City or celebrity? Branding goals fuel airport name changes CNBC
While Louisville added the name of local icon Muhammad Ali to its airport's name, other airports are moving away from celebrity names in favor of stronger ...
Jersey Fresh sets standard for local branding Produce Blue Book
This year marks the 35th anniversary of the New Jersey Department of Agriculture (NJDA) Jersey *Fresh* logo, which was created so customers could ...
US Soccer Star Tim Howard Talks Career Highs, Branding and What's Next Adweek
Five years ago this week, soccer star Tim Howard was Adweek's cover star. The U.S. goalie had just come off a record-breaking 16-save match against Belgium ...
Global Branding Platform Talent Logo Launches to Fight the Ugly Branding Problem Business Wire
Talent Logo, a digital branding platform that aims to connect top designers to small business owners at affordable prices, announced its launch.
Branding tips for financial advisers looking to grow InvestmentNews
Financial advisers who seek to develop a growing and sustainable business should be deliberate about creating brands that resonate with the type of clients ...
All For One Media Corp. Ramps Up Branding Model For Drama Drama PRNewswire
MOUNT KISCO, N.Y., July 15, 2019 /PRNewswire/ -- ALL FOR ONE MEDIA CORP (AFOM) has begun expanding its Multi Media entertainment brand Drama ...
Burberry undergoes makeover with new logo-style branding and twists on classics CNA
The brand is moving past its famed camel check prints to the new interlocking Ts and Bs in a bid to revive stagnant sales and attract young shoppers.
Attorney Social Media Presence and Branding The National Law Review
Law firm branding is essential for developing name recognition and building trust with current and prospective clients. In today's digital landscape, brand identity ...
Casino proposal includes possible Hard Rock branding MyWabashValley.com
Spectacle Enterainment signed a letter of intent with Hard Rock Cafe to franchise the Terre Haute casino that the corporation is interested in establishing.
Mill Creek Capital Advisors Leads Industry with Values-Based Branding PRNewswire
PHILADELPHIA, July 15, 2019 /PRNewswire/ -- Financial advisory firm Mill Creek Capital Advisors, LLC has formally launched a new brand identity rooted in its ...
Top Trends Driving Branding and Packaging | 2019-07-16 Packaging Strategies
In the competitive retail space it is imperative for brands to stay on top of evolving trends and consumer behavior. Today's shoppers demand experiences that ...
Branding has a moral responsibility, says Character's Tish Evangelista Fast Company
Tish Evangelista is a creative director and founder at Character, a branding and design agency that has done work for Levi's, Peet's, Pottery Barn, and more.
Branding Is the Key to More Ecommerce Sales Practical Ecommerce
Positive branding is key for any business. It takes a lot of work over time, but the benefits make it worthwhile. The products you sell, interactions with shoppers, ...
Law Firm Branding Lawfuel
Baker McKenzie has been named number one legal brand in the Asia Pacific region for the third consecutive year, according to the Acritas Asia Pacific Brand ...
Action for Children unveils new 'friendlier' branding Civil Society Media
Action for Children has launched a new "friendlier" branding with a star-shaped logo to coincide with its 150th anniversary. The children's charity appointed ...
US Women's Soccer Team Missed a Branding Opportunity Newsmax
Congratulations to the U.S. Women's Soccer team for an outstanding victory on the playing field at the 2019 World Cup.
Personal branding: How to make your mark at work through 5 simple steps CNBC
All of us are looking to make a good impression when it comes to advancing our careers, and thanks to the digital age, there are all sorts of techniques to ...
Lt. Gov. Pinnell On Re-Branding Oklahoma HPPR
In this episode of Capitol Insider, Lieutenant Governor Matt Pinnell joins KGOU's Dick Pryor and eCapitol's Shawn Ashley to discuss his plans for.
A Lesson In Long-Term Branding From Radiohead Forbes
If I brought your brand a promotion that, while it might be a little off brand, would nearly guarantee a huge spike in sales, would you do it? Radiohead would have ...
