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Suggest You - Branding-The Emperors New Clothes-Part II
IntroductionAs far as insurance services include many tasks to carry out and there are 40 employees in the company it would be a good decision to computerize the company’s activities by introducing a well designed database and automating some tasks performed in a manual mode. Computerization of the company will provide lots of advantages for the company, its overall productivity and will make the performance of basic procedures and tasks much easier and quicker. Consequently, the employees’ burden will decrease and they could be able to increase the quality, speed and performance of their day-to-day duties. This paper is devoted to the research of the main advant
Think about what you’ve just attempted to do there.
By creating this brand you’re force-feeding your customers and prospects with how you want them to perceive your product. And how you want them to recognise it and how you want them to ask for it.
Customers Always Vote With Their Wallets Too many companies think because they have gone through and branded or re-branded their product or service that a customer obviously should use their product or service because of its strong/new brand identity.
Instead look at how your customers vote with their wallets everyday. Whether you get their sale or not depends on whether you match what they’re looking for.
Does Branding Get In The Way? After looking at the 4th or 5th pro
Whenever you are asked to prepare an annual report or a technical paper, you want it to look as professional as it can be. The same thing is true with client presentations. And aside from making your document look professional, you would also want to protect it with covers so that I can be used for a longer time. There are many applications that can enhance the appearance of documents while protecting it better. Among them are binding machines. Binding machines, or binders, are machines used to align, punch, and enclose individual sheets of papers into document sets. With binding machines, you can make documents look more professional, keep them well protected and lengt
By all means once you become a Coca-Cola, Virgin, British Airways or Ford you've got a vested interest in your brand for a different reason.
If you're that big you want to take what you now know customers recognise about your company and continually create Top of Mind Awareness (TOMA) through advertising, PR and other marketing strategies. Just so that when customers think of a product or service you offer your TOMA strategy pays off and they immediately remember you.
Look at what Claude Hopkins, the author of "Scientific Advertising", said about how people choose what they’re buying:
"An advertiser suffered much from substitution. He said, "Look out for substitutes," "Be sure you get this brand,"
Telling the customer to get his better brand didn’t work. Hopkins notes that when the advertiser showed his product was superior by saying, “try our rivals too” in his advert headline buyers made sure to get his product. Because they knew that if he could invite comparisons he must have the best product.
The Root Cause Of Buying Behaviour For more years than I care to remember we’ve heard the mantra that “…your company needs to build its brand to get more X.” Where ‘X’ is more sales, more exposure, more customers or more profits.
The bad news for all you companies investing megabucks in branding is that you’re looking at a symptom not the root cause as to why customers buy from you.
The symptom is the “look and feel”, also know as the brand, of the company. The root cause is the underlying real reason people continue to buy your products and services.
And guess what? It’s because they believe that at this moment you’re the best for what they want, according to their own highly specific reasons.
It may be any, or a combination, of these factors and more:
- Habit
- Laziness
- Relationship
- Recommendation
- Try-out
- Cheapest
- Best service
- Best quality
- Most expensive
- Famous
- Fit
- Lack of time to try a competing brand
Look at that famous marketing case study: Fed-Ex.
When Fred Smith started Fed-Ex he almost single-handedly created the overnight delivery service. Yet the unique Fed-Ex brand didn’t prevent couriers like UPS taking some of Fed-Ex’s market share. So even a highly unique service and well‑known brand can’t prevent customer turnover.
Is Branding Force-Feeding Your Market? American copywriter Bob Serling once said,
"Too many companies think because they have a product or service, they should dictate to the customer how it should be used or what goals it should satisfy or problems it should solve.”
Look at when you create a new brand or “reposition” an old one. You have a bunch of marketing people, some designers, maybe a branding consultant and perhaps a few members of the public through focus groups working up the brand.
Think about what you’ve just attempted to do there.
By creating this brand you’re force-feeding your customers and prospects with how you want them to perceive your product. And how you want them to recognise it and how you want them to ask for it.
Customers Always Vote With Their Wallets Too many companies think because they have gone through and branded or re-branded their product or service that a customer obviously should use their product or service because of its strong/new brand identity.
