brand
http://brand.ducttapemarketing.com/
en-US2006-01-11T11:49:21-06:00Different names, same outcome
http://brand.ducttapemarketing.com/2006/01/different_names.html
I'm just speculating here. I'm not a restaurant maven. But it's occurred to me that a restaurant by any other name must be carrying the aura and karma of previous restaurants that have occupied the same space. Now my sample...<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">I'm just speculating here. I'm not a restaurant maven. <p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">But it's occurred to me that a restaurant by any other name must be carrying the aura and karma of previous restaurants that have occupied the same space.<p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">Now my sample is pretty small, just two locations. But in both, restaurants seem to turnover rather rapidly. Over the past 20 years one of them in an up-scale shopping center, but housed in a separate building with plenty of parking and visibility but no traffic congestion, has had at least eight different owners.<p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">Each metamorphosis changed the entire brand: cuisine, name, trade dress, logo. I remember when we moved into the area it was a steak house with a small but loyal following. But the following was too small apparently.<p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">Then in succession it became a fish house, an Italian bistro, a steak house again, an all-you-can-eat buffet, a Mexican buffet, a Mongolian buffet, an Asian bistro.<p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">The other spot clung to the same concept - sports bar and grille - through four or five ownerships and identity changes, then went to a family restaurant, and is now on another reincarnation of sports bar.<p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">So what does this have to do with branding?<p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">Just this: it's the market segment that really "owns" the brand. Those people have long memories, and once a "place" is classified as not my kind of place, that memory lingers no matter what.<p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">An "under new management" banner won't cut it. <p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">The lesson to branders: be sure you know the history of the location before signing the lease.</span></p>brandingMartin Jelsema2006-01-11T11:49:21-06:00Three-initial nobodies
http://brand.ducttapemarketing.com/2005/12/threeinitial_no.html
Anyone who's followed this blog know I rail about companies who insist on labeling themselves with three-word, multi-sylabic names that inevitably become three-initial names. Three-initial names are just that: three initials - no meaning, no humanity, no BRAND. Turns out...<p>Anyone who's followed this blog know I rail about companies who insist on labeling themselves with three-word, multi-sylabic names that inevitably become three-initial names. Three-initial names are just that: three initials - no meaning, no humanity, no BRAND.</p>
<p>Turns out I'm not the only guy who thinks that way. I refer you to Bob Killian's latest newsletter. Bob is top dog at Killian Advertising, and I've enjoyed his commentary on branding and marketing practices for several years now. Always insightful, well-written and refreshing.</p>
<p>Anyway, you can read his commentary on three-initial names at: </p>
<p><a href="http://www.killianadvertising.com/wp20.html">http://www.killianadvertising.com/wp20.html</a></p>
<p>Martin Jelsema<br />Signature Strategies<br />Helping smaller companies profit from the power of branding</p>name creationMartin Jelsema2005-12-19T18:46:11-06:00A branding dilemma
http://brand.ducttapemarketing.com/2005/12/a_branding_dile.html
There's something of a dilemma in branding that harkens back to several blogs I've penned in the past month or two about tension in branding. I expressed the need for a powerful brand to create a certain tension between novel...<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">There's something of a dilemma in branding that harkens back to several blogs I've penned in the past month or two about tension in branding.<p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">I expressed the need for a powerful brand to create a certain tension between novel and utilitarian. <p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">This is really a concern when branding a new company, product or service. For the consumer to put a new product in context to their needs and desires, they must have some sort of understanding of the purpose of the brand - they must comprehend its utility. <p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">In my own sphere, I'm still not clear just what Blackberry means to me. Nor do I know enough about Blue Tooth to know if it even applies to me. Until I've actually experienced the technology and gotten past the strangeness of it can I begin to appreciate its benefits to me.<p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">So do I begin by branding uniquely and then through my marketing efforts build some familiarity, or do I attempt to brand<span style="mso-spacerun: yes"> </span>based on knowing my customer's collective mind-set well enough to make the new product familiar right from the beginning? <p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">To me the challenge is to brand with a novel name and icon structure that conveys benefit in a context in which customers can immediately identify.<p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">Most technologically driven companies won't stand for that. They claim the product is so revolutionary that it's no longer<p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">relevant to "the old paradigm". So begins the long gestation period where market segments, usually one at a time, begin to "get it". <p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">There's a bit of arrogance in this position. And an expensive approach to market penetration.<p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">So I say, yes, make sure the branding elements are unique, but place them and your "brand story" in the familiar arena of your prospects' frame of reference.<p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">Martin Jelsema<br />Signature Strategies<br />Helping smaller companies profit from the power of branding<p></p></span></p>brandingMartin Jelsema2005-12-13T19:20:01-06:00The Yellow Book...
