“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 […]
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 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 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 […]
“If you want to build a brand”, according to Marketing experts Al and Laura Reis, “you must focus your branding efforts on owning a word in the prospect’s mind. A word that nobody else owns.” WHAT’S THE WORD? When you think of Mercedes, you think of “Prestige”. For BMW it’s “Driving” and for Volvo it’s […]
CONVENTIONAL MARKETING. What we think of as marketing in the traditional sense is based on selling. To be successful in today’s marketplace, your thought process has to change on this subject. Marketing is not now based on selling, it is based on buying. According to Al and Laura Reis, authors of the best-selling book The […]
As a branding company, our responsibility is to create a brand that represents you. Your responsibility is to represent that brand. You and/or your company has a brand, whether you know it or not, whether you consciously create it and maintain it or not. WHAT IS A BRAND? A brand is what people think about […]
You have a well designed, professional looking website (at least we HOPE you do!). But how good is it at getting attention when people arrive there? Let me give you a few tips. ATTENTION AND EMOTION: Attention is rooted in emotion. This is a scientific fact. The right colors, images and words will grab attention. […]
In last week’s article, we went into using the SUCCESs formula for telling your story in your website. Now let’s talk about how to present that story. COGNITIVE SCIENCE: According to Dr. Carmen Simon at Rexi Media, there are three techniques that are key to directing attention and guiding behavior. These techniques can be used […]
In last weeks article, we discussed the first two steps in the all-important process of telling (and selling) your story. Here is the next step: USE THE SUCCESs FORMULA: In Dan and Chip Heath’s 2007 best-selling book Made to Stick, the authors argue that the most memorable and shared stories contain a consistent set of […]
