Tag: laura ries

Brand Attack on the Ries’s Blog

Well seems that the topic I mentioned here just a little earlier, Brand Attack on the Rise, was took over as a main subject on brand guru Laura Ries’s Blog, in a post on how and when a brand shoul attack.

In general, the leader should never attack or name the competition. Instead the leader should promote the category. By attacking a competitor or responding to an attack ad, the leader only legitimizes the competition and the existence of a choice. Neither is good.

If under attack, a leader should instead address any problems with PR. Never with advertising. When Apple says consumers are frustrated with Vista in its advertising, Microsoft shouldn’t run ads saying everybody loves Vista.

That above, is just a quote. More, with examples and details on Ries’s blog here.

Posted on by Daniel 0

In Case You Missed It – Branding News Roundup

Since I had a quite long break from brand-blogging I thought I should point out some of the posts I found interesting in the branding blogosphere, just in case you missed them:

Marketing a Strong Nonprofit Brand

Laura Ries has run a list of 7 important things to consider when building a brand for the non-profit organizations:

1. The name
2. The spokesperson
3. The position
4. The enemy
5. PR, PR, PR
6. A signature event
7. Color and logo

What is your (personal) brand worth?

David Sandusky has an interesting list of questions people should ask themselves when they’re evaluating their own personal brands. What about you? What is your personal brand worth? How do people feel when dealing with you? Do they think of you when looking for an expert in your space? Do people hear from you only when you need something like a job; or are you making networking deposits regularly.

More, he has a 4 steps strategy to define and maintain a personal brand:

1. Define yourself
2. Understand your environment
3. Formulate a career and brand strategy
4. Execution

Branding to further boost economy

China plans to further boost its world economic status through branding.

“Branding is a decisive factor in the world’s economic development, and in some cases, an established world brand’s overall value is even bigger than that of a middle-sized country,” said Sun Bo, director of the quality management department of the General Administration of Quality Supervision, Inspection and Quarantine, yesterday.

China now has seven products with six brands that are famous worldwide – Haier refrigerators and washing machines, Huawei programmed control switchboards, Zhongxing programmed control switchboards, Zhenhua container cranes, Gree air-conditioners and Sunshine worsted woollens.

The sales volume of the products ranks among the top five in their world markets.

“We will still have to make them even more recognized worldwide,” Sun said. He said the bureau would help enterprises upgrade quality insurance, measuring and testing systems, and encourage them to apply international rules and standards.

More here.

Seven Steps to Building a Strong Brand

1. Develop your benchmark.
2. Compare your organization to the various competitive choices available to your target market.
3. Analyze your SWOT.
4. Focus on the Opportunities.
5. Identify your message.
6. Time & Money. Layout the timetable. Identify your budget components.
7. Implement the branding tactics.

via

How to Write a Marketing Plan

Most businesspeople agree that good planning is essential for success. Even so, it’s surprising how many companies don’t create a thorough plan to generate and manage their customers.

1. Start with your annual goals
2. Highlight your competitive position, value proposition and brand strategy
3. Outline any plans for your products & services
4. Outline your major marketing campaigns
5. Develop your tactical sales plan
6. Develop a budget
7. Revisit your plan regularly

Posted on by Daniel 1