Brand Strategy. Brand Energy.
Added by Dennis Bailen on February 3, 2016 at 2:24pm — No Comments
Added by Dennis Bailen on February 3, 2016 at 2:21pm — No Comments
In my previous post, I introduced the concept of branding a service delivery or discovery process and outlined some of the benefits of pursuing this approach. In this installment, I will share some real-life examples of service process branding to give you a better…Continue
Added by Dennis Bailen on February 3, 2016 at 2:19pm — No Comments
In this post and the two that follow, I’m going to share a straightforward approach to increasing profits that most of the companies I encounter fail to exploit. Implementation is within the reach of small and medium sized companies and the potential rewards should grab the attention of CEOs.
Added by Dennis Bailen on February 3, 2016 at 2:15pm — No Comments
Your brand is not what you do. Your brand is who you are.
Your brand is more than the message you communicate. It is more than your slogan, your logo and your trademark.
Added by Dennis Bailen on November 19, 2013 at 8:51am — No Comments
1. Identify a singular brand promise that you can deliver consistently and will differentiate you.
2. Find a point of differentiation that is relevant and motivating to your target and make it one that you can "own" and make…Continue
Added by Dennis Bailen on January 12, 2013 at 11:33am — No Comments
Branding: Start With Strategic Differentiation
So much is written about branding.
What it is. How to do it.
Sloganeers say it in the tag line. Designers communicate it via the logo, type font and packaging. Social media experts focus on content and the various alternative ways and means to communicate the…Continue
Added by Dennis Bailen on November 8, 2012 at 9:55am — No Comments
Every company has an Optimum Positioning Opportunity (O.P.O.). The opportunity for the company to claim a unique strategic position that they can own in the mind of their customers and prospects.
It is the position that will differentiate you from your competitors and be compelling and appealing to the people you want to reach. It is the strategic position upon which you base your brand platform and therefore will influence all of your marketing communications, your…Continue
Added by Dennis Bailen on October 26, 2012 at 3:56pm — No Comments
I have always believed that a well-conceived and executed brand is more than a marketing communications message. It is an internal unifying force throughout the ranks of a company. I emphasize this philosophy on my website, corestrengthmarketing.com, and in my blog entitled, “Your Brand and the Mobius Strip.”
Recently I read a speech given by Ken Chenault, Chairman and CEO of American Express, which he delivered to the Economic Club of…Continue
What do the state of Michigan, a Perdue chicken breast and Michael Jeffrey Jordon have in common? Indeed what do all brands have in common?
The answer is, at one point they were all commodities.
In its simplest terms, a brand is a relationship between a company and its consumers. That relationship is based on the promise the company makes…Continue
Frequently, we see announcements showcasing a company’s new logo and slogan. And the headline reads, “Company X Undergoes Rebranding Effort.” In the marketing world, all too often, graphic designers, copywriters, web developers and more, refer to their service offering as branding. It is an overused and often misunderstood word.
With all due…Continue
Added by Dennis Bailen on June 9, 2012 at 10:33am — No Comments
In the 1991 movie, City Slickers, Jack Palance, playing the tough, experienced and wise cowboy, Curly, advises Billy Crystal, who plays 39-year-old city slicker, Mitch Robbins, and is on a cattle drive with friends in an attempt to deal with his mid-life crisis, that the secret to a happy and successful life is one thing. In the movie, unfortunately,…Continue
Often, when companies think about brand strategy and differentiation, they think about the products or services they offer as their point of difference and build their brand promise around them. In other words, they focus on the “what they do” and build their positioning and communications around that notion. “No one offers better quality…” “Ours is the best…Continue
Added by Dennis Bailen on May 30, 2012 at 1:06pm — No Comments
A Möbius strip is a unique geometric shape. It is the only shape where the outside surface and the inside surface are on the same continuum. See for yourself. Take a long, thin strip of paper. Give one end a half twist and then tape it together. It should look similar to the picture above.
What you now have is a one-sided, one-edged piece of paper…Continue