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Atricle Dump - B.U.I.L.D. A Great Brand
All in all, our decision-making equipment is pretty sound. We don’t follow the lead lemming over a cliff. We can’t be fooled into thinking that a 99-cent lure is a meal. We don’t try to catch car fenders with our teeth. Then again, it wasn’t a dog who launched New Coke. So there are a few bugs – little design flaws of the mind – that can have big consequences.People are clinically overoptimistic, for instance, assigning zero probability to events that are merely unlikely (such as a massive iceberg in the path of a really big ship). We see “patterns” in the random movements of stocks the way our ancestors saw bears and hunters in the scatterplot of the night sk
Smaller organizations can practice intelligent branding by exploiting new trends in how people consume information. For example, a mid-sized public relations firm wishing to reinforce its reputation for innovation and intelligent analysis might launch a blog or weekly podcast.
L = Love
Customers appreciate and reward brands that care about the product or service they produce. Much has been made of Apple’s canny use of MP3 technology to establish i
Over the years, business attire has changed significantly. Because of the sudden change in business dress code it is sometimes difficult to draw the line between what’s acceptable and what’s unacceptable. Business wear in the traditional sense is stringent. Traditional business attire, for men, purely consists of wearing a dress suit. This includes wearing a matching coat and slacks, a long sleeved dress shirt, a necktie, and dress shoes. Traditional business attire for women is comprised of a blouse layered by a suit jacket with a coordinating skirt or slacks, and a pair of pumps. Bright colors are generally discouraged for both men and women in the workplace.
That’s a great insight, but where does that leave the small or medium-sized organization? Most do not have the resources to mount a comprehensive global branding campaign. Are there any methods employed by the "big boys (and girls)" that they could apply to their branding efforts?
Fortunately, the answer to this question is yes. Simply put, for branding success think: B.U.I.L.D. B.U.I.L.D. stands for Big, Unrelenting, Intelligence, Love and Daring. Read on to learn more about this concept.
B = Big
The best brands are big -- and I don’t mean in resources. Rather, they take up a lot of "head space" by making an impact. When you encounter a big brand, you immediately know what it stands for.
Take the restaurant chain Cheeburger Cheeburger. Now that’s a big brand. This fast-growing franchise’s focus is on serving good cheeseburgers the old fashioned way. This concept is reinforced in everything from the d?cor of their restaurants (fifties diner) to their menu (four different burger sizes with lots of cheese and topping options).
Millions of people have embraced Cheeburger Cheeburger’s unique, fun-loving brand. New restaurants are opening regularly and Entrepreneur Magazine ranked Cheeburger Cheeburger as America’s number-one full-service burger franchise in 2003.
U = Unrelenting
Successful brands are unrelenting in their consistency. According to Interbrand, large companies achieve consistency by operating "as a single [brand] everywhere in the world." For example, the bank HSBC communicates the same effective message everywhere it operates: "The world’s local bank."
Organizations of all sizes can achieve consistency by ensuring that they present a uniform image to all of their customers or constituents. Logos, letterhead, Web sites and other collateral materials should be similar. In addition, organizations should engage in activities that reinforce their brand. To use an extreme example, a not-for-profit specializing in Everglades clean-up should devote 90 percent of its efforts to this activity. People and potential donors will be confused if the organization suddenly begins touting itself as a healthcare insurance advocate.
I = Intelligence
To remain on top, powerhouse brands have to be intelligent. This is especially important in today’s high-technology world. One example of an intelligent brand is Coke, which Interbrand ranked number-one in overall brand value.
Coke established its brand through traditional television and print (newspaper, magazine) advertising. Now, Coca-Cola has decreased its traditional advertising spending and moved toward new on-line and entertainment communications channels – partly through product placement.
Smaller organizations can practice intelligent branding by exploiting new trends in how people consume information. For example, a mid-sized public relations firm wishing to reinforce its reputation for innovation and intelligent analysis might launch a blog or weekly podcast.