MLBâs Francisco Lindor Talks Branding, Instagram and Bat Flips Adweek
Baseball fans watching the MLB All-Star Game on Tuesday night saw a lot of two things: strikeouts and Cleveland Indians shortstop Francisco Lindor. Despite a ...
OPOC.us Discovers Millions Lost Due to Internal Branding Failures PRNewswire
COLOMBUS, Ohio, July 9, 2019 /PRNewswire/ -- Branding is crucial to the growth of a company, but a recent analysis by OPOC.us, a leading Strategic Planning ...
5 Simple Branding Tips That Cost Almost Nothing | Warren H. Cohn The Times of Israel
From the blog of Warren H. Cohn at The Times of Israel.
Huawei Files to Trademark 'Harmony' Branding for an Operating System: Report Gadgets 360
Huawei has reportedly filed a trademark application with the EU Intellectual Property Office for a new operating system (OS) called Harmony, even as issues with ...
Amazonâs Branding Problem, New Networks Aim for Noms, and More Last-Minute Emmy Notes (Column) - Variety
Amazonâs Branding Problem, New Networks Aim for Noms, and More Last-Minute Emmy Notes (Column) Variety
As nomination voting ends: Amazon's Prime conundrum; how Facebook Watch and BYUtv aim to join the Emmy race; and what to do with screeners.
David Beckham Unveils Media, Content, Branding Company WWD
LONDON â *Fresh* from taking control of his eponymous brand, David Beckham now has a media production career in the works with a film, *content* and ...
Maximising Personal Branding for Entrepreneurs Entrepreneur
Donna Rachelson has just released her fourth book, Personal Branding for Entrepreneurs, a fast and worthwhile read to enhance your personal brand and to ...
Boeing erases Max branding from plane destined for Ryanair Telegraph.co.uk
A 737 Max plane due to be delivered to Ryanair has been photographed with a different name on its nose at Boeing's factory in Seattle. All 737 Maxs were ...
How Local Expert Branding Reaches Sellers | RisMedia.com
A broker in Colorado discusses his lead strategy, including how to leverage online ratings and reviews.
Administration plans to combat enrollment with branding, targeted recruitment, equity - Northern Star Online
Administration plans to combat enrollment with branding, targeted recruitment, equity Northern Star Online
The administration responded to dropping higher education enrollment in Illinois with a Strategic Enrollment Management Plan, a five-year, three-goal plan ...
Haas will run Rich branding at British GP, says Steiner Motorsport.com
The Haas Formula 1 team will run with its normal Rich Energy branding at the British Grand Prix despite its title sponsor's âsurpriseâ claim the deal had been ...
What To Consider Before Jumping On Patriotic Branding Bandwagon 07/01/2019 - MediaPost Communications
What To Consider Before Jumping On Patriotic Branding Bandwagon 07/01/2019 MediaPost Communications
Fourth of July marks the annual high point of patriotic branding. It's the time of year companies across America -- from LaCroix to PUMA -- roll out ...
New Branding For Oneida County Tourism Announced WXPR
The new website is onenorthwoods.com and the brand is take a vacation and have some fun. State Tourism Secretary Sara Meaney was on hand Thursday as ...
A peek at branding lessons from top retailers Retail Customer Experience
Katie Lundin, marketing and branding specialist at crowdspring, maps out a comprehensive strategy when it comes to strong branding, including a list of five ...
inRidgefield: Addessi decides to keep branding effort private â for now The Ridgefield Press
Discussion of the inRidgefield marketing and branding campaign for the town was withdrawn from the Board of Selectmen's June 19 agenda at the request of ...
Even more resume tips to help mold your personal branding strategy NJ.com
Here are some additional ways you can reevaluate your branding strategy and reinvigorate your job search.
Coosemans LA shipping, branding new herb boxes The Produce News
The Produce News - Covering *fresh* produce around the globe since 1897.
Simpsonville approves new branding WSPA.com
The City of Simpsonville has approved new branding for the city which includes new a logo, seal, and tagline.
Frontline's branding goes to the front of the line Today's Veterinary Business Magazine
Boehringer Ingelheim's Frontline has been named a global Brand of the Year in a competition organized by the non-profit group World Branding Forum.
