Over the years, we’ve helped several of our clients develop their brands. We methodically step them through the process and work together to build a brand that is differentiated from the competition in a way that is relevant to their customers. Then we hand them their new brand and say “OK, good luck!”
Not really.
Developing an “own-able” brand is a true accomplishment. It requires diligent research on the target and competition. It requires an understanding of the long term vision, and the desired perception in the market place. It often requires making tough decisions while prioritizing the personality, credibility and differentiation factors that make your brand, YOUR brand. So it would be crazy to invest all those resources, and then not follow through to ensure that your employees are delivering on that brand. Yet that is exactly what happens in many cases. Read Full Article
My DVR’s Impact on Your Brand
OK, I admit it – I’m a fan of “American Idol.” (Yes, I know, here comes the grief!) When I can’t make it home at 8pm, I record the show on my DVR and watch it when I have a free minute. Honestly, I prefer watching it at a later time so I can skip through the commercials to get right to the performances and the results.
During the last show, I stopped fast-forwarding and thought to myself, “What impact does my DVR activity have on an advertiser’s brand?” It seemed to me that fast-forwarding through a commercial would not impact the consumer as much as watching the 30-second spot, but I wondered if it had any effect on consumer behavior at all. And, how did this affect consumers’ brand perception? My first assumption was that all brand awareness was lost, but I wasn’t sure. So, out of curiosity, I did a little research and found some interesting information. Read Full Article »