http://brand.ducttapemarketing.com/2005/12/the_yellow_book.html
is using borrowed interest in an awareness-raising campaign. An awareness-building campaign using borrowed interest? That's almost an oxymoron. The commercial I've seen suggests that Yellow Book could expand into all sorts of other businesses - skate boards, clothing, and four...<p><span style="font-size: 0.8em;"><p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">is using borrowed interest in an awareness-raising campaign. An awareness-building campaign using borrowed interest? That's almost an oxymoron.<p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">The commercial I've seen suggests that Yellow Book could expand into all sorts of other businesses - skate boards, clothing, and four or five others. Each suggestion has the Yellow Book prominently displayed on a skate board, etc. Then it ends by saying, well, perhaps we'll just continue as a phone directory.<p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">If you had no awareness of Yellow Book, this would certainly be a confusing ad. If you did, it gave you no reason to use it.<p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">I was a newly-hired account executive with a prominent NYC ad agency back in the 1960's on an account called SBC - Service Bureau Corporation. It had just been "unbundled" from IBM and needed to establish awareness with the business community. <p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">Our creative staff came up with a campaign based on borrowed interest. Each cartoon-like illustration featured an irrelevant character (I remember a trapeze artist) and a headline that said something about "this guy doesn't need to know about SBC".<p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">I quietly told the account supervisor about my doubt that this approach would garner <u>relevant</u> awareness, but in this shop, creative was king. He told me to go sell the campaign.<p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">Two months later, I was gone, and the campaign lasted just another couple of months before SBC changed agencies.<p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">For me, I'd find things of interest and relevance in my company and its products. Then I'd promote them to people who might have an interest in those benefits.<p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">Maybe I'm old fashioned, or maybe I'm a sly old fox. What do you think?</span></p>
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<p class="MsoNormal" style="MARGIN: 0in 0in 0pt"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">Martin Jelsema<br />Signature Strategies</span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">Helping smaller companies profit from the power of branding</span></p>
<p align="left"></p></span></p>Martin Jelsema2005-12-09T13:24:51-06:00Is "Plus" a differentiator?
