Branding Junk Removal - He Did It, Can You?

What does it mean to be remarkable?

Brian Scudamore, CEO and Founder of 1-800-GOT-JUNK?, who in 1996 was operating the million dollar plus company at the age of 26, said it means, "You've got to get out there and be loud and proud... You've got to stand out. You have got to have a brand that is worth remarking about."

He learned much about this type of philosophy from the book Purple Cow, written by one of his mentors, Seth Godin.

It's kind of like Sir Richard Branson's recent flying superhero-saving nurses publicity stunt to launch Virgin Mobile Canada.

Like Branson, Scudamore takes risks. He and his company want to make sure they get noticed. After all, they're "building the Fed-Ex of Junk removal." He does know, however, that beyond the gorilla marketing, his strategies and his team of motivated employees and franchise partners are key to sustaining the brand. "It's all about the people," he said.

After changing the company name, from Rubbish Boys to 1-800-GOT-JUNK (Scudamore was looking for a more professional name and was inspired by the Got Milk campaign and the 1-800-FLOWER model, where it doesn't matter where you are in the country, you can call one number), Scudamore knew he would be able to build a brand. It had never been done in the industry.

"Junk removal is not something new. It's been around forever," he said. "But, it is similar to some other industries where brands have come in and successfully dominated and created a very branded industry.

"Look at Starbucks. There used to be a mom and pop coffee shop on every corner. You don't see that anymore. It's all Starbucks."

1-800-GOT-JUNK is heading in that same direction. Perhaps you'll never find it on every corner, but July 2004 marked its 100th franchise. The company's short-term goal is to have 250 franchise partners with system-wide sales of $100M by the end of 2006.

And, its long term goal is to be the World's Largest Junk Removal Company with a presence in 10 countries by the end of 2012. "We're building something much bigger together than anyone of us could ever build alone," said Scudamore.

He is committed to maintaining and strengthening this type of team work. The growth of the company depends on it and it's also what makes the brand special. "We're only as good as we make ourselves out to be. If we're out there not delivering on our on-time service and up-front pricing that we promise, then our brand doesn't build. People will start to look at us and say, 'These guys aren't as good as they say they are.'

That's the problem with having such a well-established brand and reputation; you have to deliver on your promises. You simply cannot hide from a disgruntled customer, especially not when you're wearing a big blue wig and standing beside a large mobile billboard, waving to the morning commuters as they pass by. The "Honk if you love junk" sign will not help either.

By Christina Lee

Christina Lee is Editor of The Image Architex Online Marketing Magazine (<a target="_new" href="http://www.theIMAGEarchitex.com">http://www.theIMAGEarchitex.com</a>). Visit the site for more articles on branding and general marketing practices, opportunities, tips and ideas for small-sized business entrepreneurs, artists and producers.

The Aim of the Name

Large corporations spend lavish amounts seeking names for their products that grab a consumer, or convey positive feelings. Book authors do the same. As do magazine writers.

So, say you are planning something that needs a name: your new company, a speech, an article, your website, your email address.

STOP! Stop, and think.

Don't go with the first thing that hits you. Think about the aim of this endeavor. What are you trying to convey to those who will see or hear it?

Joe Black, for example, has been selling life insurance for years, is now planning to incorporate, and needs a name for his new company. He likes the ring of Consolidated Advisors & Financial Associates Inc.---CAFAI for short.

Whoa, Joe!

What's the aim of the name? Is it to impress people with a long, unwieldy, impersonal, remote-sounding phrase? Or is it to convey the same reliable, personal service that Joe Black is already known for?

The answer is obvious, Joe. Incorporate under your own name. Joe Black, Inc. has the benefits of continuity, credibility, recognition, reliability, and stability---none of which attach to CAFAI.

A speech is different. Speeches, and articles, need names that grab people. Unless you're a famous person, or talking about a famous person, enterprise, or event, you need some other way to attract their attention.

And all you've got to work with is the title. So look over what you've written, and write down all the different titles you can think of for your work.

As you look at each of them over, ask yourself if you'd go to a talk with that title. If not, cross it out. Now try to shorten the ones that are left. The fewer words the better.

Do any of them have a bit of mystery, or wit, or maybe an interesting play on words?

Need some stimulus? Go to the library. Fiction. Mysteries. Look over the titles. Which ones stir you to pull them out, and scan a few pages? Why?

Can you see anything in their titles that you might use in your speech or article title?

A speech or article is a transitory thing, so needn't take too much of your time. But you'll be stuck with the name of your company for quite a while, so devote much more time to getting it right.

Your website, and email address are in between. Not as temporary as a speech or article, but probably not as long- lived as your corporation.

The aim of these names is to reinforce your company's image, and remind people of your business identity.

So Joe Black's web site could be named joeblack.com, or, if he wanted something wittier, BlackInk.com, and his email address could be joe@blackink.com.

Joe, like most of us, has other interests than his business. He's a birdwatcher, and is planning an online newsletter and website for others with this hobby who already know him.

A good name for his ezine could be Black Birds, and for his website www.blackbirds.com, then his e-address for it could be joe@blackbirds.com.

Sometimes you can't make such an apt connection. For example, when my ezine, which focuses on the marketing of financial services, was created it needed a name. I liked the acronym "TIP". But what could name I expand it into?

Here's a few that came to mind:

* The Insurance Practitioner * The Intelligent Planner * The Insightful Provider * The Interested Ponderer * The Insurance Professional * The Incorporated Practice, etc.

To say nothing of all the variations that can be rung by switching the adjectives around.

See what I finally decided on at: http://www.eTIP.ca/

-----------------------------------------------------------.

Copyright 2005, Donald F. Pooley, Inc.

Don Pooley has shared his marketing know-how with audiences in major Canadian cities, London, Australia, Chicago, New York, San Francisco, Hong Kong, and Singapore, and now in his free ezine, TIP. Subscribe at <a target="_new" href="http://www.eTIP.ca/">http://www.eTIP.ca/</a>, or get free article downloads, and redistribution rights info at <a target="_new" href="http://www.eTIP.ca/Downloads/Publish.html">http://www.eTIP.ca/Downloads/Publish.html</a>

Its Time For Some Steak

Recently, I was reviewing our website statistics. One of the sites that had a link to mine caught me by surprise. Since this is a family publication, I won't include the name of the website. But, let's just say it contains a four-letter word that people do not use in most business circles.

The website was basically a bulletin board for people to rant about other companies. The posting about my website started out with the subject, 'Is this website just a little too slick?' The postings went on to say that my website had a lot of sizzle, but no steak.

My first thought was, 'How dare they say something so rude after I worked so hard on my site. Are they trying to say that my business has no substance? They know nothing about me and what I do. I can't believe they would attack MY business image.'

You see, those of you who have met me know that I am a small business image consultant. I work on everything from customer service to documentation and training. Basically, all the behind-the-scenes things that affect the business image. How could MY website have a bad image?

Then I took a step back. And, with a huge gulp of reluctance, I admitted to myself that they were right. Earlier that week, I had started to redefine my business services. Small business image consulting no longer 'fit' the real me. And somehow that was showing through on my website. It WAS a bit too slick. It was not getting to the essence of what I wanted to say.

Instead of just changing my website, I decided to take on a more important endeavor. I took a look at my identity and my brand. I found this amazing book called Make A Name For Yourself by Robin Fisher Roffer. This was the wake-up call that I needed. After pouring over the book, I began to get in touch with my natural gifts.

While documentation has always been a part of my business, it wasn't the part that I 'played up' at networking meetings. Small business image consulting sounded exotic and sexy. It got people talking about customer service and the importance of it. It got me speaking engagements. It got me lots of press. This was all of the sizzle that they mentioned on that bulletin board. But, it didn't get me what I needed most. The steak - more phone calls and emails requesting my services, and ultimately, more satisfaction.

