allergies: กันยายน 2008

วันอังคารที่ 30 กันยายน พ.ศ. 2551

Is Your Logo Helping or Hurting Your Business?

The quality of your logo can mean the difference between success or failure. It can be that simple!Trademarks and Logos make up the most international language in the world. An excellent logo can cross many barriers and provide your organization with a means of delivering to your customers an unequivocal and uniform message.Every successful company has its own "personality," and just as human personalities are complex, so too is your company's personality. A successful logo is a means of condensing a complex reality into a single, simple statement, one that can be controlled, modified, developed and matured over time.Your logo needs to be much more than just a distinguishing mark for your company. It must be an indication of quality, value, and reliability.Does your logo do these things successfully?:? IDENTIFY your company, product, or service.? DIFFERENTIATE it from the mass of other similar companies.? COMMUNICATE information as to your products value and quality.? ADD VALUE by causing you to provide a quality service in order to maintain your company's reputation.? REPRESENT potentially valuable assets. When people see your logo, can they tell by the design that your product or service is of high quality.If your logo doesn't do these things, then you might need to update it, possibly seeking professional advice.Is your logo design really that important?It is extremely important! Your logo is a part of the foundation on which you build your brand. Especially since the recent explosion of Internet businesses, but even before that, consumers have an overwhelming variety of choices. Chances are that whatever you are selling, there is something similar to it available. Chances are there is someone in direct competition with you right now. Yes, there are very few products that are shielded from direct competition because of a patent or for some other reason.It is because of this that much of your efforts in marketing and branding should be concentrated on building a distinctive and differentiated "brand personality" for your company.Take the success of Coca-Cola and Pepsi-Cola. There is some difference between these two products, but this difference is very subtle. Plus, there are hundreds of other brands of cola on the market. Even so, these two brands, Coke and Pepsi, are able to dominate the world wide cola market. What is the main factor for their success? It is the strength and appeal of their brands.And what is the foundation for their brands?It is their powerful Logos!Your logo is the means by which you can distinguish your products and services and therefore serve both your needs and the needs of your customers.Ok, so what are the TOP 5 components that make up an excellent logo?1) Long lasting style.It is often tempting to adopt a design that looks really cool at the time but that can become outdated very quickly. This leads to the logo being constantly changed. Your logo designer should resist the urge to change your logo unless it is really necessary. It is only after consumers frequently see your logo that people may start to notice it. (Sometimes this is after you are already bored with it)2) Distinctiveness.It is interesting to note that many new companies adopt logo styles that are very similar to everyone else's. Don't go overboard though, your designer should be sensitive to cultural norms. A really wacko design wouldn't do well in funeral home. However, you should still seek distinctiveness.3) Appealing to consumers.Your logo must be appealing to those who aren't affiliated with your company. This means you must test your logo. Show it to your customers and see what they think. Ask them what emotions it evokes in them.4) Conveys the right image.What image are you trying to get across to your customers? Corporate? Upscale? Franchise looking?5) LegibilityNo matter what you do, if people don't understand your logo, then it will be ineffective. Who are you trying to target? Where are you going to be displaying your logo other than your web site? Will it be on your letterhead, business cards, auto signs? Does your logo put out the same message no matter where it is displayed.In conclusion, your logo is central to your company's "personality". Even if your company has a great personality, if your logo doesn't convey that, then people may get the wrong idea and never do business with you. Within your logo and company name is held all of your investments, because it is this clear, identifiable aspect of your brand that the consumer uses in selecting your company or purchasing your products.--------------- The author, Nathan Cain has more ideas that will help your business marketing efforts.Visit his <a target="_new" href="http://www.Web-Magnets.com">promotional products</a> web site at <a target="_new" href="http://www.Web-Magnets.com">http://www.Web-Magnets.com</a>

