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Brand Communication Is Brand Experience

Everybody knows by now that it’s not what your market thinks of your brand that counts. Your customer could spell out, in bullet points, everything that’s wonderful about your product. That doesn’t mean you’ll make the sale. Decisions are made by the lizard brain – in the limbic system. That’s what governs emotion. We know now that what matters is how a market feels about a brand. And that is determined by how the brand is experienced. So how does your market experience your brand? Do customers come into a retail environment? Do your clients lunch in your office? Is your trade show booth the place where you interact with your primary buyers? These are all experiential events wherein the people who matter most to the success of your brand actually get to rub shoulders with it. Promotional and advertising campaigns also give your market a taste of your brand. But, for most small and middle-market businesses, there is no retail environment, no hosting clients at lunch, no trade shows. There aren’t ever any promotional events. There’s no budget to do any real advertising. How then can the brand ever be experienced?

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Topics: communication

Don’t Skimp On Brand Identity

Human beings are visual hunters. We get 90% of the information around us through our eyes. Your brand has to look like what your market is hunting for. To get that to happen, you need to work with an excellent – professional – graphic designer. You have to give that designer useful directions so that he or she can put their talents in full service to your strategic objectives. You need to share a clear creative brief with that person, a brief that is the result of a well-thought-out brand strategy. That way, the designer can leverage the immense power of graphic design to attract the market (and the employees) that you want. She or he can integrate your brand strategy into your logo, your retail interior, your packaging, your online presence and every other aspect of your storytelling. Here are a few tips to ensure yours is the best it can be.

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Topics: Identity

Can You Teach An Old Brand New Tricks?

I recently met with the owner of a consumer goods business – let’s call it OldCorp – that is 90 years old. It’s a family business. He’s the second generation at the helm. His parents bought the firm, in a distressed sale, during the Great Depression. Back then, very little attention was paid to branding. You just slapped a label on your product and went door to door, trying to get retailers to stock it. The family did well for themselves that way, growing the business into a regional player. Today, they’re a good, solid business, but still a regional player. That would be fine except, in the intervening decades, two competitors have grown to national prominence. One other has become a much better-known regional force. While OldCorp can still count on its regular customers to keep it going. It can’t grow because most consumers can name the top three brands in the market but can’t ever think of the fourth – OldCorp. It finds itself in the awkward position of being a 90-year-old challenger brand. Is it too late for it to make a run at the market leaders?

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Topics: Positioning

Why Is Your Brand Like an Elephant?

While at breakfast with some new friends this past week, I happened to once again relay the tale of the six blind men of Hindustan, a famous Indian folk tale. In it, six blind men use their sense of touch to “see” an elephant. I was using the story to illustrate how different people experience brands in different ways and how it’s important to craft brand strategies that will address all those points of view. One of the people at the table very kindly complimented me on the metaphor. And that inspired me to notice that it’s been two and half years since we discussed brand constituencies in this blog. Time to rectify that now. Our tale begins in ancient India …

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Topics: Strategy

Fitting A Brand Into Its Culture

Not talking about corporate culture here. Not talking about brands being cultured, as in “Lah-di-dah. What a boring art show. I think I’ll have another canapé.”, either. No, I’m talking about the culture at large, which still is localized at different places around the world. American culture is not British culture is not French culture is not Chinese culture. And even those very distinct cultures can break down into smaller sub-segments. But with all those cultures that global brands have to take into consideration, there’s another trend moving in the opposite direction. And that is that all these cultures are blending too. Populations are moving in all directions. Cultures are mixing, influencing one another. There’s a restaurant in Los Angeles that advertises its Vietnamese/Salvadoran cuisine. In the US, we feel that immigration gives us strength. That’s been our history, anyway. But in Europe, cultural integration is a more difficult process. The jury is still out on whether that can be satisfactorily resolved. But what does it all mean for your efforts to run a business and make a living? What does it mean for your brand?

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Topics: Innovation

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