| |
| |
|
Branding Information |
|
|
|
Adventures in Advertising and the Affect on the Brand Name
Studying various target-marketing techniques and here is a thought. We have been reviewing companies who cross over into many sectors to identify with their potential customers. We have watched as they attempt to understand their customers buying behavior and how they try to create a desire to purchase. Few companies do this very well, few advertising agencies understand the dynamics of multiple markets. I have seen many advertising agencies squander their client's money. In my company, our team has nominated a few companies for their understanding of their customers, we have only considered those companies who cross ethnic barriers, and market to multiple sectors and customers in many industries. My choice was Rolex and Nike. Others members of our team felt comfortable with were GM, Dell, In and Out Hamburgers, Starbucks, E-Trade, MFS, Coca Cola, FEDEX, Washington Mutual, Mastercard, Wal-Mart (new series of ads), GE and Southwest Airlines. With consumer spending decreasing in the future due to maxed out credit card limits and the next downward business cycles companies will have to decrease their P and L contributions column for advertising expenditure. Who will emerge the winners of tomorrow's markets? Those with significant standing brand names have the best chances. Who will avoid the drying up of the lake and continue to expand and develop new market niches and open more stores? I believe that the most customer driven companies will emerge as the great strategic planners that they are. In times of tough markets the companies who deserve the winners circle will shine bright and above the crowd. To be able to write great ads and to keep the customers happy, first you must understand the customers wants and needs, then you write the ads to fulfill these desires, then the tough part to deliver on that promise. Creating a new customer in a tough market is tough and it is a necessity. Without the new life-blood you cannot open more units and expand market share. As other companies close stores rather than getting tough with the market, it shows the observers that they are out of touch with the needs and wants of the customers. Others will consolidate to keep up the numbers to impress shareholders and maintain stock price. This is a time when BS walks. A time when the strong survive, many will fail and pendants will ask: What happen to those business goals? What is being taught in Americas Business Universities? If a company cannot work together as a team in the heat of battle when the going gets tough then they will be defeated by those who can. The customer will choose the best value for them, they will vote with their desires. Advertising is important, but so is the follow-thru, without it all the advertising in the World will not build a customer following. Bringing in a new customer who is under-whelmed will simply turn into a one time purchase and adverse word of mouth. I salute the winners in the market who understand the desires of the clients and continue to deliver on their promise. I salute the advertising agencies who help these firms by bringing in those customers. It is important to realize that we do not openly give praise easily or often. When we pass a judgment in the market place we do so for the benefit of all. Those who go the distance and stay the course and Keep on Keeping on, will emerge and do so by carefully advertising to their core target markets without confusing their clientele even when they have branched into additional market segments, while keeping careful tabs on their core businesses. They are the ones who will find themselves respected by the others who got rained on too and made it thru. The innovators, the winners and the strong should be celebrated for they are the ones who refused to give up and to go the distance against all adversity, and against all odds. "Lance Winslow" - If you have innovative thoughts and unique perspectives, come think with Lance; www.WorldThinkTank.net/wttbbs
MORE RESOURCES:
Branding - Google News |
|
|
|
RELATED ARTICLES
Top Eight Mistakes to Avoid When Naming Your Business Naming a business is like laying the cornerstone of a building. Once it's in place, the entire foundation and structure is aligned to that original stone. Multi-Brand Franchises in the QSR Sector Well not everyone is aware that McDonalds also owns several other bands such as Boston Markets; 650 stores in 23 states, Chipotle Mexican Grill; 230 stores in 10 states, Donato's Pizza 200 stores in 10 states, Pret a Manager 140 stores in 4 countries, Fazoli's 400 units in 32 states and two countries. Of this the company derives 2 Billion in annual sales, this is not even counting McDonalds. 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?Let me explain this philosophical thought for a moment. Getting Started in the Mail Order Business. How Much Does It Cost? INTRODUCTION To get any business started successfully takes many ingredients. All requirements fall into one of the following four key categories: 1. Branding - More Than Just a Statement - A Memory Scar Conjure up in your mind broad rolling meadows with runs of cattle or stock of some type, all discriminate by virtue of a registered brand. That's a most common and accepted understanding of branding. I Hate My Logo! What You Should Get For Your Money and Why This is not a how-to design a logo. This is a guide to educate you on how an experienced designer can help you through a project whose outcome you will need to live with for years. New Uniforms Could be the Gold Charm for the Golden Arches New designer uniforms could be the gold charm McDonald's needs to connect their new hip marketing campaign to their fast-food restaurants. This possible gold charm for the fast-food chain has the ability to let the actual fast-food restaurants reflect the image they are portraying in their advertisement campaign. How A Crazy Branding Stunt Can Bring Results For Years As a beginner, you would be forgiven for thinking that marketing is simply advertising your product or service, how wrong you are.Marketing is the art of allowing people to know that your business exists. What Make Us Unique and Different Starting a business can take a lot of time, money, and energy. And because we don't want to completely re-invent the wheel, we often want to copy (legally) other techniques, strategies or processes used by others. 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. Branding Is Not Selling Out: ITS 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 musicians, painters, sculptors, and filmmakers everywhere starving. Starving. Why Branding? Having a concise, clear image that you project to your clients and customers is important in today's market. More and more people are leaving the job market and creating their own business, whether by choice or necessity, so the competition continues to expand. Speech on Branding from a Franchisor Founder I was asked today by a group of students; What do you feel is the best way to build brand name and why? And what significance do you feel are relevant to a strong corporate identity?Well obviously this is a group of marketing students. And it almost sounded as if I was being tested on an essay question. When Search Engine Marketing and Trademarks Collide In the world of marketing, branding issues are always an important part of any campaign. Companies work hard for their name to be recognized as a quality organization and a leader in their field. Brand Value - Brand Identity Guru Successful Guru marketers have a secret weapon that they use every single time they communicate about their businesses. It's one of those intangibles that are easily misunderstood. What the Heck is Branding and Why Should I Care? There's been a lot of buzz lately about branding. But what exactly is it, and who needs to do it? Simply put, a brand is what makes your business uniquely YOU! It's the way you present your business and how the world perceives it. Branding: Bring Back the Jingle! Did you grow up in the '70s and '80s? If so, you probably have a slew of campy jingles from various TV commercials filed away in your brain. Today, advertisers still use jingles to help identify their brand, but not nearly as much as they did "back in the day. Business Image One of the most important things in a business is a clean image. I started a small business when I was twelve years old and built it up in a very large small business and then franchised the business. 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. Image is EVERYTHING The absolute foundation of your small business is your image. The way potential clients and/or customers perceive your business sets the stage for the way your product or service is recognized and ultimately judged.
|
Home | Site Map | 101InfoLinks Directory | You'll LOVE This! | Sports Fans ONLY
|
| © 2007 |
.
