The Affordable Branding Blog

Copyright and Trademark Myths Debunked

Sat, 21 Jan 2012 17:11:44 GMT

The Graphic Artists Guild offers one of their most popular white papers, Copyright Basics and Common Misconceptions Debunked, for free download. If you're developing a new logo or trademark, you should check this out first.

Ideal-driven brands are fastest-growing

Thu, 19 Jan 2012 00:52:37 GMT

What’s the common denominator across the 50 brands showing the fastest growth both in depth of customer relationships and financial value between 2000 and 2010?

SO disappointed in Axe

Tue, 17 Jan 2012 00:31:00 GMT

Over the years, Axe has nailed its simple, but effective value proposition. Like it or not, the positioning of the body wash and spray line for young men has been: Use axe and get chicks. And they've nailed their strategy time and again in their advertising. Unapologetically. But they just blew it. They fell for the classic branding blunder of trying to extend their name where it doesn't belong. Unilver just unveiled a new body wash for women, which would have been fine if they called it simply Anarchy. But they couldn't help themselves. They though SO much of the name Axe, that they believe it can be extended to also include a women's line called Axe Anarchy. Use Axe and get chicks. I mean, use Axe and get dudes. My mind is already confused. Tsk tsk.

The Hidden Meaning in Well-Known Logos

Tue, 17 Jan 2012 00:17:09 GMT

Maybe you've seen some of these before, but a few of these were news to me, so enjoy!

New Logo Designs for 2011

Mon, 02 Jan 2012 15:49:19 GMT

The What's Outt blog highlights some of the re-designs that made headlines in 2011. Do you have faves? Dogs?

Worst Brand Identities for 2011

Tue, 20 Dec 2011 13:26:44 GMT

The "Brand New" blog, a division of Under Consideration, has listed their worst brand makeovers of 2011. Take a look and see if you agree.

The First Cologne for Married Men

Mon, 19 Dec 2011 13:09:54 GMT

I saw an ad the other day touting a new fragrance for men. But not just men. Married men. The thesis is that it's harder to keep a girl than to find her; so this cologne was "extra strength" because you need strength to make a marriage work. I was reminded of the Ries and Ries wisdom from the book War in the Boardroom: A brand has a better chance of cutting through the clutter if it's first. • First in a new category
• First with a new technology
• First in a segment of the day
• First in a segment of a category
• First to claim a new attribute
• First to be endorsed with an influential third party
• First to be imported from a country identified with the category Tons more ways to differentiate at the link.

Broken Promises: When the Brand Pledge is Shattered

Mon, 28 Nov 2011 23:34:03 GMT

When I say "Maytag", you say "dependable." Or at least you did. What would you say about Maytag today? Word on the street is that Maytag isn’t even Maytag anymore. It was sold or acquired or something. And that's exactly the problem. To the end-user consumer, it doesn't matter what the corporate history of the brand is--whether it was taken over by Chinese investors or just fell into disrepair. Consumers only care about one thing: your brand promise. Consumers were promised--over the years--that Maytag is a dependable brand. But that's no longer the case. The promise has been broken. Dependability was the brand pledge conveyed to us through "Ol' Lonely", the bored-as-dirt Maytag repairman who never had to make a house call to fix a Maytag washer or dryer. Spanning decades--and generations--the lonely repairman persona was our daily reminder that Maytag is a dependable appliance brand. But higher labor costs and complaints over Maytag product quality and service influenced a decline in Maytag sales and profit margins. By 2004, the Maytag repairman character had become to some consumers a symbol of misplaced trust in aging marketing campaigns. As one commentator noted, "Unfortunately things change, and, after some major quality hiccups, now it's the Maytag salesman who is bemoaning his loneliness. Maytag's reputation has plunged to the bottom with costly consumer class action lawsuits and numerous quality complaints."

Where does RadioShack go from here?

