Brands mostly look alike. I wrote last week on how industry standards are a commodity trap, but there is another more-common commodity culprit: the customer. Image courtesy of nickfarr Die Crowdsourcing, Die! Would you let the crowd choose your spouse? Why not? You will spend as much, or more, time with your business as with
Category Archives: branding
Marketers Roundtable 5: Current Marketing Issues
The Internet show about small business marketing. Podcast Episode #53 – Integration, Messaging In Social Media, Brand Leverage, Listening to the Customers Hear ye, Hear ye! Interested citizens of The Internet, you are invited to the fifth gathering of the Marketers Roundtable. Whereas marketers like to congregate and discuss marketing, Therefore, let them gather at
Removing the Risk From Employee Brand Delivery
Can you imagine how difficult it is for new employees to start interacting with customers? Every exchange, every decision is a new experience for them. They have to make split-second decisions while processing information they’ve never encountered before. Can you imagine what that’s doing to your brand? All the hard thinking you’ve done to create
How to Handle The Brand Discovery Sequence
People process new brands in a certain order. Brand messages presented out-of-order get ignored. If you struggle with what you should tell customers about your business, and when you should tell them, use the Brand Discovery Sequence to develop your marketing message. The main mistake businesses make is trying to tell people too much, too
Filling in Your Brand Gap
The Internet show about small business marketing. Podcast Episode #52 – Marty Neumeier on Branding and Differentiation Marty Neumeier defines a brand as the gut feeling customers have about your business. And, “When enough individuals arrive at the same gut feeling, a company can be said to have a brand.” Do a brand is not
>Optimization Summit Resources
> This past week I presented four sessions on building an awesome brand at the Optimization Summit in Dallas. For those who were there, and those who weren’t, here are some of the key take-aways and a few online resources to support the presentations. Build an Awesome Brand – Session by Session Session I –
The Brand-Building Checklist
It was two months ago that I declared January, “Build an Awesome Brand Month.” To back it up, tagline expert Jim Morris and I teamed up for 8 blog posts and a free webinar to help you build your awesome brand. So 45 days after the webinar it’s time for a progress report. How are
Consensus is the Enemy of Branding
By consensus, I mean letting people vote; getting everyone’s approval that you are creating the right brand identity for your business. Yep, I said enemy. For these two reasons: 1. By definition, consensus is mediocrity. It’s obtaining everyone’s general agreement. It’s an agreement reached by the group as a whole. That’s not the way to
How to Make Your Advertising Not Suck
Advertising that sucks is pervasive. In fact, most advertising sucks. Which is good for you, because it makes it easier for your good ad to stand out. The challenge for you is to create excellent advertising. To do that you answer the question: What makes advertising suck? The answer does not lie in the ad.
What a Logo Does
While the importance of a logo in brand-building is overblown, there is another aspect of logos that is often overlooked: the effect it has on the business. I’ve just completed my ninth logo facilitation using crowdSPRING and am starting another logo project this week. Without a single exception, the completion of each logo project energized
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