Branding is Like Flying A Kite

“To fly high, a kite must constantly fight against the wind.” Not sure who to attribute this quote to, but I like it. A lot. It relates to life, to business, and to branding. Each is a constant, difficult battle… Continue Reading →

Creating a Brand Image

Your brand image. It’s how people view your brand. It’s what they think about it. It’s things like trust, value, quality, features, performance, assurance, status, service, and more. It’s not static, but ideally it’s not constantly changing either. It determines whether… Continue Reading →

Managing Pre-Purchase Brand Touch Points

The early ’80s were a much simpler time in the advertising business. That’s when I began my career, and the tools we utilized to communicate brand messages were fewer and simpler to command. Creativity (a.k.a. The Big Idea) reigned supreme…. Continue Reading →

The Smallest Brand Touch Point Can Lose You Business

Though my wife would surely disagree, I’m generally a mild-mannered guy. There are few things that get under my skin, but one that does is a toothpaste cap that has to be snapped to close (see picture). What focus groups and test market results proved this would be a… Continue Reading →

A Brand Vision Statement: Something To Grow With

As a new parent many years ago, I remember gazing into my newborn’s scrunched eyes and painting a detailed picture in my mind of  where she’d be many years later. What she’d look like. How she’d act. The kind of education she’d have. What she’d be doing for… Continue Reading →

What We Can All Learn from Costco

I like going to Costco. Free food samples, good prices on good products, a frequently changing selection, interesting people-watching, and the occasional I’ve-got-to-get-this-today-because-I-know-it-won’t-be-here-tomorrow deal. I’ve bought eyeglasses at Costco. Discounted movie tickets and spa packages. And 16 year-old Scotch and fresh flowers, too. It’s… Continue Reading →

Your Marketing Audience Can Only Catch One Brand Message

An ad agency creative director friend of mine shares the story of a client meeting for an important new brand launch. Like many clients, this one had many equally important selling points they insisted needed to be communicated to their audiences. My friend sat quietly taking notes as the discussion continued around… Continue Reading →

Losing Sales? Look Closely at Your Brand Touch Points.

The brand communications have worked as designed: the advertising, pr, trade shows, sales presentations, packaging, etc. have all brought the prospect to the brink of becoming a customer. The cash register is about to ring and the cork popped. But then something… Continue Reading →

Brand Positioning: It Ain’t Easy, But It’s Required

The folks at Sunkist, the well-established orange brand, are sharp marketers with their slogan, “An orange is an orange … unless it says Sunkist.” The real genius of Sunkist is how they positioned their brand by re-positioning all other oranges that don’t carry the Sunkist label. Those other… Continue Reading →

Your Employees as Brand Touch Points

This much is obvious: your employees are vital to the success of your business. They make the engine go. But they’re not just employees; they’re potentially vital brand touch points. Depending on your business, you’ll have many types of front line and behind… Continue Reading →

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