Commodity products lead to commodity pricing and squeezed profit margins. What can you do about it? » Read more: Differentiated Commodity Products Drive Profits
Posts Tagged ‘Branding’
Differentiated Commodity Products Drive Profits
November 2nd, 2010How Changes in Perception Impact Your Brand
August 17th, 2010Factors like crisis, the environment or changing perceptions can dramatically impact a brand.
Let’s take a look at what happened to some brands that faced changed perceptions. » Read more: How Changes in Perception Impact Your Brand
Branding: How Crisis Impacts Your Brand
August 13th, 2010Brand Identity and Brand Equity are important for the future of a company. To use a sports analogy –Would you rather be the New York Yankees or the Kansas City Royals?
Let’s take a look at what happened to some brands that have endured a crisis.
BRITISH PETROLEUM (BP)
British Petroleum re-branded itself as BP as it spread throughout the world. They played off the initials by saying “BP” stood for “Beyond Petroleum.” After, the debacle in the Gulf of Mexico the stock lost almost 50% of its value.
Expected Response: Best estimate is they may re-brand back to Amoco, which they bought in the US and rebranded to BP. » Read more: Branding: How Crisis Impacts Your Brand
Using Customer Success Stories in the Sales Process
July 6th, 2010All businesses have happy customers. Finding new customers and keeping current customers is vital to the health of every business. You can leverage Customer Success Stories in blog posts, web sites, newsletters and case study booklets. In addition, use those Case Studies in the Sales Process in four different ways. » Read more: Using Customer Success Stories in the Sales Process
Naming Innovative New Products
April 13th, 2010Innovative new products are sometimes hard to describe to the business or consumer purchaser. Naming the product or category is key to communicating your message.
Category Examples
For years we have “Xeroxed” when we photocopied or listened to our “Walkman” when we meant a portable CD player or asked for a “Kleenex” when we want a tissue. Letters have come to be shorthand for whole categories such as “e” in “e-commerce” or “e-zine” and “i” as seen in “iPod” or “iMac.” » Read more: Naming Innovative New Products
How Do Companies Prove Their Worthiness To Customers?
March 2nd, 2010General Motors recently ran a series of ads about the quality of their cars. The gist of the message was about being a “world class” company. The proof of their “world class” status was a 60-day money back guarantee on new car purchases. The commercial got me thinking about what techniques companies use to prove their worthiness to customers and potential customers. » Read more: How Do Companies Prove Their Worthiness To Customers?