I decided to put my writing services in the forefront. In addition to my technical writing, I now specialize in lengthy documentation and press releases. The process of redefining my business was a scary one. All these feelings of fear and inadequacy appeared. I started to wonder what people would think of the change. Would they think that this was bad for my business image?

Then, I started to wonder how many other business owners are just offering what sounds good. How many of them aren't expressing their natural gifts through their business. How many are afraid to make a change?

None of us should be afraid to redefine our services or to create a brand where there wasn't one before. Now I am more secure in what I do. I am true to myself, my passion, and my gifts. It's a freedom and a liberation that I've never felt before.

My services no longer have an exotic and sexy sound to them. But, at least now I can offer the sizzle AND the steak.

---

Leila Johnson owns Johnson Solutions Group in Rio Rancho, NM. She acts as Your Virtual Documentation Department. Leila is a versatile writer who works with those small businesses that don't have the time or expertise to handle their documentation. Leila can be reached at 505-896-9379 or through her "new and improved" website at <a target="_new" href="http://www.johnsongroups.com ">http://www.johnsongroups.com </a>

Could Ray Kroc have founded McDonalds in the Era of Sarbaines Oxley?

Over regulation of our free markets is stifling our growth in America and killing the next superstar Entrepreneurs. Let's discuss just how bad it really is. Let's us discuss Ray Kroc, founder of McDonalds and the Father of Franchising. In this philosophical discussion let us look at history for a moment shall we? If Ray Kroc had to pay $45,000 to create disclosure documents to franchise right out of the gate, could he have still had the capital to do it? Would he have wanted too? What if he had to pay an additional $15,000 per year to stay registered in all the states; another $10,000 to $20,000 to keep up with the law changes and case law? Could he have actually stayed in business?

If Ray Kroc in those early days had to pay $25,000 for financial audits could he have survived? If the number of accountants willing to do audits were cut in half due to current errors and omissions insurance and peer review costs would Ray Kroc have been able to juggle that during his first five years traveling the country and sleeping in hotel rooms, while building the business? Remember Ray Kroc was not married to wealth like the late Sam Walton who toured the country in a motor home looking at sites and studying the competition. Ray Kroc and Sam Walton both had to do it the hard way, but Ray Kroc was doing it out of cash flow. With the current problems in complying with all the accounting audit issues in franchising after the most recent Sarbaines Oxley Law causing delays of necessary audits in a timely fashion due to fear of violations in the accounting industry, demand for more audits in all sectors causing serious supply and demand issues getting an audit done on time for franchise registration renewals is tough?

Could Ray Kroc have accomplished this too, along with the additional costs and state registration deadlines? Wait we are not done yet. If Ray Kroc had to comply with all these proposed rule changes and existing rules and revise his disclosure documents each time an attorney created case law which might be detrimental to the over all system, could he have survived in the first five years? Yes or No? If Ray Kroc had to deal with all the different state laws and contradictions in Federal Trade Commission rules, could he have done it? Remember his first stores were in &quot;Cal-if-Forn-ia&quot; (Arnold Humor) and Illinois. I submit to you that Ray Kroc could not have done what he did and McDonalds would never have come to be. I also submit to you that NPR would be closing it's doors and gone off the air this year if it were not for his wife's donations. Ronald McDonald House would not be available either. Millions of Americans would not have learned customer service or had that first job to teach them such important aspects business. The State of Idaho, where Simplot Potatoes grows it's crop would not have made the profits and paid the tax income which allowed that great state to prosper. The Beef industry would have also been severely impacted, how would that industry have faired in the heated mass media hysteria of Mad Cow or the droughts causing cattle to be taken to early slaughter. Those frivolous lawsuits in Canada about being fat would leave our Canadian neighbors with nothing to bitch about and we wouldn't want that? Also the reality of the need for tort reform example of spilt coffee would never have existed? Do you doubt what I am saying? Well then &quot;Grinding It Out&quot; Ray Kroc's book can be found still and it ought to be required reading for all Federal Trade Commission employees who have never had to make a payroll and any attorney who has never made a legitimate living in a business of their own before commentary on this proposed set of rules. It appears that the word smiths are out in full force and we are maintaining an on-going dialogue from a topic proposed in 1995, with comments in 1997 and 1999 at a time when much of the those comments are in fact irrelevant here in 2004. A more relevant discussion would be how best to separate out the business opportunity rules from the franchise rule and then close the Federal Trade Commission's franchising division all together since no problems perceived or known currently exist. Does anyone doubt this truth?

Perhaps another example, forget about Ray Kroc, the father of franchising for a moment, let's just say for the sake of argument that this current situation in the industry existed back then and Ray Kroc grew up an old bitter man and retired salesman? Forget that the McDonalds Big Mac is used by the International Monetary fund as a guideline for international cost of living standards in modern and developing nations. Think of the story &quot;death of a salesman&quot; and leave it at that. Put Ray Kroc in the same shoes as any of the current up and coming home grown entrepreneurial superstars of today, being stifled under a Tsunami of tort law and a Hurricane of over regulation. Why can't we end this storm, why are we unwilling to see the truth at the Federal Trade Commission? And that is just one of many agencies Ray Kroc would have to deal with today, think about it.

"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>

Multi-Brand Franchises in the QSR Sector

Well not everyone is aware that McDonalds also owns several other bands such as Boston Markets; 650 stores in 23 states, Chipotle Mexican Grill; 230 stores in 10 states, Donato's Pizza 200 stores in 10 states, Pret a Manager 140 stores in 4 countries, Fazoli's 400 units in 32 states and two countries. Of this the company derives 2 Billion in annual sales, this is not even counting McDonalds. Many people are unaware of this because McDonald's has not connected the dots. However other franchise companies which franchise and have multiple brands have.

The question shall always be to you co-market to the same customers or serve separate niches. It depends, McDonalds seems to be targeting different customers althoguh if you consider in the US people eat major meals 2-3 times per day and there are 7 days a week, we are talking about 14-21 opportunities to feed them, now obviously other than single males, most of our population will eat the majority of meals at home. However how many of those meals will be eaten out side the home and of those visits to QSRs how many can McDonalds pick up.

Apparently after considering the additional 2 billion a year in sales, quite a few and remember McDonals is in 141 countries thus far so perhaps the cannibalization discussed in the franchising industry is a US thing for McDonalds and is not affecting it's other brands here yet or all of it's overseas markets for it's stead fast Micky Ds Brand. Think about it Pizza, Chicken, Tacos, Italian and Pretzels? Oh yah that Hamburger thing will never work? Sure, that is what they told Ray Kroc in the beginning, guess they were wrong.

Are you sure it is just about the Real Estate? Or did you just quote someone in a Speech one day?

"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>

Create a Niche: Stoke Your Market With Affiliate Branding

Propose success, demand performance, and brand your market with appeal. In a world of costly business start-ups, expensive design tools, and rugged competition you can still beat the system. Success reins the process as our instructional tools are put to use building websites centered on content with focused keywords and performance.

Slam-dunk your affiliate market goals with personalized branding tools and processes developed for mountain top success. Business development requires basic planning, economic structure, and dedicated commitment.

Decisive planning directs your market and brands your business for success.

Prepare a 10 second explanation to describe your business. If it takes more than 10 seconds to define what you do ? you are not focused enough.

&quot;My business promotes development and market branding for maximum business performance and success.&quot; is a perfect conversation starter, and will bring interest to the business because it gives a basic definition of business without overrunning the conversation with a detailed description that begs discussion.