Putting You and Your Company in Position to Own Your Market

Americans have always liked their coffee hot. But then Starbucks made hot coffee desirable, in demand, and extraordinarily profitable. And then Starbucks made coffee "cool" with its super-popular iced Frappucino drink -- just as trendy, fashionable, and universally appealing. Starbucks is no doubt one of the greatest marketing stories of recent history. How this company turned an unassuming beverage into an icon of sophistication and taste is no mystery, however. It's all about a marketing tenet called positioning. The coffee company started out in Seattle's Pike Place market in 1971 as a single gourmet coffee shop, and by 1995, the chain's earnings were $26.1 million. Marketing experts agree that Starbucks' skyrocket to fortune centers on its aesthetic sense. In other words, the public's perception of Starbucks has to do with how it appreciates this company's style. Sure, Starbucks filled a need and created unique product brands, but what attracts coffee drinkers again and again is the experience of the Starbucks environment and its products. Smooth, sophisticated, artistic: These are seductive qualities even for a business based on a little brown bean. The Starbucks story illustrates at least two powerful marketing principles. Both help us to better understand effective positioning, or the process of finding a "place" for ourselves in people's minds: <li>People buy for their own reasons, not anyone else's. <li>The stronger position is found in the experience, outcome, or benefit you provide as opposed to the methods you use for producing those outcomes. Starbucks shows us that it's not about packaging -- it's about positioning. The environment of Starbucks creates an experience that invites us to come study for exams, hang out and philosophize with friends, or get the day started with a warm cup of java and the morning news. Starbucks is an invitation to linger, not just get your coffee and go. When you are assessing your own position and considering how you might improve your image and thus your market share, remember that there are essentially four winning positions: better, different, faster, or cheaper. You can certainly position yourself as one of these, perhaps even two; capturing a position as three of them is tough and probably not desirable, and cornering all four is just about impossible. Not everyone is up to the task of creating another Starbucks. It's tempting, with price wars so rampant, to believe that a perception of being cheapest is easiest to establish. Yet in truth this is the most difficult because of fixed costs. It's like doing the limbo: you can go only so low, and then you're overextended or flat on your back. Definitely not the easiest position to be in. How about being better instead? Contrary to popular belief, this is perhaps the easiest position to take, since making an improvement or simply creating the impression of greater quality or ability has no constraints. One tip: when you capture the different category, you may get the better category as a by-product. Starbucks capitalized on this technique, as did Dennis Rodman, the oddball of basketball. He came up with a way to take two positions in fans' eyes: both different and better. Okay, maybe he wasn't actually better than his teammate Michael Jordan, who was unbeatable, but certainly he was perceived for a time as better (cooler, trendier) among those who were captivated by his style. His fashion and fascinating antics made him so unique that he became unforgettable. And because he was also an excellent ball handler, he became famous and highly regarded in his sport. BMW has also taken the better-different approach. Until fairly recently, Mercedes-Benz had the better luxury car market sewn up, so BMW -- a competitor with a parity product -- simply repositioned itself. Its tag, "the ultimate driving machine," appeals to a younger crowd and gives them luxury with power and handling. This is "hip luxury," which is different from the Mercedes position, which could be summed up as "elegant luxury." And voil?: BMW became as hot and desirable as a cappucino on a wintry morning. BMW marketers had both a strong sense of the position they wanted to hold and precisely defined their premium clients, the cr?me de la cr?me within their target market. You can do this, too. Once you've figured out what position you can successfully gain in your business, ask yourself the following. <ul> <li>Who is my premium client? Who would be the most enjoyable and rewarding to serve? <li>What are this client's unique desires, needs, and challenges? How can I best serve this client? <li>What do I (or can I) provide in a unique way to help my clients achieve their business outcomes? <li>How can I position myself as an expert in this market? </ul> With this information, you can tailor your marketing efforts -- everything you say to people, any support materials you use, even the way you dress and act -- directly to this audience to help establish your position. This is the first step to "owning your market." Positioning is like popularity: You have to be seen in the right places and with the right people. This is more than social climbing: You learn more about your clients and they learn more about you when you frequent the same places, attend the same functions, join the same associations, be published in their periodicals, and develop products and services specifically for them. Positioning is as much about who you are not as it is about who you are. Starbucks is not a cheaper and faster cuppa joe; it is an upscale, gourmet coffee experience. BMW is no old-style luxury; it is stylish performance. Dennis Rodman is no gentleman forward; he is the outrageous, extreme athlete who is a recognized celebrity even for people who don't know basketball from billiards. Do you want to win big? If so, have the courage to answer these questions clearly and define your own game: Who are you? Who are you not? Who are your clients? These are the essential decisions you must make if you want to not only understand but own your market.James Arthur Ray of James Ray International is an expert in teaching individuals how to achieve Harmonic Wealth? in all areas of their life by focusing on what they want, opposed to what they don't want. He has been speaking to individuals as well as Fortune 500 companies for over 20 years and is the author of four books and an inventor of numerous learning systems. His studies of highly successful people prove that they continually achieve results by taking control of their thoughts and actions to create and shape their own reality. The Power to Win seminar (<a target="_new" href="http://thepowertowin.com?ref=article">http://www.ThePowerToWin.com</a>) will explain in detail how success is state of mind and how the principles of quantum physics (as seen in the movie What the Bleep) can be applied to proven success-building techniques. James will also cover why people who are successful in one area of their life tend to be successful in all areas. For more information, visit <a target="_new" href="http://thepowertowin.com?ref=article">http://www.ThePowerToWin.com</a>.

Company Vehicles Have Advertising on Them; Tips on Driving in Parking Lots

Try to avoid backing up whenever possible. Occasionally some one in a small car will park directly behind you at a gas station or stop sign. They will be parked so evenly that you won't see them. This is why the telephone company and most large cable companies require drivers to put a cone behind their vehicle whenever they park their vehicles. It gets the driver in the habit of checking behind the vehicle since he has to get out and pick up the cone. You might also take a peak before you get in and drive away, especially if you are backing up. One day you will be glad you did.In parking lots, there will be times when you will want to back up five to ten spaces to make another deliver, let another car out or negotiate a parking spot for yourself. If you can drive around the parking lot to get there, do so, as it is free advertising since every one will see you as you traverse the lot. If you must back up, ask a worker or passerby to help guide you. If you are backing up and some one else is backing out, there is a good chance that there will be damage and it really doesn't matter whose fault it is because you just lost five customers and have hurt your brand name. Which customers did you potentially lose? Well for starters the owner of the other car; their spouse; two of their fellow workers; and at least one person who witnessed the accident.Give yourself a break in advance and remember these quotes perhaps you might put them in your break room at work:"Don't ever go backwards?unless you have to?' 'Press onward and upward.""He who looks backwards goes backwards. He who looks forward must progress."So, if you must go backwards - look. Otherwise look forward, go forward and get free advertising while driving around the parking lot. When you are in parking lots there are some other things you might consider as well. While most collisions in parking lots are minor, all are preventable; they are in fact where most accidents happen. Dents on your deliver vehicles or company car take away from your hard earned good will and brand image. Use your head. Here are some tips: Try to park so as to leave an empty space on both sides; If possible, avoid parking next to a car with dents or banged-up fenders. This may indicate the driver's lack of concern for his or her own car and an equal lack of concern for yours; Park in the center of your parking space.When driving in a parking lot, you will find a multitude of possible dangerous situations. This is where you defensive driving skills are most important. Here are some good tips: Drive in the proper direction, in designated lanes and within the speed limit. Look out for pedestrians. Look for loose shopping carts. Look for vehicles backing out or pulling into driving lanes. If there is no on-coming vehicles, drive in the center of the aisle. Maneuver slowly. When you arrive at the end of an aisle, turn on your directional, stop, check for cross traffic and yield to pedestrians.We don't want any dents in your company vehicles because that's a bad image for your brand, not to mention a waste of time, energy and money to fix. In the event you do get a dent or ding on one of your company vehicles fix it promptly. Please teach your crew members the tips to make sure they are safe and protect your equipment and brand name image.You are not allowed to park in handicapped spots unless you have a bona fide placard, yet so many delivery people do this and it upsets people to see this. Make sure your company has a policy to not park or block access to handicap spots during deliveries.These simple tips and techniques will help your portable advertising on wheels on all your company vehicles work for you and not against you as you build your brand."Lance Winslow" - If you have innovative thoughts and unique perspectives, come think with Lance; <a target="_new" href="http://www.WorldThinkTank.net/wttbbs">www.WorldThinkTank.net/wttbbs</a>

