Tuesday, December 27, 2011

Branding Summary 2011

Good time to review your branding strategy for 2012.

Check out these provocative articles about branding. Warning: You might find some of these ideas offensive - and that's what a good brand should do.

The Branding Fallacy

Your Branding might be killing your business

Beware of the branding zombies. They regurgitate meaningless mantras like "branding is good", "you need a brand" and "we can help you develop your brand." These creatures only want your life blood. Unfortunately these zombies don't look like the ones in Michael Jackson's Thriller video. They look like you and I. They call themselves branding consultants, marketing agencies or graphic designers. And they try to sell you snake oil remedies.

It's time for a branding wakeup call. This might hurt especially if you have recently succumbed to worship of the brand. Remember, "Pay no attention to that man behind the curtain" in the movie The Wizard of OZ. I'm ripping back the curtain. You might not like what you see. But it might save your business. I'm urging you, "Pay attention to the man behind the curtain."
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Five Steps to Build a Personal Brand Like Harry Houdini

Harry Houdini died in 1926 - more than 80 years ago. Yet he is still remembered as the greatest escape artist of all time. Even David Copperfield doesn't come close in terms of brand and name recognition. That is the power of personal branding. Build a solid personal brand and it catapults you to success. Build a really good personal brand and it survives your death. Will your brand survive 80 years after your death? More importantly, will your personal brand help you while you are alive?
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BRANDING : 7 Important Questions and the Straight Answers

Consider these important questions about branding and the brutally honest answers that could help you sell more and save you lots of money that is typically wasted on branding. If you sell yourself as a branding expert - you might not like these answers. These are frank answers that demystify branding.
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Branding Lessons from Genghis Khan, the Mongolian Marketer

What can a growing business learn about branding from Genghis Khan? He united and ruled Mongolia. Genghis is known as a strong ruler and conqueror. Some might call him cruel and vicious. But he is remembered as a strong, memorable and effective leader.
Genghis Khan provides powerful lessons for business on branding. Consider this branding challenge. Many countries, geographic regions and cultures are looking for creative ways to develop their tourism industry. How can developing countries develop their brand?
What can you do if you are Mongolia, a country that suffered almost 70 years of Soviet communism? (The Russians hated the Mongols.)
Play word association with the word "Mongolia" and you might reply with "Mongols" which would lead you to "Genghis Khan"; then you might run out of words. This is the challenge that Mongolia was facing.
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Is There a Brand in Your Stand?

Watch out for the branding gurus. Beware of the branding police who focus only on images of brand. Fire the branding consultants who feel qualified to tell you what your brand should be. Ignore the branding zealots who proclaim "brand or die".
Good, now that we have frightened off the undesirables let's address some fundamental questions about branding and offer you some probing questions to consider. That first paragraph demonstrates the three rules of creative positioning as explained below.
Should you have a brand?

Maybe. It depends on the goals of your business. You need to ask yourself some questions. Will the brand give you the return on your investment? Will you invest the resources to claim and sustain the brand?
Read the rest of Is There a Brand in Your Stand?

George Torok
Marketing Keynote Speaker
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