Design a logo that communicates your business identity to your customer. A single picture or group of words titling your business and replicating the purpose of your business is perfect.

&quot;Coffee Clatter&quot; titles a web log about conversations over coffee, the pictorial logo of a graphically designed coffee cup emitting steam implicates comfort, conversation, and energy. The web log portrays the logo. (You may visit the site at http://coffeeclatter.blogspot.com)

What's your niche? Who is your market?

Think about the connection between your affiliate market and your business brand. Performance demands commitment and isolation of your choices.

Copyright ? 2005 ? Jan Verhoeff

Create a niche, using affiliate connections, links, and money-making clicks, brand your affiliate market with keyword content and high-search phrases. Be successful with functional design. Contact <a target="_new" href="http://makemoneyhereon.tripod.com">eBiz Brand Performance</a>.

Your Brand is Your Promise! (So What Are You Promising?)

When people mention the word "brand" they usually mean a well known, well defined company. That's why consumers frequently mention names such as Target, Rolex, Apple, BMW and others who have done an excellent job in crafting an image and sticking with it. Buyers know what to expect from these companies, and as long as these companies meet that expectation, they will continue to imprint their brand in the minds of our their audience. It's pretty simple really, if you just keep in mind these two principals.

Principal One: Know your promise.

As amazing as this may seem, most companies don't really know what it is they are promising their clients. That's why they have weak brands. They may have mission statements, and can spout off why everyone should use their product or service, but really it's just a rambling list. Out of fear of losing audience, most companies will try to compete on price, quality and service... and that's a recipe for disaster. Who wants to buy a watch from the Discount Overnight Rolex store? If you try to go after all three areas you end up muddied in the mind of the consumer, who is trying to put you in a box. And in this case... that's a good thing!

A mental "box" is not that different from a set of mail room boxes. The customers gets all these incoming "messages" and has to sort them all day. The easier you make it for them to sort your company, and put it in a category, the easier it will be for them to recall it when needed. Try this... think of a fast place to eat. How about the best tasting food? And finally, the place you go if you really want to impress someone? You can probably think of each of these categories rather quickly. And chances are, these companies are more than happy to fill that niche without trying to become much more.

Take a moment and write out in two or three sentences (more if you're feeling inspired) exactly what your brand promises. It will usually fall under three main categories... quality, service or price. But there are nuances. Ben & Jerry's image contains both a quality message and a social message... one of comittment to the community and environment.

Principal Two: Never violate Principal One.

Once you have firmly established your promise in the minds of consumers, make sure every move you make conforms to that promise. Coke was fine to come out with Diet Coke, Cherry Coke and a host of other flavor variations (brand extension) but they completely missed the mark when they introduced NEW Coke. People believed in Coke, identified with Coke and it was a part of their history. New Coke was seen as a betrayal of the brand itself, a vote of no confidence in their core product. "What's wrong with the original Coke?" was the immediate question that popped up in most minds. That's why is so important to know what it is, and why it is, that people buy from you and believe in you.

Know your promise and keep your promise. Pretty simple? Yet it will go a long ways toward making your company resonate with your customer on a deep and lasting level. And that's a promise.

Phil's life goal of &quot;creating environments where people thrive&quot; reflects his desire to assist in personal, professional and business growth. Phil founded and ran a full service ad agency for over 17 years and now works full time as a business naming and branding consultant. He has authored numerous articles on naming and branding as well as addressing groups nationwide. Phil resides with wife Michelle and four energetic offspring outside Asheville, North Carolina. His web site can be viewed at <a target="_new" href="http://PureTungsten.com">http://PureTungsten.com</a> or you may reach him by e-mail at <a href="mailto:Phil@PureTungsten.com">Phil@PureTungsten.com</a>

Value Proposition Writing - Brand Identity Guru

Your Value Proposition, or as I usually call it, your Core Marketing Message, is still misunderstood by most professionals. It's not just a tagline, sound bite or even an "Audio Logo." It goes way beyond that.

It really is the expression of the essence of your business. It's the foundation of all your marketing messages. It's what makes you stand out and be memorable in an overcrowded marketplace of look-a likes. And it always is more about your clients and their businesses than it is about you and your business.

A great Value Proposition has several elements that, combined together, pack a powerful marketing punch that's hard to ignore. These elements include the following:

1. Your ideal target client - Who exactly are your services designed for? It certainly just can't be just "medium or large companies." You need to zero in on much more specifically. What industry, department, technology, values?

2. Their problems or challenges - What are they struggling with? What's not working for them? What opportunities are coming up that they may not be meeting successfully? What keeps them up at night? You need to know this in your head, heart and gut.

3. The solutions or results - Where do they want to go? What do they aspire to? What are they excited about and committed to? After they've solved their problems, where are they going to put their attention and resources?

4. The unique angle - What have you got that nobody else has? And how is this an advantage to your clients? What can you do faster, better, smarter than every other competitor out there? You need to know this with a high degree of certainty or you'll just blend in with everyone else.

When you approach a buyer, whether through a call, an email, an article, or your web content, this Value Proposition needs to pop out vividly and urgently, letting them know you are worth paying attention to.

If you are going to express your Value Proposition verbally, you can usually do it in two well-structured sentences. These statements can be used in a wide variety of situations, from meeting someone at a networking event to calling a big company prospect on the phone.

Audio Logo: We work with companies who have large, widely diverse teams of workers and who are frustrated with high attrition rates and reduced productivity. (Target market plus problem)

Follow-Up: Our clients are interested in both cutting costs and increasing retention and appreciate that our "guaranteed worker program" results in the very best workers that stay 295% longer than the industry average. (Solution and uniqueness)

If you can develop a concise Value Proposition that is more than just words but is something you can really deliver on, you will find it much easier to get the attention and interest of buyers in big companies. Here are some of the biggest mistakes I see made in developing a Value Proposition.

* Thinking that it's not important - You've go to make this a *Big Deal* because it's really the key to it all. Sure it sounds complex and abstract. But the turning point in your business is likely to come when you "see the light" and start "preaching your message."

* Not researching and testing - It's not going to come to you in two minutes (unless you are very lucky). It usually takes a fair amount of research, brainstorming, testing it on clients and associates before it really clicks and you know you have something that works.

* Not truly differentiating - Often a Value Proposition only gets as far as the target market and the problem. That's good but it can be too generic. Only when you get into your solution and your uniqueness will you really stand out and be noticed.

* Not having enough depth - A Value Proposition needs to go way beyond those four points and two statements outlined above. It needs to permeate into every nook and cranny of your marketing. Every expression of your business, large or small, needs to reek of your Value Proposition.

* Not having stories - Stories are the most persuasive marketing tools you can use. Take your Value Proposition as the central theme around which you'll build your case studies and other stories that make a compelling and emotional case for your services.

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 (<a target="_new" href="http://www.brandidentityguru.com">http://www.brandidentityguru.com</a>), 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.

Branding - More Than Just a Statement - A Memory Scar

Conjure up in your mind broad rolling meadows with runs of cattle or stock of some type, all discriminate by virtue of a registered brand. That's a most common and accepted understanding of branding.

You have just now used your mind to develop a picture that promises easy recall. You may not yet be aware but there's always a new secret marketing aid being developed and made available ... nearly every day of the week.

I'd be one of many that could point out who the target group is for all of these hidden treasures and industrious salespeople. But if you're reading this, then take a bow and a large step forward! You are in fact the "demand" component of the supply that's being generated.

Now what happens when you also join the ranks of the industrious? It doesn't take a whole deal of thinking to recognize that you can easily get lost in the traffic, especially if you are starting up a business of your own. Being known as an absolute is a very real way of defeating some of that traffic; not the only way but a very effective one.

