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Casual Articles - Eye On The Pie: Branding From an Investors P.O.V.
When you go to trade shows you probably pick up brochures.What do you do with them?In the majority of cases I'm willing to bet you either leave them to fester in the lovingly designed show carrier bag or you scan some of them and then throw them away.Do you read any of the brochures you get through the post or left by sales people?If you don't read brochures why do you think your prospects will?If your brochure is all about you and very little about your customer it wont get read. If it's not read it can't sell anything. That means you've just lost another prospect because your brochure didn't do its job right.What A Brochure Isn'tDesigning a brochure is not simply the managing director, marketin
Four, as a smart investor I knew that if Song was able to keep up this level of experience for their customers in a dependable fashion that it would indeed become "the airline of choice" for me. I also knew there are lots of me's in the world. At this rate of experience, it would be no time at all before they expanded their routes and create a powerful brand presence in the marketplace. A smart investor knows to follow their own instincts and invest in more than just the numbers-- what they experience as valuable-- what they believe in.
And all of this was woven together with the CEO's passion of music, hence the name. This was by far the best branded experience I have ever witnessed... no... experienced!
If investors look at businesses from this viewpoint, then shouldn't you as a business owner do the same?
Whether you are a small business owner or a new ent
Coin counters are machines, sometimes manual, sometimes battery operated and sometimes electrical which sort, count and sometimes wrap hard currency. Coin counters are useful at home for sorting loose change into bankable money.Home currency coin countersIf you traditionally are a coin saver, maybe emptying your change pocket into a jar or bank, or even a box or larger container, you know that the coins become very heavy. They are too heavy to be carried around in a purse or pocketbook, yet the coins still have value. They can be a wonderful emergency fund for those last minute Christmas or birthday gifts when the credit cards are maxed out. If you have always hated the process of sorting, counting and wrapping the money which you have collected, a co
For many entrepreneurs who are just starting out or are flying solo for any amount of years, it's often inconceivable that anyone would want a piece of their business in the future when they are struggling to grow now. For those who find themselves in this implausible thought or for those who believe in the 'brass ring' of going public there are four things you should consider now that will enable that kind of big future.
On a recent flight from Los Angeles to Orlando I experienced a flight of fancy beyond anything I have ever felt before. When I booked through Delta airlines, I was issued a ticket on a company I had not heard of before called Song. I thought it odd but nothing beyond that. That all changed from the moment I got to the gate.
Waiting for the plane to board, I sensed a light buzz flowing through people at the gate. They were actually thrilled to be waiting. I thought that happy gas had been pumped into just this section because across from us was another group on another airline waiting to board who were not feeling the same thing. Then the pre-boarding began.
A male Latin voice came over the intercom and began the boarding with... a joke-- a different experience. He then went on to announce the boarding procedure with so much joy that I couldn't wait to get in line. I wasn't even in a hurry to get on the plane. When I got to the door, the woman taking my ticket greeted me as if I arrived at her home for a party-- a very different experience.
I walked on the plane and heard upbeat music, saw the colorful comfortable seats, and was greeted by fashionably dressed flight-attendants by the time I sat down, the first thing I said to Nanci, a perky brunette from Atlanta, was "How can I invest in Song?" The plane hadn't even taken off yet!
When working with entrepreneurs and businesses of all sizes, I often stress the need to create a brand experience for the customer from every point of contact. Never was this point hit home so beautifully... and so fun.
Let's breakdown my desire to invest in this company just from just a single contact in four points of connection we humans can relate to:
One, most airlines are scrambling to cover losses and willing to slash prices to get people flying again-- Delta included. As they scramble to react, new airlines were capturing market share with lower price points. With Song, Delta made the decision to expand rather than dilute Delta's existing brand and value proposition. They needed to go in another direction and create something completely different to join the battle. Now I wasn't here too observe this personally, but it seems to me they responded like a nimble entrepreneur eyeing a market opportunity, not a giant digging in. To make big advances, bold steps are needed.
Two, from the very beginning they had me emotionally. From the moment I was at the gate through when I stepped off the plane they touched me. I got to choose from a menu of great food and I got to choose my entertainment-- the music selection was better than a record store. I felt so good I didn't even think I was in the air. No emotional detail was spared. They nailed it big time. It was all planned down to the detail. I wouldn't have been surprised if the Captain came on and introduced Cirque du Soleil (the famed performers from Canada) would be performing soon. They had me from... the joke. Create and experience I'll buy more than a ticket.
Three, they were able to make this emotional impact on me because the airline itself came from a deep place of belief. After the unfortunate events of September 11th, the airline industry was reeling. Delta employees knew they had to do something to capture the hearts of flyers or cutbacks and layoffs were on the horizon. They believed they had to deliver an exceptional service never before experienced at a price that the public would pay. No more doing business as usual, they had to create something that they personally would want to experience. They took the big business of flight and made it deeply personal. They were able to get me emotionally because of their deep belief.
Four, as a smart investor I knew that if Song was able to keep up this level of experience for their customers in a dependable fashion that it would indeed become "the airline of choice" for me. I also knew there are lots of me's in the world. At this rate of experience, it would be no time at all before they expanded their routes and create a powerful brand presence in the marketplace. A smart investor knows to follow their own instincts and invest in more than just the numbers-- what they experience as valuable-- what they believe in.
