Synergy Information
Monday, 13 July 2015 15:44

Why Branding and Sales Promotion are Not Interchangeable

Branding is the emotional responseBranding is the emotional response

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.

Monday, 06 July 2015 13:18

“What's your USP”?

USP LightBulbs

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.

Thursday, 14 May 2015 13:53

A Great Branding Read in Star Brands.

Star Brands by Carolina RogollStar Brands by Carolina RogollI’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.

Monday, 27 April 2015 20:42

You Can’t Build A Brand On Todays Thinking

City Market in Taylor AutoMall Ontario CanadaCity Market in Taylor AutoMall Ontario CanadaA 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.

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