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Customer Friendly Branding By Thomas A. Rothstein
Customer Friendly Branding
Knowing when you’re over the top!
By Thomas A. Rothstein
There are a few companies that have been so successful at branding that their products no longer require a formal an introduction. Coke, Ford, McDonald’s and NBC just to name a few have all embedded their brand names into our day to day lives.
Just the other day I was watching one of my favorite television commercials went it dawned on me that I actually have a favorite commercial. The marketing department for Gieco has been so successful in promoting their brand that I actually look forward to their commercials. There used to be a time when an announcer pleaded with his audience not to change the dial, but now commercials have become as entertaining as the primetime line up.
The marketing of your brand works best if it is customer friendly. What I mean by customer friendly centers around making sure that the marketing of your brand will not have an adverse affect on your sales. Having the money in your budget to basically do whatever you want to do, is not a guarantee that the seeds you’re planting will produce a harvest. The definition of a successful ad campaign is measured in its ability to increase sales, which is more important than the entertainment value of your ads. I have found the more money that is available to market the brand; the more difficult it becomes to stick to the core of your message.
Please take a moment and ask yourself two essential questions when deciding on the direction of your campaign.
- · Will this promotion increase our sales, or am I benefiting the entire industry by launching this campaign?
- · If I saturate the airways with this promotion will I build brand loyalty or create Brand Burn-Out?
There is such a thing as Brand Burn Out, if you don’t believe me then ask the annoyed viewers of the Free Credit Report.com commercials. Here was a commercial that started out with a cool little band singing about marrying your dream girl but she didn’t tell you her credit was bad. Now, it has become a really bad album that only produced one hit record. Don’t get me wrong, the company has been totally successful in establishing name recognition, but I now cringe every time I see one of their commercials.
There has to be something uniquely different about your brand, something that separates it from the pack. You have arrived at the perfect campaign only once you’re able to create something that causes potential customers to separate you from your competition in a more favorable light. Customer loyalty is not built with shock value, but even greater with a marketing campaign that presents your brand as the only option for their immediate need.
Crayola was able to do it despite the fact that there were other companies selling colorful markers. Tabasco was able to it despite the fact that there were dozens of companies selling hot sauce. Now consider the fact that Chiquita has been so successful in creating an identifiable brand that there is no longer a need to advertise the fact that they sell Bananas.
Now it’s your turn to create something special, something memorable, something that will add real value to your product or service. Your marketing strategy has to remain on a short leash so we never forget that the objective here is to influence a purchasing decision.
This article is part of a series of articles titled “Creating a powerful brand”. If you would like to receive the entire series then please email me at the address listed below and I will be happy to send you the entire series.
As you develop your brand I also want you to start thinking about protection. Image Max Personal Public Relations can provide brand development as well as marketing strategies designed to increase your sales. To learn more about our services or to receive free training on how to market and protect your brand please visit our website.
Thomas A. Rothstein
Distributed by Image Max Personal Public Relations
About the Author
Tyrone Jacques would also like to invite you to visit our new website Image Max – for Online Reputation Management http://www.ironcladrep.com
Crayola Renewable Energy Project
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Crayola Crayons Bulk – 48 Boxes of 24 – 1152 Total Crayons $51.49 Bulk Package of 24 crayons per box. 48 total boxes of crayons, for a total of 1152 crayons. Assorted colors, just the way you would find them in the store. Brand New… |
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Rose Art Stamp and Color Stampers and Washable Markers – Set of 15 Double Ended – That’s a Total of 30 Markers & Stampers $13.95 … |
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Crayola Washable Classic Colors Broad Line 8 In A Box (Pack of 6) 48 Markers Total $15.48 8ct. broad classice crayola washable markers offers a variety of colors! favorite colors and easy washability make these markers a classroom favorite and a classroom essential. easily washes off skin and clothing. water-based ink…. |
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Crayola Calculator & Ruler (Total Tools) $1.45 Crayola Calculator & Ruler is the ultimate cool tool for school! It not only accomplishes necessary tasks like calculating, measuring and stenciling, the Calculator & Ruler does it with superior performance and style. This 3-in-1 multi-tasking school supply is smartly-designed to conveniently snap into a 3-ring binder for quick access and convenient storage. Students no longer have to worry about … |
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Crayola 98-8630 Crayola Dry-erase Activity Center $13.33 Crayola dry-erase activity center is great for learning at home or on the go. Interchangeable templates help children write draw count or just play different games. Activity center includes four assorted bullet tip dry-erase makers an eraser five double-sided templates and an instruction sheet. Templates include alphabet practice number practice games u.S. Map alphabet game grid and a blank one. B… |
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Crayola 58-7709 Crayola Fine Tip Classic Markers – Red Ink Orange Ink Yellow Ink Green Ink Blue Ink Violet Ink Brown Ink Black Ink – 8 / Set $3.00 Markers offer water-soluble and water-based ink that may not wash out of clothing. Fine tip markers are great for lettering outlining and detail work. Classic colors include one each of red orange yellow green blue violet brown and black. Certified ap nontoxic conforms to astm d-4236…. |
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The Crayon Box that Talked $5.21 “While walking through a toy store, the day before today, I overheard a crayon box with many things to say…” Once upon a time, Shane DeRolf wrote a poem. It was a deceptively simple poem, a charming little piece that celebrates the creation of harmony through diversity. The folks at the Ad Council heard it–and liked it so much that they made it the theme for their 1997 National Anti-Discriminat… |
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My Style Studio: Design & Trace Your Own Fashions $13.79 Summary:With My Style Studio, young designers get all the inspiration, art supplies, and confidence they need to draw any style they dream up. Super-clear line art on mix-and-match vinyl clings make it easy to create a bazillion different outfits. Comes with: traceable line art on reusable clings, pattern plates, colored pencils, punched tracing paper, sketching pencil, pencil sharpener, eraser, p… |
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Amazing Crayon Drawing With Lee Hammond: Create Lifelike Portraits, Pets, Landscapes and More $11.62 Best-selling author Lee Hammond shows you how to create dramatically realistic and lifelike drawings using the familiar and beloved medium of wax crayons. Draw lifelike animals, people, flowers, landscapes and more using simple techniques and step-by-step demonstrations. Lee gives plenty of quick tips for achieving lifelike textures and colors using nothing but crayons. 112 pages, 250 illustratio… |