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Wurfel IT 2019-10-04

A brand name is the name of the distinctive product, service, or concept.

Step I: Establish your purpose

Strong brands focus on deeper things other than focusing on how much revenue they are generating.

What are the motivation to wake up each day and head to work?

The main goal is to list your brand in the best way in people's minds so that they see the different approaches you carry in regard to your competitors.

That one thing is what your overall brand should represent to the consumer.

collect
0
Mary Jones 2017-05-03
img

p “Embody your brand”, “become a brand ambassador”, “be your brand” are examples of typical ‘hype’ phrases used by marketers to ensure their brand ethics are consistently represented by their employees.

But what happens when businesses, or employees, take that concept too far?

The most extreme scenario of this is the subject of Dave Eggers’ book The Circle."

It was like a well-curated organic grocery store: you knew, by shopping there, that you were healthier; you couldn't make a bad choice, because everything had been vetted already.

The ‘Circlers’, so eager to work for them, are soon sucked into a cult-like world that blurs the boundaries between work and personal life.

Their naive enthusiasm for their brand is quickly manipulated as they are urged to compete in tasks and gain points to strengthen the Circle brand, reflecting one of the company’s main mantras: Community First.

collect
0
Jerry Turk 2017-09-27
img

But you are just one person, and as you grow your brand, you'll change your status from one-man band to an executive adding devout followers and skilled technicians, to move the brand forward.

Related: The 4 Digital C's Needed for Brand Ambassadors to Thrive

At this stage, extra power may be needed -- specifically, a brand ambassador.

A brand ambassador can help jump-start your business by building brand awareness with a much broader reach.

When it comes to hiring such an influential individual, you need to be absolutely sure that he or she knows your brand almost as well as you do.

Millennials are more likely to show their purchases to their friends and write online reviews, so in order to reach that key demographic, you need to find a brand ambassador who appeals to them.

collect
0
Mattie Wright 2017-11-04
img

The broader brand community needs to work more closely and more constructively together to help brands explore more effective ways to grow.

And yes, those involved with licensing want to talk about what's going on in their part of the brand universe.

Related: Beauty Entrepreneur Bobbi Brown Explains the 'Secret Sauce' to Building a Brand Loved By Everyone

As agencies and consultancies have developed expertise in these different facets, they have developed methodologies and approaches that systematize their schemata and worldviews, but -- and we'll let you decide whether this is inadvertent or intentional -- also drive wedges between the different approaches, to the point where they can feel like either/or decisions.

At one level this focus on specific aspects of the brand spectrum is completely understandable.

We're all too busy on our own stuff and it feels like we have zero time to consider the bigger picture despite our best intentions.

collect
0
Thomas Saeler 2017-09-08
img

Now brand loyalty is on shaky ground thanks to how easy it is to find and purchase new brands.

Consumers are no longer limited to what is on the shelves in their local stores.

You can literally find over 6,500 listings for dish soap on Amazon.

Whatever nitpicky little thing you don’t like about your current dish soap – whether the commercial made you cry and you don’t like feelings or whether they don’t donate enough money to environmental causes – you can always find something new and even have it delivered right to your door.

RCA made the best radios so you bought an RCA radio if you wanted it to last.

People became loyal not just to brands, but to jingles, advertising slogans, mascots, and even celebrities.

collect
0
Jerry Smith 2021-05-21
img
If you're pushing a good product without much success, it might just be that you haven't got enough "trust nickels" in your brand bank.
collect
0
Debra Simonds 2017-09-30
img

An effective brand strategy gives you a major edge in increasingly competitive markets.

Are you the innovative maverick in your industry?

Who you are should be based to some extent on who your target customers want and need you to be.

Your website, packaging and promotional materials--all of which should integrate your logo--communicate your brand.

Your brand strategy is how, what, where, when and to whom you plan on communicating and delivering on your brand messages.

Consistent, strategic branding leads to a strong brand equity, which means the added value brought to your company's products or services that allows you to charge more for your brand than what identical, unbranded products command.

collect
0
Joseph Cormier 2017-09-27
img

It is enough of a competitive barrier to entry to scare away any ambitious startup.