Instead look at how your customers vote with their wallets everyday. Whether you get their sale or not depends on whether you match what they’re looking for.
Does Branding Get In The Way? After looking at the 4th or 5th prof
I was sitting at my walnut desk in my faux-wood paneled den on a sunny Saturday morning, staring at a stack of mostly white and a few, multi-colored, papers. I had decided to evaluate my current insurance situation and was working my way through the various policies for my car and myself. But with all those terms and all that fine print, my poor head was swimming. There were items like deductibles, co-pays, minimums, maximums, blankets, umbrellas, whole, term, collision, comprehensive, and all those words joined forces to deluge my pulsating brain. Was I sufficiently covered and was I paying too much or too little?I had met with my current agent a week before. He
Telling the customer to get his better brand didn’t work. Hopkins notes that when the advertiser showed his product was superior by saying, “try our rivals too” in his advert headline buyers made sure to get his product. Because they knew that if he could invite comparisons he must have the best product.
The Root Cause Of Buying Behaviour For more years than I care to remember we’ve heard the mantra that “…your company needs to build its brand to get more X.” Where ‘X’ is more sales, more exposure, more customers or more profits.
The bad news for all you companies investing megabucks in branding is that you’re looking at a symptom not the root cause as to why customers buy from you.
The symptom is the “look and feel”, also know as the brand, of the company. The root cause is the underlying real reason people continue to buy your products and services.
And guess what? It’s because they believe that at this moment you’re the best for what they want, according to their own highly specific reasons.
It may be any, or a combination, of these factors and more:
- Habit
- Laziness
- Relationship
- Recommendation
- Try-out
- Cheapest
- Best service
- Best quality
- Most expensive
- Famous
- Fit
- Lack of time to try a competing brand
Look at that famous marketing case study: Fed-Ex.
When Fred Smith started Fed-Ex he almost single-handedly created the overnight delivery service. Yet the unique Fed-Ex brand didn’t prevent couriers like UPS taking some of Fed-Ex’s market share. So even a highly unique service and well‑known brand can’t prevent customer turnover.
Is Branding Force-Feeding Your Market? American copywriter Bob Serling once said,
"Too many companies think because they have a product or service, they should dictate to the customer how it should be used or what goals it should satisfy or problems it should solve.”
Look at when you create a new brand or “reposition” an old one. You have a bunch of marketing people, some designers, maybe a branding consultant and perhaps a few members of the public through focus groups working up the brand.
Think about what you’ve just attempted to do there.
By creating this brand you’re force-feeding your customers and prospects with how you want them to perceive your product. And how you want them to recognise it and how you want them to ask for it.
Customers Always Vote With Their Wallets Too many companies think because they have gone through and branded or re-branded their product or service that a customer obviously should use their product or service because of its strong/new brand identity.
Instead look at how your customers vote with their wallets everyday. Whether you get their sale or not depends on whether you match what they’re looking for.
Does Branding Get In The Way? After looking at the 4th or 5th pro
Last week I had the opportunity to attend a trade show. Unfortunately, at many booths, particularly those of startup companies, I left without a full understanding of what the exhibiting company really did.The experience reminded me of the challenges of putting together a good elevator pitch. An elevator pitch is a brief description of a business idea. It is termed as such since it usually must be delivered within the time that you spend with an investor in an elevator, or just a few minutes. Much like an entrepreneur seeking capital, the exhibitors at the trade show were challenged with giving an elevator pitch that would get their target audience to write them
And guess what? It’s because they believe that at this moment you’re the best for what they want, according to their own highly specific reasons.
It may be any, or a combination, of these factors and more:
- Habit
- Laziness
- Relationship
- Recommendation
- Try-out
- Cheapest
- Best service
- Best quality
- Most expensive
- Famous
- Fit
- Lack of time to try a competing brand
Look at that famous marketing case study: Fed-Ex.
When Fred Smith started Fed-Ex he almost single-handedly created the overnight delivery service. Yet the unique Fed-Ex brand didn’t prevent couriers like UPS taking some of Fed-Ex’s market share. So even a highly unique service and well‑known brand can’t prevent customer turnover.