Sat, 26 Nov 2011 15:07:32 GMT

RadioShack makes a great study in brand relevance. I knew kids in high school who would go to RadioShack because it was the only place they could get all kinds of weird fuses, diodes, solar-powered lights, relays, and cool do-it-yourself hobby kits. And the sales person was always some gangly weirdo who knew everything from radio controlled cars to the right batteries for some obscure device. But RadioShack has clearly lost its way. So where do they go from here? That's anybody's guess. It may be the satirical news organization, The Onion, who got it right back in April 2007, when they wrote: "Despite having been on the job for nine months, RadioShack CEO Julian Day said Monday that he still has 'no idea' how the home electronics store manages to stay open. 'There must be some sort of business model that enables this company to make money, but I'll be damned if I know what it is,' Day said. 'You wouldn't think that people still buy enough strobe lights and extension cords to support an entire nationwide chain, but I guess they must, or I wouldn't have this desk to sit behind all day.' " My associate, Scott, has this to say: That's so sadly true. But you know, Radio Shack had a chance to be the aspirational home of electronics geeks everywhere. If RadioShack would have embraced that "geek chic," they could've created a brand worth loving. But who loves RadioShack now? More about brand relevance at the link.

If you have to tell people how to say your name…

Sat, 19 Nov 2011 17:36:21 GMT

Then it's probably not a good name. Came across this item in a press release the other day: "Founded in 2000, Xlear, Inc. (pronounced "clear") is recognized as one of the leading manufacturers of xylitol products…" Hmmm. I would have never guessed at "clear" and I likely won't recall the name either. When the only thing people ever talk about is how to pronounce their name--and not what the company does--that's a red flag. As my associate, Scott, says: "The name becomes like spinach in their teeth, making everyone focus on that one thing to the detriment of the rest of the company." More on successful naming at the link.

Budweiser Violating The Law of Extensions...Again

Tue, 15 Nov 2011 22:22:10 GMT

Another case of Budweiser violating The Law of Extensions: The easiest way to destroy a brand is to put its name on everything. Bud Light Platinum from the beer labs of Anheuser-Busch InBev is a bit like the beer version of the technologically advanced engine. But instead of higher power with better fuel efficiency, the Budweiser product delivers more buzz with fewer calories than regular Budweiser. The product, which hits stores early next year, will have 6% alcohol by volume and 137 calories. Coke did the exact same thing with Coca-Cola Vanilla Zero. The thinking goes that if one brand attribute is good, combining multiple brand attributes must be great. So we may eventually see Bud Light Platinum Clear Lime Select.

How strong is your brand?

Sat, 12 Nov 2011 19:32:37 GMT

While there are many ways to measure a brand's equity and awareness in the marketplace, I came across this fun study in brand minimalism the other day, and was reminded that one way to judge the strength of a brand is to see how drastically you can minimize its various attributes and still recognize it. Of course, the name is the giveaway, but as you look at the examples of brand minimalism at the link, think about how shape, color, context, packaging, and other non-name attributes support the identification of the brand. My associated Scott was reminded that it also brings to light the potential dangers of rebranding. Remember the Tropicana fiasco from recent history? The ubiquitous straw-sticking-out-of-the-orange was such an iconic image for the brand, that when they updated the packaging to a cleaner, more contemporary look and feel, consumers revolted and Tropicana was forced to switch back.

Is there room left for brand differentiation in the pizza space?

Wed, 02 Nov 2011 00:29:44 GMT

In a word: Yes! The spots at the link are nice examples of positioning in the overcrowded pizza arena. They have a great tagline that supports the promise of "authentic Italian." They present a compelling and relevant point of differentiation. The only thing I question is the name. I mean, how many pizza places are out there that use a name like Marco's (or Luigi's or Angelo's or Tony's, etc.)? My associate, Scott, agrees: Great example of a position that's "the truth well told." But you're right about the name. Every mom and pop pizza joint is named after some Italian guy. They should have zagged and named it after the region in Italy he's from to further differentiate the brand and reinforce that the owner is not just some Midwestern guy. Abruzzo Pizza. Veneto Pizza. Whatever. And then play it up in ads, interior decor, on placemats, etc. Still, the guy's on the right track.

What makes a brand so cool?

Tue, 01 Nov 2011 01:02:03 GMT

It's a mysterious alchemy of factors that elevate a brand to cool status. And, of course, coolness is in the eye of the beholder. But Coolbrands from the UK has been canvassing the opinions of experts and consumers to produce a barometer of Britain’s coolest brands, people, and places for the past ten years. Each brand featured has qualified for inclusion based on the collective opinions of the Expert Council and more than 2,000 members of the British public. Check out the full list at the link.

DieHard, Kenmore: Strong Brands. Weak Sears.