And all of this was woven together with the CEO's passion of music, hence the name. This was by far the best branded experience I have ever witnessed... no... experienced!
If investors look at businesses from this viewpoint, then shouldn't you as a business owner do the same?
Whether you are a small business owner or a new ent
So now its time to take that big plunge and be your own boss. Where will I start? What do I look for? And for that matter what business will I buy? Will I relocate? Can I get finance? Who do I go to for the right advise?These are just a few of the concerns when you decide on buying a business and believe me its not an easy road ahead, but with the right advise and the right business for you there are rewards unlimited to help you on the way to building a bank and a good quality of life. This article will help you all the way.Important Points when Buying a BusinessEvery day I receive emails from purchasers and business owners needing assistance in selling or buying. I use my many years of experience in business sales and running a chain of shops
Waiting for the plane to board, I sensed a light buzz flowing through people at the gate. They were actually thrilled to be waiting. I thought that happy gas had been pumped into just this section because across from us was another group on another airline waiting to board who were not feeling the same thing. Then the pre-boarding began.
A male Latin voice came over the intercom and began the boarding with... a joke-- a different experience. He then went on to announce the boarding procedure with so much joy that I couldn't wait to get in line. I wasn't even in a hurry to get on the plane. When I got to the door, the woman taking my ticket greeted me as if I arrived at her home for a party-- a very different experience.
I walked on the plane and heard upbeat music, saw the colorful comfortable seats, and was greeted by fashionably dressed flight-attendants by the time I sat down, the first thing I said to Nanci, a perky brunette from Atlanta, was "How can I invest in Song?" The plane hadn't even taken off yet!
When working with entrepreneurs and businesses of all sizes, I often stress the need to create a brand experience for the customer from every point of contact. Never was this point hit home so beautifully... and so fun.
Let's breakdown my desire to invest in this company just from just a single contact in four points of connection we humans can relate to:
One, most airlines are scrambling to cover losses and willing to slash prices to get people flying again-- Delta included. As they scramble to react, new airlines were capturing market share with lower price points. With Song, Delta made the decision to expand rather than dilute Delta's existing brand and value proposition. They needed to go in another direction and create something completely different to join the battle. Now I wasn't here too observe this personally, but it seems to me they responded like a nimble entrepreneur eyeing a market opportunity, not a giant digging in. To make big advances, bold steps are needed.
Two, from the very beginning they had me emotionally. From the moment I was at the gate through when I stepped off the plane they touched me. I got to choose from a menu of great food and I got to choose my entertainment-- the music selection was better than a record store. I felt so good I didn't even think I was in the air. No emotional detail was spared. They nailed it big time. It was all planned down to the detail. I wouldn't have been surprised if the Captain came on and introduced Cirque du Soleil (the famed performers from Canada) would be performing soon. They had me from... the joke. Create and experience I'll buy more than a ticket.
Three, they were able to make this emotional impact on me because the airline itself came from a deep place of belief. After the unfortunate events of September 11th, the airline industry was reeling. Delta employees knew they had to do something to capture the hearts of flyers or cutbacks and layoffs were on the horizon. They believed they had to deliver an exceptional service never before experienced at a price that the public would pay. No more doing business as usual, they had to create something that they personally would want to experience. They took the big business of flight and made it deeply personal. They were able to get me emotionally because of their deep belief.
Four, as a smart investor I knew that if Song was able to keep up this level of experience for their customers in a dependable fashion that it would indeed become "the airline of choice" for me. I also knew there are lots of me's in the world. At this rate of experience, it would be no time at all before they expanded their routes and create a powerful brand presence in the marketplace. A smart investor knows to follow their own instincts and invest in more than just the numbers-- what they experience as valuable-- what they believe in.
And all of this was woven together with the CEO's passion of music, hence the name. This was by far the best branded experience I have ever witnessed... no... experienced!
If investors look at businesses from this viewpoint, then shouldn't you as a business owner do the same?
Whether you are a small business owner or a new ent
Have your own merchant account and build your credibility with your customers.Many subscription site owners outsource their credit card processing activity to outside agencies. These days it has become very simple for subscription sites to have their own merchant accounts, thereby enabling them to handle their own credit card payments from the customers. Having your own credit card processing facility increases your credibility in your customers eyes.There are some pre-requisites that your merchant account bank looks for, on your site. Therefore before applying for your own merchant account to the bank, the following pages should be there on your website, so that the merchant account bank can review the same.1. Product and/or Services Page
Let's breakdown my desire to invest in this company just from just a single contact in four points of connection we humans can relate to:
One, most airlines are scrambling to cover losses and willing to slash prices to get people flying again-- Delta included. As they scramble to react, new airlines were capturing market share with lower price points. With Song, Delta made the decision to expand rather than dilute Delta's existing brand and value proposition. They needed to go in another direction and create something completely different to join the battle. Now I wasn't here too observe this personally, but it seems to me they responded like a nimble entrepreneur eyeing a market opportunity, not a giant digging in. To make big advances, bold steps are needed.
