|
|
| Information |
|
|
Branding Your Products Is Important
I was chatting with a couple of friends, all of us are either copy writers or graphic designers?or both?.in the advertising industry, so, naturally, our conversations leaned towards the topic. This one particular friend who works in an American advertising firm is now an Art Director, so, needless to say, he considers himself a notch higher than us mere freelancers and employees. After all, he is the one person who decides on the direction of a whole advertising campaign. He is also in-charge of a couple of large International brands of products. And during this conversation, he told me about this story that inspired me. He says that branding is so important to a product that it can either make or break a product?or even the company. For instance, he was trying to come up with something unique for a particular brand of body wash (he thought the smell was awful because it smelt like mud?wet and totally disgusting). Guess what he did? He went the NATURAL WAY?? Obviously, it worked wonders for the product! He came up with headlines like "So natural, you'd roll around in it" "Just like a second skin" "Aroma-therapeutic" "Go back to nature" ?and the likes. I was impressed. So happens that he brings back a lot of samples of products each time he comes back to Malaysia and this time he had the said product handy to show us - to although I didn't think it was disgusting (he has a way with words, shall I say?"), it wasn't your conventional bath wash. It sure didn't smell like anything else I can get here in supermarkets. Joe, my friend from America, said that he steered the product in the realm of conservation of the environment, going natural, using natural products, natural cleansing properties?.etc and it worked wonderfully. When combined with a superb design and ad, the product sold like nothing else he had known! This was the product he thought smelt like mud, remember? And with good direction, copy and design, the product is as good as sold. The theory is that, people's mind accepts what they want to accept. Let me give you some examples of beautiful copy work for International brands. "milk bath" - Johnson and Johnson. Sounds simple enough? But accordingly, many people bought the products, not because it was superb or any better than all the other Johnson and Johnson products or bath gels, it was because the 'milk bath' copy suggested that whenever you use the product, you'd be bathing in milk, pampering yourself, making your skin whiter and smoother. Asians will buy anything that you say can turn their skin white. "Not perfumed, Not coloured. Just kind" - Simple. This is a very unique stance taken by a skincare company because Simple is the first brand that suggested that you don't need anything extra have superb skin. Simple is?.well, simple, but it gives you good skin because it doesn't make your skin look worse. "Against animal testing" - The Body Shop. The products being sold by The Body Shop, without a doubt, is produced without being tested on animals. This, they claim, is because the properties used to produce their products is very natural. I think placing the words "AGAINST ANIMAL TESTING" in bolded letters in all of their labels is a good idea. Anyone who loves natural products and are animal lovers will definitely stay true to The Body Shop. "The beer only a true man knows how to appreciate" This is a tagline being used by a well-known beer company. I am not certain of the exact words being used, therefore, I decline to name the brand and beer type. Anyway, this tagline suggests that if you're a man at all, you'll like this beer?..and if you don't, you're not a TRUE man. I am a woman and I like the beer because of its richness in taste but I absolutely object to their tagline. I suppose they have their reasons. Their target market were mostly men and if they were women who drink, they will let the tagline slide because they like the beer so much. So, you see, the kind of branding, the kind of tagline and headlines that you use determines the direction of your product. If you use a tagline like 'lustrous long hair"?.don't expect a lot of male customers who takes you up on your offer. So, decide on a tagline once and for all for each and every one of your products, take them very seriously and if you can't think of anything, hire someone to do the thinking for you. Branding and copy writing is SO IMPORTANT that you'd rather pay for it than be stuck with one that gives out mixed messages. Marsha Maung is a freelance graphic designer and writer who has been working from her home in Selangor, Malaysia the past 6 years. She is also the author of "Raising Little Magicians", "No products to sell" and the popular "The Lance in Freelancing" and other books. For more information, please visit http://www.marshamaung.com and for more info on her books, please visit http://www.lulu.com/marshamaung
Latest News:Site: Yahoo! News Search Results for news Myanmar's Suu Kyi to get family letters, news mags (Reuters via Yahoo! News) Detained Myanmar opposition leader Aung San Suu Kyi has managed to wring small concessions from the ruling generals in the form of letters from her family and some international news magazines, her lawyer said on Friday. JCDecaux in talks for News Outdoor Group in Russia (AP via Yahoo! News) French outdoor advertising firm JCDecaux SA said Thursday it is negotiating to buy Russian rival News Outdoor Group from global media company News Corp. News Corp tightens grip on Premiere with new CEO (Reuters via Yahoo! News) Rupert Murdoch tightened his grip on German pay-TV broadcaster Premiere by appointing News Corp executive Mark Williams as CEO in a move to get the company back on track. SEC Looks Into UAL Stock Scare; Implications For Online News? (CBS News) A ton of digits have been devoted to this in other spots but the SEC's decision to investigate takes it to another level. The backstory: a six-year-old news story about UAL declaring bankruptcy made it into the Tribune-owned Sun-Sentinel 's current news flow, was picked up by a Google (NSDQ: GOOG) News bot and, via a reporter for a newsletter, made it onto Bloomberg News. After a lot of buck ... JCDecaux and News Corp. in talks to combine outdoor ad groups (International Herald Tribune) The News