Build Brand Value BIG Time

Ask your self this question, In which business are we really in? And stay far from the dark world of commodities...

I am astonished!!! I just witness how in three days a clan of marketers ? brand managers, advertisers, researchers - drove a brand into the huge world of commodities, these people approach the brand building process as a conjunction of ideas- do not matter if the ideas were good or bad- and were clearly afraid to innovate and challenge the rules of their game.

If you are planning to maintain your brand as far as you can from the dark world of commodities, why not innovate by reconsider the category in which you compete and create your own rules.

As Theodor Levits from Harvard business school once exemplified it: "The once- powerful railroads were blindsided first by automobiles and then by airlines. This happens because railroad companies define them selves too narrowly as being in the railroad business rather than the transportation business."

But redefining your industry does not mean hiring a new ad agency to think a fancy new slogan ad and spend millions of dollars communicating it.. To make it work, you have to approach your brand building process strategically and communicate it each day in every interaction with your consumer, offering high-quality products and services that your customers rally want and that will reinforce the values offered by your brand and expand the emotional connections your customers fell with it.

When Steve Jobs came back to Apple with the mission of bringing back the brand from the darkness the first thing he did was redefine his business. "What Apple is about, is not making boxes for people to get their jobs done, although we do that very well. Apple is about more than that. What Apple is about, its core value is that we believe people with passion can change the world for the better. That is what we believe." Excerpt form Steve Jobs' speech to software developers

That day Apple created its own game, and became something more, since then Apple has launched products like the i-Mac and G4, and most recently has become the center of the digital music world with the iPod and i-Tunes store.

James Dyson invented his own game when he created the Dyson vacuum cleaner, a vacuum with a unique shape and a clear collector bin, so you can watch the dirt cycloning around. He made fun the vacuum cleaning experience.

If you speak to Richard Branson he would tell you that his business is to create FUNKY business, I wonder who competes with Virgin in this business

Yes, you can think this could be risky if you already are by far the #1 in your industry, but Howard Shultz is trying to transform Starbucks into the largest digital music retailer in the world, he most be crazy.

But maybe brand building is about being rationally crazy .

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 (http://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.

---

Better Links Directory

Brand Components

Your brand is the culmination of everything about you and... Read More

Time To Revamp Your Visual Identity?

Look at your company logo. Does it fade into the... Read More

The Art of Successful Branding

Branding: it's a term that carries great weight in the... Read More

Branded Email: Email Branding is the Next Generation of Email

All You Need is Branded Email Or Always Branded Email... Read More

Why You? -- Professional Identity Branding

You can have first-rate products and services, but if you... Read More

Are You Brand Worthy? Are You Brand Worthy?

Branding is a one hot topic, although it is wildly... Read More

Trademark: Do I Need One for My Business Name and Logo?

Wondering if a trademark is important to you as a... Read More

Logo-ize For Instant Identification & Increased Awareness

The task of creating an indelible impact on the memory... Read More

Branding Your Products Is Important

I was chatting with a couple of friends, all of... Read More

10 Secrets for Free Media Placement

Why pay a high priced PR agent when you can... Read More

Boston Brand Building - Brand Identity Guru

"Make no little plans, they have no magic to stir... Read More

Counterfeit Branding - Representing True Globalisation!

From cigarettes to fashion accessories to food products to medicines,... Read More

Brand Your Consulting Brilliance

Today's competitive marketplace for consulting services is no longer responsive... Read More

A good logo vs. a FABULOUS logo

If you had a choice, which one would you choose,... Read More

How Do You Define a Good Logo Design?

Everyone wants his company logo to be the best but... Read More

Im Just Starting, Why Do I Need a Logo Design?

Businesses eager to open often give little thought to their... Read More

Boston Web Design Branding - Brand Identity Guru

A branding company's website purpose is to design websites that... Read More

Notable News - The Branding Myth

How many times have you heard of seen advertising for... Read More

Branding Is Not Selling Out: ITS SELLING IN

Ever see an amazing band perform and wonder why you've... Read More

Trade Journals in Franchising

As many people know Industry Trade Journals in America have... Read More

Branding Guru - Brand Identity Guru

Branding TodayHave you ever had a good brand experience? How... Read More

Brand Boring or Brand Buzz?

I heard an advertisement on the radio the other day... Read More

Shattering the Branding Myths

If you've been online long, you're sure to have seen... Read More

Brand Image ? Brand Identity Guru

Having a brand image is not a "have or have... Read More

Jan Verhoeff: Brand Your Market

Marketing potential of any product is based on recognition and... Read More