If you are like most people, you are able to quickly and easily match the brand names below to the simple idea associated with them. In some cases, ideas come down to a single word. Kleenex = Tissue Heinz=Ketchup Volvo=Safety Crest = Fights Cavities The object of branding is to create awareness by connecting your brand name to a single motivating idea or concept and make it stick in the mind of the consumer. What is Positioning? A Simple Definition Positioning is simply concentrating or focusing on an idea – or even a word – that defines (and thus, differentiates) the organization (or product, or service, or concept, etc.) in the mind of its prospects. Why positioning? Today’s marketplace is no longer responsive to the kind of advertising that worked in the past. There are just too many products, too many companies, and too much marketing “noise.” In this over-communi...
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We often get asked the question: should I have my blog as a separate entity from my main corporate site? The answer is no. In a January 17, 2011 Business Insider article "Your Corporate Blog Could Be Sabotaging Your Business: Six ways your blog could accidentally sabotage your bottom line, plus tips for avoiding them" Lisa Barone notes this as one of the top 3 pitfalls to establishing a sucessful company blog. She states: "Corporate blogs work best when they're a natural extension of the rest of your Web site. When the content found on the blog serves to give more information/street cred. to your services. And to do that, readers need to be able to see the connection that exists between the two entities. Your corporate blog fails when you put it on a separate domain and make it hard for people to tie back or access your site. It fails when your blog doesn't link to an...
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