The Conversation

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One of the most famous ideas in the history of marketing is Robert Collier’s quote, “Always enter the conversation already taking place in the customer’s mind.” In essence, good branding does exactly that… or it creates a new conversation the customer is willing and even eager to take part in. THE QUESTION: If you agree, […]

Naming And Positioning

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We talked in our last article about Evocative Naming – a name that strikes an emotional chord and differentiates a brand. POSITIONING: Branding IS positioning. The idea is to create an identity – one that rings true, that personalizes you so customers connect with you, and that creates a category of its own (see article […]

You Know my Name

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Let’s talk a little bit about “Naming” in the context of Branding and Marketing. THE PURPOSE OF MARKETING. The purpose of marketing is NOT to sell, but to make yourself stand out from the crowd. That’s the reason that Branding has really become synonymous with Marketing, and the process of naming a company or product […]

Marketing to Millennials

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There are 6.2 million millennial households in the United States earning $100,000 or more each year. Your target market may or may not include millennials, but if it does, here is some advice from one such member of our world. MILLENNIALS PREFER EXPERIENCES, NOT THINGS. “It’s way cooler for us to be able to say […]

Why Emotional Design?

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It’s easy to understand that if your home page evokes an emotional response, there is more impact for the viewer. But there is a deeper reason why designing for emotion is essential to branding yourself. TWO KINDS OF MEMORY. Studies show that there are two kinds of memory – short term (or working) memory, and […]

Engagement

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Upon meeting someone for the first time, anyone would expect an interaction to take place. You shake hands or speak, and expect the other person to shake back or say something back to you. If this didn’t occur, not much else would after that, wouldn’t you agree? A GOOD BRAND HAS A PERSONALITY. Any good […]

Selling vs. Buying

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  “There’s a seismic shift taking place in the world of business. The shift from selling to buying. This shift is enhanced by, accelerated by, and caused by brands.” ~ Al Reis. MARKETING IS BRAND BUILDING. When you think about almost all of the internet-based methods of marketing being taught these days – websites, email […]

Why Your Visitors Don’t Convert Into Customers

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The main reason people don’t become your customer or client is that they’re not interested in what you’re selling. There is nothing you can do about that. But if they ARE interested, here are some things you CAN do something about: 1. THE BRAND ISN’T TRUSTWORTHY. If you have a beautifully deigned site, you obviously […]

The Essence of Branding

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The essence of branding is an idea, word, attribute or market segment that you own in the mind. IT’S NOT YOUR MIND. But please remember that it is not YOUR mind that it is “owned” in – it’s your customer’s. It is usually difficult to see your brand from the outside, as others see it, […]

Branding: Creating a New Category

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Branding is usually thought of as a way to capture a better share of an existing CATEGORY. Famous brands own a large portion of a market category. Macdonald’s is fast food, Apple is personal computers, Nike is sneakers. CREATING A NEW CATEGORY. One of the secrets of successful branding is NOT to try to invade […]