Two, from the very beginning they had me emotionally. From the moment I was at the gate through when I stepped off the plane they touched me. I got to choose from a menu of great food and I got to choose my entertainment-- the music selection was better than a record store. I felt so good I didn't even think I was in the air. No emotional detail was spared. They nailed it big time. It was all planned down to the detail. I wouldn't have been surprised if the Captain came on and introduced Cirque du Soleil (the famed performers from Canada) would be performing soon. They had me from... the joke. Create and experience I'll buy more than a ticket.
Three, they were able to make this emotional impact on me because the airline itself came from a deep place of belief. After the unfortunate events of September 11th, the airline industry was reeling. Delta employees knew they had to do something to capture the hearts of flyers or cutbacks and layoffs were on the horizon. They believed they had to deliver an exceptional service never before experienced at a price that the public would pay. No more doing business as usual, they had to create something that they personally would want to experience. They took the big business of flight and made it deeply personal. They were able to get me emotionally because of their deep belief.
Four, as a smart investor I knew that if Song was able to keep up this level of experience for their customers in a dependable fashion that it would indeed become "the airline of choice" for me. I also knew there are lots of me's in the world. At this rate of experience, it would be no time at all before they expanded their routes and create a powerful brand presence in the marketplace. A smart investor knows to follow their own instincts and invest in more than just the numbers-- what they experience as valuable-- what they believe in.
And all of this was woven together with the CEO's passion of music, hence the name. This was by far the best branded experience I have ever witnessed... no... experienced!
If investors look at businesses from this viewpoint, then shouldn't you as a business owner do the same?
Whether you are a small business owner or a new ent
We all succumb to the annual ritual of making a bunch of resolutions about how we will change our lives with the start of the New Year: eat better and healthier foods, exercise more, reorganize our rather hectic and stressful lives in order to live longer, and learn to enjoy what we have. In most instances, regardless of how dedicated we are to these resolutions, most of our good intentions give way to the realities and pressures of everyday living, and before we know it, we are pretty much back to where we were on December 31.Executive compensation is, in many ways, treated very much the same way. Boards and their Compensation Committees set forth their resolutions on how they will tighten up the criteria for governing and determining executive compensat
Three, they were able to make this emotional impact on me because the airline itself came from a deep place of belief. After the unfortunate events of September 11th, the airline industry was reeling. Delta employees knew they had to do something to capture the hearts of flyers or cutbacks and layoffs were on the horizon. They believed they had to deliver an exceptional service never before experienced at a price that the public would pay. No more doing business as usual, they had to create something that they personally would want to experience. They took the big business of flight and made it deeply personal. They were able to get me emotionally because of their deep belief.
Four, as a smart investor I knew that if Song was able to keep up this level of experience for their customers in a dependable fashion that it would indeed become "the airline of choice" for me. I also knew there are lots of me's in the world. At this rate of experience, it would be no time at all before they expanded their routes and create a powerful brand presence in the marketplace. A smart investor knows to follow their own instincts and invest in more than just the numbers-- what they experience as valuable-- what they believe in.
And all of this was woven together with the CEO's passion of music, hence the name. This was by far the best branded experience I have ever witnessed... no... experienced!
If investors look at businesses from this viewpoint, then shouldn't you as a business owner do the same?
Whether you are a small business owner or a new ent
Sex And The City actress Kim Cattrall stars in a New Zealand television commercial for the Nissan Tiida. In the commercial, she seems to be enjoying herself as she handles the stick shift and drives along a road. Actually, I'm quite sure that she enjoys herself as she emits pleasurable moans while she heads toward the climax of the commercial. The climax is when the sees a sign that reads "hump" and she drives over a speed bump.Apparantly, the spot was too racy for TV and was pulled after complaints were filed by viewers.It seems to me that when an ad gets pulled we, as viewers, tend to get more interested in it. We want to see what we're not permitted to see. We want what we can’t have. It happened to Adam and Eve in the garden of Eden. Perhap
Four, as a smart investor I knew that if Song was able to keep up this level of experience for their customers in a dependable fashion that it would indeed become "the airline of choice" for me. I also knew there are lots of me's in the world. At this rate of experience, it would be no time at all before they expanded their routes and create a powerful brand presence in the marketplace. A smart investor knows to follow their own instincts and invest in more than just the numbers-- what they experience as valuable-- what they believe in.
And all of this was woven together with the CEO's passion of music, hence the name. This was by far the best branded experience I have ever witnessed... no... experienced!
If investors look at businesses from this viewpoint, then shouldn't you as a business owner do the same?
Whether you are a small business owner or a new entrepreneur develop your brand by focusing on "experience," doing so will undoubtedly put your business closer to your customer AND closer to the investment pie. And you will also enjoy the journey!
Unfortunately, Song is not public... yet. I'm first in line.
Kim A. Castle, Co-founder BrandU™, Co-Author of Why BrandU: Big Business Success No Matter Your Size, and BrandU™ Bible, the only step-by-step workbook for developing your business as a brand.
© 2004 Castle Montone, Limited Reprinted with Permission
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