Brands & Branding
Addresses a range of marketing topics from building an online brand image to creating brand messages that produce qualified sales leads.
When the package goes beyond attractive
and adds something unique, it really stands out. In Buddy Mulled Wine’s case, their packaging and follow-up marketing did what it was supposed to do and provided that extra something that put it above the rest. Easy to understand ‘big idea’ Creative design Plus… Showed the product in action Well done! ________________________________________ Tom Wants To Hear About ...... Read More
Comments (0)Basis for great packaging design: Innovative idea that solves problems
What happened: Method Laundry Detergent’s new laundry detergent is made with smartclean technology™, a patent-pending formula using a radical technology to deliver outstanding cleaning power. This detergent comes in a very small bottle, promises not to spill or strain arms because of its small size and guarantees outstanding cleaning results. More can be found at www.methodlaundr ...... Read More
Comments (0)Yesterday's Rolodex isn't what it used to be
What happened: In a recent study by PR firm Edleman reported in Advertising Age (2/8), people are becoming less inclined to trust information they get from their friends. The percentage of people who say they view their friends and peers as credible sources declined from 45% in 2009 to 25% in 2010, the study found. “It’s a more skeptical time,” Edelman says. “If co ...... Read More
Comments (0)How do your customers describe your company?
Many companies are in the process of reinventing themselves to remain competitive in today’s difficult marketplace. The printing, publishing and allied creative design fields are no strangers to this process by any means. To be successful in reengineering a company I have found that before corporate leaders start imagining new directions it’s essential to determine how their customer ...... Read More
Comments (1)Why take time to research your customers?
What happened: Focus Unified Communications is offering a comprehensive Buyer’s Guide which includes the benefits and costs of using their services along with candid discussions of leading vendor solutions. Plus they will send you the Focus Unified Communications Comparison Guide which clearly stacks up and compares vendor solutions. You can download their free white papers here. Why it ma ...... Read More
Comments (0)Commodity v Quality: Everything in the middle watch out!
There’s a noticeable trend in the marketplace today toward one of two polar extremes between the very high and low end with everything in the middle at risk. Take bottled water Pure32 and their incredible brand strategy of sleek design and quality product presentation. Then take a look at Walmart’s Genuine Steak House packaging. Very polished and priced to sell. The highs and the low ...... Read More
Comments (0)Take care of your brand and your brand will take care of you
It’s a new day today in a marketplace filled with brands, brand marketing, brand campaign, brand extensions, and a host of related marketing jargon. In my world of brand consulting, you find companies often confused by what is and is not truly important in establishing a strong brand. You also find misconceptions of what a brand is and is not so I thought I would share some foundations I ha ...... Read More
Comments (0)The difference between a marketing goal and a to-do list
I’ve long held that most marketing goals are pretty much figments of someone’s imagination. Let’s review a typical list of marketing goals found in most marketers’ plans: 1. Increase sales revenue 2. Improve customer service 3. Introduce breakthrough new services 4. Establish new dealer/distributor network 5. Create a more effective sales marketing program Pardon me, bu ...... Read More
Comments (0)Wanted: Brand Control
And SpotOn! and ProofPass.com want to provide it. These two process-control tools work together to provide color accuracy and consistency: www.spotonpress.com SpotOn! and ProofPass® improve color consistency and accuracy to G7® specifications and shop tolerances. ProofPass will enable SpotOn! to access client/server-based data to centralize quality control. Together, SpotOn! and ProofPas ...... Read More
Comments (0)Strategic partnerships are becoming commonplace
The reason, of course, is business is down, and companies are looking for new ways to drive some new business. I have nothing against strategic partnerships, alignments, or collaborations. In fact, I favor them. But I have observed that as business goes down partnerships go up, and strategic planning is often wanting. Check these out: December 10, 2009, Berlin, Germany and Lansdown, PA - callas so ...... Read More
Comments (0)Does your branding have a signature?
Congrats to Melanie Oudin, the tennis sensation that broke onto the professional tennis scene at this year’s US Open and for beating Maria Sharapova. Aside from a terrific player she seized the moment by choosing the word “Believe” as her personal signature, at her boyfriend’s suggestion as reported in major sports media. An interesting tidbit but not the main point. Wh ...... Read More
Comments (0)How to lead the market with brand promises
Some companies don’t like to make flat, principled statements that describe their companies. Perhaps it’s because they feel as though if they published exactly what they believed they wouldn’t be able to live up to their principles under the cold light of day…proving to the market their inability to consistently meet or exceed their customers’ needs. So they adop ...... Read More
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