When children reach young adult age, they are trying to establish their own identity, which includes branding themselves.

They are influencing the decisions of large swaths of friends with a simple "share" button or witty review.

To get ahead in the branding game, here are tips for helping you focus your business's efforts on these young and impressionable adults who are still willing to take accept you as one of their brands.

In my young adult years, I had long hair, wore too much flannel, and my discourse revolved around and was greatly influenced by subjects such as Pearl Jam, Fast Times at Ridgemont High, The Breakfast Club and Beavis and Butthead.

To relate with your younger audience, your brand voice needs to understand and empathize with what they are thinking, stressing and talking about.

collect
0
Howard Marsh 2017-09-27
img

We’ve recently learned that such a strong brand name is not so easily laid to rest.

WTAS, a San-Francisco tax consulting company, led by several ex-Arthur Andersen alumni, has recently bought the rights of the Andersen brand.

They are now officially “Andersen Tax.”

Rather than bring back the brand based on a hunch or nostalgia, WTAS hired a polling company to survey impressions of the Arthur Andersen brand name.

They found 83 percent of financial professionals in the U.S. surveyed on the Andersen brand dubbed it “ethical.” Andersen was lauded as a “good place to work” by 77 percent of those polled, a particularly interesting result in light of 85,000 employees who went down with the Arthur Andersen ship in 2002.

The Andersen brand’s trustworthy heritage has remained strong, in spite of a series of high-profile foibles with Enron, WorldCom and Waste Management.

collect
0
Wayne Strickland 2021-05-21
img
If you're pushing a good product without much success, it might just be that you haven't got enough "trust nickels" in your brand bank.
collect
0
Corey Matthew 2018-10-08
img

With so many new companies and competitors popping up in every category nearly every single day, it is so crucial to create strong brand identities that people will love and come back to over and over again.

Bumble’s chief brand officer Alexandra Williamson—who spoke at Adweek’s recent Brandweek event in Palm Springs, Calif.—suggests one of the most important first steps is to find a strong voice that makes sense for the brand and its audience.

For Bumble, the brand’s north star is to end misogyny and empower women, whether that’s through dating, friendships or business relationships.

Finding a strong, empowered voice for the brand was crucial and has helped the app reach nearly 30 million downloads (as of February 2018).

Williamson also suggests once you find that voice, “don’t be afraid to take risks…”

Hear more from Bumble’s chief brand officer below.

collect
0
insights care 2019-04-09
img

Both in terms of revenue and employment – over the last decade, the Indian healthcare sector is touching the pinnacle of success in terms of raising revenue and employment.

Innovative services, increase in expenditure from the public and private players, expanding the medical coverage, and branding are some of the factors that are fuelling the growth rate at an exponential pace.As the sector witnesses a fierce competition with the entrance of emerging players, branding has become a key to sustain and surge ahead among the competitors in today’s market.

Due to the stringent norms and regulations, the traditional marketing techniques are not that effective in scaling up the business revenues.

Secondly, the branding distinguishes and showcases the USP of any company or organization that ultimately assists to create a niche market along with customer base.

The most evident example is the transformation of various private hospitals that have reworked their existing business models and have standardized the quality of healthcare facilities within the country.

The healthcare insurance or Mediclaim is another area that has embraced brand sensibility and sensitivity and has evolved as a major contributor in the sector.Decoding Consumer RelationshipAs more and more players in the sector are implementing the above equation, the onus of delivering is rapidly growing.

collect
0
Reginald Wetzel 2017-10-30
img

Lacey Young: I’m the brand manager here at Rothy’s.

Jenny Robinson: And I’m Rothy’s interim VP of e-commerce and Digital Marketing.

We are a lean team at a fast-growing brand, so we wear many hats.

We tackle everything from marketing strategy, site optimization, and performance marketing to the planning and execution of photo shoots and content creation.

All while wearing our Rothy’s, of course.