L = Love
Customers appreciate and reward brands that care about the product or service they produce. Much has been made of Apple’s canny use of MP3 technology to establish it
Putting together a fundraiser can be a fun and a profitable way for an organization and you to make money. Non-profit organizations who are involved in some form of community service are always looking for ways to raise funds. The first thing you want to do is identify or find an organization that is interested in raising funds. You can find prospects in many groups such as churches, clubs, public and private schools, social service organizations, and various charities. These organizations not only look for ways to raise fund for themselves but also to raise funds for charities.It is important to have a product or products that you would like to sale. Whe
Fortunately, the answer to this question is yes. Simply put, for branding success think: B.U.I.L.D. B.U.I.L.D. stands for Big, Unrelenting, Intelligence, Love and Daring. Read on to learn more about this concept.
B = Big
The best brands are big -- and I don’t mean in resources. Rather, they take up a lot of "head space" by making an impact. When you encounter a big brand, you immediately know what it stands for.
Take the restaurant chain Cheeburger Cheeburger. Now that’s a big brand. This fast-growing franchise’s focus is on serving good cheeseburgers the old fashioned way. This concept is reinforced in everything from the d?cor of their restaurants (fifties diner) to their menu (four different burger sizes with lots of cheese and topping options).
Millions of people have embraced Cheeburger Cheeburger’s unique, fun-loving brand. New restaurants are opening regularly and Entrepreneur Magazine ranked Cheeburger Cheeburger as America’s number-one full-service burger franchise in 2003.
U = Unrelenting
Successful brands are unrelenting in their consistency. According to Interbrand, large companies achieve consistency by operating "as a single [brand] everywhere in the world." For example, the bank HSBC communicates the same effective message everywhere it operates: "The world’s local bank."
Organizations of all sizes can achieve consistency by ensuring that they present a uniform image to all of their customers or constituents. Logos, letterhead, Web sites and other collateral materials should be similar. In addition, organizations should engage in activities that reinforce their brand. To use an extreme example, a not-for-profit specializing in Everglades clean-up should devote 90 percent of its efforts to this activity. People and potential donors will be confused if the organization suddenly begins touting itself as a healthcare insurance advocate.
I = Intelligence
To remain on top, powerhouse brands have to be intelligent. This is especially important in today’s high-technology world. One example of an intelligent brand is Coke, which Interbrand ranked number-one in overall brand value.
Coke established its brand through traditional television and print (newspaper, magazine) advertising. Now, Coca-Cola has decreased its traditional advertising spending and moved toward new on-line and entertainment communications channels – partly through product placement.
Smaller organizations can practice intelligent branding by exploiting new trends in how people consume information. For example, a mid-sized public relations firm wishing to reinforce its reputation for innovation and intelligent analysis might launch a blog or weekly podcast.
L = Love
Customers appreciate and reward brands that care about the product or service they produce. Much has been made of Apple’s canny use of MP3 technology to establish i
Who should apply for a credit card merchant account online? Why, you should, of course, if you want to grow your business and maximize sales volume! In this day and age, more and more business functions are moving into cyberspace, which means that business owners must be ready to travel to this relatively unknown domain if they want to maintain strong customer ties and stay a step or two ahead of the competition. Don’t worry if you’re not Web savvy; most online processes that are geared to the general consumer are not hard to perform. In fact, most are downright easy.First, find a lender that you respect that is willing to extend you a credit card merchant acc
Millions of people have embraced Cheeburger Cheeburger’s unique, fun-loving brand. New restaurants are opening regularly and Entrepreneur Magazine ranked Cheeburger Cheeburger as America’s number-one full-service burger franchise in 2003.
U = Unrelenting
Successful brands are unrelenting in their consistency. According to Interbrand, large companies achieve consistency by operating "as a single [brand] everywhere in the world." For example, the bank HSBC communicates the same effective message everywhere it operates: "The world’s local bank."
Organizations of all sizes can achieve consistency by ensuring that they present a uniform image to all of their customers or constituents. Logos, letterhead, Web sites and other collateral materials should be similar. In addition, organizations should engage in activities that reinforce their brand. To use an extreme example, a not-for-profit specializing in Everglades clean-up should devote 90 percent of its efforts to this activity. People and potential donors will be confused if the organization suddenly begins touting itself as a healthcare insurance advocate.
