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Acquire, Then Rebrand Acquiring another corporation usually means that the acquiring company's name will be the name of the newly merged entity. There is one factor that can change that -- one that is stronger than anything else. What is it? It is you, the consumer.There is nothing that stirs fear in corporate boards of directors more than negative consumer fe ...The Name Game: Part 1 The disciplines of branding and corporate identity have long been personal passions of mine and nothing within this genre holds greater fascination for me than the practice of corporate naming. This article is the first in a three part series and will discuss whether corporate naming should be handled as an internal initiative or whether it shou ...Elements of a Professional Business Letterhead If you are a small business owner and have finally come to the decision that you company needs a letterhead then you are definitely going in the right direction. However, there are some things to consider before you make your letterhead. After all first impressions are important and you don’t want to send the wrong one. So what are some techn ...Brand Strategy - Brand Identity Guru If you could have the secret recipe and all the manufacturing facilities of Coca Cola but not the Coca Cola brand—or have its famous brand but no facilities—which would you choose? It’s not a trick question. But it demonstrates the power of the brand. Walk into any bank and say “hi I’m Coca Cola, how about a loan”!Let me ask another way. ...Parity Busters In reality, your company’s products and/or services are very likely perceived by the marketplace as a commodity. In many cases where you’ve won market share, it is likely due to the fact that your account managers were better networked or better liked, were more persistent, or your main competitors simply blew the account, handing you the busine ...Branding Is Not Selling Out: IT'S SELLING IN Ever see an amazing band perform and wonder why you've never heard of them before? Ever see an astonishing artist on the street and wonder why isn't their work isn¹t in a gallery? Ever see an astounding independent film and wonder why people all over the world don't know about it?Me too!It breaks my heart to know that there are ...Branding Your Business To Make More Money Branding your comapny should be the first thing a company does. You have to convince potential customers to buy from you. Very few people have a monopoly like Microsoft or Ebay, Everyone else need to steer business to their company or product. When people think about your company, what is their impression. For my company, Solutions Ink, I wanted ...Branding Junk Removal - He Did It, Can You? What does it mean to be remarkable?Brian Scudamore, CEO and Founder of 1-800-GOT-JUNK?, who in 1996 was operating the million dollar plus company at the age of 26, said it means, “You’ve got to get out there and be loud and proud... You’ve got to stand out. You have got to have a brand that is worth remarking about.”He learned much ...How-To Rework Your Wheel of Fortune During the last several years working with solo professionals, I have found that about 95% of my clients are not charging enough.While there are a host of internal reasons for not believing you can command more money (mindset being the #1 culprit), I want to focus on more practical brand building strategies to move you from making just en ...Decoding The DNA Of The Brand In a saturated and highly competitive market place, the importance of brands and branding to market share growth and product success cannot be over emphasized. Companies, countries, regions, towns and organizations who are able to grasp the principles of brand DNA are more likely to eclipse those who do not, in terms of delivering value to share ...Abstract Logos - Salient Features of Abstract Logo Design All companies have similar basic issues. They have to consider how they are perceived by clients, the public, prospective customers and their competition. Marketing materials define this perception. Marketing materials include business cards, promotional brochures, even broadcast commercials. It is important that the defining image of the busine ...Advantages of a Branded House or a House of Brands If you want to win by growing your market share — there is a better way, a smarter way, than the traditional advertising and marketing strategy and tactics. However, it requires looking at your business and brand from a very different point of view. This different point of view is hard to grasp because old myths die-hard and old expensive myths ...Spelling Counts I have dealt with many companies, read many books, and looked at images. Many times there are spelling or grammatical errors. I realize that it is very difficult to catch every error and my materials are no exception. No matter how many times you pass the words by a team, something will always be overlooked. If you take time to look at your mate ...Your Recipe for Brand Success, Part II We all know, some of us too well, what can happen when we do not set boundaries in our personal lives; does the term “door mat” ring any bells?I know that sounds harsh but I’d be lying if I didn’t say there was a time when I did not set proper boundaries in my personal relationships and it felt as though others were wiping their dirty boo ...Make Your Logo Speak! When was the last time you identified your favorite brand apart from its logo? I guess, hardly ever :) It's human nature to associate certain things with symbols or figures. Similarly, we find it easier to identify an enterprise or company through its logo. It's the logo that captures our attention and establishes a direct connection with the co ...Marketing To Teens & Tweens - The Big Payoff Remember the old slogan that “children should be seen and not heard?”Clearly, that no longer applies to teens and tweens, prepubescents 8 to 14 years old. These days, teens and tweens are seen and heard, loudly and clearly.What should business people do about these two groups? Just wait until they grow up? No, not at all. You ...Make Your Own Brand! There are millions and millions of websites on the Internet. You NEED to be different in some way from all of them! If you could get a visitor to your website, that means nothing. Only returning visitors must be counted. When they return the second time, "branding" starts to occur. Huge companies advertise not because they want to provide you wi ...Call Me! Or Why I Gave Up the Blackberry In 2003 when I was working on Queer Eye for the Straight Guy, I was issued a T-Mobile Sidekick. Suddenly I could work from anywhere - answering emails from my couch, from dinner with friends, even at movies just before the lights went out. When I left that TV series, I couldn’t be without my instant email access, so I got myself a Treo. No ...Anatomy Of A PR Campaign The message is determined by analyzing the brand being marketed, and doing so with clear vision and self-knowledge. Too many marketing executives rely on their own concept of the brand's identity, and never bother to discover what attributes the public has assigned to a product. Just because you've decided that you want to project a certain ...Corporate Logo Design A Corporate logo design is a name, illustration or trademark which gives a company its unique visual identity.Corporate Logo Design-Aims and Objectives A corporate logo design is the corporate identity of a business. It makes a company’s presence visual. The visual aspects will come in focus only when the corporate identity has int ...Unique Selling Propositions - USP's Got one? Two? Three?If you have competitors, then you should have at least one Unique Selling Proposition (USP). The more REAL ones you have, the better - for your Branding, your business recognition, and your sales!We all have competitors, and the more you have, the more important it is that you have a Unique Selling Proposit ...What's In Your Resource Box (SIG File)? One of the most important things you can do to improve your visibility and connect with customers or clients is to create a strong personal branding statement in your resource box. I'm not talking about adding your job title. I'm talking about including what it is you really do.* What is the most important benefit you provide to your ...The Incredible Power of Respect, and How It Works Nothing will kill your ability to get projects done faster than other people deciding they don't really want to help you. There is no way to get anything done to its highest level of quality in our inter-connected world without having the help of people around way. Yet so much of the communication that goes on in the workplace is negative, dis ...Small Business and Branding - Why and How? When we speak of branding most of the time people try to relate it to big business house, however, the fact is that every business needs to establish their brand in order to survive the competition. This is nothing new; experts and management gurus had been preaching the same sermon for years now but what they have not told is why you need to br ...I'd Buy That: Getting A Brand Mindset Feel that? The crisp tingle in the air? It's fall. Fall ushers in the promise of eating, seeing, and getting. It's my favorite time of year. By now, kids are settled into school, sweaters set free from mothballs, and it's an amazing time to... BUY.I don't know about you; but for some reason this time of year lowers my normal customer r ...Do You Need a Brand So what exactly is a brand? We hear a lot of talk these days about branding, but what is it and why do you need one?A brand is a unified message that you send to clients and potential clients about what your business is, what you do, and what your business stands for – it’s your business identity. From your business name, to your logo, to ...Branding Fiasco -- Better Be Who You Say You Are! Our experience as customers offers great instruction into the concept of branding. Come with me on a recent “experience” and you’ll see what I mean. Here’s the situation:I want to order an 800 number. On my AT&T bill is a customer services number. I call it. A voice mail gives four options. None of which I want. Just TRY to get a repre ...Are You Brand Worthy? Are You Brand Worthy? Branding is a one hot topic, although it is wildly misunderstood. To make things even more confusing, branding is often tossed in the same basket as marketing which makes its application to an entrepreneur or sole-practioner even more unclear.While out speaking on branding, the question that I hear most is "How do I know if my busines ...It's Easy Being Green - Packaging Your "Green" Brand Last week, I wrote about packaging and the environment. Since then I have been flooded with a host of interesting new packaging and product introductions. Surprisingly much of the packaging innovation is coming from outside the U.S. than from our own national companies.It seems that there is much more going on in environment legislation a ...Corporate Branding and Trade Shows - 8 Tips for Marketing Managers Trade shows are part of the marketing mix and the appearance by your firm should be a continuum of your entire marketing including advertising, public relations and events.While you may introduce a new product or showcase a service, many firms make mistakes by not connecting the overall corporate branding with the show. How can an e ...
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