Tourism Abbotsford reveals new branding Abbotsford News
Community identified as 'Abbotsford: Handmade and Homegrownâ
Am Law Ranked Firm Changes Branding Without Telling Partners Above the Law
Most people will read a headline like this and assume it's a knock on the firm. With all the complaints about âblack boxâ firms that treat their associates â and ...
Branding for Cannabis Companies 101: Part 2 Cannabis Industry Journal
Editor's Note: In Part 1, Jennifer Whetzel introduced the concepts of branding, marketing and advertising for cannabis companies. Part 2 takes a closer look at ...
19 Branding Lessons From 5 Top Retailers Total Retail
These top retail businesses know that their brand is invaluable. These are the businesses that we should be learning from. So, we've studied what these ...
Logo Lineage Part 9: Branding the Island Carriers AirlineGeeks.com
For businesses across the world, branding plays a crucial role in public perception and airlines are no different. One of the most prominent pieces of an.
LaCroix needs a new approach to marketing, say branding experts. Business Insider
Along with committing PR snafus, the company has failed to keep its marketing up to date, say branding experts.
This is like my masterpiece; DPI takes pride in soccer field branding SouthCoastToday.com
NEW BEDFORD â The parking lot lines, painted soccer ball on the pavement, turf field lines and âNBâ logo got a *fresh* coat Thursday at Riverside Park.
Private label makes branding tougher Produce Blue Book
CHICAGO â Produce companies already know how difficult and expensive it can be to create and maintain a consumer brand. There are only a handful in the ...
WPP and iHeartMedia join forces to lure more audio branding business AdAge.com
WPP is hooking up with IHeartMedia on a new partnership aimed at luring more audio business from marketers. The venture, called âProject Listen,â will offer ...
Branding agency moves offices from Waukesha to downtown Milwaukee BizTimes.com (Milwaukee)
Last updated on July 2nd, 2019 at 10:54 am. The design and brand agency Concept Envy has moved its offices from Waukesha into the Spaces coworking office ...
SC man charged with branding sharks like cattle WSOC Charlotte
Investigators said the agency's Marine Division began catching sharks that appeared to be marked with a symbol near Dewees Island and Isle of Palms.
South Carolina man charged with branding sharks like cattle Minneapolis Star Tribune
A man has been charged with branding sharks like cattle off the South Carolina coast.
DuPont Unveils Branding Push - Mon., Jun. 17, 2019 O'Dwyer's PR News
DuPont is launching a branding campaign tagged âInvent a better n:owâ to position the 217-year-old company as an innovative source of products that transform ...
After 40 years, Coldwell Banker begins rolling out a new logo and branding Inman.com
Following the tests this summer, Coldwell Banker plans to debut final branding standards during a leadership summit in September. Then, a company-wide ...
City branding efforts to attract more residents, businesses Champion
Tucker's mayor and city council saw preliminary designs of the city's branding project. The council heard a presentation from sky design, an Atlanta-based firm ...
Delaware Branding Company announces new artist CapeGazette.com
Delaware Branding Company in Milford welcomes tattoo artist Menna Artese to its staff. At the age of 5, Artese knew she wanted to be a tattoo artist. She started ...
Lazy Fatherâs Day Branding Promotes Damaging and Far-Reaching Gender Stereotypes Adweek
Last year, my annual search of âbest Father's Day giftsâ yielded a meat thermometer. As he unwrapped an object that bore a heavy resemblance to a rectal probe ...
Your Reputation on the Line: Employer Branding Entrepreneur
The best employees are out there. Use *content* to show them what your brand stands for and why they should want in.
Share Your Best Tips for Using Branding as a Listing Strategy With realtor.comÂŽ RisMedia.com
Even your best customers can drift away when it comes time to list. Realtor.comÂŽ aims to solve this challenge in a new offering that documents how branding ...
Advice on branding in the 'Screen Age' from Base Design's Jeffrey Waldman Creative Boom
Global branding agency Base has worked on projects for clients including The New York Times, Art Brussels, the Museum of Sex and Pantone. Here, a senior ...
