Posts Tagged ‘manufacturing’  

The Relationship Between Brand and Risk

It’s been said time and time again that one of the biggest barriers to a sale is risk. People run from it, especially in the BtoB sector where the consequences of making the wrong decision can have devastating impacts throughout an entire organization, and even on the decision-maker’s reputation and career. Perceived risk is the…


 

Why Internal Brand Adoption is Crucial to Brand Success

Fact: Your employees need to be your biggest and most influential brand ambassadors. If they don’t understand, believe in, live, and deliver on your brand expectations, your brand will never reach its full potential. You’ve likely had experiences with sales and customer service people who fail to deliver on your expectations. If you walk into…


 

A Case for Brand Architecture

Mitsubishi has more than 65 brand names. BMW has one. Both are valid brand architectures, and the trick is to leverage the brand without diluting it. Sooner or later, aggressive growth companies are faced with the decision of building their brand architecture. Which is better? A branded house? Or, a house of brands? And how…


 

An Easy 30-Minute Internal Brand Checkup

How do you know for sure that your employees understand your brand and how you differ from your competitors? And how can you find out if your employees really understand your business? The answer is simple: Ask them. First thing tomorrow morning, send the email below to thirty random people throughout your company. Be sure to…


 

Four Dimensions of a Brand

Your brand-new website with all the trimmings primed for SEO is finally done – check. Booth ready for trade show – check. Ads done for the industry pubs and new brochures are at the printer – check. You have all the tools you need to win new business and have a prosperous 2013. Or do…


 

7 Ways to Build a Formidable Brand

It can take years to build a great reputation and only minutes for something or someone to destroy it. And sometimes what destroys a brand can be well outside your personal control. It’s the former employee who is out for vengeance on Facebook and Twitter or it’s the competitor who created a new product that…


 

A Quick Way to Measure Brand Value

Given enough time and capital, just about anyone could duplicate your products and services. Banks have been doing so since the beginning of time and Samsung is rivaling the iPhone with its Galaxy. Manufacturers are forever introducing next-generation products to out-design and outperform competitive products, and often times, even their own. It’s full speed ahead…


 

Stop Missing Out on New Business Opportunities

You have a robust and aggressive marketing campaign. Your salespeople are dedicated, committed, loyal and hard working. Your website is in order, and by all indications, you have everything you need to succeed and have a record year. Yet, the reality is that sales are either flat or moderate, at best, and you wonder why…


 

Fuel For Your Marketing Efforts

Your business needs every advantage it can get, not just in rough economic periods, but in all times. However, these needs become more pronounced when, like today, there are fewer buyers and no-less competitors. That’s where your distinctive brand can step up and separate your company and products from the rest – resulting in maximum…