Logo Files: Versions Of Your Logo That You Should Own

Your logo is the most important graphic element in which you will invest for your business. You should own the logo in many file formats. Having a library of logo files will enable you to send vendors the types of files they need (for example, other designers, printers, or other service providers).There are two major categories that I will cover in this article - color variations and file-type variations.Color VariationsYou should receive your logo graphic from your designer in all of the file types listed below in the "File Formats" section (unless otherwise noted) in the following color variations:Pantone color or CMYK color Pantone color (if applicable) - If you intend to have your business cards or other materials printed professionally, choosing Pantone colors makes the process less expensive than printing in full four- (or CMYK-) color, unless you choose to use the new printers available today. See my article on inexpensive printing options, coming soon!. Full CMYK color - This is for four-color printing, full color ads, and for use on any materials that you intend to print from your own desktop color printer, i.e, invoices, statements, receipts, letters, etc.RGB color RGB color - For use on your website or in your email. You should get JPEG and GIF formats in this color scheme.Grayscale and/or black and white versions Grayscale - If your logo contains more than one color, or if it has tones or shades of one color, you should receive a grayscale version. You would use this when your logo is included in the newspaper or in the Yellow Pages, or on any black and white laser-printed materials you may create.Black and white This version would be used to produce the best-quality logo on faxes or any materials you reproduce using a copier.Depending on the design of the logo, sometimes only either a black and white or grayscale version of the logo will be applicable. For example, for a logo with just one color in it, only a black and white version would apply. And, if elements of different colors overlap, a grayscale version will ensure that the different graphic elements do not bleed together, as they would if they were all converted to black. So you may not receive both grayscale and black and white versions, but having one or the other should suffice. File Formats:Original graphic The original Illustrator, Photoshop, or other program-native document. This comes in handy if you make a minor change to your company (i.e., if you add LLC or Inc.), or if you decide to change your color scheme.To make these types of changes easiest, you need a file of the logo in the original program in which it was created. If the logo was created in Illustrator (which is preferable, because creating vector graphics in Illustrator will allow your logo to be scaled up and down as needed), the type should not be outlined, unless your designer has done so in order to modify the typeface.If the logo was created in Photoshop, the layers of the document should not be flattened, and the type should not be rasterized (converted from editable type into pixels) - this will ensure that it will still be editable.Ask your designer which fonts have been used in the logo, so you could purchase it for use in other materials. This will avoid the lengthy and time-consuming process of font matching, should you work with other designers.You should receive several different versions of the software's native file formats from the designer, in case a future designer or printer ever uses an older version of the software. For example, I provide Illustrator files in Illustrator CS along with Illustrator 9.EPS format I recommend that your logo be in EPS 9 format. EPS can be opened and processed by many different programs. This is also the file format most commonly accepted/requested by printers.PDF format You will not be able to view many of the file formats of your design that you receive unless you have graphics software applications. I suggest that you receive the PDF files of each Color Version of your logo. You will be able to view the PDF files using Adobe Acrobat Reader, available for free on Adobe's web site at www.adobe.com."Outlined" original format The difference between this graphic and the original would be found in the Illustrator files. The fonts in the outlined original format would be outlined, which means that the letters are converted into shapes. In Photoshop, the type should be rasterized and the layers should be flattened. This outlined file should be provided in all of the formats listed above - original program format, EPS, and PDF.These outlined file versions should be provided to any printers or service bureaus to lessen the chance that the elements in your logo could inadvertently be shifted around. This will make sure that your logo will print with the right font should the printer not have the font used in your logo.JPEG and GIF formats For web or email use. The GIF graphic should be created with a transparent background.TIF format at 300 dots per inch (DPI) resolution, in RGB color format - For use in Microsoft Word and PowerPoint files.TIF format at 300 DPI Some printers, ad vendors (i.e., the Yellow Pages), or other designers may require this file format in order to create additional designed materials.Having your logo in these formats will ensure that you won't ever need to have your logo redrawn or re-created for use in future projects. After all, you own your logo - shouldn't you be able to use it as well?About the AuthorErin Ferree, Founder and Lead Designer of elf design, is a brand identity and graphic design expert. She has been helping small businesses grow with bold, clean and effective logo and marketing material designs for over a decade. elf design offers the comprehensive graphic and web design services of a large agency, with the one- on-one, personalized attention of an independent design specialist. Erin works closely in partnership with her clients to create designs that are visible, credible and memorable ? and that tell their unique business stories in a clear and consistent way. For more information about elf design, please visit: <a href="http://www.elf-design.com">Logo design </a>at <a target="_new" href="http://www.elf-design.com">http://www.elf-design.com</a>

Introduction to A Branded World: Adventures in Public Relations and the Creation Of Superbrands