Is Branding Force-Feeding Your Market? American copywriter Bob Serling once said,
"Too many companies think because they have a product or service, they should dictate to the customer how it should be used or what goals it should satisfy or problems it should solve.”
Look at when you create a new brand or “reposition” an old one. You have a bunch of marketing people, some designers, maybe a branding consultant and perhaps a few members of the public through focus groups working up the brand.
Think about what you’ve just attempted to do there.
By creating this brand you’re force-feeding your customers and prospects with how you want them to perceive your product. And how you want them to recognise it and how you want them to ask for it.
Customers Always Vote With Their Wallets Too many companies think because they have gone through and branded or re-branded their product or service that a customer obviously should use their product or service because of its strong/new brand identity.
Instead look at how your customers vote with their wallets everyday. Whether you get their sale or not depends on whether you match what they’re looking for.
Does Branding Get In The Way? After looking at the 4th or 5th pro
Material handling equipment is equipment that is specifically designed for mechanically handling packaged or bulky items, generally in a production, shipping or storage facility. Selecting the right material handling equipment is vital, as it affects the operating cost and operational efficiency of a factory. The material to be handled, the plant building, and the issues of urgency and safety are a few factors that affect the decision on selecting the right material handling equipment.The equipment is designed after taking into consideration the direction, speed of movement and the level of supervision required. Normally, the equipment used for lighter loads incl
Look at that famous marketing case study: Fed-Ex.
When Fred Smith started Fed-Ex he almost single-handedly created the overnight delivery service. Yet the unique Fed-Ex brand didn’t prevent couriers like UPS taking some of Fed-Ex’s market share. So even a highly unique service and well‑known brand can’t prevent customer turnover.
Is Branding Force-Feeding Your Market? American copywriter Bob Serling once said,
"Too many companies think because they have a product or service, they should dictate to the customer how it should be used or what goals it should satisfy or problems it should solve.”
Look at when you create a new brand or “reposition” an old one. You have a bunch of marketing people, some designers, maybe a branding consultant and perhaps a few members of the public through focus groups working up the brand.
Think about what you’ve just attempted to do there.
By creating this brand you’re force-feeding your customers and prospects with how you want them to perceive your product. And how you want them to recognise it and how you want them to ask for it.
Customers Always Vote With Their Wallets Too many companies think because they have gone through and branded or re-branded their product or service that a customer obviously should use their product or service because of its strong/new brand identity.
Instead look at how your customers vote with their wallets everyday. Whether you get their sale or not depends on whether you match what they’re looking for.
Does Branding Get In The Way? After looking at the 4th or 5th pro
The process of delivering the product to the customer is termed as distribution. Distribution management consists of two major tasks: physical distribution and management of distribution channels. Physical distribution can be defined as the process of reaching the product to the consumers. It encompasses all the activities involved in the physical flow of products from producers to consumers.It is physical distribution that provides place-utility and time-utility to a product. In other words, it is physical distribution that makes the product available at the right place and at the right time, thereby maximizing the company’s chance to sell the product and streng
Think about what you’ve just attempted to do there.
By creating this brand you’re force-feeding your customers and prospects with how you want them to perceive your product. And how you want them to recognise it and how you want them to ask for it.
Customers Always Vote With Their Wallets Too many companies think because they have gone through and branded or re-branded their product or service that a customer obviously should use their product or service because of its strong/new brand identity.
Instead look at how your customers vote with their wallets everyday. Whether you get their sale or not depends on whether you match what they’re looking for.
Does Branding Get In The Way? After looking at the 4th or 5th professional looking brochure or web site is your prospect interested in the look and feel of yours? The danger is that businesses think that marketing tactics like white papers, logos, brochures and web sites are simply “branding methods” when they should be part of an integrated marketing strategy.
Branding becomes a resource drain when considerable management focus and company money is put into branding or re-branding.
How often do we hear about a “tired brand” or a “weak brand” or “weak brand loyalty” explaining away poor sales or lack of sales.
Instead we should look at what our market is telling us about our product. It’s almost bound to be a common issue such as:
- No one wants it – lack of research
- No one believes it – lack of credibility
- No one knows about it - lack of advertising and marketing
- No one repurchases it - lack of quality in product or support
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