| |
| |
|
Branding Information |
|
|
|
Santa - The Brand
Every Christmas Eve, a burglar named Santa busts into homes around the world, but he has never been charged with B&E. He has one of the best, most positive brands around and it continues to inoculate him against any hint of impropriety, as it has for generations. Why does Santa's brand remain so strong? Because Santa is: ? Consistent ? Unique ? Customer-focused ? Viral Let's examine these to see what lessons we can learn. First off, Santa has a positioning statement and has used it to stay true to his mission for decades. It is this consistency that has helped him build a brand franchise that is the envy of other marketers. No matter what kind of communication vehicle he uses, the message is measured against the positioning statement. Fed-Ex and UPS also deliver packages, but they don't do it in the middle of the night in a sleigh drawn by eight tiny reindeer. Santa has cornered the market on uniqueness. He has not strayed from the market he identified in his positioning statement. His target is not every carbon-based life form. He focuses on kids. End of story. Talk about customer intimacy. Santa has perfected data mining. Who else knows if you: ? are sleeping or awake ? want a Barbie or a baseball bat ? have been naughty or nice Santa invented viral marketing. As his customers get older and become parents, they market to the emerging group of customers for him. They know that if they deliver Santa's message, they will benefit from their children's good behavior. And it's not just the parents. Other marketers help him, too. Santa has never spent a dime on advertising. He has used good public relations tactics to develop, manage and maintain solid relationships with marketers who advertise for him. Consider the Coca-Cola ads featuring Mr. Claus. Think of all the newspaper inserts that carry his picture during the holidays. Then, there are all those helpers in department stores everywhere. Because of his adherence to simple marketing tactics, everyone loves Santa. Not bad for an old burglar with a reindeer fetish. Harry Hoover has 26 years of experience in crafting and delivering bottom line messages that ensure success for serious businesses. Sign up for his free monthly newsletter at http://www.hoover-ink.com.
MORE RESOURCES:
Google News |
|
|
|
RELATED ARTICLES
Not So Stationary Stationery The elements and functionality of the basic stationery system is changing. With the advent of email, fax, web and cell phones, stationery systems must be adjusted to meet the needs of today's business. Wealthiest 10% of Americans Name Top Quality Brands for 8 Products in New Survey The seventh in a continuing series of twice-yearly surveys by The American Affluence Research Center (AARC) reveals the brands considered to have the highest quality, regardless of price, by the wealthiest 10% of Americans, the 11 million households representing about half of all consumer income and spending, a third of the total US economy, and 70% of the personal wealth of Americans.Just released, the AARC report, The Luxury Market: Spring 2005 Survey of Affluent Americans, shows the affluent named Rolex, Cartier, and Tag Heuer as the top three brands for quality, regardless of price, for lady's fine watches. Brand Lo-o-o-o-o-ve... So.. Why Having A Niche Automatically Boosts Your Credibility - Become The Expert by Getting Focused Yes, yes, we've heard it all before.. How To Create A Brand That Sticks Most people, when they hear the word branding, think logos - but in fact, branding is really much more than that. A brand involves blending the image, purpose, and focus of your business, with your core marketing message, and coming up with something which will stick in the minds of people who encounter it. Branding 101: Why Its Critical to Business Success and How to Do It Right What's Your Brand?A brand is a product/company personality that helps distinguish it from the competition. It evolves out of the product essence. Time To Revamp Your Visual Identity? Look at your company logo. Does it fade into the background against other images you use to promote your company? Has it become dated? Does it still fit with your company vision? Is your message connecting with the customers you want?Your visual identity is a vital tool in communicating the essence of your business. Types of Logos There are three basic types of logos: text, symbol, and combination logos. The type of logo that will work best for your company depends on a number of considerations, such as the size of your company, the uniqueness of your name, and a variety of other factors. Brand Your Name! Have you ever thought about branding your name? Does the idea sound too egotistical for you or does it make good business sense? Let's examine personal name branding and how it can help you achieve the recognition you need for your business and put you quickly on the path to success!Promptly upon receiving my layoff notice from my position of nearly eleven years, I decided I needed to venture out on my own. I formed a limited liability company and named the concern after my name. Profitable Partnering Become your customers top-of-mind choice.Some of these snapshots of real life SmartPartnership success stories can be adapted to help your kind of business (or non-profit or government agency) thrive?1. Image is EVERYTHING The absolute foundation of your small business is your image. The way potential clients and/or customers perceive your business sets the stage for the way your product or service is recognized and ultimately judged. Trademark: Do I Need One for My Business Name and Logo? Wondering if a trademark is important to you as a business owner? Let's start with the basics. A trademark is a word, phrase, symbol, or logo that distinguishes and identifies the source of goods of one company or person from another. Setting the Right Price One of the ways people get to know you is by the identity you project. Your company name, the way you present yourself, your business card and brochure, where you work, and other ways you conduct your business create an image that gives your customers information about you. Logo Design Tips Logos can be described as visual icons that provide a unique identification element to a business or product. Logos provide quick visual recognition of a Company which in-turn builds branding. Hawaiian Heirloom Jewelry Back to the era of the Hawaiian monarchy, the origin of Hawaiian heirloom jewelry can be found. The Hawaiian kingdom had long enjoyed a favorable relationship with England. Quality and Service - Yeah, Right! One of the critical drivers of business success is having a unique competitive advantage. Most managers understand that to attract a larger share of the market, or find enough customers prepared to pay a premium price, they must provide something of greater value than their competition. Brand Image - Brand Identity - Brand Strategy - Brand Identity Guru Consumers perceive and accept many brands within a certain trade group in different ways. By personifying a brand (How would you describe brand X if it were a person?) we can find out, that for instance consumers perceive brand A as a young, impulsive, lively, attractive, energetic woman full of ideas. The Very Basics of Design Design is a very subjective thing, therefore, if you ask me how to come up with a first class design for your marketing collateral or publishing mediums, it would be very unfair for me or anyone else to tell you what is a good design and what is a bad design. But there are certain elements and principles that we should look for in a design to determine whether the design and layout of the material will be able to carry the message across effectively to the readers and your potential market. Why You? -- Professional Identity Branding You can have first-rate products and services, but if you can't establish the need, communicate the benefits and differentiate yourself from the competition in ways that make people want to do business with you, you'll forever be selling up hill.As Robert Krumroy, Identity Branding, Inc. Creating Powerful Names for Products, Services, and Your Business The name of your business is important--it's one of the first things potential customers know about it. And having unique names for each of your products and services can be a powerful selling tool.
|
| Article List | Index | Site Map |
|
All logos, trademarks and articles on this site are property and copyright of their respective owner(s).
The comments are property of their posters, all the rest is Copyright © 2006 CanadaSEEK.com - All Rights Reserved. |
