on that promise. Creating a new customer in a tough market is tough and it is a necessity. Without the new life-blood you cannot open more units and expand market share.

As other companies close stores rather than getting tough with the market, it shows the observers that they are out of touch with the needs and wants of the customers. Others will consolidate to keep up the numbers to impress shareholders and maintain stock price. This is a time when BS walks. A time when the strong survive, many will fail and pendants will ask: What happen to those business goals? What is being taught in Americas Business Universities? If a company cannot work together as a team in the heat of battle when the going gets tough then they will be defeated by those who can. The customer will choose the best value for them, they will vote with their desires. Advertising is important, but so is the follow-thru, without it all the advertising in the World will not build a customer following. Bringing in a new customer who is under-whelmed will simply turn into a one time purchase and adverse word of mouth.

I salute the winners in the market who understand the desires of the clients and continue to deliver on their promise. I salute the advertising agencies who help these firms by bringing in those customers. It is important to realize that we do not openly give praise easily or often. When we pass a judgment in the market place we do so for the benefit of all.

Those who go the distance and stay the course and Keep on Keeping on, will emerge and do so by carefully advertising to their core target markets without confusing their clientele even when they have branched into additional market segments, while keeping careful tabs on their core businesses. They are the ones who will find themselves respected by the others who got rained on too and made it thru. The innovators, the winners and the strong should be celebrated for they are the ones who refused to give up and to go the distance against all adversity, and against all odds.

"Lance Winslow" - If you have innovative thoughts and unique perspectives, come think with Lance; www.WorldThinkTank.net/wttbbs

---

Branding: What Not to Do

Here's a little story about what not to do as... Read More

Personal Branding: Characteristics of a Strong Personal Brand

How many times have you been at a networking function... Read More

Play Your Position! - The Only Way to Win in Business

Have you ever watched 5-year-olds play soccer? It should be... Read More

Hawaiian Heirloom Jewelry

Back to the era of the Hawaiian monarchy, the origin... Read More

All About Branding

In this article i will explain how you can make... Read More

Co-Branding in Automotive Service Businesses

In a world of co-branding, point of destination strategies and... Read More

The Big Uneasy: Clearing the Clouds of Guess

People often come to me to assist them with developing... Read More

How a Great Tagline can Help your Business

"Just do it." "We try harder." "The Ultimate Driving Machine."... Read More

Corporate Internet Branding is only Part of A Business Success

Gaining new clients that are excited about developing a corporate... Read More

Managing the Corporate Brand - a Reputation Perspective

Adored, respected and coveted by customers and organisations alike, corporate... Read More

Your Identity Speaks Loudly...What Are You Saying?

Your corporate identity is a graphic expression of who you... Read More

Effective Public Relations Essential for Personal Branding

Move over pop star "Posh Spice" Adams and English soccer... Read More

The Very Basics of Design

Design is a very subjective thing, therefore, if you ask... Read More

Shattering the Branding Myths

If you've been online long, you're sure to have seen... Read More

Go Ask Alice

One of fiction's finest marketing minds, The Cheshire Cat, once... Read More

Logo Design - Branding - Brand Identity Guru

Do you have any idea how important your company logo... Read More

The Top 10 Strategies for the Positioning of Success

Many businesses of today are often driven to compete striclty... Read More

Branding Fiasco -- Better Be Who You Say You Are!

Our experience as customers offers great instruction into the concept... Read More

Strategy and Tips for a Successful Logo Design

Visual processing is the most important way for gathering information... Read More

Multi-Brand Franchises in the QSR Sector

Well not everyone is aware that McDonalds also owns several... Read More

Effective Branding...Whats in a Name!

Ask any marketing executive and they will tell you that... Read More

Create a Niche: Stoke Your Market With Affiliate Branding

Propose success, demand performance, and brand your market with appeal.... Read More

Trademark: Do I Need One for My Business Name and Logo?

Wondering if a trademark is important to you as a... Read More

Why Having A Niche Automatically Boosts Your Credibility - Become The Expert by Getting Focused

Yes, yes, we've heard it all before... loads of life... Read More

Brand Strategy - Brand Value - Brand Identity Guru

Developing brand strategy is extremely critical. The most important asset... Read More

Business Image

One of the most important things in a business is... Read More

Internet Branding

Having been in the franchising business all my life and... Read More

When Search Engine Marketing and Trademarks Collide

In the world of marketing, branding issues are always an... Read More

Trademark Your Business ? Lessons Learned

Small business owners learn many lessons the hard way -... Read More

Its Time For Some Steak

Recently, I was reviewing our website statistics. One of the... Read More

Branding Strategy - Brand Identity

Today, in many organizations around the world, branding is treated... Read More

Branding Is Not Selling Out: ITS SELLING IN

Ever see an amazing band perform and wonder why you've... Read More

Quick Tactics To Brand Your Business And Make More Sales

This may come as a surprise... to you, but Branding... Read More