An organization’s brand is extremely important when reaching out to the investment community. However, branding and positioning are often overlooked with this audience. To gain investors, an organization must present a compelling story or brand that will lead to sales of products or services. This story must;
Align the personality, education, and experience of an organization’s [...]
When positioning a brand, a product, or a service, it is important to consider the elements that effect the way a brand will be viewed in the marketplace. Positioning research is crucial to a successful positioning strategy and begins with looking into the marketplace to discover where the brand, product or service fits in.
Positioning research [...]
The recession has been bad for just about everyone. For some it has meant slowing sales and for others it has meant an end to a business. As the economy moves forward and we recover, how do we do business in a new and different marketplace?
For those businesses that have weathered the storm, there is [...]
A Web site’s keyword strategy is an important part of the organization’s overall branding strategy. Most companies work extremely hard to articulate their branding strategy and their position within their marketplace and carefully extend that work throughout their marketing collateral and Web site content.
However, the portion of a Web site seen by web users is [...]
When it is time to position products and services, organizations often do not know where to begin. The most obvious starting point is the branding strategy, but once the new product or service has been aligned with the brand, is there a logical next step?
Consider the audience and how the product or service will serve [...]
General Motors needs to focus as much on repositioning their brand as they need to rescue themselves from bankruptcy. GM has become a company of disparate brands. The apparent rationale behind the brand structure appears to be an attempt to cover all possible markets. This please all mentality has resulted in General Motors failing to [...]
Rebranding. Today I read of a firm completing their rebranding. Did the firm actually rebrand or did they hire a graphic designer to change the logo and graphic styling? The look is not the brand. A brand is an organization’s promise to its marketplace. Did this company completely transform their business when developing a new [...]
Speaking to your customers and potential customers in a language they can understand is a fundamental but sometimes overlooked marketing principal. Many organizations suffer from internally-focused marketing—using the same language they use in-house to reach out to customers and potential customers that have little to no knowledge of the business. Are you communicating with your [...]
The unique selling proposition is the one overwhelming attribute of your product or service that makes it stand out from the competition. It’s the feature for which you are known in your market space. What if you could take your unique selling proposition to the next level and become the star of your marketplace? Make [...]