Thu, 27 Oct 2011 23:42:09 GMT

"Once upon a time, Sears was the king of retailing as well as catalog buying. Today, the catalog is gone, and the big-box stores are threatening to take away retailing as well. It sounds like a case of reposition or die. Well, the one thing Sears still has is its big brands, such as Craftsman tools, Kenmore appliances, DieHard batteries, Lands' End clothing, and others in tires and paint. Many of these brands are leaders in their respective categories. With these in the stores, the obvious repositioning strategy should be, 'Home of America's best brands.' And Sears' marketing should be more about these brands and less about the stores, beyond saying that these brands can only be found at Sears." -Jack Trout, Repositioning From Jack's crystal ball to today's headlines: See Chicago Tribune story at the link.

The Axe Brand Promise is Crystal Clear

Wed, 26 Oct 2011 00:04:51 GMT

When your brand promise is as clear and direct as "Axe attracts chicks," and you don't have to stuff in seven supporting benefits or try to appeal to eight different audiences, it's that much easier to develop creative and memorable advertising. How can the client kill the concept when it's clearly on strategy?

Rebranding the Vancouver Convention Centre

Fri, 14 Oct 2011 01:32:24 GMT

For a demonstrative case study on the power of rebranding (when it's done right), check out this before/after of the Vancouver Convention Centre. Rather than the usual literal architectural or place-themed logo, the strategy was to develop an identity system evocative of the unique feeling one experiences in the new facility. The photo-based logo prominently features the word VANCOUVER to emphasize that the brand is much more than just a facility, but reflective of the entire Vancouver experience. Nice work.

Dr. Pepper Shoots...and Misses

Mon, 10 Oct 2011 23:53:42 GMT

Check out the new Dr. Pepper 10 commercial at the link. Likely they’ll discover (like so many before them) that the place they get future diet Dr. Pepper drinkers is from Dr. Pepper itself. At best it’s a cannibalization play and they’ll muddy the meaning of Dr. Pepper and Diet Dr. Pepper. A diet drink just for men? Reasonable concept. Now, launch a new brand that can stand for macho diet beverage!

The Street Highlights 5 Branding Distasters

Mon, 10 Oct 2011 22:08:01 GMT

Starting with the latest and greatest blunder of recent note--the Netflix/Quikster fiasco--The Street describes the agony and sometimes, the eventual redemption, of brands that stumble. It's always better to learn from others' mistakes so we can avoid them for ourselves. Story at the link.

I can admit when I'm wrong

Wed, 05 Oct 2011 23:34:31 GMT

In my mind, Amazon means books. For years, the online juggernaut has passed what I call the "noun test": (Brand) = (Noun), or Amazon = Books. When CEO Jeff Bezos extended the Amazon brand into electronics, groceries, DVDs and movies, soft goods, appliances, furniture, and virtually anything you can imagine, I had images of the brand spiraling into oblivion. After the Zappos acquisition, I again scratched my head and wondered what Amazon was up to. What branding blunder would they commit next? What do they stand for now? If you’re for everyone--and sell everything--you’re really nothing for no one. (Yet I found myself continuing to purchase from Amazon because it's such an easy and painless way to shop online.) Then I bought a Kindle. I love it. Then the big news from last week: New Kindles, a Kindle Touch, and the all-new Kindle Fire tablet running the Amazon Silk browser. Wowser! Maybe there is a method in their madness. Maybe Amazon doesn't stand for books after all. Maybe Amazon is all about content (and the Kindle is how that content is delivered seamlessly and on-demand). Maybe it's not about products at all, but about the ease of online transactions. Regardless of their strategy, I like where Amazon is headed. I would consider myself an Amazon brand loyalist and while I thought they were headed to the dark side of brand obscurity, I now understand that Bezos is steering the ship in a direction that seems to make sense. By the way: I gotta get me one of those new Kindle Fires.

How a DIY Branding Workshop Can Change the Course of your Business…for the Better

Sun, 02 Oct 2011 22:58:26 GMT

As I work with small businesses all over the world, I continue to be struck by how helpful a brand strategy session can be in re-energizing an organization and its employees. In many cases, a workshop--sitting in a room for a day with a front-line team and the guidance from my DIY Branding Workshop--can help you focus, differentiate, and position your business. If you have the right tools, you CAN do it yourself. You don't need a high-priced agency or consultant. You don't even need the MONTHS that most "branding specialists" will tell you that you need. Here's what one business owner told me after conducting their brand strategy workshop: “I just had to take the time to thank you for such a great day. As the owner of three separate corporations that work together to deliver a variety of solutions to our target market, to say it’s been a challenge to “bring it all together” would be an understatement. That is…it was until your workshop. Your workshop did in one day what my staff and I had tried to do for almost two years...bring it all together. We now have what I believe to be not only the most effective positioning our company has ever had...but also the best opportunity to dominate in our marketplace.” More at the link.