I = Intelligence
To remain on top, powerhouse brands have to be intelligent. This is especially important in today’s high-technology world. One example of an intelligent brand is Coke, which Interbrand ranked number-one in overall brand value.
Coke established its brand through traditional television and print (newspaper, magazine) advertising. Now, Coca-Cola has decreased its traditional advertising spending and moved toward new on-line and entertainment communications channels – partly through product placement.
Smaller organizations can practice intelligent branding by exploiting new trends in how people consume information. For example, a mid-sized public relations firm wishing to reinforce its reputation for innovation and intelligent analysis might launch a blog or weekly podcast.
L = Love
Customers appreciate and reward brands that care about the product or service they produce. Much has been made of Apple’s canny use of MP3 technology to establish i
Surely you know what I mean. Those gangly looking birds that stand on one twiggy looking leg. Their beak (or is it a bill?) is hooked and black. And they flock by the hundreds at the watering hole. Thousands maybe, all together and...THEY ALL LOOK THE SAME!Now I'm not suggesting you run out and paint your shop in day-glow colours, or dress up like Zippo the clown, I just thought I'd draw your attention to something that often gets overlooked.We tend to think of appearances in an external context, we think of what we 'present' to the outside world instead of how we're perceived by the outside world.Here's what I mean, it's called the
I = Intelligence
To remain on top, powerhouse brands have to be intelligent. This is especially important in today’s high-technology world. One example of an intelligent brand is Coke, which Interbrand ranked number-one in overall brand value.
Coke established its brand through traditional television and print (newspaper, magazine) advertising. Now, Coca-Cola has decreased its traditional advertising spending and moved toward new on-line and entertainment communications channels – partly through product placement.
Smaller organizations can practice intelligent branding by exploiting new trends in how people consume information. For example, a mid-sized public relations firm wishing to reinforce its reputation for innovation and intelligent analysis might launch a blog or weekly podcast.
L = Love
Customers appreciate and reward brands that care about the product or service they produce. Much has been made of Apple’s canny use of MP3 technology to establish i
Many people hear the name Craigslist and know it refers to some sort of website but many are still unclear about the different ways in which Craigslist can be used. However, Craigslist receives over four billion page views per month so there are obviously many people who have a better understanding of the services offered by Craigslist. Essentially, Craigslist is similar to the classified section of a newspaper where individual can either post advertisements or respond to existing advertisements. There are a variety of different advertisements offered online and presented in a group of different categories to make it easier for users to find these advertisements. Whe
Smaller organizations can practice intelligent branding by exploiting new trends in how people consume information. For example, a mid-sized public relations firm wishing to reinforce its reputation for innovation and intelligent analysis might launch a blog or weekly podcast.
L = Love
Customers appreciate and reward brands that care about the product or service they produce. Much has been made of Apple’s canny use of MP3 technology to establish itself as a global leader in on-line music. However, another pillar of Apple’s success is the fact that the company clearly loves making innovative and quality wares. Everything from the design to the packaging of Apple’s products is well conceived.
To establish a great brand, organizations should love what they produce and care about their customers or constituents. Nothing will undermine a brand’s value more than a poorly developed product or service. In addition, organizations should be quick to correct problems whenever they arise.
D = Daring
Top-flight brands have to be daring -- within reason. If aligned with an organization’s overall goals, risk-taking can be very beneficial. BMW is one example. The company wanted to reinforce its brand value with customers that are increasingly tuning out advertising. It picked an unlikely solution: short Internet films. The films, which began appearing in 2001, featured BMW cars and were produced by top directors like John Woo. BMW’s risk was rewarded by an 8 percent rise in its brand value between 2004 and 2005, as measured by Interbrand.
Organizations should consider taking calculated risks to reinforce or reignite their brands. This might mean partnering with an organization in a different industry to achieve shared objectives. Being open to a little risk may reap great rewards.
Building great brands requires know-how, creativity and a little luck. However, with perseverance and discipline, organizations of all sizes can achieve branding success.
(c) 2006 Fard Johnmar
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