Visa's sensory branding boosts positive perception by 14% Marketing Dive
Visa's sensory branding suite is now available in 25 countries and more than 1 million points of sale to tell customers when they've completed a payment.
Branding Cannabis: How IP May Unlock the True Value of the Green Rush | New Jersey Law Journal - Law.com
Branding Cannabis: How IP May Unlock the True Value of the Green Rush | New Jersey Law Journal Law.com
Branding is not a new concept nor are the various intellectual property laws that protect brands. What is new to most is how this burgeoning industry can take ...
Museum hopes new branding means bright future | Lifestyle Northeast Mississippi Daily Journal
NEW ALBANY â˘ McDonald's has its arches, Target has its bullseye and Lacoste its alligator â broadly recognized logos that, along with branding, help these ...
Parker: Branding in guise of diplomacy The Columbian
Surrealâ was the word Ivanka Trump used to describe North Korea, which she briefly visited this past weekend with dear ol' dad.
Entrepreneurs open to-go ware branding shop | 2019-07-05 | Grand Rapids Business Journal grbj.com
The founders of a local fry stand have moved into a new line of work, thanks to demand from fellow entrepreneurs for the personalized to-go ware they had ...
Pizza Hut revives 'OG' branding to kickstart growth: 'We lost sight of where we came from' - The Drum
Pizza Hut revives 'OG' branding to kickstart growth: 'We lost sight of where we came from' The Drum
Pizza Hut's latest campaign features a bolder tone of voice and a resurrection of its red-roof logo â two things its chief brand officer hopes will resuscitate ...
Ivanka Trump is branding in the guise of diplomacy The Washington Post
âSurrealâ was the word Ivanka Trump used to describe North Korea, which she briefly visited this past weekend with dear ol' dad. It was the first time a sitting U.S. ...
Google My Business adds more branding tools, introduces searchable @shortnames Search Engine Land
Google My Business launched in 2014 and has become increasingly important to both merchants and consumers. Having a verified, accurate and complete ...
Study finds Tesla's 'Autopilot' branding is misleading Fast Company
It's vital that we use the right language to describe autonomous tech, suggests a new study on the controversial Tesla feature.
Better Your Branding and Dominate Your Marketplace With realtor.comÂŽ | RisMedia.com
For this leader of a real estate team, realtor.comÂŽ is a critical lead partner.
Undertone Expands its Synchronized Digital Branding Offering to Connected Television with Alphonso Partnership - Yahoo Finance
Undertone Expands its Synchronized Digital Branding Offering to Connected Television with Alphonso Partnership Yahoo Finance
Perion Network Ltd. (PERI) announced today that Undertone, a leader in cross-platform Synchronized Digital Branding for the world's most prominent brands, ...
Eduardo Aires: a designer's masterclass on city branding Raconteur
How do you brand a city? Designer Eduardo Aires explains how he transformed Porto into a design icon and city of the future.
Branding Fake Justice for Generation Z The Nation
Meet Brud, the secretive tech startup here to outfit corporations with fashionable social causesâthrough elaborate CGI fiction.
How retailers have turned Pride month into a marketing, sales bonanza USA TODAY
Major retailers have diversified their inventory for Pride month, selling apparel and other goods that celebrate LGBTQ culture.
Spokane station gets new branding, new set NewscastStudio
KXLY, the ABC affiliate in Spokane, Washington, has unveiled a new brand, set and graphics that closely matches the look its sister station in Wisconsin.
Q&A: AT&Tâs Chief Branding Officer on âEmotional Equityâ and the Importance of Attention - Adweek
Q&A: AT&Tâs Chief Branding Officer on âEmotional Equityâ and the Importance of Attention Adweek
Fiona Carter spoke with Adweek about she's learned helming the telecom giant's brand.
Medical Marijuana, Inc. Subsidiary KannawayÂŽ Announces Updated Branding Strategy and Website to Expand Consumer Reach - Yahoo Finance
Medical Marijuana, Inc. Subsidiary KannawayÂŽ Announces Updated Branding Strategy and Website to Expand Consumer Reach Yahoo Finance
Consumer demand for hemp-derived cannabidiol (CBD) products has increased as KannawayÂŽ saw a 130 percent increase in sales revenue for Q1 of 2019 ...
