These articles are how-to articles telling you specifically what you have to do to develop and build your companies brand.
Niche brands are in a better strategic position for profits and growth. Someone asked me recently: why entrepreneurs and investors were so quick to make meaningless brand with broad appeal? I thought, ‘duh, to make money!’ But then I tought about it some more, and it was a really good Read more…
Envisioning the perfect experience for your customers so you can enable viral growth. Imagine a 1 star, 3 star, 5 star experience, then go beyond to 7 star, 9 star and even 11-star. Going to the extreme is fun and will make the easier answers seem more attainable.
Finding a novel, short, impactful name that is in the intersection of personal care and the snowboard / ski lifestyle. We use the Multiply Method to generate hundreds of brand names, and eliminate all to arrive at an amazing name that comes with a 7-letter domain name!
A strategy is the best position for success, and tactics are how you plan to get from where you are to that ideal strategic position. How do you create a plan to build a lifestyle brand? Work backward. You may not have the domain knowledge to know every step. Ask your suppliers and hire consultants. Write action-oriented steps; resources and timing will come later. This can be overwhelming work so take your time.
A product label is what you name your product in to communicate to customers what they are buying. The product label sets the customer’s expectations.
Some industries have set product labels that rank in a hierarchy, e.g., motel, hotel, resort. Marketers can add adjectives to product labels that modify expectations, e.g., performance tires.
Setting an expectation and not meeting it in reality damages a brand. It is common sense that delivering a level lower than expected is harmful, but it is also wrong to deliver a higher level. People are most comfortable when they receive what they were expecting, and a higher level of service is not repeatable because it becomes a new standard. Instead, we want to aim to meet expectations plus add elements of surprise and delight. Just be honest with your product labels.
How to move your customers to a higher class of communication. Executive Summary | Abstract | TL;DR Talking directly to your customer is more valuable; they are more likely to hear your message and your costs to reach them are lower. There are classes of communication, and your organization gets Read more…
The do’s and don’t of designing a great Facebook cover for a business. A Facebook Page is the only online property that a business would need if Facebook had their way. They have programmed it so that even a non-techy person can use powerful marketing tools like polls, videos, and Read more…
Zig while others zag. Build a brand while others are looking for a direct response. Executive Summary | Abstract | TL;DR Media has transitioned from print to digital. Now advertisers can track from ad click to purchase, and only consider campaigns a success when ads result in sales. This has Read more…
An employee should be fired when their speech diminishes a brand’s product. I am not a lawyer, and this is not legal advice. Seek legal help within your jurisdiction to reduce legal risk. We are only a decade into a social media era, and both employees and employers are struggling Read more…
Trust is changing. Where do brands fit into online reputation systems and blockchain? You may be asking: One of the classic reasons to mind your business’ brand was to gain and maintain trust. No one will transact with you if they don’t trust that you are going to give them Read more…