Walk into a Nordstroms, Bloomingdales or any large department store. First floor beauty products everywhere. Stroll through, a brand ambassador intercepts you, gives you a sample of a fragrance. Open it up and your sense of smell drives you to purchase. What happened? Simple. An emotional connection has taken over...
Ralph Waldo Emerson, said, “A foolish consistency is the hobgoblin of little minds.” Poetic words but so wrong in today’s light speed standard of social media. The iron rule to build a brand today: Consistency especially on-line is all. Many companies, hire experts to build their brands. It’s up to these brilliant...
Brands create body language. A consumer picks up a box of Tylenol. A slight smile begins. That headache is history. What happened? Repeated brand performance. Building an enduring bond between brand and user. Some brands just have that unique power that make us feel good about ourselves. They perform every...
Big businesses have it easy. Introduce a new product- no problem. Buy 30 seconds on the Super Bowl. Presto all America knows your new offering. Unfortunately, small businesses don’t have 7 million dollars to buy a half-minute of airtime. So how does a small business create a stellar brand without...
Companies make products. Brands on the other hand are owned by the consumer. Your knowledge of a brand is the brand image. The more you like a brand, the greater the brand trust. Take the iPhone for example. Apple spends millions of dollars in advertising so you will adore their brand. ...
Let’s start with a universal investing truth. ‘Everyone wants to make money.’ Through the years brokerage houses have been exploiting that need. Let’s go back to 1969. Many brokerages focused their equity marketing on an impact -called “Nifty Fifty.” This was the sure thing. The Nifty Fifty comprised the stocks of...
No two products are exactly the same. But that’s not what consumers believe. For many, generic products are difficult to separate, so they make choices based on a whole host of reasons. It could be habit, package color, ease of purchase, and of course price. To separate your product from...