Another key piece is focusing on reaching potential customers online where they are — like on Twitter.

collect
0
Sam Gibson 2017-08-14
img

Loyalty means a customer is willing to come back to your brand for multiple purchases and experiences, forgoing your competitors' -- even if those competitors are offering lower prices or similar incentives.

Some studies (and opinions) suggest that brand loyalty is a concept that’s dying; for example, 79 percent of the millennials polled in one survey ranked quality as their most important purchasing decision, rather than the name brand involved.

But that's not the final word, apparently, because other evidence suggests that brand loyalty is as strong as it’s ever been: Fully 77 percent of consumers in one survey, for instance, said they return to the same brands over and over again, with 37 percent of them qualifying as “brand loyalists” -- the segment of customers who will stay true to a brand even if offered a superior product from a competitor.

First, there needs to be some degree of novelty to catch consumer attention.

The world is full of different brands similar to yours; therefore, if you want a shot at winning a new customer, you either have to offer a product that’s never been offered before, or make a compelling, persuasive pitch that can potentially attract loyalists from other existing brands.

On top of that, novelty is linked to stronger memories, which, upon repeated customer exposure, can instill familiarity and positive feelings.

collect
0
Jennifer Ervin 2021-04-21
img

Despite being tanked by the pandemic and testing positive, just a few weeks later my business had one of the strongest financial months of my career. Here's how my personal brand saved me

The post How your personal brand can save your career during a pandemic appeared first on ClickZ.

collect
0
Jimmy Richmond 2018-04-25
img

The trick is not just having a community (and believe me, you have one whether or not you’re actively engaging with it) but managing that community so that it provides value to all members and, hence, strategic advantage to your business.

Most brands build community with an advertiser mindset, sending the message to members that transactions are valued over true engagement.

But the most valuable communities are smaller, more exclusive and focus on building lifetime brand advocates by offering their members far more than the opportunity to buy.

A group of 10 awesome people around a table can be more valuable than 500 people at an event.

The most valuable communities are smaller, more exclusive and focus on building lifetime brand advocates by offering their members far more than the opportunity to buy.

For instance, simply CEOs is too general.

collect
0
Wurfel IT 2019-10-04

A brand name is the name of the distinctive product, service, or concept.

Step I: Establish your purpose

Strong brands focus on deeper things other than focusing on how much revenue they are generating.

What are the motivation to wake up each day and head to work?

The main goal is to list your brand in the best way in people's minds so that they see the different approaches you carry in regard to your competitors.

That one thing is what your overall brand should represent to the consumer.

Jerry Turk 2017-09-27
img

But you are just one person, and as you grow your brand, you'll change your status from one-man band to an executive adding devout followers and skilled technicians, to move the brand forward.

Related: The 4 Digital C's Needed for Brand Ambassadors to Thrive

At this stage, extra power may be needed -- specifically, a brand ambassador.

A brand ambassador can help jump-start your business by building brand awareness with a much broader reach.

When it comes to hiring such an influential individual, you need to be absolutely sure that he or she knows your brand almost as well as you do.

Millennials are more likely to show their purchases to their friends and write online reviews, so in order to reach that key demographic, you need to find a brand ambassador who appeals to them.

Thomas Saeler 2017-09-08
img

Now brand loyalty is on shaky ground thanks to how easy it is to find and purchase new brands.

Consumers are no longer limited to what is on the shelves in their local stores.

You can literally find over 6,500 listings for dish soap on Amazon.

Whatever nitpicky little thing you don’t like about your current dish soap – whether the commercial made you cry and you don’t like feelings or whether they don’t donate enough money to environmental causes – you can always find something new and even have it delivered right to your door.

RCA made the best radios so you bought an RCA radio if you wanted it to last.

People became loyal not just to brands, but to jingles, advertising slogans, mascots, and even celebrities.

Debra Simonds 2017-09-30
img

An effective brand strategy gives you a major edge in increasingly competitive markets.

Are you the innovative maverick in your industry?

Who you are should be based to some extent on who your target customers want and need you to be.