You'd have to labor to shield yourself from the power of Branding; it's hard to avoid it in today's business and social climate. Even in the backwoods of very, very small-town America, you couldn't emancipate yourself from the in-your- face concepts of Branding messages from all over the world. Even in conversations that don't discuss it (and those are becoming few and far between), Branding is present. On television, in the supermarket, at the movie theater, in your car, Branding is constantly with you. If you're in business-any business-you are involved in Branding in some way. If you are a sole proprietor, you may, yourself, be a brand.It is no longer enough to simply be the best-or even the best-selling-product on the market. It has become necessary to establish a brand identity, which can lead to additional products, deeper market share, and expanded consumer loyalty.As Cable Neuhaus, editor in chief of Folio magazine, says: "Branding is so paramount. A car to many, many people is an extension of themselves. It's an extension of the way they see themselves. Relatively few people go down to the dealership that's closest to their home and say, 'What can I get for $22,500?' That's not the way people buy cars for the most part, and that's the reason the car companies spend billions of dollars worldwide, in all likelihood, on the Branding enterprise. GM just fired the guy who's in charge of Branding because they feel he wasn't very successful there. They have a succession of car lines and you can move up the lines: Chevy, Pontiac, Buick, Cadillac. There isn't all that much difference between a Buick and a Pontiac; they're usually built on the same frame. The difference is how they market themselves to the audience. Pontiac is 'We build excitement.' Buick is 'American luxury.'" In the world of public relations, where I work to brand some of today's hottest stars, it's virtually impossible to avoid talking about Branding.Working in Hollywood for 20 years, I've never heard the kind of buzz around a concept that I've experienced with Branding. Everyone is looking for the key to the concept; everyone is saying the word, although most have misconceptions about its meaning.The problem is, only the select few people know what Branding really is. And even fewer understand the essential role public relations plays in the Branding process. As Duane E. Knapp, president of BrandStrategy, Inc. and author of The Branding Mindset, says: "Most people do not have a clue what brand means. The common misconception is that brand is hype. They have this concept that one of the ways to be a successful brand is that you've got to hype the brand, you've got to have a lot of activity, a lot of communications, a lot of advertising, which is the antithesis of the true concept of brand. I think [PR] is the most important role. The company should decide what their promise is. If you don't have a brand promise, you have nothing, and it's not the advertising tagline. It's what the employees and the company promise to consumers. It's not a promise unless it's written, unless every single employee in the company can tell you what they have to do to deliver that promise. They might not be able to recite the exact two or three sentences, but for example, at L.L. Bean, they know that there is no such thing as an unhappy customer.""I think (public relations) is a massively important, and even more massively under-leveraged, role in the Branding process. I don't think people fully understand the value of setting up an interview with a major magazine or somebody else endorsing your brand. 3M talks about how you perceive your brand in three different ways: one, 'customer satisfaction,' two, 'would you buy the brand again,' and three, 'would you recommend it to a friend.' I look at PR as an analog to 'would you recommend it as a friend.' "-Scott M. Davis, managing partner of PROPHET's Chicago office and co-author of Brand Asset ManagementIt's impossible to look at Branding without the public relations perspective, and my business happens to be public relations. In doing business with high- profile celebrities from Barbara Streisand to Fleetwood Mac, Demi Moore to Kareem Abdul-Jabbar, Charlton Heston to Michael J. Fox, and corporate clients like Pizza Hut, I deal with concepts like advertising, marketing, market research, and sponsorship. Public relations is part of all those disciplines. And since public relations is, we'll discover, an integral part of the Branding process, I have a unique perspective on the business of Branding. I work with people who create and perpetuate some of the most successful brand names and brand identities. I've worked with the highest-level actors, actresses, entertainers, directors, and Hollywood insiders, all of whom strive to become brands and some of whom have done exactly that with unparalleled success.I know the advertising executives and marketing professionals who create brands, and I know the editors, producers, studio executives, and television moguls who present them to the public. In fact, you'll read about their experiences and hear their opinions throughout this book. They'll help me to explain why some things work and others don't. It's not alchemy; it's not voodoo. There may be magic involved, but magic is usually the product of intense drudgery, endless practice sessions, and just a touch of inspiration. Branding isn't the wave of a magic wand; it is a discipline that can be taught and learned. It can be practiced and examined, discussed and analyzed. The better it is understood, the more successfully it will be utilized.There will also be a total Branding experience: the creation of a fictional brand of ice cream that we'll see grow from an idea into a full, mature brand through the best use of public relations practices. The concept of the product, the name, the presentation, and the advertising and marketing will all be influenced and shaped by the uses of public relations. The brand win emerge through its promise to the public, and through the way that promise is communicated and reinforced. That is pure public relations.The journey we're about to take will be a fascinating one. We'll examine brands that are practically sacred in many households, and discover how they got that way. We'll look at the most inspired choices and biggest Branding mistakes ever made. And through it all, we'll keep an eye on what you can do to use public relations techniques to help create that once-in-a-lifetime brand.Michael Levine is the founder of the prominent public relations firm Levine Communications Office, based in Los Angeles. He is the author of Guerrilla PR, 7 Life Lessons from Noah's Ark: How to Survive a Flood in Your Own Life.GuerrillaPR.net is a resource for people that want to get famous in the media, without going broke. <a target="_new" href="http://GuerrillaPR.net">http://GuerrillaPR.net</a>