Donald Trump praised Britainâs US ambassador days after branding him âwackyâ and âvery stupidâ - The Sun
Donald Trump praised Britainâs US ambassador days after branding him âwackyâ and âvery stupidâ The Sun
DONALD Trump praised Britain's US ambassador â days after branding him âwackyâ and âvery stupidâ. The President said he wishes Sir Kim Darroch well after ...
âAnt nailsâ are now a thing but beauty fans are branding them âdisgustingâ The Sun
BEAUTY fans have expressed their shock at a manicure design which features a dead insect trapped inside the nail. The artist was bizarrely trying to replicate a ...
New Branding Appears On The Nike Air Max 720 KicksOnFire.com
This black/pink/green colorway of the Nike Air Max 720 comes with new branding on the tongue and midsole.
HCA Houston Healthcare Conroe unveils new sign, branding Community Impact Newspaper
Jun 25, 2019: With a new sign and brand, HCA Houston Healthcare Conroe is hoping to provide more services to its patients. Located at 504 Medical Center ...
2019 WIN Awards: Tottenham Hotspur Stadium Wayfinding and Branding - Populous - World Architecture News
2019 WIN Awards: Tottenham Hotspur Stadium Wayfinding and Branding - Populous World Architecture News
Tottenham Hotspur Stadium Wayfinding and Branding - Populous is an entry in the Branding and Wayfinding category at the 2019 World Interiors News Awards.
'Medicare for all' branding could be backfiring on liberals Washington Examiner
Those who believe that the government should provide everybody with free healthcare have long struggled with a way to brand it. The term socialized health ...
Pride or profit: LGBT students talk Pride branding UT The Daily Texan
The month of June â Pride Month â brings an array of emotions to the LGBT community, including pride, love and possession. The Stonewall Riots of 1969 ...
Digital marketing and in-store branding drive our marketing strategy, Abhiral Bhansali of LG Electronics - Best Media Info
Digital marketing and in-store branding drive our marketing strategy, Abhiral Bhansali of LG Electronics Best Media Info
BestMediaInfo.com spoke to Abhiral Bhansali, Product Head, OLED & UHD TV, about the new product range and their marketing plans. He explained how the ...
Scott D. Miller: Branding effort poses challenge for region Virginian-Pilot
A CURRENT initiative sponsored by the Hampton Roads Chamber of Commerce and Reinvent Hampton Roads seeks to celebrate everything we have in ...
Racist branding at Whyte Avenue candy store removed after social media backlash Edmonton Journal
A newly-minted candy store on Whyte Avenue removed a racist sign on Sunday after a University of Alberta faculty member brought attention to its meaning on ...
Irish suckler beef needs separate branding and marketing, say hill farmers - Farming Independent - Independent.ie
Irish suckler beef needs separate branding and marketing, say hill farmers - Farming Independent Independent.ie
Irish suckler beef needs separate branding and marketing, say hill farmers. Branding of Irish suckler beef to differentiate it from beef sourced off the dairy herd ...
Pakistan lauds US branding of Baloch fighters as 'terrorists' Al Jazeera English
The Baloch Liberation Army demands more autonomy and a greater share in the region's natural resources.
Tory branding plan to save the Union dismissed by Sturgeon The National
NICOLA Sturgeon has dismissed plans by the UK Government to put more branding on its projects in Scotland as a way of holding the Union together.
Dougherty commissioners approve new agreements with new lumber plant, new branding logos WALB
The Georgia-Pacific Lumber Plant is set to open later this year in Albany. And as construction on the mill wraps up, the plant needs two new agreements with ...
Ryanair Latest Airline To Drop Boeing 737âs MAX Terminology Simple Flying
Ryanair is the latest airline to have appeared to tweak with the Boeing 737 MAX branding. Images from Seattle appear to show that they are rebranding their ...
The 7 personal branding trends that will motivate your employees Ladders
You're not just missing opportunities to help employees grow their personal brands â you're also missing out on better audience engagement.