Your website, packaging and promotional materials--all of which should integrate your logo--communicate your brand.

Your brand strategy is how, what, where, when and to whom you plan on communicating and delivering on your brand messages.

Consistent, strategic branding leads to a strong brand equity, which means the added value brought to your company's products or services that allows you to charge more for your brand than what identical, unbranded products command.

Howard Marsh 2017-09-27
img

We’ve recently learned that such a strong brand name is not so easily laid to rest.

WTAS, a San-Francisco tax consulting company, led by several ex-Arthur Andersen alumni, has recently bought the rights of the Andersen brand.

They are now officially “Andersen Tax.”

Rather than bring back the brand based on a hunch or nostalgia, WTAS hired a polling company to survey impressions of the Arthur Andersen brand name.

They found 83 percent of financial professionals in the U.S. surveyed on the Andersen brand dubbed it “ethical.” Andersen was lauded as a “good place to work” by 77 percent of those polled, a particularly interesting result in light of 85,000 employees who went down with the Arthur Andersen ship in 2002.

The Andersen brand’s trustworthy heritage has remained strong, in spite of a series of high-profile foibles with Enron, WorldCom and Waste Management.

Corey Matthew 2018-10-08
img

With so many new companies and competitors popping up in every category nearly every single day, it is so crucial to create strong brand identities that people will love and come back to over and over again.

Bumble’s chief brand officer Alexandra Williamson—who spoke at Adweek’s recent Brandweek event in Palm Springs, Calif.—suggests one of the most important first steps is to find a strong voice that makes sense for the brand and its audience.

For Bumble, the brand’s north star is to end misogyny and empower women, whether that’s through dating, friendships or business relationships.

Finding a strong, empowered voice for the brand was crucial and has helped the app reach nearly 30 million downloads (as of February 2018).

Williamson also suggests once you find that voice, “don’t be afraid to take risks…”

Hear more from Bumble’s chief brand officer below.

Reginald Wetzel 2017-10-30
img

Lacey Young: I’m the brand manager here at Rothy’s.

Jenny Robinson: And I’m Rothy’s interim VP of e-commerce and Digital Marketing.

We are a lean team at a fast-growing brand, so we wear many hats.

We tackle everything from marketing strategy, site optimization, and performance marketing to the planning and execution of photo shoots and content creation.

All while wearing our Rothy’s, of course.

Another key piece is focusing on reaching potential customers online where they are — like on Twitter.

Jennifer Ervin 2021-04-21
img

Despite being tanked by the pandemic and testing positive, just a few weeks later my business had one of the strongest financial months of my career. Here's how my personal brand saved me

The post How your personal brand can save your career during a pandemic appeared first on ClickZ.

Mary Jones 2017-05-03
img

p “Embody your brand”, “become a brand ambassador”, “be your brand” are examples of typical ‘hype’ phrases used by marketers to ensure their brand ethics are consistently represented by their employees.

But what happens when businesses, or employees, take that concept too far?

The most extreme scenario of this is the subject of Dave Eggers’ book The Circle."

It was like a well-curated organic grocery store: you knew, by shopping there, that you were healthier; you couldn't make a bad choice, because everything had been vetted already.

The ‘Circlers’, so eager to work for them, are soon sucked into a cult-like world that blurs the boundaries between work and personal life.

Their naive enthusiasm for their brand is quickly manipulated as they are urged to compete in tasks and gain points to strengthen the Circle brand, reflecting one of the company’s main mantras: Community First.

Mattie Wright 2017-11-04
img

The broader brand community needs to work more closely and more constructively together to help brands explore more effective ways to grow.

And yes, those involved with licensing want to talk about what's going on in their part of the brand universe.

Related: Beauty Entrepreneur Bobbi Brown Explains the 'Secret Sauce' to Building a Brand Loved By Everyone

As agencies and consultancies have developed expertise in these different facets, they have developed methodologies and approaches that systematize their schemata and worldviews, but -- and we'll let you decide whether this is inadvertent or intentional -- also drive wedges between the different approaches, to the point where they can feel like either/or decisions.

