3 Tactics To Reevaluate Your Brand: Has it come unplugged?
July 2007
By Nancy H. Sacunas, APR
You remember it well and it was painful. You sat in hours of management planning sessions mapping out your organization’s competitive advantage and uniqueness. You reviewed competitor marketing materials (snagged at the last trade show) and a few competitor proposals a customer gave you. After much deliberation, your team finally arrived at how to uniquely position your company in the marketplace and your company’s brand.
It was good. It was well conceived. It was time and money well spent.
Fast forward to today. Does your company still fit that brand image you developed years ago? How does a CEO know when it’s time for a rebrand? Here are three sure-fire ways to know.
The Key to Branding: Does Your Tagline Pass the Test?
July 2007
Branding is a vast and varied topic to discuss, let alone accomplish, and there are as many ways to attempt it as there are companies that try. But there’s one very critical, very small part of the process that sets your position, your course, and ultimately, the outcome of any branding effort for years to come, and that’s your tagline. It’s where the branding rubber hits the road, and all roads to branding pass through your tagline. All three or so words of it.
To be clear, some people call taglines by other names; their slogan, positioning line, or value statement. It’s that thing that Darren Stevens would struggle with over almost the entire Bewitched episode. It seemed so damn hard, elusive and mysterious to nail down the tagline that he needed his wife’s otherworldly powers to get it done. Good taglines are hard to come up with, and it does take some special talent, but it’s not impossible.
What Women Really Want: How To Market Your Business To Women
2007
Ladies, It’s official: Women have now overtaken men as the gender with the most purchasing power, contributing an estimated $7 trillion to the global economy. And most of the market is largely untapped by business.
This news of an untapped demographic should be causing businesses to jump for joy. However, many companies have not answered the siren’s call to specifically target their marketing toward women, even when faced with the statistic that women make over 80 percent of all household purchasing decisions. Women are not just the big spenders in their personal lives but are responsible for over half of the buying decisions in the corporate world. And in their personal lives, more and more women are making buying decisions that were once considered to be of the male realm. Women are purchasing investments, buying automobiles, buying and building homes, and are keeping up on the latest trends in technology. Despite their purchasing power and control over the market, companies are missing the boat entirely when it comes to understanding how to attract more female customers.
