LimitlessE Branding Blog

rendering the competition irrelevant

Branding & You

It is summertime and a great time to focus on hot new resolutions for your brand.   This summer, our theme at LimitlessE is “getting back to branding basics”.

Click here to sign up for our Branding & You newsletter where we share a variety of branding tips and case studies.  Our latest issue’s case study is “Rebranding Vegas”.

The Best Global Brands of 2009

The Best Global Brands of 2009

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 Each year InterBrand publishes a list of the top brands.  This year Coca-Cola tops the list as it has for the past 9 years.  Check out the list here:

http://www.interbrand.com/best_global_brands.aspx?year=2009&langid=1000

Brand Strength is one of the things considered when determining the top brands.  Outside of financial data, how can you assess the strength of your brand?  Better yet, how can you make your brand stronger?  When you look at brands like Coca-Cola, McDonalds and Disney, they all consistently give their customers what they expect.  Coke should not taste different on the west coast than on the east coast.  McDonalds’ fries should not be curly in New York and straight in San Francisco.  Disney’s cartoons should not be Winnie the Pooh and Transformers.  These brands have identified a set of attributes that describe their brand and ALL extensions of their brand are consistent with the attributes.  Subsequently customers return because they ALWAYS know what to expect.  How consistent is your brand?

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There’s been lots of buzz around social media and whether or not it adds any value to your brand.  Well the truth of the matter is, social media is here and it is here to stay.  The key is to balance it with the rest of your branding activities so that it supports your brand.  BuzzLogic of San Francisco wrote an article in BusinessWeek that gives three simple tips for getting started with social media:

1 – Know your audience.

2 – Determine the players.

3 – Measure your success.

Read the entire article here:  http://www.businessweek.com/smallbiz/tips/archives/2009/09/its_time_for_yo.html

 

These tips are simple and direct for entrepreneurs just venturing out into the world of social media, but there is one that is missing – KNOW YOURSELF!  Too often, we go in the direction of every fad that comes along without understanding exactly who we are.  Once you understand your brand, it will be easier to assess which media to use and how much to use them. By the way, when is the last time you had a thorough brand assessment?

The Purple Cow

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I read “The Purple Cow” by Seth Godin for a brand management class in grad school I loved it before I read it. Why? Because of the packaging…not only was it titled “the purple cow” but the book cover was designed like a purple cow and the book itself was one of those small “gift-sized” books” which are sized to make us think its an easy read that has profound wisdom in a small package.
Well when my class group was assigned this book to review and present we ended up being split on whether or not we thought the book itself was a real purple cow or a fad.

The marketing was purple cow, packaging of a milk carton, sample, free offers, design.

The core concept of the book was to create something remarkable and people will flock to it…kind of like a if you build it they will come…..but isn’t that common sense….if ur products drying up, find something fresh and innovative and go for it. I think its a solid concept but not new. I think he just explained it in a different framework, one seth had developed in other books, “permission marketing” and “idea virus”

Is it true that you’re either a purple cow or not?  Is it really as black and white…or purple and white as Seth suggests?

 

 

 

Marketing vs. Branding

You can say as much as you want in as many ways as you want about yourself, but until your target understands who you are, you are not a good brand.

diff between marketing and branding

Lazy Branding

I ran across this posting on‪ brandidentityguru.com, “Why Taglines Get A Bed Reputation – Bridgestone Tire Look at Bridgestone Tire’s Tagline… “How generic can this be? What’s the benefit to a Bridgestone customer? What company doesn’t strive for excellence? Imagine a company the size of Bridgestone with all their uniqueness coming up with this for a positioning?”

Read entire posting here: http://www.brandidentityguru.com/wordpress/2009/07/why-taglines-get-a-bed-reputation-bridgestone-tire/

So they’re basically saying Bridgestone was lazy? Could it possibly be that Bridgestone considered themselves so successful and well known that they believed the Bridgestone name would speak for itself?  What if they thought this ingenious tagline was just brilliant? Ha! Ok, I’m just playing devil’s advocate to prove a point…or rather agree with the brand identity guru’s point- taglines do matter! Even McDonald’s, whose name and golden arches are known worldwide has a tagline. The moment we become complacent with whatever level of success we may think we have is the moment we become irrelevant. Every part of your brand is important….neglect your brand, negate your success.