"You know, the bank with the red awning"

Sat, 01 Oct 2011 17:19:11 GMT

I love a good branding baseball bat; a visual device that hits people over the head. I'm sure you can think of dozens: some are logos or icons (Starbucks' siren); some are colors (Dyson's yellow vacuums); some are people (Virgin's Sir Richard Branson). You get the idea. In an effort to really confuse its customers, Boston-based Sovereign Bank, one of the country's largest regional banks, is adopting the name of its owner Santander, the banking giant based in Spain. But the story is much more confusing than that. You see, it was first Staten Island Savings Bank, then Staten Island Bancorp, then Independence Community Bank, then Sovereign, as it came under the Boston-based bank's umbrella. The name change is part of a broader strategy for Santander to become a truly global brand. But the bank's branding baseball bat? A red awning that adorns all Santander branches. So regardless of the name, the assets in the vault, or the schizophrenic naming and musical chairs over the years, Santander is the bank with the red awning. Simple. Memorable. Differentiated. What's your business' branding baseball bat?

Target Your Core Market

Fri, 30 Sep 2011 00:53:04 GMT

Before deciding WHAT to sell, determine WHOM you’re going to sell it to. That’s the principle why you need to target your core market.

The Importance of a GREAT Name with a Promise

Fri, 30 Sep 2011 00:21:05 GMT

I was recently struck with how important naming is to the potential success of failure of a product--especially on the consumer side. Case in point: The #1 (by far) clear orthodontic dental aligner is InvisAlign. Not a great name, but the major point of differentiation (compared to conventional braces) is its invisibility. It is now a household name and is the generic (think Kleenex) of the clear aligner world. (The other big brand in this space is ClearCorrect, but that could be a brand of eye drops.) Along comes Six Month Smiles. Great name and the built-in promise of a fixed smile in just six months is very compelling and is certainly (besides price) the main pain point of patients considering ortho treatment. Six Month Smiles is quickly becoming a brand asked for by patients, and they're growing like crazy. Then there's the best product of them all. It works on the bones, not the teeth, to straighten them. The device is installed in the upper palette behind the teeth, so you can't see it. It works in as little as 12 weeks. The name: The Inman Aligner (after the inventor). It's the best-kept secret in the dental world and certainly, no patient would ever ask for it by name. Inman can MAKE its aligner brand stand for something by throwing a ton of money at it, I suppose, but Six Months Smiles says it all. It pre-announces its promise to me and all I did was read the name. More on naming at the link.

Quikflix? Netster? Stupid Branding Tricks?

Tue, 27 Sep 2011 00:14:04 GMT

Much has been made about the recent decision to split Netflix into two separate services, each catering to a different customer demand. Netflix now, ostensibly, refers to the streaming video service, which allows one to watch movies or TV shows instantly on a compatible device, while the disc delivery service is now known as, wait for it... Qwikster. This shift, while a relatively minor change in functionality and customer fulfillment, has resulted in much consumer and stock price angst, especially on the heels of the company's dark-of-the-night price increases. But there may be another reason to shake your head at this latest change--besides the rather silly name: Was it a wise branding decision? Technology has advanced very quickly in the past decade and a half, but the Netflix many people originally signed up for was for ordering DVDs that would arrive in that familiar red envelope via the postal service. For a great many consumers, the mailing service IS Netflix. Only now it's not, and although the service remains the same, right down to the color of the envelope, it no longer has the name recognition it once enjoyed. Blunder or Boast? I say blunder.

Best Branding Advice. Ever.

