When starting a business everyone puts time and sweat into their logo. Show your logo to 100 people and you are going to get 100 different opinions. I agree that a logo is important since its going to be an extension in your marketing efforts. But all that time you put into your logo and design should be 100x more when servicing your client.
I can have an amazing looking logo but if my clients are not satisfied the logo is not going to do anything for me. Spend time on it but do not believe the hype of the logo making your business successful. Getting new business just because they thought the logo was amazing. Always remember: you make the logo, it never makes you!
I was reading Napoleon Hill’s Think and Grow Rich ( a must read by anyone who wants to run their own business) for the 6th or 7th time last night and came to one of my favorite parts, The Seven Major Negative and Positive Emotions. Very simple concept but often never applied. Today I am going to list the Negative Emotions that are to be avoided by all costs:
The emotion of FEAR
The emotion of JEALOUSY
The emotion of HATRED
The emotion of REVENGE
The emotion of GREED
The emotion of SUPERSTITION
The emotion of ANGER
You have to get rid of these from your mind, do not be a slave to them. Positive emotions coming up!
There are a plethora of names you can think of when you think of great brands. Some are:
At my company we are getting an account to brand a mall in NJ that only has famous Indian designer clothes. (The South Asian Indian Population in NY & NJ is roughly 500,000) A great concept because this mall has narrowed it’s focused to only carry famous Indian designer brands. This has not been done before. Usually South Asian Indians go back to India to get their exclusive and expensive clothes (now this mall will save them a trip half way across the world). So what’s the name of this mall? “The Mall at Oak Tree” (because it’s on Oak Tree rd). Now the owner wants to brand this concept and open locations across the states and still call it the “The Mall at Oak Tree”.
I don’t think that’s a great way to brand this Mall. You need a unique name that also positions itself in the consumers mind. When women think of shopping for designer Indian wear, the mall’s name should automatically pop up. “The Mall at Oak Tree” is kind of a hard name to be positioned in the consumers mind. Generic names tend to not catch on with people.
I live near 2 malls, one is called Roosevelt Field and the other is called the Source. Anytime you hear those 2 names you exactly know what the person is talking about and what inside each mall. The owner should change the mall’s name, do tons of great PR, and then start to advertise his brand. If the name is not right from the beginning all this time and money are most likely going to go to waste.
They are telling me at my agency we cannot change the name (it’s been open for less than a year). I don’t see why not. In this case, change is good.
William Shakespeare’s famous line in Romeo & Juliet “What’s in a name? That which we call a rose. By any other name would smell as sweet.” Too bad it does not apply in marketing!
My favorite marketing law is the law of perception.
The law states “marketing is not a battle of products, it’s a battle of perceptions” These 12 words run through my mind all day from when I wake up to when I sleep (and probably in my dreams). One of the great laws in marketing who we owe thanks to Mr. Ries & Mr. Trout.
Every brand’s ultimate dream is to have a position in a consumers mind that (for the most part) never changes. That perception in their mind becomes the consumer’s reality. It does not matter if another product in the marketplace is better. Once that perception (reality) is created it is very hard to change.
Our job as marketers is to create that reality… I didn’t say it was easy!
Campbell’s is the #1 selling soup in the USA. Heinz is the #1 selling ketchup in the USA. Heinz makes a variety of products and one of them is soup. Heinz soup flopped in the USA. Why? They make ketchup. Who wants soup from a company that shouts the word “ketchup” in your mind when you think Heinz. But Heinz is a leader in the growing soup category in Europe and is tops in the U.K. Over there the reality is different from ours.
Does Campbell’s make better soup than Heinz? Who knows. What does your perception tell you?
A great concept that is being overlooked in marketing these days is a concept called “Positioning.” Positioning is the first thought that comes to mind when you think of a certain product/entity and owns that #1 position. Advertising dollars can all go to waste if they are not built on positioning. Many have!
As marketers we have to get into the consumer’s mind, stay there and build our equity. Not easy to do! But without it we are not going to survive. (or at least stay on top for long). What’s that word (or thought) that comes to mind when consumers think of your product?
Some examples of great product positions:
Volvo – Safety
Starbucks – Premium Coffee
Wal-Mart – Low Prices
Red Bull – Energy Drink
BMW – Ultimate Driving Machine
Amazon – Books
Grey Goose – Premium Vodka
Are you comfortable with your position? What is it?
Everyone knows Santa Claus as jolly old, St. Nick. Every Christmas, he is celebrated all throughout the world. Many movies have starred Santa Claus, from Miracle at 34st to Tim Allen’s Santa Clause movies. But how did Santa Claus become the phenomenon that he is today? I don’t want to burst anyone’s bubble, but it’s with MARKETING!
The American image of Santa Claus was first created by illustrator Thomas Nast, who depicted a stout Santa for Christmas issues of Harper’s magazine from the 1860s to the 1880s. It was still not part of American culture until the world’s biggest brand came along and decided to market Santa. Starting in 1931, magazine ads for Coca-Cola — that’s right Coca-Cola (the world’s most recognized brand) featured St. Nick as a kind, jolly man in a red suit. D’Arcy Advertising Agency worked with The Coca-Cola Company on a campaign to show the wholesome Santa as both realistic and symbolic. Illustrator Haddon Sundblom painted a plump old man with a white beard, wearing a red and white outfit.
The Coca-Cola Santa made its debut in 1931 in The Saturday Evening Post and appeared regularly in that magazine, as well as Ladies Home Journal, National Geographic, The New Yorker and others. Coca-Colaadvertising showed Santa delivering and playing with toys, pausing to read a letter and enjoy a Coke, playing with children who stayed up to greet him and raiding the refrigerators at a number of homes.
Because magazines were so widely viewed, and because this image of Santa appeared for more than three decades, the image of Santa most people have today is largely based on Coca-Cola’sadvertising. The red and white Coca-Cola colors worked seamlessly into the Santa campaign.
In short, to answer everyone’s question “Yes, I believe in Santa Claus.”
(for more information please visit the Coca-Cola website)