Build Brand Value BIG Time
Ask your self this question, In which business are we really in? And stay far from the dark world of commodities...
I am astonished!!! I just witness how in three days a clan of marketers ? brand managers, advertisers, researchers - drove a brand into the huge world of commodities, these people approach the brand building process as a conjunction of ideas- do not matter if the ideas were good or bad- and were clearly afraid to innovate and challenge the rules of their game.
If you are planning to maintain your brand as far as you can from the dark world of commodities, why not innovate by reconsider the category in which you compete and create your own rules.
As Theodor Levits from Harvard business school once exemplified it: "The once- powerful railroads were blindsided first by automobiles and then by airlines. This happens because railroad companies define them selves too narrowly as being in the railroad business rather than the transportation business."
But redefining your industry does not mean hiring a new ad agency to think a fancy new slogan ad and spend millions of dollars communicating it.. To make it work, you have to approach your brand building process strategically and communicate it each day in every interaction with your consumer, offering high-quality products and services that your customers rally want and that will reinforce the values offered by your brand and expand the emotional connections your customers fell with it.
When Steve Jobs came back to Apple with the mission of bringing back the brand from the darkness the first thing he did was redefine his business. "What Apple is about, is not making boxes for people to get their jobs done, although we do that very well. Apple is about more than that. What Apple is about, its core value is that we believe people with passion can change the world for the better. That is what we believe." Excerpt form Steve Jobs' speech to software developers
That day Apple created its own game, and became something more, since then Apple has launched products like the i-Mac and G4, and most recently has become the center of the digital music world with the iPod and i-Tunes store.
James Dyson invented his own game when he created the Dyson vacuum cleaner, a vacuum with a unique shape and a clear collector bin, so you can watch the dirt cycloning around. He made fun the vacuum cleaning experience.
If you speak to Richard Branson he would tell you that his business is to create FUNKY business, I wonder who competes with Virgin in this business
Yes, you can think this could be risky if you already are by far the #1 in your industry, but Howard Shultz is trying to transform Starbucks into the largest digital music retailer in the world, he most be crazy.
But maybe brand building is about being rationally crazy .
To measure how strong your brand is copy and paste: (http://brandidentityguru.com/bightml/brandmasterpiece.html). Then click "Take the brand strength test". This is a short survey that measures the strength of any company's brand. It's a great tool to see where you are today.
Scott White is President of Brand Identity Guru (http://www.brandidentityguru.com), a leading brand consulting and market research firm located in Easton, Massachusetts, USA, near Boston.
Brand Identity Guru specializes in creating corporate and product brands that increase sales, market share, customer loyalty, and brand valuation. Over the course of his 15-year branding career, Scott White has worked in a wide variety of industries: high-tech, manufacturing, computer hardware and software, telecommunications, banking, restaurants, fashion, healthcare, Internet, retail, and service businesses, as well as numerous non-profit organizations.
Brand Identity Guru clients include: Sun Life Financial, Coca Cola, HP, Sun, Nordstrom, American Federal Mortgage, Simon (America's largest shopping mall manager) and many others, including numerous emerging growth companies.
Scott White is a very enthusiastic speaker and has the gift of being able to explain the principles of branding in a compelling and entertaining manner so that people at all levels can understand.
 Google News Updated : Sat, 30 Aug 2008 12:25:52 GMT US Oil, Gas Producers, Pipelines Brace for Gustav (Update1) - Bloomberg
Bloomberg - By Margot Habiby Aug. 30 (Bloomberg) -- Royal Dutch Shell Plc and BP Plc plan to finish shutting oil and gas production platforms in the Gulf of Mexico and Enbridge Energy Partners LP will close pipelines as Hurricane Gustav gains strength and moves ... More volatility seen with hurricane, payrolls Airlines bounce as oil gives up early gains Publ.Date : Sat, 30 Aug 2008 11:21:02 GMT S. Ossetia to be absorbed into Russia - United Press International
United Press International - TSKHINVALI, Georgia, Aug. 30 (UPI) -- South Ossetia says it will become part of Russia and host Russian military bases under a new agreement. Video: UN does have double standards Kremlin announces that South Ossetia will Publ.Date : Sat, 30 Aug 2008 11:01:52 GMT Experts: Silver lining for ‘viable’ Mitt Romney - Boston Herald Boston Herald - By Edward Mason Mitt Romney - once a top contender to be John McCain’s running mate - may have suffered a bruised ego when he was passed over for the little known Gov. It's not Pawlenty, it's Palin Pawlenty, after the pick, another day at fair Publ.Date : Sat, 30 Aug 2008 04:13:29 GMT Hurricane Gustav Strengthens, Accelerates, Heads for Cuba, Gulf - Bloomberg
Bloomberg - By Patrick Donahue and Robin Stringer Aug. 30 (Bloomberg) -- Hurricane Gustav strengthened and picked up speed as it headed toward western Cuba and the US Gulf Coast cities ravaged by Katrina and Rita in 2005, after lashing the Cayman Islands with ... Video: Gustav Follows Katrina's Path Some leave Gulf Coast ahead of likely evacuations Publ.Date : Sat, 30 Aug 2008 10:40:06 GMT Sign of the times - BBC News
BBC News - As Russia and the West warn of a new Cold War after the Georgian conflict, the BBC's Humphrey Hawksley in Moscow tries to imagine what it would look like. European Union to Hold Urgent Meeting on Russia last straw" for Russia Publ.Date : Sat, 30 Aug 2008 11:10:28 GMT Obama campaign buoyed by convention - Los Angeles Times
Los Angeles Times - He sees an unusually strong jump in support after the carefully choreographed event in Denver. By Peter Nicholas, Los Angeles Times Staff Writer DENVER -- Amy Pearl is the sort of Democrat who made the Barack Obama campaign nervous. Look out, Palin The Hillary factor . . . Hillary supporters aren't bitter; they're concerned Publ.Date : Sat, 30 Aug 2008 07:00:48 GMT Comcast to Place a Cap on Internet Downloads - New York Times
New York Times - By BRIAN STELTER Comcast, one of the country’s largest Internet providers, said this week that it would place limits on customers’ broadband usage. Comcast's Answer to ... Critics Question Comcast Broadband Caps Publ.Date : Sat, 30 Aug 2008 09:08:14 GMT Increase Website Traffic |
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