Your general copy writing and headline creation tactics certainly help the cause but in a saturated market environment you need to embrace every advantage.

Exactly what then, can you do, to be noticed? Question well asked and the answer ..... consider branding yourself.

The reason branding works is that it gives individuality to the value you provide to those that come to your site. If they don't come to your site then its through your e-mails, e-zines, blogs and advertisements.

It makes folk recall your Site and perhaps even prompts them to bookmark. Do it right and they might even opt to scan for forthcoming product that carries your brand name.

You'll be far more noticeable if you can create something that settles on someone's mind. Catch the imagination of your readers, use unique or quirky themes and make that difference that magnetizes your audience.

By way of example, let me relate a branding experience using a quick story.... tangent if you will.

There's a huge red rock located in the middle of Australia that was at one time known as Ayers Rock. More recently it has adopted the term Uluru.

The rock and the country around it belong to a group of Aboriginal people called Pitjantjatjara and Yankunytjatjara.

So, the people also have been renamed and are now referred to as "Anangu" because it's easier.

These people have a history rich in story and in this case they identify the various faces of the rock using that approach.

One saga goes something like this..... A long, long time ago, in the time of the Tjukurpa, which the Aborigines call the dreamtime, the animals gave shape to a rock.

There was a young woma python, or Kuniya, that was passing by and was surprised by a group of Liru, which are venomous snakes. Kuniya, not being from that area, was affronted by the Liru who threw spears at the python and killed him.

So hard did they throw their spears that the points made holes in the rock.

The Pythons ancestor, also a Kuniya, was so angered by this that he killed one of the Liru with a stick.

So, on the west face of the rock there are holes that are said to be from the points of the Lirus' spears and on the south face of the rock, Kuniya the woma python can still be seen as a dark wavy line on Uluru.

Now the story in itself doesn't mean a whole lot but if you are ever able to visit Uluru, you will happen to find a south and a west side of the rock that now has individuality because it's been branded.

To any one else this is simply a rock but to you, you now know there exists Western and Southern rock walls that hold special understandings. These are unique and remembered even if not in the original light.

Get yourself branded and stand out from the rocks that exist in your niche marketplace.

Start with your ads, an article or two and build from that into your website. Regardless of what appearance might do to enhance any efforts, it's generally how you stick in a customer's mind that produces results.

Dave Jones, is a business promoter hoping to encourage new starters into improving their financial futures <a target="_new" href="http://www.work-at-home-create-opportunities.com">http://www.work-at-home-create-opportunities.com</a> is his latest project to help other people make a full-time living doing part-time work from home. For more info, you can visit or contact Dave at <a href="mailto:livesupport@work-from-home-affiliate-options.com">livesupport@work-from-home-affiliate-options.com</a>

Logo Design - Branding - Brand Identity Guru

Do you have any idea how important your company logo is? Well you should. It appears on everything from your corporate identity system, brochures to your website, reaching customers, prospects, vendors and the press. In other words, your logo gets to everyone and as they say you only have one chance to make a first impression. Present yourself clearly and dynamically, and you'll look like a professional, even if you are a small company.

We also recommend hiring a branding company to execute your logo. They can help you with positioning your company and creating the logo design. Here are some tips for effective logo design:

1. Your logo should reflect your company and it's positioning. If your logo contains a symbol--often called an "icon"--it should relate to your industry, your name, and a defining characteristic of your company or a competitive advantage you offer.

What's the overriding trait you want people to remember about your business? If it's quick delivery, consider objects that connote speed, like wings or a clock. Consider an abstract symbol to convey a progressive approach--abstracts are a great choice for high-tech companies. Or maybe you simply want an object that represents the product or service you're selling. Be clever, if you can, but not at the expense of being clear.

2. Avoid too much detail. Simple logos are recognized faster than complex ones. Strong lines and letters show up better than thin ones, and clean, simple logos reduce and enlarge much better than complicated ones.

But although your logo should be simple, it shouldn't be simplistic. Good logos feature something unexpected or unique without being overdrawn. Look at the pros: McDonald's, Nike, Prudential. Notice how their logos are simple yet compelling. Anyone who's traveled by a McDonald's with a hungry 4-year-old knows the power of a clean logo symbol.

3. Your logo should work well in black and white (one-color printing). If it doesn't look good in black and white, it won't look good at any color. Also keep in mind that printing costs for four-color logos are often greater than that for one-or two-color jobs.

4. Make sure your logo's scalable. It should be aesthetically pleasing in both small and large sizes, in a variety of mediums. A good rule of thumb is the "business card/billboard rule": Your logo should look good on both.

5. Your logo should be artistically balanced. The best way to explain this is that your logo should seem "balanced" to the eye--no one part should overpower the rest. Just as a painting would look odd if all the color and details were segregated in one corner, so do asymmetric logos. Color, line density and shape all affect a logo's balance.

Many logo gurus insist your logo should be designed to last for up to 10 or 15 years. But I've yet to meet a clairvoyant when it comes to design trends. The best way to ensure logo longevity, in addition to the rules I've listed above, is to make sure you love your logo. Don't ever settle for something half-baked.

And once you commit to your logo design, be sure you have it in all three of these essential file formats: EPS for printing, JPG and GIF for your website. Essentially, these file conversions render your logo as a single piece of art-so it's no longer a symbol with a typeface. Which brings us to the most important rule in logo design. . .

Never, ever re-draw or alter your logo! If you want to animate it for your website, fine. But don't change its essence. Reduce and enlarge it proportionally. And if you become tired of your logo, that's good. Because that's usually about the time it's starting to make an impression on everyone else!

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 (<a target="_new" href="http://www.brandidentityguru.com">http://www.brandidentityguru.com</a>), 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.

Effective Public Relations Essential for Personal Branding

Move over pop star "Posh Spice" Adams and English soccer hero David Beckham, the personal branding power of newly engaged Australian celebrity sports couple Lleyton Hewitt and Rebecca Cartwright could be worth up to $100 million dollars.

In terms of public relations and effective public relations, their media performance this week in both print and television proves they have the potential to become a truly global brand and rival Posh and Becks on the world stage.

Hewitt, who has undergone a lot of media training has earnings from sponsorship and tennis valued at $13.7 million per year according to the BRW Rich List.

Their personal brand is definitely stronger as a couple because they are opposites that attract, and this is always very seductive for consumers in terms of marketing strategy.

Hewitt's values of the gritty, anti-establishment, anti-authority fighter appeal to the Australian larrikin in us all, while Cartwright's youthful, wholesome girl-next-door image provides a balance to this, a component essential to any brand building.

Brands help keep products or services fresh in the minds of consumers ? and good marketers and influencers are able to identify what is at the core of a brand.

The outstanding attribute of the Hewitt/Cartwright personal brand is that their values are very authentic and resonate across a wide range demographics, a very clever marketing strategy.

Both are not afraid to show their emotions and this is what cynical consumers want in a noisy, crowded and often over-hyped marketplace, plus their clever use of effective public relations.

Mr Murrell calls this concept Integrity Marketing, where the values of an organisation are aligned with those of its staff and customers.

The fact that both these Australians are so comfortable with who they are in front of the public, whether that's on a tennis court, in front of a TV camera or doing a photo shoot, means they will appeal to all people, from grandmothers to young kids, and that's their real marketing appeal as a brand. More information (http://www.8mmedia.com/)

Thomas Murrell MBA CSP is an international business speaker, consultant and award-winning broadcaster. Media Motivators is his regular electronic magazine read by 7,000 professionals in 15 different countries.

