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1. Think Strategy.(LEADERS & SUCCESS)(IBD'S 10 SECRETS TO SUCCESS)
Byline: Cord Cooper
Want to build long-lasting relationships with customers? Develop an effective brand-building program.
The best brand-building models target customers both broadly and intimately and combine conventional advertising with innovative approaches, say brand strategists David Aaker and Erich Joachimsthaler.
Advertising campaigns often muddy a brand in consumers' minds, Aaker and Joachimsthaler wrote in "Brand Leadership." The trick, they say, is to make advertising part of a strategy reinforcing a few clear-cut messages.
Below are ways to build a top-down brand-building program -- in some cases without advertising.
Clarify your brand's identity. What sets your brand apart? What do you offer that competitors don't? If your team can't clearly answer these questions, can you expect customers to?
Find the sweet spot. That's the element that's central to customers' lives and their self-concepts. Once you find it, make your brand a part of it.
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- Magazine article from: Investor's Business Daily March 17, 2004 700+ words
Byline: Cord Cooper 3 Walk up to...Matsushita's brands include JVC...innovation to its brand, David Aaker...its sub-brands. Through brand leveraging...and the sub-brand," he said. "Other technology brands have sub-brands...
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Byline: Cord Cooper 5 Companies that...that turn ho-hum brands into white-hot...singularity. A successful brand is more than a product...authors noted. Other brands have also been watered...things." Those brands have been weakened...skating. To build a brand in a new category...
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- Magazine article from: Investor's Business Daily August 18, 2004 700+ words
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- Magazine article from: Investor's Business Daily August 16, 2001 700+ words
Byline: Cord Cooper Winning in business is like winning a war. Both...Grant drank, Lincoln responded, "Tell me his brand so that I may send the same to all my generals...by others. It is thought and meditation." By Cord Cooper
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- Magazine article from: Investor's Business Daily August 17, 2005 700+ words
Byline: Cord Cooper 3 Mike Brooks and...down. "We had no brands, so we began from...knew that without a brand we couldn't survive...delivered additional brands, including Georgia...and the licensed brand Dickies. "E.J...haul from E.J. brands -- $150 million...
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- Magazine article from: Investor's Business Daily December 23, 2005 700+ words
Byline: Cord Cooper 5 If long-term success...said Hy Nguyen, associate brand manager at Unilever United...consumer. They knew what our brand stood for." Behind Closed...the spray form and move the brand into alternative media...
- 10SECRETS.(A)
- Magazine article from: Investor's Business Daily January 30, 2001 700+ words
...much the same way, says brand strategist Robin Fisher...create their own personal "brands," says Roffer, brand strategist for ESPN...reputation as a full-time brand marketer with Turner Broadcasting...circumstance or how you feel. By Cord Cooper
- TAKE ACTION Stick To The Game Plan.(LEADERS & SUCCESS)(IBD'S 10 SECRETS TO...
- Magazine article from: Investor's Business Daily June 23, 2004 700+ words
Byline: Cord Cooper 3 Regis has become head...umbrellas more than 30 brands, including company...meat-and-potatoes brands such as Supercuts, Cost...of why we have so many brands," he said. "It...and it's already got brand equity. "We've bought...
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- Magazine article from: Investor's Business Daily January 23, 2006 700+ words
Byline: Cord Cooper 6 With media consumption...markets in new ways: ** Brand the game. In targeting...and over, increasing brand awareness exponentially...advergaming makes the brand or product (the central...awareness for all Dodge brands by 27.6% among consumers...
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- Magazine article from: Investor's Business Daily October 10, 2005 700+ words
Byline: Cord Cooper 1 All companies want to boost...companies trying to build a brand. That's important, but...up. We're building the brand.' "The smart people say...Furey said. Building your brand and building revenue are...