Drygate Brewery launches new branding and core range Drinks International
Glasgow's Drygate Brewing has undergone a branding redesign and reshuffled its core range to become âmore coherentâ with consumers.
Survey endorses local branding for Alabama specialty crops Yellowhammer News
Would you be more willing to buy a bag of sweet potatoes, basket of peaches or a jar of honey if you knew from the label that it was grown in Alabama? A recent ...
Furious MPs demand Donald Trump apologise for branding Britainâs ambassador a âfoolâ in abusive tweets - The Sun
Furious MPs demand Donald Trump apologise for branding Britainâs ambassador a âfoolâ in abusive tweets The Sun
FURIOUS MPs last night demanded that Donald Trump apologise for tweets abusing Britain's ambassador to the US. Seething over Sir Kim Darroch's leaked ...
Sullivan Branding creates statewide vaccination campaign The Daily Memphian
Sullivan Branding is the creative force behind the state Health Department's vaccination campaign.
City Commission moves ahead on branding initiative Hiawatha World
The Hiawatha City Commission met on Monday evening, and heard a proposal from Rick Nobles of ExcellenceK12 following a recent branding survey.
Your best employer branding strategy for ensuring expansion and stability is to hire for happiness - Tampa Bay Business Journal
Your best employer branding strategy for ensuring expansion and stability is to hire for happiness Tampa Bay Business Journal
With a U.S. unemployment rate below 5% at the date of this writing, the war for talent has become bloodier than ever. We are currently experiencing a 100% ...
BAT committed to McLaren branding plan amid tobacco scrutiny Motorsport.com
McLaren sponsor British American Tobacco (BAT) says it remains committed to its original branding plans in Formula 1, despite a potential change of tactic for ...
New branding for Downtown Mainstreet in La Crosse News8000.com - WKBT
La Crosse's Downtown Mainstreet is getting a new look.
Cloyes Unveils New Global Branding Strategy, Supporting Website AftermarketNews.com (AMN)
New brand messaging will focus on company heritage, product quality and commitment to *service*.
Branding Your Products Is Important
I was chatting with a couple of friends, all of us are either copy writers or graphic designers?or both?.in the advertising industry, so, naturally, our conversations leaned towards the topic. This one particular friend who works in an American advertising firm is now an Art Director, so, needless to say, he considers himself a notch higher than us mere freelancers and employees. After all, he is the one person who decides on the direction of a whole advertising campaign. He is also in-charge of a couple of large International brands of products. And during this conversation, he told me about this story that inspired me. He says that branding is so important to a product that it can either make or break a product?or even the company.
Become your customers top-of-mind choice.
Franchisor Policies for Unlicensed or Sold Territories
Franchisors often have issues when they own a brand which has service vehicles; where franchisees wish to operate in non-franchise assigned territories. We had this as a re-occurring issue in our franchise system. We came up with this policy, which is also in our Confidential Operations Manuals. Here is a sample policy for our franchisees:
Brand Identity and Brand Image - Brand Identity Guru
It is important to distinguish between corporate identity, brand identity, and brand image. Corporate identity is concerned with the visual aspects of a company's presence. When companies undertake corporate identity exercises, they are usually modernizing their visual image in terms of logo, design, and collaterals. Such efforts do not normally entail a change in brand values so that the heart of the brand remains the same - what it stands for, or its personality.
The Role of a Visual Vocabulary in Brand Identity Design
Visual elements are a major part of your business's brand identity design. The keystone of that design is the logo, but in many cases, the logo isn't enough to convey all of your brand attributes. A visual vocabulary is a way to reinforce and add to the messaging that is contained in your logo.
Light Up Necklaces Help Promote Red Doors Movie at the 2005 Tribeca Film Festival Awards
June 13, 2005 -- Jane Chen (Producer) of the Red Doors Movie stated, "The necklaces have been a huge hit. Several people have offered to buy them. They are great at parties and at screenings - the red glow looks really cool in a dark room. Everybody asks about them when they see them so it's a great entre into talking about the film".