You can subscribe by visiting <a target="_new" href="http://www.8mmedia.com">http://www.8mmedia.com</a>. Thomas can be contacted directly at +6189388 6888 and is available to speak to your conference, seminar or event. Visit Tom's blog at <a target="_new" href="http://www.8mmedia.blogspot.com">http://www.8mmedia.blogspot.com</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 Variations

You 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 Author

Erin 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>

Tips for Creating Brilliant Business Names

Imagine if Yahoo! had been named TheInternetDirectoy. Or StarBucks was christened &quot;Premier Coffees&quot;. The names would be far more descriptive than their current ones. But they wouldn't embody the essence or spirit of the companies they represent. Even if they offered the exact same goods and services, it's unlikely Yahoo! or StarBucks would enjoy the same market share they now possess if given the more descriptive, and arguably accurate, names.

Now why is that?

In short, great brand names leverage our emotions. They resonate with the experiential right side of the brain vs. the logical left lobe. And emotions carry more motivational &quot;charge&quot; than logic. People buy emotionally and then justify rationally. And because great brand names create mental &quot;pictures&quot; they equate to a proverbial thousand descriptive words. They are the zipped files, the condensed soup, the computer macros, that all expand and unfold in our minds every time they are seen or heard.

Creating emotionally charged names requires knowledge, expertise and a knack for wording. The first place to find positively charged names is in the words themselves. Words have equity and that equity can be transferred into a company or product name. For example, a company that wanted their customers to see their products and services as fresh, new and exciting borrowed the emotional charge associated with the word &quot;virgin&quot;. That's how we have Virgin Airlines and Virgin Records. A computer company demonstrated its fresh, friendly approach to the industry with the consumable name Apple. A campy clothing company exuded adventure with its name Banana Republic. An online job board wanted to impress employers and job seekers with its massive listings? hence Monster. And need I mention Amazon? Borrowing on the attributes intrinsic to a word or phrase is a natural way to instantly instill emotion in a brand name.

But with more and more dictionary words being used, hoarded and trademarked, what's a company to do? Another way is to simply put familiar positive words into unique combinations. Witness our previous example of StarBucks. What's brighter than a star or has more mass appeal than money? Does it say coffee? No, but it sounds more appealing than &quot;The Coffee Corral&quot;. And more importantly, company names rarely exist in a vacuum. They are on a sign above the store, or on a proposal or on a business card being handed over by a salesperson. There is contextual support that helps fill in the blank so the name doesn't have to do all the literal, descriptive explaining. That's where a lot of companies err. They make the name explain their category rather than evoke their benefits.

Yet another way of accomplishing this task is by creating a word that sounds &quot;ish&quot;. When I say &quot;ish&quot; I mean it sounds like it matches the company or product- even if it doesn't make sense. An example you ask? But of course. My favorite is Viagra. It has the &quot;V&quot; of vigor and vitality, plus the &quot;iagra&quot; of Niagra. While not an existing word, it plays on existing, familiar parts and patterns of speech that create a natural flow to the name. Hence the name Viagra is, in my book, &quot;ish&quot;. It fits the product and the category. Cialis doesn't. Which means Cialis will have to buy the emotional bond with lots of emotion-rich (and expensive) advertising. It can be done, but it will cost. A whole lot.

Borrowing existing word equity, creating unique combinations and inventing &quot;ish&quot; words. Just three of the ways to develop a great brand name. Try each of these techniques and if you can't come up with a name, ask a really good Scrabble player!

Phil Davis - President, Tungsten Brand Marketing

Phil's life goal of &quot;creating environments where people thrive&quot; reflects his desire to assist in personal, professional and business growth. Phil founded and ran a full service ad agency for over 17 years and now works full time as a business naming and branding consultant. Phil resides with wife Michelle and four energetic offspring outside Asheville, North Carolina.

For more information visit: <a target="_new" href="http://www.PureTungsten.com">PureTungsten.com</a>

Email: <a href="mailto:Phil@PureTungsten.com">Phil@PureTungsten.com</a>

Brand Image ? Brand Identity Guru

Having a brand image is not a &quot;have or have not&quot; proposition. Everyone has one. The problem is that you might have more than one brand image, depending on whom you ask. You know yourself, but depending on whom you talk to, others may think you're something completely different. That's when a brand image company can help. You need to consider hiring a brand image company that identifies your most powerful brand image and then works to make it your only brand image. The phrase &quot;brand image&quot; gained notoriety when sales patterns began to show that feelings and visuals associated with brands were powerful motivators to purchase products. It isn't just products that consumers buy. It's their associated personalities and values.

People like people who are like them and value the things they value. The same goes for brands. People will buy products whose brands represent things they value and like, whether it's fun, power, money, intelligence or numerous other qualities. Sometimes, a brand can be powerfully focused when it's associated with an actual person who has the same type of attributes with which a company is trying to brand a product, such as, for instance, Chunky Soup and Philadelphia Eagles quarterback Donovan McNabb: hearty, strong and reliable.

Great brand images are instant, positive and unique among competitors. Brand images can be reinforced through such vehicles as packaging, ads, promotions, customer service and word-of-mouth.

Good brand images are easy to see. Volvo is a good one. Immediately you think &quot;safety.&quot; That's a brand image. A weak brand image, on the other hand, elicits a slower and less certain reaction. What does GM stand for? Who knows? But GM has a few strong sub-brands. Everyone knows what a Corvette is about?HIGH-SPEED FUN!

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 (<a target="_new" href="http://www.brandidentityguru.com">http://www.brandidentityguru.com</a>), 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.

Multi-Brand Franchises in the QSR Sector

Well not everyone is aware that McDonalds also owns several other bands such as Boston Markets; 650 stores in 23 states, Chipotle Mexican Grill; 230 stores in 10 states, Donato's Pizza 200 stores in 10 states, Pret a Manager 140 stores in 4 countries, Fazoli's 400 units in 32 states and two countries. Of this the company derives 2 Billion in annual sales, this is not even counting McDonalds. Many people are unaware of this because McDonald's has not connected the dots. However other franchise companies which franchise and have multiple brands have.

The question shall always be to you co-market to the same customers or serve separate niches. It depends, McDonalds seems to be targeting different customers althoguh if you consider in the US people eat major meals 2-3 times per day and there are 7 days a week, we are talking about 14-21 opportunities to feed them, now obviously other than single males, most of our population will eat the majority of meals at home. However how many of those meals will be eaten out side the home and of those visits to QSRs how many can McDonalds pick up.

Apparently after considering the additional 2 billion a year in sales, quite a few and remember McDonals is in 141 countries thus far so perhaps the cannibalization discussed in the franchising industry is a US thing for McDonalds and is not affecting it's other brands here yet or all of it's overseas markets for it's stead fast Micky Ds Brand. Think about it Pizza, Chicken, Tacos, Italian and Pretzels? Oh yah that Hamburger thing will never work? Sure, that is what they told Ray Kroc in the beginning, guess they were wrong.

Are you sure it is just about the Real Estate? Or did you just quote someone in a Speech one day?

"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>

Id Buy That: Getting A Brand Mindset

Feel that? The crisp tingle in the air? It's fall. Fall ushers in the promise of eating, seeing, and getting. It's my favorite time of year. By now, kids are settled into school, sweaters set free from mothballs, and it's an amazing time to... BUY.

I don't know about you; but for some reason this time of year lowers my normal customer resistance to retail and turns up my desire to buy, buy, buy. And not just anything. Products I've come to know have reliable value to me. You too?

Think about it. It starts with buying Halloween candy. Do you reach for the no-name orange cellophane wrappers of chocolate dots, or do you buy the mini packages of M&M's? I know! Me too! Why is that? It's the same thing! But, the brand of M&M's represents a certain quality that we have come to know as valuable. And left with candy at the end of the evening, that's what I want to be gobbling on. It doesn't matter how long the product has been on a shelf, an M&M is still an M&M.

