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.
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.