Branding Advertising Agency
Branding used to be a fancy business word, but it is becoming more and more used in everyday business meetings. Finally! For decades, big corporations have used in-house, very well paid brand managers - someone in charge of managing everything that relates to the brand, including design, package and partnerships. You've heard enthusiastic talks about branding, but you are still not sure if you should get a brand management plan going for your business.
Choosing the Right Color Palette
Color is a highly personal experience ? everyone has favorite colors, and other colors that they absolutely don't like. So, how do you determine which colors that will work for your business identity, and that will send the right message to?
Tips for Creating Brilliant Business Names
Imagine if Yahoo! had been named TheInternetDirectoy. Or StarBucks was christened "Premier Coffees". The names would be far more descriptive than their current ones. But they wouldn't embody the essence or spirit of the companies they represent. Even if they offered the exact same goods and services, it's unlikely Yahoo! or StarBucks would enjoy the same market share they now possess if given the more descriptive, and arguably accurate, names.
Trade Journals in Franchising
As many people know Industry Trade Journals in America have gone through a tough time in recent years due to slowing of advertising dollars. In franchising there is no difference. They use to give away subscriptions to Successful Franchising on franchise web sites; unfortunately that magazine was unable to weather the storm. They stop publishing in October of 2001. Now we see a re-emergence of Franchise Times, who has hired a new salesman, who is going to all the franchisors and telling them to advertise.
Putting You and Your Company in Position to Own Your Market
Americans have always liked their coffee hot. But then Starbucks made hot coffee desirable, in demand, and extraordinarily profitable. And then Starbucks made coffee "cool" with its super-popular iced Frappucino drink -- just as trendy, fashionable, and universally appealing. Starbucks is no doubt one of the greatest marketing stories of recent history. How this company turned an unassuming beverage into an icon of sophistication and taste is no mystery, however. It's all about a marketing tenet called positioning. The coffee company started out in Seattle's Pike Place market in 1971 as a single gourmet coffee shop, and by 1995, the chain's earnings were $26.1 million. Marketing experts agree that Starbucks' skyrocket to fortune centers on its aesthetic sense. In other words, the public's perception of Starbucks has to do with how it appreciates this company's style. Sure, Starbucks filled a need and created unique product brands, but what attracts coffee drinkers again and again is the experience of the Starbucks environment and its products. Smooth, sophisticated, artistic: These are seductive qualities even for a business based on a little brown bean. The Starbucks story illustrates at least two powerful marketing principles. Both help us to better understand effective positioning, or the process of finding a "place" for ourselves in people's minds: People buy for their own reasons, not anyone else's. The stronger position is found in the experience, outcome, or benefit you provide as opposed to the methods you use for producing those outcomes. Starbucks shows us that it's not about packaging -- it's about positioning. The environment of Starbucks creates an experience that invites us to come study for exams, hang out and philosophize with friends, or get the day started with a warm cup of java and the morning news. Starbucks is an invitation to linger, not just get your coffee and go. When you are assessing your own position and considering how you might improve your image and thus your market share, remember that there are essentially four winning positions: better, different, faster, or cheaper. You can certainly position yourself as one of these, perhaps even two; capturing a position as three of them is tough and probably not desirable, and cornering all four is just about impossible. Not everyone is up to the task of creating another Starbucks. It's tempting, with price wars so rampant, to believe that a perception of being cheapest is easiest to establish. Yet in truth this is the most difficult because of fixed costs. It's like doing the limbo: you can go only so low, and then you're overextended or flat on your back. Definitely not the easiest position to be in. How about being better instead? Contrary to popular belief, this is perhaps the easiest position to take, since making an improvement or simply creating the impression of greater quality or ability has no constraints. One tip: when you capture the different category, you may get the better category as a by-product. Starbucks capitalized on this technique, as did Dennis Rodman, the oddball of basketball. He came up with a way to take two positions in fans' eyes: both different and better. Okay, maybe he wasn't actually better than his teammate Michael Jordan, who was unbeatable, but certainly he was perceived for a time as better (cooler, trendier) among those who were captivated by his style. His fashion and fascinating antics made him so unique that he became unforgettable. And because he was also an excellent ball handler, he became famous and highly regarded in his sport. BMW has also taken the better-different