A favorite thing I like to do in fall is cruise through the stores and see what "they" think "we'll" buy. This past weekend, I stepped into Crate & Barrel (a personal favorite) and went weak in the knees!

I walked from beautiful table setting to even more beautiful table setting and I thought about the perception that Crate & Barrel had created in me. As I drooled over the dishes, I imagined how the quality of my life would change if I brought them home. (A little bubble appeared to the side of my head. I saw an image of me overhearing holiday guests comment about how beautiful my table was, and subsequently how great I was.) The bubble faded as I dissected how Crate & Barrel created that impression in me. How did they get me to think that?

I passed through living room settings that I would give my left pinkie toe to own (it's okay, I'm right footed). I ran my hand over the fabrics and textures. Rich leathers. Deep colors. Luxuriant fabrics. All things I'd spend my money on to give my 10-year old living room a facelift. They established in me a certain quality! And somehow they knew what areas I needed to fix up... my boring dining room dishes, my tired living room. Hmmm... Hmmm... a specific quality and knowledge of my problem.

At each display was a sign that had a certain look. A color. A typeface. Even the way it was laid out on the page! It all matched the quality I got from the home d?cor items I so desperately wanted. (By the way, I never knew I wanted an orange pear- shaped leather vase before.) I picked up their holiday catalog. Lo and behold, not only did it show the picture of the coveted pear-shaped leather vase, but the typefaces and colors matched the signs in the store. Hmmm... consistent communication and imaging. I started to tingle.

As I passed the jewel-toned velvet pillows, I thought, "Crate & Barrel is no different from the companies and small business owners that we help." They are no different from YOU. Or are they? Let's see...

You have:

? A product or service that is every bit as good and valuable as Crate & Barrel.

? You fix a problem or change the quality of life for your clients as much if not more than Crate & Barrel.

After that, it can break down for small businesses and solo-preneurs.

You may not have:

? Consistent imaging (e.g., business card, website, brochures, leave-behind, product packaging, etc.)

? The deep understanding of how to communicate "the brand" of your business that can translate to your entire support team/staff. (This is easy and affordable to do with BrandU. That's why it was created.)

And most importantly, what most entrepreneurs tend to forget or, sadly, never deeply establish:

? A huge, non-wavering belief in what you are bringing to people.

You have just as much of this as the people who created Crate & Barrel. They just have more practice at it and had enough vision to bring in partners to help them grow and communicate it.

The last three points are crucial to your business success and easier to address than you think. Simply:

? keep up the value of your service and product AND,

? adopt a brand mindset!

It's where EVERY brand starts BEFORE they're a brand. In our upcoming book, Why BrandU, we go into the reasons why it's imperative for entrepreneurs to gain the power of branding. You CAN have large business success, no matter what size you are.

This holiday season, I share with you these TWO simple brand mindset tips:

? As you're out (or online) shopping, pause a moment and think about the reasons you buy the things you buy and,

? See how you can apply those reasons to your business.

After strolling around Crate & Barrel for over an hour (which flew by like 5 minutes), I joyfully left with the most amazing vase for my table AND I was filled with a great sense of delight and excitement; knowing YOU can be just as big!

? 2003 Castle Montone, Limited All Rights Reserved.

Written by Kim Castle, the Co-founder of BrandU? - the home of only step-by- step process for developing your business as a brand from the inside out!

To get information on upcoming BrandU one-day workshops: <a target="_new" href="http:// www.whybrandu.com/Public/events/workshop/index.cfm?semID=13 ">http:// www.whybrandu.com/Public/events/workshop/index.cfm?semID=13 </a>

Get your Why You?!(sm) monthly ezine for easy-to-read tips and informative insights on branding. To subscribe: <a target="_new" href="http://www.whybrandu.com/">http://www.whybrandu.com/</a>

&quot;BrandU? - Big Business Success No Matter Your Size&quot;

Profitable Partnering

Become your customers top-of-mind choice.

Some of these snapshots of real life SmartPartnership success stories can be adapted to help your kind of business (or non-profit or government agency) thrive?

1. *Offer Special Touches That Your Competition Doesn't*

That's how guests at the Holiday Inn Express enjoy the opportunity to try Kohler's new multi-function showerhead and spa bath.

Families staying at some Holiday Inns featuring Nickelodeon Family Suites get to play in a water park and arcade.

Who knows how many people chose to stay at the Ritz Carlton during one Fall, rather than at another luxury hotel because of an added thrill, complimentary use of a brand new Mercedes during their stay?

2. *Trade Benefits to Lower Your Overhead - While Attracting Attention with a "First Ever"*

That's how T-shirt designer Tami Minatelli could exhibit at nine street fairs last summer without paying for her booth space. A manufacturer of a new, unique, no- stain suntan lotion paid for Tami's booth. Because she wore their lotion and her T- shirts, with a sign above her head, describing her original painting-on-cotton method and the lotion's &quot;do no harm&quot; guarantee. Next to burn protection, that's the biggest concern of people who use suntan lotions.

3. *Co-Create Products That Provide Another Reason to Buy - and Attract Media Coverage*

That's why Volkswagen's Beetle and BMW are creating an in-car adapter to accept iPod music players by Apple Computer Inc.

Spectacularly expensive iPod minis, decorated by Swarovski with 1,000 crystals (one for each of the 1,000 songs it can store) are attracting priceless publicity, as have some cell phones and pianos, also &quot;Crystallized with Swarovski"

That's how the new Acer laptops look ever more elegant now that they are packed into a candy red casing, designed by Ferrari 3400, complete with the sports car's logo.

That's why this summer you'll have another reason to buy Adidas' trendy new walking shoe. It will sport striking-looking and cushy Eagle F1 tire treads from the tire giant Goodyear.

4. *Get Introduced to Prospective Buyers Where Your Competition Isn't Even in Sight*

That's why those who fly on Delta Air Lines airline, Song, will see cabin interiors and flight attendant uniforms created by clothing designer Kate Spade.

5. *Become a Bigger Customer Magnet by Joining Forces to Offer More Helpful Tips *

That's why, when pillow-maker, Leo Hollander decided to drop private labeling work in favor of launching his own brand, he recruited complementary partners. On his "Live Comfortably&quot; web site, he provides articles by a feng shui expert, a chiropractor, and a color specialist. Result? He boosted all partners' visibility and credibility ? in front of their mutual market of customers.

6. *Give Your Niche Market Something They'll Want to Talk About*

To reach men in bars, sports arenas and restaurants, advertisers used the Wizmark, otherwise called an "interactive urinal communicator.&quot; As men step up to the urinal they activate, with the slightest movement, a sensor that prompts red lights to flash, crunchy guitar chords to sound and a 30 second commercial to appear. Yes women, the male response has been positive.

7. *Let Your "First-Ever * Story be Optimally Timed for All Partners*

That's why Oprah Winfrey and General Motors could *make dreams come true* for audience members and reap millions of dollars of free media coverage. Women were escorted out to the parking lot where they saw rows of beribboned Pontiac 6Gs to drive away. What a way to kick off the new TV season and be top-of-mind for car buyers.

That's why this summer you'll have another reason to buy Adidas' trendy new walking shoe. It will sport striking-looking and cushy Eagle F1 tire treads from the tire giant Goodyear.

8. *Give People Another Reason to Try Your Product*

That's how Applebee's and Weigth Watchers attracted new customers without advertising more. When Weight Watchers designed and branded several low-cal menu items for Applebee's, followers of their diet program (and those thinking of losing weight) could eat out without guilt, at Applebee's. And Applebee's fans got a first-hand introduction to the flavor of Weight Watchers.

