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Brand Strategy - Brand Identity Guru
If you could have the secret recipe and all the manufacturing facilities of Coca Cola but not the Coca Cola brand-or have its famous brand but no facilities-which would you choose? It's not a trick question. But it demonstrates the power of the brand. Walk into any bank and say "hi I'm Coca Cola, how about a loan"! Let me ask another way. If you could have all the products or services your company produces, but not its name and brand, are you confident they would sell? The truth is, people don't only buy products and services. They buy promises and reputations-what brands represent. I'm the Brand Identity Guru. I've spent most of my professional life helping companies tap into the strength of their brands. Developing a strong brand identity is critical to any company's success. Integrating brand-conscious thinking into communications is so critical, so synergistic, yet it's seldom done by design groups and advertising agencies. Why? It's just not what they do. Graphic Designers don't understand positioning or branding. And ad agencies are more interested in placing ads in the media. Or creating work that wins awards? for them. A branding company's total focus, their entire business practice, is based on the maxim that strong brands (new or repositioned) make companies more successful. Pick the brain of a professional branding consultant. It's bound to spur some powerful ideas. Whether you need to brand or re-brand products, services or the corporation itself, introduce new products or services or reposition existing ones-there's a chance to lay a strategic foundation to re-energize your entire company. Any qualified branding consultant can strengthen your company's brand identity for sure. To measure how strong your brand is copy and paste: (http://brandidentityguru.com/bightml/brandmasterpiece.html). Then click "Take the brand strength test". This is a short survey that measures the strength of any company's brand. It's a great tool to see where you are today. Scott White is President of Brand Identity Guru (http://www.brandidentityguru.com), a leading brand consulting and market research firm located in Easton, Massachusetts, USA, near Boston. Brand Identity Guru specializes in creating corporate and product brands that increase sales, market share, customer loyalty, and brand valuation. Over the course of his 15-year branding career, Scott White has worked in a wide variety of industries: high-tech, manufacturing, computer hardware and software, telecommunications, banking, restaurants, fashion, healthcare, Internet, retail, and service businesses, as well as numerous non-profit organizations. Brand Identity Guru clients include: Sun Life Financial, Coca Cola, HP, Sun, Nordstrom, American Federal Mortgage, Simon (America's largest shopping mall manager) and many others, including numerous emerging growth companies. Scott White is a very enthusiastic speaker and has the gift of being able to explain the principles of branding in a compelling and entertaining manner so that people at all levels can understand.
Other Articles in This Category: Value-pricing Strategy: Were not The Cheapest but...Build Brand Identity - Brand Identity Guru Setting the Right Price Picking The Design Company Which Is Right For You Too Dull? Too Sharp? Brand Equity - Brand Identity Guru When Search Engine Marketing and Trademarks Collide Hiring the Right Graphic Designer for Your Small Business Brand Identity Guru - Is Your Brand Vital? Corporate Internet Branding ? Branding Your Business Online Clouds Gather Before A Storm: Utilizing The Power Of Brand Co-Branding in Automotive Service Businesses Branding 101: Why Its Critical to Business Success and How to Do It Right Planning Ahead With Your Designer: Tips For Design Consistency With Your Logo And Brand Elements The Face of Your Business, Part I Go Ask Alice |
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