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Marketing and Selling

Marketing and Selling (47)

Monday, 13 July 2015 15:44

Branding - It’s about Perception

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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

Getting an Edge: Personal Branding

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“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

Star Brands by Carolina Rogoll

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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

Doing it with vision creates long-term wealth

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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.

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.

Thursday, 26 March 2015 15:44

Selling or Branding! Which is better

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How to: “UNSELL. BRAND!”

Stop selling and start branding. Your brand has a story to tell. Educate your buyer so they have all the knowledge they need to make an intelligent decision. If you start selling, they’ll just roll their eyes and try to get away from you. They won’t trust you. Find out where their anxiety lies, and show them a way out with knowledge. Encourage them to compare. You’re approach will be refreshing to what they see.

Tuesday, 20 January 2015 20:15

Branding and Social Media

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How To Amplify Your Brand Through Content Marketing

 Branding and Social Media By Ivan Serrano

You have a problem. You’re an industry rockstar, yet no one knows about your brand or product. Unfortunately, you haven’t taken advantage of the content marketing tools available that can help you amplify your amazing brand.

Research shows 20 to 30 percent of content marketing budgets are allocated to content creation. However, 70 to 80 percent of content marketing budgets are allocated to amplifying content. This means there is a huge opportunity for brands to do more to promote their content.

If you’ve been struggling to amplify your brand through content marketing, there are a few things you can do to outperform your competition. Here are four tips to get you started:

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