Bottom Line benefit:

SmartPartnerships generate a profitable payoff for all partners because, at the very least, they get a credible introduction to each other's customers.

You don't have to go it alone any longer. The &quot;feel good&quot; truth is that, with the right partners, the sum is greater than apart.

Here are some low-risk and high-opportunity ways to jump-start your first consumer-attracting SmartPartnership

1. Print joint promotional messages on your bills.

2. Offer a reduced price, special service, or convenience if customers buy services or products from you and your partner.

3. Hang signs or posters promoting one another on your walls, windows, or products.

4. Mention one another's benefits when you speak at local events or are interviewed by the media.

5. Show the joint use of your services and their benefit on the health of patients

6. Pool mailing lists and send out a joint promotional postcard.

7. Promote your partners' products during their slow times, and ask them to do the same for you.

8. Share inexpensive ads in local shopping papers or a nonprofit event program.

9. Give a joint interview to local media.

10. Put one another's promotional messages on Lucite stands on counters or floor stands in waiting areas.

11. Encourage your staff to mention how your partner's products can be used with yours.

12. Give your partner's product to your customers when they buy a large quantity of your product, and ask your partner to do the same.

13. Use door hangers, posters, flyers, or postcards to promote special offers for one another's products.

14. Co-produce an in-store or other event, demonstration, celebrity appearance, free service, or lecture.

The BIG Benefit:

Together the partners in each of these real life success stories generated far more visibility, value, money and goodwill than they could have accomplished in traditional &quot;solo&quot; promotions, fundraising or advertising.

Kare Anderson is the author of SmartPartnering, publisher of the SayitBetter newsletter reaching 32,000 people, speaker and Emmy-winning former NBC and Wall Street Journal reporter.

Light Up Necklaces Help Promote Red Doors Movie at the 2005 Tribeca Film Festival Awards

June 13, 2005 -- Jane Chen (Producer) of the Red Doors Movie stated, &quot;The necklaces have been a huge hit. Several people have offered to buy them. They are great at parties and at screenings - the red glow looks really cool in a dark room. Everybody asks about them when they see them so it's a great entre into talking about the film&quot;.

Not only has A&R Designs worked with the promotion of the Red Doors Movie but they have worked with Tribeca Film Festival for last year's 2004 festival awards. Red Doors tells the story of the Wongs, a bizarrely dysfunctional Chinese-American family living in the New York suburbs. Ed Wong (Tzi Ma) has just retired and plots to escape his mundane life. However, the tumultuous, madcap lives of his three rebellious daughters change his plans. From the beginning A&R Designs took this marketing project to a whole new level by creating a marketable product that the public would buy into based on key elements surrounding the Red Doors Movie.

The Movie & Entertainment Industry relies on ad specialty companies like A&R Designs to help generate sales, awareness, create interest and promote a theme to achieve their marketing objectives. Behind every success, A&R Designs has always been the front runner when it comes to developing and creating a marketable promotional product for every type of special event. There is no doubt that A&R Designs is truly a company that knows how to get the job done when it comes to marketing.

Angela McKenzie
A&R Designs
Tel: 1-866-503-8687
Fax: 703-995-0715
Web: <a target="_new" href="http://www.arpromotionalproducts.com">http://www.arpromotionalproducts.com</a>
Email: <a href="mailto:amckenzie@arpromotionalproducts.com">amckenzie@arpromotionalproducts.com</a>

Branding Article: Pepsis Missed Brand Opportunity

I love Pepsi. It's that slightly sweeter taste and the all-American logo combined with the non-conformist statement that, well, it's not Coke.

Yet Pepsi has been consistently #2, and there's nothing wrong with being #2 if that's your goal. But Pepsi's goal is to be the #1 preferred brand (notice I didn't say 'taste' ? we all took the Pepsi taste test and they're still #2) with members of the eponymously titled Pepsi Generation ? an age group that they seemingly stretch from year to year.

As of late, Pepsi has employed Pop-Culture icons to represent their brand : Britney, Big n' Rich, AROD and Jeff Gordon to name a few. Yet none of them seem to capture Coke's ageless, timeless wave of emotion brought on by a 6 year-old boy and Mean Joe Green. That commercial touched all of our senses; the agony of defeat, a fan's elation with their idol, a friendship being forged between generations and a refreshing beverage that made everything ok. Coke continues to focus on the experience, while Pepsi focuses on taste.

Which is why I cringe every time I go to a restaurant that only carries Pepsi products; Sure, I'm happy, but what of those who prefer Coke? The waiter/waitress always asks if you would like a beverage before ordering, and an overwhelming majority of people reply, &quot;I'll have a Coke.&quot; The wait staff them replies with the brand kiss of death:

&quot;Is Pepsi ok?&quot;

Is it ok? It's like saying 'no we don't have Coke, but will you settle for this sub-par beverage?&quot; And because they ask this way, the customer always reluctantly answers 'yeah, I guess.'

For every restaurant, there should be an in-house Pepsi Brand Champion - someone who will train all restaurant employees on Pepsi's passion, core values, culture and more importantly, how to make it preferred! Instead of making it the red-headed step child on the menu, they should wear buttons that read, 'We Proudly Serve Pepsi Products'. There should be a branded way to respond to the unavoidable Coke question. There should be Pepsi soda glasses and other branded materials so that it's no surprise to the customers. People do not choose restaurants because of the soda they carry, so Pepsi needs to step up and educate it's captured audience on why they should be the choice of every generation.

tandembranding is a nation-wide branding firm, and we work with marketing directors to make their company famous. We specialize in industries that cater to the customer experience.

For more articles on how branding can make you famous, please visit <a target="_new" href="http://www.tandembranding.com">tandembranding.com</a>

Mark Campanale, Brand Expert
tandembranding
<a target="_new" href="http://www.tandembranding.com">tandembranding.com</a>

Could Ray Kroc have founded McDonalds in the Era of Sarbaines Oxley?

Over regulation of our free markets is stifling our growth in America and killing the next superstar Entrepreneurs. Let's discuss just how bad it really is. Let's us discuss Ray Kroc, founder of McDonalds and the Father of Franchising. In this philosophical discussion let us look at history for a moment shall we? If Ray Kroc had to pay $45,000 to create disclosure documents to franchise right out of the gate, could he have still had the capital to do it? Would he have wanted too? What if he had to pay an additional $15,000 per year to stay registered in all the states; another $10,000 to $20,000 to keep up with the law changes and case law? Could he have actually stayed in business?

If Ray Kroc in those early days had to pay $25,000 for financial audits could he have survived? If the number of accountants willing to do audits were cut in half due to current errors and omissions insurance and peer review costs would Ray Kroc have been able to juggle that during his first five years traveling the country and sleeping in hotel rooms, while building the business? Remember Ray Kroc was not married to wealth like the late Sam Walton who toured the country in a motor home looking at sites and studying the competition. Ray Kroc and Sam Walton both had to do it the hard way, but Ray Kroc was doing it out of cash flow. With the current problems in complying with all the accounting audit issues in franchising after the most recent Sarbaines Oxley Law causing delays of necessary audits in a timely fashion due to fear of violations in the accounting industry, demand for more audits in all sectors causing serious supply and demand issues getting an audit done on time for franchise registration renewals is tough?

