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Add You - Positioning and Branding - Brand Identity Guru
Unless you have lived in a cave for the past few years, you have seen them in your community. A group of women over 50 years of age dressed as pimps. Big red hats with feathers, boas draped around their shoulders, purple velvet suits, as gaudy as you can imagine. These ladies are no pimps. They are members of a popular women over-50 group, The Red Hat Society.The Red Hat Society beginnings started in a thrift store in 1997. Queen-Mother (official title), Sue Ellen Cooper, purchased a special red fedora. A few months later, Cooper gave a similar fedora to a friend, along with the poem "Warning" by Jenny Joseph. In the "Warning" poem, Josep
Researching Phase
The Researching phase includes the development of the initial strategic assessment based on an evaluation of the currently available information regarding the product, audience, and marketplace. This phase also includes recommendations for additional market research and exploration. The Researching activities include, but are not limited to:
· Qualitative evaluation and situation analysis
· Product and market differentiation
· Customer segmentation, needs and problem analysis
Qualitative / quantitative research and analysis
Strategic Phase
A branding company should believe that strategy
If you own a mobile detailing business or mobile car wash company you should have the local cable company as one of your clients. You may even find your self with some free publicity. Cable companies are great companies to secure fleet wash contracts with. They also have other things that can be advantageous to you such as:Local NewsCommunity Bulletin BoardsVery Targeted AudiencesEmployees To Wash Cars ForSatellite Antennas To WashLarge Customer BaseFleets of TrucksLocal cable stations are always looking for news. They try to get a jump on the morning newspapers. You may as well be part of loca
They can deliver specific solutions that will allow you to reach your strategic business goals and objectives, and clearly differentiate your brand and identity in the marketplace. Contact a branding company and they'll explore how they can help you develop a "BrandMasterpiece" branding and positioning strategy.
Many clients have the mistaken idea that they can't brand their company because it is too expensive. In fact, a smaller business can build a very strong brand in their sales area by being uniform in their image and message through a proactive and consistent campaign.
Corporate image and branding are strongly connected. In order for the brand to work effectively, the correct colors, font and design must be used in your corporate identity. It is not enough to say I need my logo to be blue; it's knowing what shade of blue, out of the 1000's to choose from. Remember your corporate identity is designed to attract your target markets, as well as represent your company.
Why Positioning
When people ask a branding company what exactly is it that they do, they unhesitatingly answer, “positioning”. While they also perform other marketing-oriented activities for their clients, their philosophy is that the entire marketing mix hinges upon good positioning. If the client’s product hasn’t been positioned properly, it will fail. Period.
The strategies, tactics, messages, and creative are all directly dependent upon the development of appropriate positioning. Unsound positioning will weaken each of these endeavors and yet it’s probably the least understood and most neglected of marketing activities. Many brand positions are hurriedly crafted by committee to placate management with obvious results. A landmark article by HCI once pointed out that fully 70% of new product positions mimic that of an established brand in the therapeutic category. That’s not typically a formula for success.
A branding company believes that good positioning is born of thorough market and product understanding. Only then can a diligent, proven process craft the positioning that will drive proper strategic, tactical, and creative work.
Positioning Design
Positioning is arguably the most important and yet the most difficult responsibility of the marketing professional. That may be why a branding company's most popular service is a positioning design process. This unique, process makes use of a rigorous developmental methodology that designs brand positioning, and is quantitatively proven to create a positive product perception and generate incremental new prescriptions.
Whether it’s a new product requiring positioning developed from scratch or an under-performing product needing re-positioning, a branding company can enhance your product's performance.
A branding company utilizes a disciplined, proven process to engineer an optimal brand positioning and an actionable communications blueprint. The process is broken down into three distinct phases: Surveying, Design and Engineering, and Brand Blueprint.