Mon, 19 Sep 2011 23:25:11 GMT

From Made to Stick, the brothers Heath relate this awesome branding story about Southwest Airlines: Herb Kelleher once told someone, "I can teach you the secret to running this airline in 30 seconds. This is it: We are THE low-fare airline. Once you understand that fact, you can make any decision about this company's future as well as I can. "Here's an example, he said. "Tracy from Marketing comes into your office. She says her surveys indicate that the passengers might enjoy a light entree on the Houston to Las Vegas flight. All we offer is peanuts, and she thinks a nice chicken Caesar salad would be popular. What do you say?" The person stammered for a moment, so Kelleher responded: "You say, Tracy, will adding that chicken Caesar salad make us THE low-fare airline from Houston to Las Vegas? Because if it doesn't help us become the unchallenged low-fare airliner, we're not serving any damn chicken salad."

Missed Opportunity or Tagline Tragedy?

Fri, 19 Aug 2011 22:54:41 GMT

My associate, Scott, was frustrated over Ice Breakers mints' new tagline. "It almost seems like plagiarism that Ice Breakers would create the tagline 'Perfectly Powerful Mints' after Altoids already claimed that territory with their 'Curiously Strong Mints' tagline. When I saw the ad on TV, I almost had to do a double take. If the strength/power position is clearly taken (and taken especially well by Altoids), why would they even bother going down that path? With a name like Ice Breakers, you think they could've at least tried to position the mint like Big Red did with gum: as a tool to get noticed by the opposite sex and spark up romance using your 'kissable' fresh breath. Missed opportunity." I say tagline tragedy. Especially with a sub-brand called Frost, they should have capitalized on the chill factor or created some form of linkage between the name and the promise.

Top 20 Terrible Company Names

Mon, 08 Aug 2011 23:32:09 GMT

Light Reading Europe has compiled some naming dogs in this little piece. It's always instructive to see what NOT to do in company naming...

Businesses find they can’t grow without branding

Mon, 01 Aug 2011 22:30:27 GMT

Love this headline from the Washington Post today. They're singing my song! I believe this is something every business should be aware of: "Today, experts say, branding is based on authenticity. It has expanded to tie together the product with the companies’ business practices, values, culture, reputation and sometimes leaders’ personality." Read the story at the link.

The Elusive ROI of Branding

Thu, 14 Jul 2011 00:48:20 GMT

Scott Donaton, columnist for Direct Marketing and CEO of Ensemble, has a thought-provoking piece about branding and ROI. He says, "The point isn't that branding is more powerful than direct marketing, or vice versa. It's that branding isn't a dirty word or even a squishy one. The power of brand is closely aligned with business outcomes. More than that, it's a leading driver of profit and margin. Looked at that way, brand is a lot more interesting to the CFO. " Read the article at the link.

Making Sense of "The Shack"

Sun, 10 Jul 2011 22:00:01 GMT

I've always wondered how Radio Shack survives. I mean, they've been around forever (nearly a century!) and I can't figure out how they manage to stay relevant. Or do they? Forbes.com had a piece about the re-invented brand recently (at the link), and one line, in particular, stuck in my craw: "...repositioning Radio Shack as a cutting edge store for mobility products and other top of the line consumer electronics." My associate, Scott, thinks it's bunk, too: First of all, I never got that message at all in any of their ads. As far as I could tell, "The Shack" was just a dumb marketing gimmick devoid of any substantial change of offering. Second, that [consumer electronics] position isn't available. Best Buy is where you go for top of the line consumer electronics. Lastly, even if that position were available, it's too big of leap for the mind to make to believe Radio Shack is suddenly cutting edge or top of the line. My advice? Radio Shack grew by appealing to a niche market of geeky do-it-yourselfers. And the DIY and "make" culture is gaining new interest, momentum, and participants. Radio Shack should be courting these folks, to whom they would be authentic, differentiated, and relevant.

Who Doesn't Want a Meaningful Brand?

Thu, 30 Jun 2011 01:17:46 GMT

A rich brand is one that resonates with customers, is memorable, inspires positive word-of-mouth, and creates loyalists. All attributes that any business would kill to have. But before you premeditate a heinous crime, check out this article on 10 ways your brand can be meaningful...

What the heck IS a Shopko, anyway?