Could Ray Kroc have accomplished this too, along with the additional costs and state registration deadlines? Wait we are not done yet. If Ray Kroc had to comply with all these proposed rule changes and existing rules and revise his disclosure documents each time an attorney created case law which might be detrimental to the over all system, could he have survived in the first five years? Yes or No? If Ray Kroc had to deal with all the different state laws and contradictions in Federal Trade Commission rules, could he have done it? Remember his first stores were in &quot;Cal-if-Forn-ia&quot; (Arnold Humor) and Illinois. I submit to you that Ray Kroc could not have done what he did and McDonalds would never have come to be. I also submit to you that NPR would be closing it's doors and gone off the air this year if it were not for his wife's donations. Ronald McDonald House would not be available either. Millions of Americans would not have learned customer service or had that first job to teach them such important aspects business. The State of Idaho, where Simplot Potatoes grows it's crop would not have made the profits and paid the tax income which allowed that great state to prosper. The Beef industry would have also been severely impacted, how would that industry have faired in the heated mass media hysteria of Mad Cow or the droughts causing cattle to be taken to early slaughter. Those frivolous lawsuits in Canada about being fat would leave our Canadian neighbors with nothing to bitch about and we wouldn't want that? Also the reality of the need for tort reform example of spilt coffee would never have existed? Do you doubt what I am saying? Well then &quot;Grinding It Out&quot; Ray Kroc's book can be found still and it ought to be required reading for all Federal Trade Commission employees who have never had to make a payroll and any attorney who has never made a legitimate living in a business of their own before commentary on this proposed set of rules. It appears that the word smiths are out in full force and we are maintaining an on-going dialogue from a topic proposed in 1995, with comments in 1997 and 1999 at a time when much of the those comments are in fact irrelevant here in 2004. A more relevant discussion would be how best to separate out the business opportunity rules from the franchise rule and then close the Federal Trade Commission's franchising division all together since no problems perceived or known currently exist. Does anyone doubt this truth?

Perhaps another example, forget about Ray Kroc, the father of franchising for a moment, let's just say for the sake of argument that this current situation in the industry existed back then and Ray Kroc grew up an old bitter man and retired salesman? Forget that the McDonalds Big Mac is used by the International Monetary fund as a guideline for international cost of living standards in modern and developing nations. Think of the story &quot;death of a salesman&quot; and leave it at that. Put Ray Kroc in the same shoes as any of the current up and coming home grown entrepreneurial superstars of today, being stifled under a Tsunami of tort law and a Hurricane of over regulation. Why can't we end this storm, why are we unwilling to see the truth at the Federal Trade Commission? And that is just one of many agencies Ray Kroc would have to deal with today, think about it.

"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>

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 &quot;we provide better quality products/services&quot;, 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 Bahirvani

Gaurav 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.

Corporate Internet Branding ? Branding Your Business Online

Let me tell you a story about Pete and a pizza. After a long day of fighting uncooperative pipes and fixtures, Pete P. Lumber, of Pete's DuperRooter, was looking forward to a nice, hot, decidedly Atkins-disapproved pizza - the stuff of which dreams are made. The week before, Pete was doing a bathroom remodel at Bob's historical Chicago bungalow. The house had only one bathroom, so Pete had to complete the project as fast as possible. Due to a series of unfortunate events, some of which involved a repeated, forceful application of a rather large hammer, Pete stayed much longer than he initially anticipated. To bungalow owner Bob's delight, Pete completed the remodel the same day.

Bob decided to take Pete out to dinner to show his appreciation. Bob knew that Pete liked pizza, so he took him to the MostDeliciousPizzaEmporium across the street. The restaurant was small, unassuming, and had the charming aura of a hole-in-the-wall. And it had the best pizza that Pete has ever tasted. Just the memory of that pizza he shared with Bob made Pete's stomach growl. The crust was browned just right. The sauce had the perfect balance of tomato sauce and spices. And the toppings....there were over 20 toppings to chose from.

It's no wonder that this week, Pete was looking forward to having pizza delivered from MostDeliciousPizzaEmporium. By the time Pete got home and was ready to pick up the phone, he could almost taste it. But, (these stories never seem to end well, do they?) he realized that he didn't have the pizza place's phone number. Pete didn't remember the name of the place either - the sign above the door had been tiny and hard to read.

Even if Pete had been paying attention, he would have had a hard time figuring out what the name was, since most vowels fell off the neon sign sometime around the Roosevelt administration (Teddy, in case you were wondering). It gets worse. As he and Bob were leaving, Pete had asked Kate, the hostess, for a take-out menu. She apologized profusely and said that they ran out four months ago and nobody bothered to reorder new ones.

The phone book turned out to be useless - remember, Pete couldn't recall the name of the pizza place. Scanning the restaurant pages didn't ring a bell either. The only thing Pete could recall was the approximate address (across from Bob's bungalow). Pete was too tired to go out and drive again, since he had just returned home. To add insult to injury, the weather person on Channel 5 news was gleefully pointing to the latest Doppler radar and cheerfully informing his audience that yet another 15 inches of snow were going to fall in the next hour.

That sealed it. Pete, who almost never surrendered, gave up. He ordered pizza from his usual joint, OKPizzaParlor. Pizza there was nothing to write home about. However, the proprietors always stocked a four-year supply of take-out menus and business cards. As an added twist, they gave out 4x6 magnets with "OKPizzaParlor" emblazoned on them with three inch high neon green letters with every order. Pete's fridge was plastered with at least 20 of these.

OKPizzaParlor also sent their customers coupons and specialized promotional flyers. OKPizzaParlor even sent their customers a free 16 inch thin crust pizza coupons for their birthdays. Finally, all advertising materials prominently featured OKPizzaParlor's contact information.

The MostDeliciousPizzaEmporium, didn't get an order that night, even though Pete vastly preferred their pizza, and desperately wanted to order from them. MostDeliciousPizzaEmporium committed one of the cardinal sins of marketing: they didn't bother with branding. The proprietors figured that their superior product would speak for itself, and decided not to waste their money on pointless advertising. Little did the MostDeliciousPizzaEmporium owners realize that skipping branding is like leaving the cheese off the pizza!

Don't make the same mistake. Here are a few ideas you can use to make sure your marketing plan doesn't follow in MostDeliciousPizzaEmporium's footsteps and to remind your customers of your business long after they leave your store or web site:

* Create and maintain consistent corperate branding. A logo, font and a color scheme are the three crucial elements of an online image. Once created, use the same color scheme, logo, and font everywhere else - on your brochures, business cards, newsletters, and signatures. Menus, magnets, employee t-shirts, name tags should all be consistent with your brand.

* Don't dilute your brand. Having a web site and business cards with an inconsistent look and feel will confuse your customers.

* Reinforce the corporate branding in all communications. Every mode of communication should provide information about your business. This includes letters, invoices, e-mail, and so on. At the very least, include the business name, web site address and e-mail address.

* Use a signature with every e-mail. How many emails do you send in a single day? Wesend around 75 on a typical business day. This translates into 75 opportunities to remind customers about our brand every single day. Keep the signature short: your business tagline and URL or a link to your latest blog entry will do. The point is to do this consistently, early, and often.

Make sure that your business is the first thing that pops into your customers' minds when they need products or services you provide. Make your brand memorable, and take advantage of every change to reinforce it. Not every customer is going to be like Pete, who drove out to the MostDeliciousPizzaEmporium the next day, and wrote down their name and phone number. Incidentally, that day he came home with 6 pizzas.

Biana Babinsky is the online business expert who has helped many business owners attract more web site customers, bring in more online publicity and increase the bottom line. Visit <a target="_new" href="http://avocadoconsulting.com/free_newsletter.html">http://avocadoconsulting.com/free_newsletter.html</a> to subscribe to her newsletter full of marketing tips and ideas and join her online business coaching program at <a target="_new" href="http://www.MarketingSalad.com">http://www.MarketingSalad.com</a>