Researching Phase
The Researching phase includes the development of the initial strategic assessment based on an evaluation of the currently available information regarding the product, audience, and marketplace. This phase also includes recommendations for additional market research and exploration. The Researching activities include, but are not limited to:
· Qualitative evaluation and situation analysis
· Product and market differentiation
· Customer segmentation, needs and problem analysis
Qualitative / quantitative research and analysis
Strategic Phase
A branding company should believe that strategy,
In most industrialised nations the the supply chain of goods from source to end user has changed little for many years. Firstly there are the producers. Then the wholesaler, then the retailer and then the customer and consumer.In the U.S. the supply chain has always been pulled by downstream consumers. Europe had a different history where a mixture of world wars and interventionist governments led to supply chains that were pushed from the upstream end. Certainly, the rationing of the 1940's and beyond led to a culture of consumers who got what they were given and were thankful for small mercies.As Europe has become more affluent, c
Corporate image and branding are strongly connected. In order for the brand to work effectively, the correct colors, font and design must be used in your corporate identity. It is not enough to say I need my logo to be blue; it's knowing what shade of blue, out of the 1000's to choose from. Remember your corporate identity is designed to attract your target markets, as well as represent your company.
Why Positioning
When people ask a branding company what exactly is it that they do, they unhesitatingly answer, “positioning”. While they also perform other marketing-oriented activities for their clients, their philosophy is that the entire marketing mix hinges upon good positioning. If the client’s product hasn’t been positioned properly, it will fail. Period.
The strategies, tactics, messages, and creative are all directly dependent upon the development of appropriate positioning. Unsound positioning will weaken each of these endeavors and yet it’s probably the least understood and most neglected of marketing activities. Many brand positions are hurriedly crafted by committee to placate management with obvious results. A landmark article by HCI once pointed out that fully 70% of new product positions mimic that of an established brand in the therapeutic category. That’s not typically a formula for success.
A branding company believes that good positioning is born of thorough market and product understanding. Only then can a diligent, proven process craft the positioning that will drive proper strategic, tactical, and creative work.
Positioning Design
Positioning is arguably the most important and yet the most difficult responsibility of the marketing professional. That may be why a branding company's most popular service is a positioning design process. This unique, process makes use of a rigorous developmental methodology that designs brand positioning, and is quantitatively proven to create a positive product perception and generate incremental new prescriptions.
Whether it’s a new product requiring positioning developed from scratch or an under-performing product needing re-positioning, a branding company can enhance your product's performance.
A branding company utilizes a disciplined, proven process to engineer an optimal brand positioning and an actionable communications blueprint. The process is broken down into three distinct phases: Surveying, Design and Engineering, and Brand Blueprint.
Researching Phase
The Researching phase includes the development of the initial strategic assessment based on an evaluation of the currently available information regarding the product, audience, and marketplace. This phase also includes recommendations for additional market research and exploration. The Researching activities include, but are not limited to:
· Qualitative evaluation and situation analysis
· Product and market differentiation
· Customer segmentation, needs and problem analysis
Qualitative / quantitative research and analysis
Strategic Phase
A branding company should believe that strategy
You may have heard about how business coaches can come in and meet with the management of a business and lead it success, and perhaps you even considered hiring a business coach yourself. But all the trekking back and forth to seminars and classes made it unfeasible or impossible, so you put it off, and time passed. Thankfully, we live in a digitized and connected world, so now you can sign up for online business coaching and attend classes, meet with your mentor, and improve your business from wherever you connect to the Internet.Online business coaching works similar to the way that normal business coaching works, except that everything occurs
The strategies, tactics, messages, and creative are all directly dependent upon the development of appropriate positioning. Unsound positioning will weaken each of these endeavors and yet it’s probably the least understood and most neglected of marketing activities. Many brand positions are hurriedly crafted by committee to placate management with obvious results. A landmark article by HCI once pointed out that fully 70% of new product positions mimic that of an established brand in the therapeutic category. That’s not typically a formula for success.
A branding company believes that good positioning is born of thorough market and product understanding. Only then can a diligent, proven process craft the positioning that will drive proper strategic, tactical, and creative work.
Positioning Design
Positioning is arguably the most important and yet the most difficult responsibility of the marketing professional. That may be why a branding company's most popular service is a positioning design process. This unique, process makes use of a rigorous developmental methodology that designs brand positioning, and is quantitatively proven to create a positive product perception and generate incremental new prescriptions.