Thu, 23 Jun 2011 01:37:33 GMT

My associate, Scott, came across (and commented on) a news item about Shopko Hometown, a new subbrand for the Shopko brand: Shopko is pleased to introduce Shopko Hometown to two Northeast Wisconsin communities. The new concept stores were designed to meet the underserved needs of smaller markets, focusing on convenience, value and quality merchandise and services. [PROVIDING VALUE-PRICED PRODUCTS TO SMALLER MARKETS SOUNDS LIKE WALMART'S STRATEGY, A COPYCAT MOVE AT BEST.] As Shopko grows and evolves [READ: STRUGGLES TO FIND A WAY TO MEET SHAREHOLDER EXPECTATIONS], we are continuously looking for innovative ways to serve our existing customers and to reach new customers, stated Paul Jones, Shopko president, chairman and CEO. By leveraging the strengths of both our full-size Shopko stores and our Shopko Express model, we are able to introduce this new store concept to smaller markets where we have not previously had a presence and where there is a strong need for our products and services. We believe Shopko is uniquely positioned to offer broader assortments [WHAT IS THIS UNIQUE COMPETITIVE ADVANTAGE?], brand name products and quality services at great values to residents of smaller towns, continued Jones. We believe Shopko Hometown is a perfect fit for these underserved areas. Shopko Hometown stores will allow shoppers to get a majority of their everyday items under one roof, in their own community at competitive prices. The Shopko Hometown stores will tailor merchandise and services to meet the needs of the communities but bring the overall broad selection of Shopko's full-size stores [SO IT'S JUST A SMALLER SHOPKO?]. The stores will offer convenient food items, consumable goods, home products, apparel and a variety of national and private brand merchandise. The Shopko Hometown stores will also build upon Shopko's expertise and focus on retail health, including pharmacies and possibly optical centers. I couldn't agree more. I KNOW why I go to Target. And I KNOW why I sometimes grit my teeth walking through a WalMart. But I rarely, if ever, have a reason to go into a Shopko. They have no distinct benefit in my mind. And this line: "...where there is a strong need for our products and services" makes me cringe. Who has a strong need for any of what Shopko offers? The Hometown extension is the same mistake Holiday Inn Express made. It will just cause people to ask what makes it an Express (is it faster?). Or Hometown (is it homey-er?). More on the watch-outs in brand extensions at the link.

Branding "Stuff" for Fun and Profit

Thu, 09 Jun 2011 23:41:35 GMT

One of the easiest ways to push your brand into your target marketplace--and be memorable at the same time--is to put your logo on a promotional product that is ALIGNED with your core values. For instance, I was recently working with a client who is in the environmental space, and they wanted a USB thumb drive pre-loaded with PDFs of case studies to give to prospects and clients at trade shows. SO we selected a drive made from sustainable bamboo and imprinted with the client's mark. A huge hit. Another client, PineZapple.com, ordered some pineapple-shaped stress balls to provide linkage to their playful name. (Linkage is a when a customer or prospect thinks of the name of your business, they intuitively link it to the positive attributes of your brand.) Here's a great place to start in your search for the perfect promotional item to carry your message and create greater awareness for your products and services.

Brand Authenticity

Sun, 05 Jun 2011 00:57:12 GMT

Brand authenticity answers the questions: Does your brand “ring true”? Are you, or your small business trying to be something you’re not? Are you more phony than truthful?

Building Credibility

Sun, 05 Jun 2011 00:53:24 GMT

Your job is building credibility—your reputation in your community and your marketplace. Credibility is developed in these four areas.

Power of Focus

Sun, 05 Jun 2011 00:47:16 GMT

The power of focus is what will propel your personal brand. When you started in business, you likely followed Maslow’s hierarchy of needs. Business strategy was probably not on your mind; survival was

Personal Branding

Sun, 05 Jun 2011 00:37:01 GMT

Corporate branding and personal branding are well connected. The only difference is that instead of marketing a product or service, a person is being promoted and sold. YOU!

6 Reasons to Have a Target Audience Focus

Sat, 04 Jun 2011 14:50:28 GMT

The target audience for Freshpet (fresh, refrigerated dog and cat foods), is well-defined: empty nesters age 45 to 54 with household incomes of $100,000-plus. "These are people whose kids are now busy with high school or off at college or in jobs now, and who are now lavishing their affection and attention on their pets, which they basically view as their 'children,'" says Freshpet VP, marketing Kathryn Winstanley. I was SO encouraged to read that the other day. Target audience is a great way to focus your brand. Besides, it's arrogant to think that your product or service is for EVERYONE in the world who, in this case, owns a pet. In addition, here are six reasons a target audience focus is important: Higher-quality customers--eliminate the bottom-feeders and those people who will simply not value what you offer. More effective marketing spending--better Return On Marketing Investment. More focused messaging--tailored to focus on THEIR needs, not the needs of the entire universe. Better use of your time—more spent serving your best customers and less time spent pursuing low-value prospects. Stronger referral base--once you penetrate a target market and educate them on the value of your offerings, you’ll create a referral base that feeds itself. Focused effort produces more momentum with quicker results. Imagine the results of a laser versus a butter knife.