วันอาทิตย์ที่ 28 กันยายน พ.ศ. 2551

Franchisor Policies for Unlicensed or Sold Territories

Franchisors often have issues when they own a brand which has service vehicles; where franchisees wish to operate in non-franchise assigned territories. We had this as a re-occurring issue in our franchise system. We came up with this policy, which is also in our Confidential Operations Manuals. Here is a sample policy for our franchisees:"Unlicensed Areas""If you are called into an unlicensed territory for service, you may service that particular client. You will obviously pick up additional clients in those areas from referrals, leads and people who see the truck. It's ok to service these customers. However, you must:Not have over one-third of your clientele out of your exclusive territoryGive up these clients if we sell that adjacent territory to a new franchiseeYou must let us know which other area you are working inWe don't recommend washing cars outside your exclusive territory because it will cost you many hours in travel time over the course of a week. Fifteen minutes here, twenty minutes there. It adds up, trust us. We have assigned you an exclusive area, which will more than suffice. After all:You know the areaYou live in the territoryYou have a perfect mix of businessWe spent money marketing that areaIf you are occasionally called to a non-assigned or unlicensed territory and you find another franchisee is also working that area, it's ok to split the area amongst yourselves with the understanding that which ever buildings/customers they were doing prior to your coming in that area you should honor. You and the other franchisee might both have to give up those customers if we sell or assign that territory and retreat back to your exclusive territory. Be advised that this can happen and it has before. If these customers you have been servicing are very important to you, you may want to purchase that additional area. We of, course, would love for you to have this as part of your exclusive territory because you are one of our best franchisees. Contact your regional director to start the negotiation process. And, by the way, don't bring your attorney to the negotiations. This is a very informal procedure.We are all on the same team. If you can handle the additional customer demand and our staff likes you, I'm sure we can negotiate a fair deal for all concerned."If you are a franchisor of a home based or service franchise system you must address this situation or you might wind up in court defending what is generally understood by all parties anyway. Think about this and get your policy ready and let it be known."Lance Winslow" - If you have innovative thoughts and unique perspectives, come think with Lance; <a target="_new" href="http://www.WorldThinkTank.net/wttbbs">www.WorldThinkTank.net/wttbbs</a>

วันเสาร์ที่ 27 กันยายน พ.ศ. 2551

Nike / Sears / Kmart

The Sears-Kmart merger hopes to fabricate some sort of silver lining for both retailers but instead seems to embody the inevitable philosophy of "going down together." Kmart, an already sinking ship, certainly worsens conditions for Sears, and Sears does not have a strong enough current to keep Kmart afloat when there are enterprises like Wal*Mart and Target constantly blasting holes in the stern with brand messages of "smart and classy."On the opposite end of the branding spectrum, Nike sits at the top of the todem and watches the plethora of other brands struggling beneath. Nike is the only brand of shoe for which people are willing to pay two to three times more just to bear the swoosh emblem in the gym. Nike is the only athletic brand creating new and original advertising (i.e. the Nike Pro Apparel "Warriors" campaign) while Adidas, Reebok, Puma, New Balance, and countless others attempt to "be like Mike" and copycat concepts to boost their market share. In reality, Nike only becomes more powerful and valued despite the efforts of brand emulation.Before Sears merged with Kmart, Sears carried several Nike products, shoes, clothing, a few sporting goods...etc. However, when Sears announced the agreement with Kmart, Nike announced to Sears that they would no longer be needing their shelves. If Sears was opening up to Kmart, Nike was closing off to Sears. There is a simple equation and contingency of Nike's brand conservation.Kmart is known for "lower quality, but dirt cheap," and Nike is a premium, high quality brand that can inflate prices based on brand equity and reputation.What can brands like Sears and Kmart learn from brands like Nike?Unfortunately not much can be accomplished at this point because when it comes to brand, this market does not allow much time and space for second chances let alone acts of desperation. Nike "got it" from the beginning, and continues to grow their market share by being the father ship. Consumers can see themselves inside the Nike brand and feel a sense of pride and confidence. Sears and Kmart cannot even even make consumers feel like consumers. Being loyal to these brands feels more like a public service.Molly Sunderdick Brand Strategist Stealing Share, Inc.