Whether it’s a new product requiring positioning developed from scratch or an under-performing product needing re-positioning, a branding company can enhance your product's performance.
A branding company utilizes a disciplined, proven process to engineer an optimal brand positioning and an actionable communications blueprint. The process is broken down into three distinct phases: Surveying, Design and Engineering, and Brand Blueprint.
Researching Phase
The Researching phase includes the development of the initial strategic assessment based on an evaluation of the currently available information regarding the product, audience, and marketplace. This phase also includes recommendations for additional market research and exploration. The Researching activities include, but are not limited to:
· Qualitative evaluation and situation analysis
· Product and market differentiation
· Customer segmentation, needs and problem analysis
Qualitative / quantitative research and analysis
Strategic Phase
A branding company should believe that strategy
Prior to privatisation in China, business only existed in the form of State Owned Enterprise (SOE). These were (and still are) run by people with strong political backgrounds and relationships, usually connected by family ties to someone in the government. This sort of closed organisational structure gave no opportunity for its employees to be involved in any decision-making processes. Often, principle-based leadership was substantial to motivate staff to be productive, although the extent of government financial support available meant that SOEs frequently didn’t need much in the way of business knowledge or understanding of the market. Success was ba
Positioning Design
Positioning is arguably the most important and yet the most difficult responsibility of the marketing professional. That may be why a branding company's most popular service is a positioning design process. This unique, process makes use of a rigorous developmental methodology that designs brand positioning, and is quantitatively proven to create a positive product perception and generate incremental new prescriptions.
Whether it’s a new product requiring positioning developed from scratch or an under-performing product needing re-positioning, a branding company can enhance your product's performance.
A branding company utilizes a disciplined, proven process to engineer an optimal brand positioning and an actionable communications blueprint. The process is broken down into three distinct phases: Surveying, Design and Engineering, and Brand Blueprint.
Researching Phase
The Researching phase includes the development of the initial strategic assessment based on an evaluation of the currently available information regarding the product, audience, and marketplace. This phase also includes recommendations for additional market research and exploration. The Researching activities include, but are not limited to:
· Qualitative evaluation and situation analysis
· Product and market differentiation
· Customer segmentation, needs and problem analysis
Qualitative / quantitative research and analysis
Strategic Phase
A branding company should believe that strategy
As more and more people get their news from MSN, Google and Yahoo, less and less are relying on the local newspapers. In this day and age with 200 channels of Satellite Radio, 400 Channels of Satellite TV, instant breaking news by email and online news gathering of search engines the newspaper industry is taking a hit. Some say they are taking it in stride and are a valuable resource for news both local and regionally. Others completely disagree. For instance I currently take about 40 key word news items on Google News Alerts. These are things, which include my personal interests and business interests. Most people now who are Internet Savvy get their
Researching Phase
The Researching phase includes the development of the initial strategic assessment based on an evaluation of the currently available information regarding the product, audience, and marketplace. This phase also includes recommendations for additional market research and exploration. The Researching activities include, but are not limited to:
· Qualitative evaluation and situation analysis
· Product and market differentiation
· Customer segmentation, needs and problem analysis
Qualitative / quantitative research and analysis
Strategic Phase
A branding company should believe that strategy, message, and tactics all flow from a well-structured positioning. In the Strategic phase, positioning development, evaluation, and testing lead to the formulation of an effective strategic framework for the Brand. Only with a thorough understanding of that brand positioning, can key messages for offline as well as online delivery be crafted and evaluated. The Strategic phase activities include, but are not limited to:
· Positioning workshops and option development
· Strategy creation, mapping, and metrics
· Attribute articulation / messaging
Blueprint
The Blueprint is a unifying document that provides strict guidance on the tactical application of the strategy and positioning to the full cadre of outsource communications partners (i.e., professional and consumer promotional agencies, public relations, publication planning, e-promotion resources, etc.) A primary goal of the Blueprint is to ensure consistent, cohesive, and synergistic promotion for the Brand across all tactics and media. The Blueprint:
· Creates appropriate relationship between science & marketing
· Increases cohesiveness of internal and external teams
· Is a focusing tool for tactical partners
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