Marketing and advertising perspective for owners and marketing directors of medium and small businesses
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Brand Starting Points
Published on 2011-02-03 09:16:00
An effective marketing program will require considerable thought and attention to the various elements that are integral parts of a marketing program. The starting point relates to your product or service itself and its unique qualities, in essence your reputation or what you are known for in your marketing community. This is what we call your brand. One of the most common problems I run across in brand marketing is lack of definition or distinction of the brand. Going back a c
Creating Your Brand Story
Published on 2010-07-12 07:38:00
As noted previously, stories are a great medium for brand marketing. Unfortunately, today, many advertisers just run price point advertising, with no concept of brand. Price point is a good why buy, but without some sense of brand, a competitor may prevail, even at a higher price point! From the defining your brand exercise, you have established three unique attributes. These will need to be communicated to your customers, as part of your retention program, as well as your comp
Brand Gossip
Published on 2010-07-07 08:12:00
My standard response to the often asked question “how do I grow my business” is “ learn to harness the power of the brand gossip!” A simple premise is at work here. Your customers are your best sales force so empowering them to start gossiping the virtues of your brand will systematically grow your business! Some call it the Word of Mouth channel. Why and how does this all work? Most businesses spend a majority of the
