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Play Your Position! - The Only Way to Win in Business
High school soccer is an entirely different experience. The players start in the same positions as the 5-year-olds. This is where the similarity ends. The whistle blows to start the game and the players...play their positions! What a difference a decade makes. As the players grow older and wiser, they learn that they must play their positions in order to be successful. If the defenders run up to play offense, then nobody is playing defense.
Brand Identity - Corporate Identity and Brand Value
Building a brand, cultivating its strengths, pruning its weaknesses, and making it more valuable to its owners is the bottom line job of marketing. Everything marketing does should ultimately work in concert to make a firm's brands more valuable. There are many different tactics and strategies that go into strengthening a brand name: advertising, promotions, public relations, and research and development, to name a few. While companies use these and many other methods to strengthen their brands' positions in increasingly competitive markets, how can they measure the return on this work? More precisely, how can a company determine the worth of one, or any its brands?
A Lesson in Branding from Paris Hilton
I see her parading around in her odd-looking clothing choices, leading her loyal following of giddy anorexic schoolgirls around by their noses, and I think, "Skank."
Brand Awareness - Brand Identity
One afternoon our conversation turned, as all conversations eventually do, to the topic of The Lord of the Rings. Our discussion about differences between the book and the movie evolved into a discussion about the characters in the movie which made up the Fellowship of the Ring. The interesting thing to note was the difference in the levels of awareness of these characters by various people. We were struck by the similarities in how people remember these movie characters and how people remember certain brands.
The highest level of character awareness can be called 'the geek level'. These are people who know the character's full names as well as additional details about them. For example, knowing that Legolas, Sindarin elf of the woodland realm, is a great archer is comparable to those people who know the brand name, logo and jingle, all unaided. The next level, still pretty high on the scale, can identify the characters by name and race: Aragorn the human, Gimli the dwarf and Legolas the elf. These are the people who know the brand name and correctly match it to the product still without a helping hand. Then there are the people who know the characters by the actors who play them. These people may know the parent company of the brand or the name of the product, but don't know the advertising or what the product actually does.
After that, the characters become a bit more fuzzy. They may be identified by type of being (the dwarf, the elf, the hobbit, etc.) or even worse "the hot guy from The Pirates of the Caribbean movie." That's when you know your brand may be in trouble. These people may only be aware of your brand when prompted, and may not be at all aware of the advertising or maybe incorrectly identify the brand that is being advertised.
There are varying levels of brand awareness. While we'd all like our brands to be known on the geek level, realistically they may only be known by association with another brand.
To measure how strong your brand is copy and paste: (http://brandidentityguru.com/bightml/brandmasterpiece.html). Then click "Take the brand strength test". This is a short survey that measures the strength of any company's brand. It's a great tool to see where you are today.
Scott White is President of Brand Identity Guru (www.brandidentityguru.com), a leading brand consulting and market research firm located in Easton, Massachusetts, USA, near Boston.
Brand Identity Guru specializes in creating corporate and product brands that increase sales, market share, customer loyalty, and brand valuation. Over the course of his 15-year branding career, Scott White has worked in a wide variety of industries: high-tech, manufacturing, computer hardware and software, telecommunications, banking, restaurants, fashion, healthcare, Internet, retail, and service businesses, as well as numerous non-profit organizations.
Brand Identity Guru clients include: Sun Life Financial, Coca Cola, HP, Sun, Nordstrom, American Federal Mortgage, Simon (America's largest shopping mall manager) and many others, including numerous emerging growth companies.
Scott White is a very enthusiastic speaker and has the gift of being able to explain the principles of branding in a compelling and entertaining manner so that people at all levels can understand.
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