approach. Until fairly recently, Mercedes-Benz had the better luxury car market sewn up, so BMW -- a competitor with a parity product -- simply repositioned itself. Its tag, "the ultimate driving machine," appeals to a younger crowd and gives them luxury with power and handling. This is "hip luxury," which is different from the Mercedes position, which could be summed up as "elegant luxury." And voilŕ: BMW became as hot and desirable as a cappucino on a wintry morning. BMW marketers had both a strong sense of the position they wanted to hold and precisely defined their premium clients, the créme de la créme within their target market. You can do this, too. Once you've figured out what position you can successfully gain in your business, ask yourself the following. Who is my premium client? Who would be the most enjoyable and rewarding to serve? What are this client's unique desires, needs, and challenges? How can I best serve this client? What do I (or can I) provide in a unique way to help my clients achieve their business outcomes? How can I position myself as an expert in this market? With this information, you can tailor your marketing efforts -- everything you say to people, any support materials you use, even the way you dress and act -- directly to this audience to help establish your position. This is the first step to "owning your market." Positioning is like popularity: You have to be seen in the right places and with the right people. This is more than social climbing: You learn more about your clients and they learn more about you when you frequent the same places, attend the same functions, join the same associations, be published in their periodicals, and develop products and services specifically for them. Positioning is as much about who you are not as it is about who you are. Starbucks is not a cheaper and faster cuppa joe; it is an upscale, gourmet coffee experience. BMW is no old-style luxury; it is stylish performance. Dennis Rodman is no gentleman forward; he is the outrageous, extreme athlete who is a recognized celebrity even for people who don't know basketball from billiards. Do you want to win big? If so, have the courage to answer these questions clearly and define your own game: Who are you? Who are you not? Who are your clients? These are the essential decisions you must make if you want to not only understand but own your market.
A Lesson in Branding from Paris Hilton
I have never been a fan of Paris Hilton.
10 Secrets for Free Media Placement
Why pay a high priced PR agent when you can get free media placement to promote your product, service, or book?
Britney Spears Branding
How would you like to sell as much in one year as Britney sells in one day or in one hour? Have you put much thought into how marketing empires are created? If you're selling anything then you're a marketer and you should study the biggest successes to follow in their footsteps.
How Important it is to have a Professional Logo Design for your Business?
There are a lot of things that contribute towards the success of a business. Having a good quality product doesn't necessarily assure the success of a business. To build a long term impression on your customers, it is vital that you have a proper marketing strategy and something unique about your company. Here comes in the importance for having a custom logo design.
FTC Reviews The Franchise Rule
After more than a decade since the last attempt to update the 1970's Franchise Rule The Federal Trade Commission is at it again. May I ask why we are looking at reviewing these rules for franchising, where no problems exist? Why we are looking to tighten up ambiguities, which over time have occurred in this sector, when we should be dismantling the over regulations choking the industry? Why we are trying make rules upon rules, where no rules are needed since no problem really exits? Why can't we use the red magic marker approach and start drawing lines thru massive amount meaningless dribble required in these disclosure documents?
Brand Building 101
Building your brand into a brand leader isn't easy. There are 2 areas that can really help you grow your brand, passion and consistency. Passion is incredibly important. You have to understand that even if you are a start up or a one-man operation, or are well on your way, you are still a brand. You have to care passionately about the way your brand is nurtured, developed and presented to your target audience. Everything that leaves your building, every impression that your staff and your company make, is lasting. Take advantage of this opportunity to get your customers and potential customers to remember you in the way that you want them too!
Id 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.
Logo Design - Corporate Identity Branding - Brand Identity Guru
Like it or not it's who you are. Your corporate Identity touches all aspects of your business and plays a vital role in your customer's overall feeling with your organization. Having a strong integrated identity throughout your marketing communications is the first step to building your company and a solid brand image. Your Web design, brochures, ads and all other collateral should be developed to enhance the corporate identity of your company and enable customers to instantly identify with your organization's spirit and messaging.
How to Write Classified Ads that Get Results Now.
SELLING DIRECTLY FROM A CLASSIFIED AD
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