Category: Branding

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Branding

Branding: How Crisis Impacts Your Brand

Brand 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.

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Branding

Leveraging Customer Success Stories in Communications Vehicles

The old saying that nothing breeds success like success is till true.  Prospective customers want to know you can solve their problem or challenge.

Draft short case studies of your firm in action.  State the problem, your actions and the positive results.  Using numbers helps drive home the point of the results.

Here are four great ways to use Customer Success Stories:

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Categories
Branding Product Management

Naming Innovative New Products

Innovative 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.”

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Branding Customer Service

How Do Companies Prove Their Worthiness To Customers?

General 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.

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Branding

CEO Wannabees Create New Marketing Technique

Senior executives at major corporations have recently started using a unique Marketing technique. The technique is bold and headline grabbing.  What is it?  They are quitting their lofty positions to openly campaign for Chief Executive Office roles at other companies.

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