Standing Under the Umbrella And Still Getting Wet

Make More Money Making a Name for YourselfCalling all realtors, financial planners, insurance brokers, multi-level & network marketers, and anyone else who works in the precarious and often misunderstood position of operating under a large company brand umbrella yet operating as a separate business unto itself. You may find that you're standing under the umbrella and you're still getting wet-- not enjoying the unlimited personal and financial rewards that business opportunity offers.Do you have trouble distinguishing yourself from another person working under the same umbrella brand? Do you feel the sting of this coming from the cubicle right next to you?Do you sometimes feel that you don't get the support that you thought you would from the umbrella brand? Or, find your requests to the corporate office ignored?Do you experience the pinch that comes from needing to tow the corporate line and the expectation to create your financial success as if you were operating your business as your own?You can stop looking around. I'm not in your office. Really. You can stop looking around and you need to stop relying on the brand umbrella that you thought would provide you so much. Staying under there will only cause you more discomfort and take you further from fulfilling the dreams you had when you first started.Don't look so dejected all is not lost. There's something you can do to turn the entire lose-lose situation around, but you have to be committed to being really successful and devoted to being truly happy. Not everyone is cut out for that. Are you?Often, I have been hired to distinguish top-performing realtors from other realtors --their competition. Ninety-eight percent of time, the first thing my job calls for is to open the grip they have on their brokerage firm. You read it right, their grip on, not the grip the firm has on them. Once their clutch is relaxed, I can then successfully guide a real estate professional (or any type of broker or salesperson) to develop their own business as a brand; all the while honoring the larger umbrella brand that provides them the credibility and product value they need to cultivate their business. Working with an umbrella brand is a blessing, but it is not a crutch!This applies to financial planners and insurance brokers as well with added attention given to the sensitive legal requirements of the larger institution. While a financial planner or insurance broker may drive everyday to an office building, park in the garage, walk past a receptionist sitting under the big brokerage logo, they eventually walk into their office or cubicle, sit at the desk of their own business and are responsible for getting their own clients and generating their own financial success.Multi-level marketers and network marketers need to take a good step back from the brand they are selling because the umbrella brand's grasp is often even tighter. This keeps the majority of MLM participants from ever really hitting the marks that were promised as possible. The problem is not that the promised marks aren't possible. They're just so much more difficult to hit coming from the perspective at which most MLM salespersons operate.When it comes to creating the business success you want in any of these or similar situations, it's not about distancing yourself from the umbrella brand's identity... it's about creating one of your own.You need to take into your awareness that people don't just buy a product or service, they buy an experience. They buy something they believe in. They buy a feeling they can count on-- over and over and over. This is where you actually have an edge over the 'umbrella.'The brand conglomerates find it very difficult to meet the experiential and emotional needs of the customers. They are just too big. You have the edge because you have what they don't; the individual customer and you connect with them on a daily basis.It's what you do with that connection and how you communicate it that makes all the difference. This can be broken down into four important key factors:* Realize that the umbrella brand is not a job, it's a tool that you've invested in to assist you in offering a top-quality product or service. It's an instrument that both the public and yourself recognize as of value in your specific field. If you think of it as one of many possible tools, even if you never employ another one, you will put your brand umbrella in the proper perspective and actually be able to use it more fully.* Connect your own power to your business, after all, it is YOUR business. You are responsible for getting clients. You are responsible for keeping them. At the end of the day, you have to answer to your own disappointment or success. Remember, the power in any business is not the image of a business, it's not even the idea of the business, its the connection to the customer. They always will be yours.* Establish your own brand voice through all your business communications. Design your own look and feel to your materials. Don't just rely on what the umbrella brand provides you. Everyone else in your situation is doing that. Depending solely on the big brand's voice will not only hurt you, your customers will find it impossible to separate you from your competition.Note: When developing your own materials, you do need to take into consideration the large brand logo, colors and even language. After all, not only did you choose that umbrella brand for a reason, your brand will need to work along side with it.* Know that your umbrella brand may be wary of your independence but they will most certainly love your financial success. They may buck some when you begin to deviate, but remember, going along with their plan is probably perpetuating your indistinguishable situation in the first place. Plain and simple... when you look great they look great. When you make money, they make money. When you make a lot more, they make a lot more. Period.It's quite simple. You can make more money and experience greater enjoyment doing exactly what you're doing and working with the same umbrella brand, if you simply change your perspective.By shifting your understanding from working under to working with your umbrella, you will find yourself using the 'the big brand umbrella' as a tool, staying dry AND basking in the bright sunlight of success.Kim A. Castle, Co-founder BrandU?, Co-Author of Why BrandU: Big Business Success No Matter Your Size, and the BrandU? Bible, the only step-by-step workbook for developing your business as a brand.<a target="_new" href="http://www.whybrandu.com/">www.whybrandu.com</a>? 2004 Castle Montone, Limited Reprinted with Permission.Kim Castle successfully helps hundreds of small business owners grow their businesses and is co-author of the 150+ page BrandU Bible, the only step-by-step workbook that gives entrepreneurs the tools to develop their business as a brand and the upcoming Why BrandU: Big Business Success No Matter Your Size. Kim Castle's motto is "Whether your market is the globe or your zip code, you have the power to communicate your business as a brand. You just haven't been shown how? until now."

Your Business Logo and Color Scheme

My business logo and color scheme started one lovely spring day in my office, after two years of working with words and images. I purchased some rubber stamps and played with them. A logo emerged: simple, elegant, with the right feeling for my business. I took the ideas from the stamps and played with Photoshop on the computer until I had created an original business logo that felt totally right.Luckily for me, in my day job I worked among some of the top designers in the world at the Department of Architecture at MIT. An elegant Italian Ph.D. student named Maria was doing me the favor of giving me feedback on my business logo. She loved it! That was reassuring, but what really helped was what she said next."And this can be your color scheme, too! You can get green boxes, or white bags or boxes with green ribbons, and make all your packaging match up with this. Oh, it will be so pretty!"This started the wheels turning for me. Until then, I had gone with a rich, sparkly look. My display had used deep colors: black velvet, sheer purple fabric with silver snowflakes, and black velvet displays. Using this logo, and getting the advice from Maria, meant that I would need to go in a different direction.I decided that the color scheme for everything in my business would be the colors of my logo: lime green, white and grey. First I designed business cards that were professionally printed on white glossy cardstock. Then I designed my website in these and coordinating colors.For packaging, I used kraft boxes with round logo stickers, then moved to organza bags in white and pale lime green. I gradually changed my show setup so I had the perfect color tablecloths in pale lime green, with white and black displays and fixtures; even my tent is green. I also added a little color and whimsy in the form of bright bowls from which I hung flowerpot creatures purchased from a crafts shop. The creatures have proven so popular that I bought extra to resell at shows!Little by little I continue to improve my setup, making it more elegant and professional. Each time I set up, I receive many compliments on the setup itself, and it does attract customers. People find the color scheme peaceful and inviting, and it doesn't compete with the jewelry. I also found this when I designed a brochure. The jewelry is quite colorful, and the subtlety of my color scheme provides a good background for it.My advice for when you are setting up a business logo, website and/or booth is to find a color scheme that matches you and the feeling you want your business to convey. Don't be afraid to experiment with different pieces to get the look you want; it has taken me three years to get to this point, and it's still developing. You may want it to be as colorful as the rainbow or as sophisticated as basic black. Whatever it is, the important thing is to be consistent. That way, people will start to recognize the look of your business and remember you, helping to build business over time.Author Susan Midlarsky of <a target="_new" href="http://www.aspiring-arts.com">Aspiring Arts</a> handcrafts jewelry with stones that harmonize well and are beneficial to the human body, color combinations that are connected to refinement, and sometimes offerings from nature. She has also recently started making glass beads; you can see her progress at her <a target="_new" href="http://www.aspiring-arts.com/blog/blog.html">online blog.</a> Susan loves the magical glow people feel upon finding a piece of jewelry that suits them or fills a need.

Strategic Moves In The Branding Gamble!