How to build a meaningful brand

Mon, 23 May 2011 14:43:41 GMT

Nice article by Tracy Lloyd on making a meaningful brand. Empathetic, humble, and authentic are good starting places. Check it out:

DIY Branding Research

Sun, 22 May 2011 21:46:51 GMT

Boy, did I get excited when I saw this article on branding research that you can do on the cheap. As you well know, How-to-Branding.com is all about the do-it-yourself approach to developing your own brand strategy. And research--listening to the voice of customer (VOC)--is a critical first step in the branding process. Check it out:

Alignment in Branding

Tue, 10 May 2011 00:41:40 GMT

Alignment is the best way for your business to connect the dots for customers; to deliver your brand promise with one-voice consistency. It’s about harmonizing your character, your conduct, and your conversation. Imagine an arrow. The tip of the arrow--the part that sticks in the target--is your brand promise. Your expectation. Your focus. It should be relevant, authentic, and differentiated from the competition. Everything else your business is and does--your product or service offerings, your culture, how you answer the phone, your logo, your marketing and communications--literally everything you do and say, is the shaft of that arrow delivering your brand promise to your target market straight and true. A crooked shaft, of course, would cause the arrow to fly wildly and completely miss the target, which is what happens when the principle of brand alignment is not embraced. A business full of conflicts and contradictions is not in alignment. Alignment is ensuring that business is delivering what your customers and prospects expect from your brand.

Brand Resurrections

Fri, 22 Apr 2011 15:09:45 GMT

Here are some surprising brands that were brought back from potential extinction. How did they do it? Becoming relevant to a core audience of passionate brand lovers. Check it out here:

Branding "Refresh" or a "Do-Over"?

Wed, 20 Apr 2011 22:07:36 GMT

The Joy Blog has a nice piece about small businesses making the decision to go through a totally re-branding, or a simple refreshing of their brand. Check it out at the link.

Muddy Burgers

Tue, 19 Apr 2011 01:07:18 GMT

I've written about Hardee's in this space before because I appreciate how the brand didn't bend in the light of healthier fast food options and the so-called national obesity problem. Hey Michelle Obama, how about a 1,420-calorie Monster Thickburger? They stood for something, even if that something was a bit over the top and tended to clog the arteries. But that's what branding is about: cutting through the clutter of sameness and focusing on a value proposition that is uniquely yours. Now it appears Hardee's might be heading down the road from Flavortown to Blandsville with the introduction of its "healthy" turkey burger. Look, I know it's probably a better option (from a health perspective), but the move could cause a major heart attack to the brand that has become Hardee's.

Rebranding Pitfalls Explained

Tue, 19 Apr 2011 00:20:22 GMT

Marketing Profs has a good article on rebranding that explains the most commonly overlooked aspects of rebranding implementation AND how to effectively execute the operational implementation of your new corporate visual identity. Good stuff at the link.

Tagline Trauma

Mon, 11 Apr 2011 15:22:12 GMT

I wrote about the Pork Council's decision to recast "the other white meat" as "be inspired" a few weeks back. Here's another take on the issue:

When rebranding alienates your core audience

Sun, 10 Apr 2011 23:03:16 GMT

It's always a bit of a dice-roll when a business goes through a rebranding exercise. Will our customers like it? Will our prospects get it? Will it open our product/service to a new audience eager to engage in and experience our value proposition? Here's an interesting look at the WWE's recent efforts to put "wrestling" at arm's length...

Fast-track Company Rebranding

Tue, 05 Apr 2011 23:38:34 GMT

MarketingProfs featured an interesting case study this week on how one company rebranded in just six weeks. Some good object lessons here about getting employee buy-in and building your brand around a compelling story.

What the H?

Sat, 02 Apr 2011 12:49:33 GMT

While I'll be the first to agree that The Home Depot was sorely in need of a logo freshen-up, this execution falls a little flat. Some have even speculated that the unveiling was an April Fools gag. Actually, dropping the "The" makes sense, and sticking with the orange box is spot one. What do you think?