Marketing can be messy. You can strive to get your brand positioning and messaging accurate, but your customers may not always see it that way. The David Aplin Group has a modular brand architecture to help them adjust their value proposition to fit the broad needs of a diverse client base.
There are winners and losers with every major technology innovation. Skura was on the losing end of the iPad revolution, and had to reinvent their product and brand. But with careful planning and a commitment to the future, they made purposeful decisions to get ahead of the mess and create a solution that stands head and shoulders above the competition.
Not all niches are equal, and some niches aren't even niches at all. If everyone offers similar service, it's not a niche. A niche strategy has to adhere to 3 components: 1, customers self-identify with the niche; 2, specialized expertise or capabilities; 3, market density to support a business.
Brand momentum is exciting and powerful when your brand is rising, but terrifying if it's declining. Energy accelerates the impact of your brand, but it's elusive. Here are 3 tips to increase your brand's momentum.
National Logistics services: The Cost Of Repositioning
Repositioning a business can be one of the most costly and painful transitions a company go through. National Logistics Services (NLS) went through 18 months of sales purgatory when it repositioned from a general logistics provider to experts in fashion and footwear. Today NLS has a sticky brand, but it was a challenging journey. Peter Reaume, CEO of NLS explains, "It was one of the scariest thing I've ever done. We knew we had to specialize, but the transition was hard."
A brand's heritage is a competitive advantage. There's something remarkable in saying your company has been around for 20, 30 or 50 years. And it’s even more remarkable if you can say your company is 92 years old.Vets Sheet Metal has a unique brand asset: its heritage. They are a 92 year old, fourth generation family business. Their heritage is a competitive advantage, and their stories, relationships and history are brand assets.
Companies have predictable revenue plateaus: $1 million, $5 million, $10 million, $25 million, $50 million, and so on. Each plateau can be a major hurdle to cross, and often companies get stuck at key points along the way. Crossing these plateaus is directly linked to the business owner's ability to grow and change.
A great brand name and packaging is only valuable if you get your product onto the store shelves. The foundation of a great brand is relationships—strong ones that you grow and nurture. There are always gatekeepers who will either support you or block you. Without their endorsement, your brand doesn't stand a chance.
Changing a company name can be highly disruptive, especially with a well established brand. Archway Insurance rebranded in 2011, and got its team involved to support the process. Rebranding is sure to fail without your staff's buy-in.
Distinctive Appliances: Control What’s In Your Control
Distributors have one of the toughest branding scenarios. Their job is to operate behind the scenes, and build other companies’ brands. And if they do a good job they grow the brands they represent from niche products into industry standards. The challenge for distributors is to manage their brand as strategically as the brands they represent.
The web is filled with zombie brands—brands devoid of any personality that limp along mindlessly copying the competition. Avoid the crowd, and showcase your brand personality.
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