http://brand.ducttapemarketing.com/2005/12/is_plus_a_diffe.html
As I've admonished anyone who'll listen, the key to building a successful brand is to differentiate your company or offering in such a way that you stand out from competitors, and that your differentiator will be hard to imitate. So,...<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">As I've admonished anyone who'll listen, the key to building a successful brand is to differentiate your company or offering in such a way that you stand out from competitors, and that your differentiator will be hard to imitate.</span><p></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"></span><p></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">So, what do you think of those companies whose name states their prime business and then goes on to expand upon that idea? It's like being in the prime business is just not enough.</span><p></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"></span><p></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">I'm thinking of companies like Bed, Bath & Beyond; Brakes Plus, and Containers & More.</span><p></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"></span><p></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">Did they rationalize that "more" differentiates them? Or were they afraid they'd miss customers if they really niched, so they<span style="mso-spacerun: yes"> </span>"hedged their bets" with a name expansion?</span><p></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"></span><p></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">Jack Trout, author with Steve Rivkin of <em>Differentiate or Die</em>, states that "breadth of line" is a difficult way to differentiate. It costs lots of money, competitors with money can copy this strategy easily, it blurs what the brand represents.</span><p></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"></span><p></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">For really big box chains, having lots of inventory may be a customer plus in and of itself, but most of those stores - Home Depot, Pep Boys, CompUSA - never claimed to narrowly focus in the first place. Their differentiation is a combination of breadth of line, lower prices and customer service. Within their retail categories - home improvement, automotive after market, and hi-tech electronics - they can and do focus.</span><p></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"></span><p></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">I'd like to hear from you on this subject: Is adding a name expansion helpful in establishing a solid brand? Does it dilute the company's primary differentiator, or does it enhance it?</span><p></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"></span><p></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">Martin Jelsema<br />Signature Strategies<br />Helping smaller companies profit from the power of branding</span></p></p>
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<p></p>brandingname creationpositioningMartin Jelsema2005-12-04T12:32:09-06:00Here's a thought: put the cart before the horse
http://brand.ducttapemarketing.com/2005/11/heres_a_thought.html
While you're in the product development stage, consider how you're going to brand the product. Without giving away my actual age, I was involved in launching several important products while with IBM in the late 1960's. I even sat on...<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">While you're in the product development stage, consider how you're going to brand the product.</span><p></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"></span><p></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">Without giving away my actual age, I was involved in launching several important products while with IBM in the late 1960's. I even sat on the naming committee for a year or two. </span><p></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"></span><p></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">For months prior to launch, marketing, systems design, manufacturing and field engineering would battle toe-to-toe over specs and features and tests and options. </span><p></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"></span><p></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">Hardly ever was anyone concerned about how the product would be branded until it was ready to be released from engineering.</span><p></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"></span><p></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">Then we scrambled. Then we were asked to position and name the product; create data sheets, publicity kits, presentations and sales manuals; set up press conferences, key customer announcement meetings and systems engineering workshops. We wove a brand from whole cloth.</span><p></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"></span><p></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">We came up with marketing communications programs in a vacuum, and we did it in weeks, not months. That's how IBI came up with scintillating brands like System 3 and System 7.</span><p></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"></span><p></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">Now I may be prejudiced, but wouldn't it be better for all concerned if the brand was developed first? Establish a brand story which describes the customer need, the competitive stance, the benefits of a superior product. Put a name and a face to the product and then set about fulfilling the dream, the passion of the product's potential. </span><p></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"></span><p></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">Now instead of compromise and trade-offs, everyone would have the same objective, to fulfill the promise of the brand.</span><p></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"></span><p></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">Given the mindset of the "60s", we'd have been putting the cart before the horse. And today, we now the cart became the automobile.<br /><br /></span></p>
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<p class="MsoNormal" style="MARGIN: 0in 0in 0pt"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">Martin Jelsema<br />Signature Strategies<br />Helping smaller companies profit from the power of branding</span></p></p>
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<p></p>brandingMartin Jelsema2005-11-30T17:10:14-06:00Brand for Capital