At one level this focus on specific aspects of the brand spectrum is completely understandable.

We're all too busy on our own stuff and it feels like we have zero time to consider the bigger picture despite our best intentions.

Jerry Smith 2021-05-21
img
If you're pushing a good product without much success, it might just be that you haven't got enough "trust nickels" in your brand bank.
Joseph Cormier 2017-09-27
img

It is enough of a competitive barrier to entry to scare away any ambitious startup.

When children reach young adult age, they are trying to establish their own identity, which includes branding themselves.

They are influencing the decisions of large swaths of friends with a simple "share" button or witty review.

To get ahead in the branding game, here are tips for helping you focus your business's efforts on these young and impressionable adults who are still willing to take accept you as one of their brands.

In my young adult years, I had long hair, wore too much flannel, and my discourse revolved around and was greatly influenced by subjects such as Pearl Jam, Fast Times at Ridgemont High, The Breakfast Club and Beavis and Butthead.

To relate with your younger audience, your brand voice needs to understand and empathize with what they are thinking, stressing and talking about.

Wayne Strickland 2021-05-21
img
If you're pushing a good product without much success, it might just be that you haven't got enough "trust nickels" in your brand bank.
insights care 2019-04-09
img

Both in terms of revenue and employment – over the last decade, the Indian healthcare sector is touching the pinnacle of success in terms of raising revenue and employment.

Innovative services, increase in expenditure from the public and private players, expanding the medical coverage, and branding are some of the factors that are fuelling the growth rate at an exponential pace.As the sector witnesses a fierce competition with the entrance of emerging players, branding has become a key to sustain and surge ahead among the competitors in today’s market.

Due to the stringent norms and regulations, the traditional marketing techniques are not that effective in scaling up the business revenues.

Secondly, the branding distinguishes and showcases the USP of any company or organization that ultimately assists to create a niche market along with customer base.

The most evident example is the transformation of various private hospitals that have reworked their existing business models and have standardized the quality of healthcare facilities within the country.

The healthcare insurance or Mediclaim is another area that has embraced brand sensibility and sensitivity and has evolved as a major contributor in the sector.Decoding Consumer RelationshipAs more and more players in the sector are implementing the above equation, the onus of delivering is rapidly growing.

Sam Gibson 2017-08-14
img

Loyalty means a customer is willing to come back to your brand for multiple purchases and experiences, forgoing your competitors' -- even if those competitors are offering lower prices or similar incentives.

Some studies (and opinions) suggest that brand loyalty is a concept that’s dying; for example, 79 percent of the millennials polled in one survey ranked quality as their most important purchasing decision, rather than the name brand involved.

But that's not the final word, apparently, because other evidence suggests that brand loyalty is as strong as it’s ever been: Fully 77 percent of consumers in one survey, for instance, said they return to the same brands over and over again, with 37 percent of them qualifying as “brand loyalists” -- the segment of customers who will stay true to a brand even if offered a superior product from a competitor.

First, there needs to be some degree of novelty to catch consumer attention.

The world is full of different brands similar to yours; therefore, if you want a shot at winning a new customer, you either have to offer a product that’s never been offered before, or make a compelling, persuasive pitch that can potentially attract loyalists from other existing brands.

On top of that, novelty is linked to stronger memories, which, upon repeated customer exposure, can instill familiarity and positive feelings.

Jimmy Richmond 2018-04-25
img

The trick is not just having a community (and believe me, you have one whether or not you’re actively engaging with it) but managing that community so that it provides value to all members and, hence, strategic advantage to your business.

Most brands build community with an advertiser mindset, sending the message to members that transactions are valued over true engagement.

But the most valuable communities are smaller, more exclusive and focus on building lifetime brand advocates by offering their members far more than the opportunity to buy.

A group of 10 awesome people around a table can be more valuable than 500 people at an event.

The most valuable communities are smaller, more exclusive and focus on building lifetime brand advocates by offering their members far more than the opportunity to buy.

For instance, simply CEOs is too general.