The so called 'globalisation' has cluttered the world markets with so many products and services that nearly 90% of the marketing managers in competing companies do pretty much the same to sustain in the market. There is not much difference in the way P&G operates as compared to how Unilever gets its products to the market. Coke and Pepsi's operations nearly reflect each other and all that these two compete is on 'who spends more on advertising this year'! If one disagrees with this argument by saying "we provide better quality products/services", then don't forget that this is precisely where your competitors put their efforts as well. Southwest Airlines, the revolutionary domestic American low-cost no-frill airline, most of the time does exactly what its competitors do. Well, the only difference is that Southwest Airlines serves meals in the airport during waits and not on the plane. This in no way means that Southwest Airlines is performing better than its competitors. If you are doing well what you are supposed to be doing, then that is not differentiation but a prerequisite for competing. Also, doing the same things in a better way is a deserving effort but not a strategy, especially in the long run. If all the competitors in the industry tend to converge into an equable level, of prices/costs, quality, technological sophistication, service quality etc, how, then are you supposed to compete? In this scenario, what most management consultants will advise you is either to offer you clients with more than what your competition offers, for a higher price, for the same price, for a lower price or offer them less value for a lower price. But remember that all these options can give you a short-term edge, but will usually not sustain as you competitors will soon follow the bandwagon!At this stage, one might say well why not target a niche market. You could offer something unique to a market that your competitor does not. You can cater a need not formerly satisfied by your competitor. The best example in this case is Nokia, the mobile giant who started selling cell phones more as a fashion accessory than a communication tool. Another example could be the retail chain NEXT, that saw the gap between the low cost low quality retail store such as PRIMARK and high cost standard quality stores such as GAP and entered the market to offer customers with products which fitted 'somewhere in between'. But as I have mentioned above, there is no guarantee that you would be the only one enjoying the benefits. Very soon, you will find yourself competing with many more competitors than what you had before you decided to enter this niche! But if your product/services is something that is difficult or impossible to imitate, or it is something that your competitors might not want to imitate ? then you might just have created a mini-monopoly of your own. And this is definitely an accomplishment that should not be underestimated in a competitive market.Many would agree that all the above mentioned moves are nothing but strategies to compete in the market. But what really is a strategy? By definition, strategy is a way by which you plan your moves to achieve your objectives. A more interesting view of 'strategy' can be gained by understanding John Nash's Game Theory. In simple words, strategy is not what you will do, but 'how' you will do it. It is not what you will attain in the end but more so on 'how' you will attain it. Every football team has a strategy before the match, Mike Tyson always had a strategy before he got down on the ring (sometimes quite brutal! ), Michael Schumacher always has a strategy before he decides to take a pit stop! What all these simply imply is that a strategy is the way by which you plan to achieve an advantage over your rivals/competitor ? in the eyes of your customers. Almost always, preference can be achieved only by differentiation, by either doing something other than what your competitors are doing or by doing things in a markedly dissimilar manner. By being different you supply some of the consumers in some of the buying/consuming opportunities with a good reason to want you more (and if you are a great strategist indeed - to want you only).A winning brand strategy-one that is integrated into a company's overall business strategy can make a huge difference in overcoming these challenges. Obviously, a powerful brand can cut through the noisy clutter of the marketplace, heightening awareness of a product or service and shifting demand in its favour. But a strong brand can do more than simply help companies stand out from the crowd; it can help them break away entirely. Increasingly, we see the winning company in an industry transforming its early lead into a brand driven emotional momentum that leaves runners-up in the dust. Thus, a strategic brand move is a bit more than just doing something different than your competitors.Differentiation definitely gives one an advantage in the market but what is more important is to develop a 'strategic differentiation', which is not everyone's cup of tea. Other forms of differentiation that many companies have often adopted are either 'ephemeral differentiation' or 'indirect differentiation'. Ephemeral differentiation allows one to promote the brand in a short period of time. Some examples could be a month long advertising campaign or a big sales promotion campaign. Alternatively, indirect differentiation consists of things like historical monopoly, location etc. But none of these provide a long lasting circumstance crossing advantage. Many organizations believe that differentiation is necessary for enabling the consumers to choose between alternatives in the market. I agree. But what organizations fail to understand is that more than differentiation, it is the perception of the consumers towards the brand that has a strong effect on his/her buying behaviour. Coca-Cola, Pepsi, Nescafe, Tango, Milk, Evian etc. are all alternatives for a consumer to quench his/her thirst. But when he/she is in a store, it is their perception which activates and starts dominating the movement of their hands! Any of the above would ultimately provide value to the consumer by meeting his needs- thirst. More often than not, most of the available options in the market offer their consumers 'what matters most'.The idea of differentiation is to develop your strategy in such a way that your consumers think of you as exceptional. They will act as your success engine, even amongst consumers who are not as definite in their attitudes. BMW fans do not believe that Mercedes is a bad car; it's just that it is not a BMW. For them, Mercedes is simply incomparable to BMW. That's how Apple fans feel about IBM. Strategic differentiation is thus a combination of the brand strategy and the competitive strategy in such a way that the brand itself becomes a strategic differentiator. Or more accurately - the brand strategy is the translation of the competitive strategy - into a language of promises made to the consumer.Thus the strategic importance of branding is something that needs to be understood by those who want to make a difference. Today, brand building no longer constitutes a mere manipulation of the consumer's perceptions and desires, but it is a creation of a system that on the one-hand makes promises and arouses anticipations, while on the other-hand it delivers and realizes the promises that it makes. If your moves are right, you will definitely win the jackpot! You don't necessarily need to do something different, but you need to do the same things differently!By Gaurav BahirvaniGaurav Bahirvani is a Corporate Brand Development Analyst living in Manchester, England. For any further queries or discussions on issues related to branding and marketing, please feel free to get in touch with him on <a href="mailto:gaurav.bahirvani@gmail.com">gaurav.bahirvani@gmail.com</a>*Special thanks to Dr. Herman's views on strategic branding.