http://brand.ducttapemarketing.com/2005/11/brand_for_capit.html
So you've discovered or invented a new product category, but to develop it and take it to market you need capital. Lots of capital. More capital than your local bank is willing or able to advance. More than the SBA...<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">So you've discovered or invented a new product category, but to develop it and take it to market you need capital. Lots of capital. More capital than your local bank is willing or able to advance. More than the SBA will loan you. More than all your friends and relatives put together could dredge up even if they were willing to back you.<p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">You'll need venture investors.<p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">So you write a plan and get all the legal compliance docs you need to raise money.<p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">But I suggest something's missing.<p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">Your brand.<p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">Even at this early stage, you have more than a product idea. You have a vision, a dream, a mission, a passion.<p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">Though the business may be an intangible at this point, it just makes sense to build a brand that reflects and reinforces your passion, and helps convey that passion to potential investors. Once investors get enthusiastic, who knows where that might lead? <p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">And a strong, unified brand will help build confidence in the venture, impressing potential investors that you are business-savvy and have a market-orientation many entrepreneurs lack.<p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">So those documents and presentations you must develop should, even at this early stage, be grounded in a brand, emanating from your vision and executed in a professional, convincing brand with which investors can identify.<p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">After all, they are the first group of "prospects" you'll need to convert to "customers".<p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">This is the ultimate example of adhering to my admonition to all entrepreneurs, "Brand smart from the start".<p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">Oh, and a powerful brand can't hurt when you go to your local bank, either.<p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">Martin Jelsema<br />Signature Strategies<br />Helping smaller businesses profit from the power of branding.</span></p>brandingMartin Jelsema2005-11-27T12:15:39-06:00Branding for referrals
http://brand.ducttapemarketing.com/2005/11/branding_for_re.html
In today's over-advertised environment where credibility has never been lower, the small business, just like its big competitors, need to base their business on referrals, not ad impressions. And people refer other people to a resource only if two things...<p><span style="font-size: 0.8em;"><p align="left">In today's over-advertised environment where credibility has never been lower, the small business, just like its big competitors, need to base their business on referrals, not ad impressions.</p>
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<p align="left">And people refer other people to a resource only if two things occur: The referrer has confidence in the company they are referring someone to, and they can easily and quickly state what differentiates the company from its competitors.</p>
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<p align="left">Branding helps. </p>
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<p align="left">Particularly if you look beyond the name and logo to the foundation of the brand. The brand is the expression of a firm's position within its competitive arena. When you set out to position your company - also read product/service - you look for a way to differentiate yourself from competition. </p>
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<p align="left">I've blogged earlier this year about the various ways you can establish a viable position through differentiation. (See the blog archive for July/Aug)</p>
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<p align="left">But once you've discovered a position you can call your own, make it your own using all the tools available, beginning with a commitment to own the position. Then product, service, messages, graphics and employee interactions will mesh and re-enforce the brand, making it unique and desirable.</p>
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<p align="left">Then you'll be able to ignite enough passion and knowledge about the brand to generate referrals and expand your market penetration through less expensive and more effective communication methods.</p>
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<p align="left">Martin Jelsema<br />Signature Strategies<br />Helping smaller companies profit from the power of branding</p>
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<p>www.signaturestrategies.com</p></span></p>brandingpositioningMartin Jelsema2005-11-23T12:06:10-06:00Niche for long-term growth
http://brand.ducttapemarketing.com/2005/11/niche_for_longt.html
For my entire career - coming on to 50 years counting the summer job selling advertising for the Estes Park Trail-Gazette - I've heard that focusing your marketing efforts is the best policy. I preach the principal. I believe it's...<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">For my entire career - coming on to 50 years counting the summer job selling advertising for the Estes Park Trail-Gazette - I've heard that focusing your marketing efforts is the best policy.<p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">I preach the principal.<p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">I believe it's particularly vital for a small businesses to find a niche that they can own and focus their resources and attention on that niche exclusively.<p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">Mostly people nod agreement, then ignore this advice.<p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">There are two reasons, I think. <p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">First, they aren't patient enough. Understandably, they are cash poor. We know the biggest concern of start-up businesses is cash flow. If you can help a business generate cash flow, you are considered an angel. Never mind where the customers come from or how they are acquired or how loyal they may be or how fragmented their needs may be, if they represent immediate cash they're welcome.