Business and Management (125)
Why Branding and Sales Promotion are Not Interchangeable
In the world of promotion, branding has been called anything from a logo, to putting a logo on things, to a general image. If I may be so humble to speak for those of us who specialize in branding, a brand could replace the word “reputation.” How a customer perceives you, your town, your product, experience or organization etc. is your brand.
“What's your USP”?
We counted back through the years. The last time we’d been to New York for fun was 1992. Oh sure, I’d made a number of business trips since. But being a ‘business hostage’ inside some anonymous Ramada Inn basement (sorry, conference room) doesn’t count as a life memory.
A Great Branding Read in Star Brands.
I’m approached almost weekly to review books on branding and sales. Most don’t match my core values but Star Brands intrigued me. I told Carolina that it would take me a few weeks to read it and then I would review it.
Here's why Firing Jeremy Clarkson was the Perfect Response
They’re in place in all organisations. The brilliantly talented Lawyer who needs to be right all the time and drives everyone nuts. An Actuary who had every ounce of personal warmth sucked out at birth (an extroverted actuary is someone who looks at your shoes when he’s talking to you). A Research Chemist with 3 normal brains who pays zero attention to personal hygiene. You can use any label you wish. Oddballs. Weirdos. Misfits. They are everywhere. Now, if you’re lucky they combine ‘oddness’ & ‘greatness’. That Lawyer will win unwinnable cases. The Actuary will convert financial wizardry into an idea that saves a bank millions in recapitalization costs. And the Chemist will cure … whatever. Brilliance is traded off against oddness i.e. a certain amount of oddness is tolerable (most of us are a bit odd but often don’t recognise our own peccadilloes). While IBM formally recognize this (a dual career structure where the Techies march to the left and the Managers go right), most organizations just muddle through as best they can.
You Can’t Build A Brand On Todays Thinking
A few years ago I pitched my branding process to a mid-size Canadian City mayor. Suffice to say he loved the presentation and the opportunities it would open up. The one item that buried the project was his short-sightedness. Knowing upfront that there were deficiencies in the brand, he didn’t appreciate my comment that those deficiencies would have to be fixed so that their brand had a better chance of being authentic to it’s target audience.
Tune Up: Protecting your Mental Health
Working for nothing is what all consultants do in-between real jobs. And what harm? It’s cheaper than psychiatry.
Your brand is this – your brand is that.
Some would have you believe that your brand is this OR that. The fact is your brand is everything. I enjoy speaking with businesses on branding and helping them to understand the what their focus should be in branding. It is almost without exception that business people assume that a brand doesn’t extend much beyond the visual elements. Most think your brand is your logo and marketing materials. When you think of it, that’s a lot of pretty heavy lifting for something visual. If that perception were true, brand problems would be a cinch to resolve – just change your image. Don’t like that soft drink – change the logo. Do you think it will taste better? Not likely. I’m guessing you’re going to have to tweak the recipe to lure you to buy.