Starting from P&G and Gilette merger, and their wide experience in branding, Business Magazine presents five lessons from classic companies and upstarts alike. All are thriving by managing brands differently than companies did in the heyday of the mass market.
Innovate. Innovate. Innovate.
Innovation isn’t always built from scratch. It can be done by transferring technologies from one brand to another.
Branding is an area so often totally misunderstood as having something to do with a [tag]logo[/tag]. But, in reality it is one that has a major impact on the long-term success of all companies, a fact that is now being recognised to the extent of seeing it increasingly creeping into company profit and loss statements.
One new book, Brand Sense : Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound, takes a unique approach to one of most important business issues today: branding.
Based on more than 18 months of research covering a dozen countries, the book explains how the most effective companies build their brands around the five senses — touch, taste, smell, sight and sound — with startling and measurable results.
Drawing on examples of both product creation and retail experience, he details how to establish a marketing approach that appeals to all the senses, not just the usual sight and sound.
This book is a must-read for anyone needing to get to grips with a major business issue, offering great practical advice in a very accessible style.
How clear is your image in the minds of your potential customers? How can you bring that image into focus? Defining, developing and maintaining a brand identity is the key.
A brand image is the picture that appears in a member of your target market’s mind when they see, hear or think about you, your company and your service. So how can a business with limited resources, develop an effective brand image? Here is a step by step guide to steer you through the process.
Full article: Branding: It’s more than a logo
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.
Most of us, including you, would prefer to consider the stability of a company before making a purchase decision. Once you have established your brand with a professionally designed logo, business card and other marketing efforts it becomes much easier for you to build your credibility among the customers.
So, if you think you are tired of being a “small business” and its time to grow up, take the first step; establish your brand!
Branding is one of the most scintillating topics in business today. Any brand is clearly more than just its name. Brands are the values, beliefs, and service experiences that underpin them.
An interesting article about how-to “kill” a brand when you need to do it. Arguing that businesses earn almost all their profits from a small number of brands-smaller than even the 80/20 rule, there comes the need of “shutting-down” some of the brands in their portfolio at a certain moment.
First signs of a brand killing:
Some tactics used:
First priority will be to get managers at all levels of the organization to back you because brand deletion is a traumatic process. Brand and country managers, whose careers are wrapped up in their brands, never take easily to the idea. Customers and channel partners defend even inconsequential and loss-making brands. There will always be pressure from senior executives to retain brands for sentimental or historical reasons. Indeed, brand rationalization programs have often become so bogged down by politics and turf battles that many companies are paralyzed by the mere prospect. It doesn’t have to be that way.
An interesting article on Killing brands succesfully.
Your brand is your name, your logo, your trade dress. You own it. The expectation that consumers begin to attach to your brand is something else. It’s an important something else that has value and that you should consider an important asset worthy of investment, but it’s something else. In fact, a brand has a few something elses that are important associates of it and create value for your company.
The ability to operate effectively within the ‘Experience Economy‘ is one of the key differentiators distinguishing winning brands from the rest of the pack.
‘Ensuring an ‘on-brand‘ experience for all your customers, regardless of where or how they interact with your company, means ensuring that the company itself – its people, its systems, its products – is always ‘on-brand‘. And therein lies the challenge…
Read the full story at BizCommunity.com