<p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">So business owners try a coupon mailing. If the first one "doesn't work" in generating immediate customer activity, they abandon it and begin listening to the radio salesperson, or the list broker with a sure-fire traffic generator. Flitting from one medium to the next, from one message to a second, from one offer to another, whatever income is produced by unfocused promotions is funneled to another medium promising better results. <p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">The second reason entrepreneurs won't focus is because they might miss some business. Their attitude is that if they do not address "the masses",<span style="mso-spacerun: yes"> </span>they will leave money on the table. It's not greed so much as fear that they may be missing a great and on-going opportunity if they narrow their focus.<p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">If you focus upon a specific market segment, fashion your brand and message to meet needs in that segment, you can build a brand and a business that will thrive long-term because it "means something" to customers and the people to whom your customers will refer their associates.<p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">Selecting the market segment(s) you will serve may be tricky. There are three criteria I believe a segment must meet to be viable<p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt 0.75in; TEXT-INDENT: -0.25in; mso-layout-grid-align: none; mso-list: l0 level1 lfo1; tab-stops: list .75in"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE; mso-fareast-font-family: Arial"><span style="mso-list: Ignore">1.<span style="FONT: 7pt "Times New Roman""> </span></span></span><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">Is it large enough to accommodate another player?<p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt 0.75in; TEXT-INDENT: -0.25in; mso-layout-grid-align: none; mso-list: l0 level1 lfo1; tab-stops: list .75in"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE; mso-fareast-font-family: Arial"><span style="mso-list: Ignore">2.<span style="FONT: 7pt "Times New Roman""> </span></span></span><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">Are the members of the segment willing and able to buy what you're selling?<p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt 0.75in; TEXT-INDENT: -0.25in; mso-layout-grid-align: none; mso-list: l0 level1 lfo1; tab-stops: list .75in"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE; mso-fareast-font-family: Arial"><span style="mso-list: Ignore">3.<span style="FONT: 7pt "Times New Roman""> </span></span></span><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">Can you readily identify those populating the segment?<p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">It's worth exploring niche marketing as a major strategy. Just be patient and never fear.<p></p></span></p>
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<p class="MsoNormal" style="MARGIN: 0in 0in 0pt"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">Martin Jelsema<br />Signature Strategies<br />Helping smaller businesses profit from the power of branding<p></p></span></p>
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<p class="MsoNormal" style="MARGIN: 0in 0in 0pt"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">303-242-5975<p></p></span></p>brandingpositioningMartin Jelsema2005-11-19T12:01:32-06:00Power in Numbers
http://brand.ducttapemarketing.com/2005/11/power_in_number.html
Using numbers in names can be powerful. In describing the next iteration of an existing product, using a number after the product's original name both ties the brand into the heritage of the past success the product enjoyed, and provides...<p class="MsoNormal" style="MARGIN: 0in 0in 0pt"></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt"><p><span face="Clarendon BT"> </span></p></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">Using numbers in names can be powerful.<p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">In describing the next iteration of an existing product, using a number after the product's original name both ties the brand into the heritage of the past success the product enjoyed, and provides a springboard for the advanced product. Since the old and new do not sit side-by-side on the shelf, the new product is not a line extension. It is a replacement. So you benefit from both the equity of the old brand and the promise of the new are enjoyed. Using the next number in sequence provided that clue to consumers.<p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">Now some numbers in and of themselves have a connotation and relevance: Lucky 7, Fifth Dimension, Catch 22.<p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">In a competitive situation, the number 1 can have significance as a rating device (Bank One or First Bank). <p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">A progression of numbers, if well publicized, can have meaning - 707, 737, 747, 757 for Boeing's jet craft, or Mach 3 for Gillette's space-age razor. And of course software developers are prone to release improved versions of their products with version numbers (CorelDRAW 12, Net Objects Fusion 9).<p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">For some small businesses, using the facility's address may make sense because it also guides customers to the site. <p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">There are also several famous number combinations - 1776, 4-minute mile, Apollo 8 that convey positive association and reaction.<p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">Finally, for some product types, using mathematical expressions and symbols might be worth investigating.<p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">Perhaps not for every product or company, but certainly for some, you might consider numbers a part of a powerful name.<p></p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt; mso-layout-grid-align: none"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE"><p> </p></span></p>
<p class="MsoNormal" style="MARGIN: 0in 0in 0pt"><span lang="X-NONE" style="FONT-SIZE: 10pt; FONT-FAMILY: Arial; mso-ansi-language: X-NONE">Martin Jelsema<br />Signature Strategies<br />Helping smaller companies profit from the power of branding.</span></p>brandingname creationMartin Jelsema2005-11-14T15:57:24-06:00