Brand Name Identity in the Oil Business

I submit to you that Brand Name Identity in the Oil Business is just a important today as it was when Mobil Oil and McDonalds were building their brands. Perhaps in the future it may even be more so. I have often seen others using our business name and sought either injunction or stern warning. As a matter of fact I am preparing a lawsuit against the Federal Trade Commission for using one of his Brand Names and Federal Trademark in their Key Words and Meta Tags on the Federal Website, to attract visitors; a lawsuit which would have enough case law behind it to slam down the Federal Trade Commission with the help of the US Patent and Trademark Office.When picking a name or a company in the Oil Industry you might want to be cognizant of this fact. Usually things can be worked out and only one company is required to change their name or trade dress or perhaps a royalty agreement or non-compete with regards to specific markets can be reached. Check the case law with Mobil Oil Company before you negate the facts presented here in any topic of which might arise in Business Law Class at your University or even in conversation at the local Starbucks. Be sure anyone you do business with has a back-up plan in case of Trademark Infringement.If you plan on buying a business opportunity or franchise make sure the seller has a trademark on the name. Make sure it is current and there are no disputes which might be cause for non-renewal. Think about it, changing the name once you start can cost you big time."Lance Winslow" - If you have innovative thoughts and unique perspectives, come think with Lance; <a target="_new" href="http://www.WorldThinkTank.net/wttbbs">www.WorldThinkTank.net/wttbbs</a>

Simple Risk Reversal Formula Will Send Your Sales Into Space (2 of 2)

Make A Bold Promise Then Back It Up With An Awesome GuaranteeWe finished the last article with a mnemonic...All these extra sales you're going to make are in the B.A.G.A Bold Promise backed up with an Awesome GuaranteeSo today we'll look at what makes a Bold Promise and the three elements of an Awesome Guarantee!A bold promise should be something that your customer really desires and which most of your competitors would be too afraid to make. Some people use, "we won't be beaten on price", or "lowest prices guaranteed" but being the best on price is a stupid way to position your service business anyway. So stay away from price-promises and deliver a value-promise instead. A value promise means you can charge more instead of less - leading to higher profits.Some Sample Bold Promises...* I will double your orders in less than 12 months* You will get at least 5 times your investment back* This book will help you get beach fit in 6 months* I will remove your ISSUE/PROBLEM/PHOBIA in 1 hour* We'll deliver XYZ in under 60 minutes* You'll learn at least 5 things to increase your revenueNow on to the awesome guarantee. There are three things that make a guarantee awesome...1. It's Unconditional. There should be no long list of conditions that must be met by the buyer in order to get their money back if you screw up. It should be simple and free of tricks - people should feel 100% confident that you are sincere when they buy.2. It's Long. Now here's a funny thing - the longer you guarantee something for the lower your return rate. Why? Well if you give a piddly, tiny, guarantee period, people (in an effort to ensure their purchase was good) will spend that time looking for things that might be wrong. If they don't feel time pressure, they'll simply forget to look - after all they have all the time in the world... I recommend at least 30 days - but there's nothing wrong with months or even years - our Lean Marketing Toolbox is guaranteed for 5 Years - and I've had not one return yet!3. It Creates A "Forced Performance Effect". This one works like magic. You not only remove risk by ensuring your customer gets their money back BUT you also penalise yourself for failure. This way people get a double-whammy! Not only do you remove their risk - you reverse it entirely - meaning it's in your interests to deliver what you promised!Some Sample Awesome Guarantees* You get a full refund and keep the product worth ?XXX - no questions asked* The next time you visit it's on me!* I'll gladly reimburse your fee and provide your next session free* I'll give you a free 1 hour consultation/coaching session worth ?XXX* We'll refund your money and give you ?XX For Your TroublePutting It All Together...Simply bolting an Awesome Guarantee onto a Bold Promise can sound awkward and disjointed. So your final job is to a make the promise and guarantee with one simple statement.Some examples...If __________________ doesn't _______________, then _______________________If this course doesn't give you at least 5 new techniques for boosting sales, then I'll reimburse your fee in full and pay for your train ticket home.If this 6-week fitness programme doesn't help you lose at least 2 inches from your waist size, then I'll gladly give you your money back and a beach wear gift voucher worth ?25If after one session of my NLP spider phobia cure you still can't hold a spider in your hand without fear, then I'll give you your money back and provide the next session free of charge.________________________ or _______________________________Double your sales success rate within 6 months or you get a full, no-questions-asked refund and a free place on my next course.Read this book and find the man/woman of your dreams in 6 months or less or tell me what went wrong and I'll gladly buy the book back and give you a free 1 hour telephone coaching session.Have fun with this and be creative - it's powerful. But never promise what you can't realistically deliver (guarantee or not) and make sure you can deliver on your awesome guarantee when someone calls you on it.This one approach could literally transform your business and boost conversion rates beyond recognition.'Dangerous' Debbie Jenkins <a href="mailto:debs@debbiejenkins.com">debs@debbiejenkins.com</a> (c) Copyright 2005 <a target="_new" href="http://www.BookShaker.com">www.BookShaker.com</a>SUMMER CAN BE SLOW FOR BUSINESS But don't let that get in the way of your success. This is the ideal time to work on your business rather than in it. Get 2 F'REE eBooks and prepare for more success with less effort here... <a target="_new" href="http://www.leanmarketing.co.uk">http://www.leanmarketing.co.uk</a>I'm wondering if... You Know Other People who should be reading this too? So do us all a favour (they get 2 free books - we get a new subscriber - you get to look good) when you Pass On This link... <a target="_new" href="http://www.leanmarketing.co.uk">http://www.leanmarketing.co.uk</a>