What is perception? What is differentiation?
What is perception? What is differentiation? Your self-perception and your reality are often depicted as two overlapping circles. One circle represents how you perceive yourself. Another circle represents how others perceive you. The reality is the overlapped area contained in both circles. What is perception? There is a marketing cliche –Perception is reality. And even […]
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 […]
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 […]
What is differentiation?
What is differentiation? Differentiation is as small as something that makes your customers smile to something as big as a new way to listen to and access your music—iPad. I read recently that we need to think about what our customers want by filling in the sentence for them… “I want to _____________.” Such as […]
The paradox of choice.
The paradox of choice. By Dr. Leslie Pitner Americans love freedom of choice — having options and keeping our options open. We believe more choices add to our happiness. But what if it isn’t true that more choices make us happier? In the traditional view presented by economists, people are rational actors who strive to […]
Persistence–the secret of the brand development process.
Persistence-the secret of the brand development process. There are four rules we think are the key to success. The main lesson is persistence–it is the secret to the brand development process. We made a poster to illustrate these rules and very cleverly called them “The Four Rules of Success.” You will find our posters in elementary, […]
Is your differentiation unique enough to withstand a law suit?
Is your differentiation unique enough to withstand a lawsuit. This is about the strength of a brand (its differentiation). If you are president of a company, own a business or are the marketing manager of a business, I am referring to you as a Brand Developer. The Apple vs Samsung lawsuit should be more that […]