Be distinct… or become extinct!
Be distinct or become extinct… By Ken Gasque April 3, 2022 Tom Peters said “distinct…or extinct” in his book The Brand You. He was talking about personal branding, but the same tactics apply to businesses. If your product/service is no different from your competition, why should the consumer consider it unless you are willing to compete on price? […]
The Brand Development Process–Think Like A 7 Year-Old
The brand development process-think like a 7 year-old By Ken Gasque June 9, 2022 What is perception? We come to problems with our perception because that is what we have. It is only natural. However, it won’t be easy because perceptions are reality. So think like a 7 year old and change those […]
Make a profit, please.
Please, make a profit. By Ken Gasque | Listen, Brand, Advertising If You Don’t Make A Profit You Won’t Be There When Needed. Have you heard the news media reporting that Warren Buffett wants to pay more taxes? “Please, raise my taxes.” Legendary investor Warren Buffett said on Monday that rich Americans, including himself, are not paying enough in taxes. “The […]
Does your advertising support your brand?
Does your advertising support your brand? By Ken Gasque | On April 1, 1976 in a garage in Cupertino California three young nerds created Apple Computer and on August 10, 2011 Apple became the most valuable company in the world. Apple did specular advertising—but it was all about brand development. Apple created the most famous TV ad ever produced […]
The brand development process begins with design.
The brand development process begins with design. Your mother always told you not to judge a book by its cover. But you do. Because design is powerful. Graphic Design by Milton Glazor There are other expressions you have heard. “Clothes make the man.” And “beauty is skin deep.” Oscar Wilde said, “It is only shallow […]
Brand Developers What is Your Why?
Brand Developers What is Your Why? Many business people think that ‘getting your name out’ through the media, word of mouth, and Internet is branding. Getting your name out is good but it’s not branding. Brand developers are looking for something that is more…something that sets you apart. Brand developers, what is your why? Why […]
Brand Purpose
Brand Purpose The Association of National Advertisers’ Masters of Marketing conference was held last month in Orlando, Fla. Big and small marketers came together to share best practices and ideas. Brand purpose and strong creative are still marketers best tools. The most interesting man in the world ad campaign for Dos Equis So what did they […]
Rate Your Brand
Rate Your Brand The short definition of a brand is a claim of distinction. Without distinction, your company and products could be considered Brand X, generic, or worse, a commodity. But with distinction customers have a clear reason to choose your company over your competitor. If your customers are getting tattos of your logo you […]
The Brand Development Process in Four Steps
The Brand Development Process in Four Steps The brand development process is a collection of activities–advertising, marketing planning, creating personas, design, packaging, positioning, SEO, social media, and more. It is has the answer to our problems. So, what is the single biggest problem affecting business today? Healthcare—nope. Employment—nope. It’s a lack of sales. The NFBS […]
A visual of your brand communicates
A visual of your brand communicates 60,000 times faster than print. In a recent blog I was praising the power of the visual to communicate, —“We buy with our eyes”—and a reader, a friend and a Radio Sales Rep, took me to task and said not so fast, radio is a pretty effective medium as […]