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Casual Articles - Successful Product Branding: What Does The Brand 'Want' To Be
How does the world see you? It may not be the way you see yourself. Either way, it's time you find out!Recently I typed my own name into a series of search engines to see how well known I was. Surprise, surprise! I learned in England I am a socce
But the clients are p
We’ve all seen some absolutely fantastic products, services or systems which are incredibly hot profitable money-spinners, and many of us have often wished we had thought of it first.But just where do the ideas come from? How do the creators come
Here's a VERY basic overview of successful product branding...
A new product is coming out. It's a new toothbrush that bends backwards a particular way that no one toothbrush, until this one, has. It's a big deal in the toothbrush community.
Resist the urge to snicker...niches are created to be protected whether it's hand creams or salad dressings or a certain thread count undergarment.
Okay, as the launch approaches, the scramble at headquarters is on. How should the brand be positioned? Should it be the 'scientific toothbrush' or 'the toothbrush that finally knows how to brush' or perhaps even something like 'not your father's toothbrush.'
All of these brand positions are completely valid. And these and all of the other potential brand positions are then assembled, argued over, and then presented to the clients where a whole new set of fights begin.
But the clients are pa
When starting up a business, there are some important legal matters that you’ll have to deal with, no matter how much you’d love to just dive in and get started. However, if you neglect these legal steps, you’re going to find that maintaining the busine
A new product is coming out. It's a new toothbrush that bends backwards a particular way that no one toothbrush, until this one, has. It's a big deal in the toothbrush community.
Resist the urge to snicker...niches are created to be protected whether it's hand creams or salad dressings or a certain thread count undergarment.
Okay, as the launch approaches, the scramble at headquarters is on. How should the brand be positioned? Should it be the 'scientific toothbrush' or 'the toothbrush that finally knows how to brush' or perhaps even something like 'not your father's toothbrush.'
All of these brand positions are completely valid. And these and all of the other potential brand positions are then assembled, argued over, and then presented to the clients where a whole new set of fights begin.
But the clients are p
This January marks the tenth anniversary of the Advertising & Marketing Review Website, and to mark the occasion this column is about how the Website was initially funded. It’s a cautionary tale about the necessity of having a good contract whenever doi
Okay, as the launch approaches, the scramble at headquarters is on. How should the brand be positioned? Should it be the 'scientific toothbrush' or 'the toothbrush that finally knows how to brush' or perhaps even something like 'not your father's toothbrush.'
All of these brand positions are completely valid. And these and all of the other potential brand positions are then assembled, argued over, and then presented to the clients where a whole new set of fights begin.
But the clients are p
The market is like a maze where a man gets lost in the web of infinite products. So some 'well thought out' and brilliant advertisement strategy has to be chalked out. This approach should be simple yet captivating. The best device to recapture consumer
All of these brand positions are completely valid. And these and all of the other potential brand positions are then assembled, argued over, and then presented to the clients where a whole new set of fights begin.
But the clients are p
It occurred to me the other day, that so many people today liken their businesses to the way they eat - fast. Think about it. All over the web we are inundated with... make $1000's of dollars a day, make $10,000 a month, make a million by the end of the
But the clients are paying so guess who's winning!
Again, this is a very basic view of what happens, but the next step is focus grouping the brand positions to see which ones ring most true to consumers. (This is where client ears OPEN in the biggest way. Because the clients who are bringing new products to market want to know EXACTLY what the public thinks.)
And every client, in their attempt to achieve successful product branding, will tend to listen more to the focus groups (because they are filled with 'REAL' people) than to their ad agency, their PR people, and their marketing companies.
Successful product branding is not, in any way shape or form, easy. And ultimately it is won by someone taking a very firm stand on hos the product 'should' be branded. This person will supposedly have listened to all sides of the product branding arms availabl
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