Posts Tagged ‘Brand Management’
Wednesday, September 5th, 2018
In an article for Harvard Business Review, Adam Richardson discusses the concept of customer touchpoints, which he broadly defines as “any interaction point between the customer and your brand.” If we think about this definition, it truly is quite broad, not least because it invokes the concept of the brand, which is itself extremely broad.
Does an online ad reflect on your brand? What about a discussion with a billing agent over a discrepancy on an invoice? While the answer to the first question is probably obvious, the second might seem like a stretch at first. But in truth, both are examples of touchpoints. And touchpoints have a direct impact on consumer brand perceptions. (more…)
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Tags: brand audit, Brand Management, branding, customer communication management, customer touchpoints, effective branding
Posted in Brand Management, Business Development, Customer Communication, Marketing and Branding | No Comments »
Friday, August 10th, 2018
There are numerous examples of company names tied directly to an individual. That person is often the founder but could also be a key personality. Even our current president achieved a great amount of fame by attaching his name to everything from hotels and golf courses to steaks and an online university. Naming a company after an individual can add some personality to the brand and make potential customers feel a more personal connection to that brand. We know who the frontperson is; we know what they look like; and we know a bit about their personality and character.
But that isn’t always a good thing. (more…)
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Tags: brand building, Brand Management, branding, company image, corporate image, crisis communications, media relations, naming guidelines, naming your business, pr
Posted in Brand Management, Marketing and Branding, PR and Media Relations | No Comments »
Wednesday, August 8th, 2018
In a highly publicized conference call, first reported by Forbes, Papa John’s founder John Schnatter used the “N-word” during a discussion between Papa John’s executives and marketing agency Laundry Service. What followed was weeks of turmoil where Schnatter first stepped down as chairman of the Papa John’s board of directors, then said his decision to step down was a mistake, and then filed a lawsuit against the company he founded for what he describes as the “heavy-handed” way he was treated. The company’s stock has (more…)
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Tags: brand, Brand Management, competition, competitive opportunities, crisis management, Domino's, media relations, Papa John's. Pizza Hut, pr, publicity
Posted in Brand Management, Marketing and Branding, Media Relations/PR, PR and Media Relations | No Comments »
Thursday, January 4th, 2018
A recent slideshow by Entrepreneur.com discussed what they consider to be 13 skills that will help improve branding efforts. Of course, this is a subject area we are particularly focused on, so we wanted to take a look. The list was compiled by the Young Entrepreneur Council (YEC), with each skill provided by a different member of the YEC. The 13 skills they recommend are: (more…)
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Tags: brand audit, brand building, Brand Management, branding, building your brand, marketing communications, place, price, product, promotion, the marketing mix
Posted in Brand Management, Business Development, Marketing and Branding | No Comments »
Thursday, December 28th, 2017
Brands are made up of multiple components – your product or service; your logos, advertising campaigns, public relations and sponsorships; the behaviors of your employees and your customers’ interactions with them; the personalities of the top executives and/or owners, etc. As we’ve said many times before, it’s ultimately the market that truly defines your brand, and they do so by absorbing all of the elements we just mentioned into an overall image in their mind of who your company is and what it stands for. (more…)
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Tags: aligning your brand, brand, brand audit, Brand Management, branding
Posted in Brand Management, Business Development, Marketing and Branding | No Comments »
Monday, November 27th, 2017
It can take years to develop a firmly established brand. And for good reason. A brand is more than a logo or an advertisement or even an entire ad campaign. A brand is how the market sees your business based on the totality of the information available to them: your marketing efforts, media coverage of your organization – including social media, stories from friends and family – and their own personal experiences.
For new startups, the brand is essentially non-existent. The market may be familiar with the entrepreneurs behind the company, which can add some element of a brand, but for the startup itself, the brand is a blank slate. That’s both a curse and a blessing. The curse is that nobody knows anything about your company: your story, your values, your mission, etc. The flip side to this – the blessing – is that you have the opportunity to attempt to build a brand as you see fit. (more…)
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Tags: brand audit, Brand Management, brand management for small businesses, brand management for start-ups, branding, managing the brand
Posted in Brand Management, Marketing and Branding | No Comments »
Thursday, August 17th, 2017
Marketers are understandably concerned about building and protecting strong brands. An Economist article from a few years ago discusses the power of brands. “Brands account for more than 30% of the stock market value of companies in the S&P 500 index, reckons Millward Brown, a market-research company. Everyone knows that a Ralph Lauren Polo shirt costs more than a polo shirt; Coke without the logo is just cola.”
But, brand-building efforts are sometimes misguided– (more…)
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Tags: brand analysis, brand audit, Brand Management, brand support, branding
Posted in Advertising, Brand Management, Marketing and Branding | No Comments »
Thursday, July 6th, 2017
Most businesspeople and students of marketing would probably agree with the statement that your brand is important. Yet, despite this importance, the concept of a brand isn’t always easy to grasp. Part of that problem is because a brand is made of so many components that it needs to be considered very broadly.
In an article for Forbes titled “Your Brand Isn’t What You Think It Is,” author Ty Kiisel points out that most people don’t truly understand what a brand is. Kiisel writes: “I think most people would agree (although there are still some holdouts), your brand is not your logo or your colors. Of course the colors you choose and the way you present your name to the world is considered part of your brand, but it’s not the most important part. Your brand isn’t what you say you are either.” This is true … but what is your brand? (more…)
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Tags: brand, brand audit, Brand Management, branding, effective branding, Forbes, Interbrand, Ty Kiisel
Posted in Brand Management, Marketing and Branding | No Comments »
While businesses can never have complete control of their brand, they absolutely have the opportunity—and obligation—to work to manage and influence how their brand is perceived. Part of that journey starts with some basic market research. You need to understand how you’re currently perceived before you can start planning to get to where you want to be. 
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