Corp. chief executive, Rupert Murdoch, has recently expressed nervousness about investments in Russia, where News Outdoor generated the bulk of its revenue last year. Help News pick Stadium's greatest moment (New York Daily News) The News is marking the countdown to the final game at The House That Ruth Built by reflecting on Yankee Stadium's greatest moments - and we're asking you - the reader - to help us pick out the best of the best. SEC Looks Into UAL Stock Scare; Implications For Online News? (paidContent.org via Yahoo! Finance) A ton of digits have been devoted to this in other spots but the SEC's decision to investigate takes it to another level. The backstory: a six-year-old news story about UAL declaring bankruptcy made it into the Tribune-owned Sun-Sentinel's current news flow, was picked up by a Google News bot and, via a reporter for a newsletter, made it onto Bloomberg News. JCDecaux in talks to buy News Corp. billboard unit (AP via Yahoo! Finance) In a deal that would create the world's largest outdoor advertising company, French conglomerate JCDecaux SA said Thursday that it is in talks to buy Russian rival News Outdoor Group from global media company News Corp. Phila. mayor to announce grim budget news (The Philadelphia Inquirer) The Nutter administration is expected to announce grim budget news today, which is all but certain to lead to significant spending cuts - perhaps as high as 10 percent - in some city departments, according to three sources familiar with the budget. News Corp says Mark Williams interim Premiere CEO (Reuters via Yahoo! News) News Corp. executive Mark Williams has taken over as chief executive of German pay-TV broadcaster Premiere in an interim capacity, News Corp. said after the move led to renewed takeover speculation. Site: news - Google News CNET News Daily Podcast: Facebook, Google open competing services - CNET News
MORE RESOURCES: Site: Yahoo! News Search Results for branding Supervalu picks Fame for branding campaign (Minneapolis - St. Paul Business Journal) Supervalu Inc. has selected the Minneapolis ad agency Fame to handle creative duties for part of a new national branding campaign. Ivy Hotel Checks in to Departure for Branding, Creative Campaign Needs (Marketwire via Yahoo! Finance) Departure, a hybrid advertising agency combining traditional and digital capabilities, and Ivy Hotel, a Kelly Capital Property and San Diego's premier urban resort destination, have teamed up to create branding concepts and associated campaigns that will attract new audiences and captivate its current devotees. Report: Longview branding evaluation (The Daily News) The cities of Longview and Kelso recently hired a Seattle-based marketing firm to evaluate the cities through the eyes of a stranger. Branding history: The tale of a logo (La Crosse Tribune) MADISON ? How do you market the oldest and most ignored institutions in society while incorporating topics both diverse and arcane, esoteric and beloved, academic and entertaining? Branding Datu Piang victims as 'child warriors' a cowardly act - group (GMA News) MANILA, Philippines - A group rehabilitating children on Wednesday criticized the military for branding the children killed in a recent air strike on Datu Piang as "child warriors," adding that air force men involved in the killings should be charged before the courts. Pinkberry serves lawsuits to six frozen yogurt shops (Los Angeles Times) The Los Angeles-based company is accusing the businesses of deliberately emulating its 'highly distinctive branding.' Seeking to freeze out imitators, L.A.-based Pinkberry Inc. filed six lawsuits this week against what it contends are copycat frozen yogurt shops. Children's minister raises doubts over age-banding (Guardian Unlimited) Ed Balls has advised 'caution' over the controversial use of age guidance branding on children's books Fashion Week: Gods of the Garment Center (Portfolio.com via Yahoo! Finance) New York's Fashion District branding efforts have long been half-hearted--a few designer bios embedded in a 'Walk of Fame,' the better for passersby to pay tribute with the soles of their hurried feet, an uninspired oversized button and needle at ... Site navigation (Reading Evening Post) A French restaurant had hoped to paint the town red ? but was told to tone down its branding to honour one of the ?finest buildings in Reading?. Café Rouge was given the green light to transform St Mary?s Church House in Chain Street into a restaurant with an outdoor seating area. Branson bid to block BA/AA merger (ITV.com) Virgin boss Sir Richard Branson is campaigning to block a proposed merger between British Airways and American Airlines. Sir Richard has been vocal in his opposition to the plan, branding it a "monster monopoly". Site: branding - Google News AT&T forms co-branding partnership with ChaCha - CNET News
|
|
|
|
RELATED ARTICLES
Business Branding - How Character Affects Customers and Your Business Image The public buys far more than just your products, services and so-called image promotions. Whenever they interact with anyone or anything associated with your business, they are automatically branded emotionally, good or bad, by the totality of your business character. Counterfeit Branding - Representing True Globalisation! From cigarettes to fashion accessories to food products to medicines, more than 50% of the global market are filled with counterfeited products. Do you realise that the Nike t-shirt that you are probably wearing right now may not even exist in the design portfolio of Nike Inc. The MOST Expensive Mistake You Can Make Most people who own a small business have a huge passion and talent for the product or service they provide. Some people have a business degree. Eye On The Pie: Branding From an Investors P.O.V. When building a business as a brand it's important to avoid a myopic view and consider another important aspect of the business game as well-- investing. After any amount of toil and hard work to create a valuable product, service or company the big game is when you go public-- when money-minded people want more, they want a piece of your brand pie. Why You? -- Professional Identity Branding You can have first-rate products and services, but if you can't establish the need, communicate the benefits and differentiate yourself from the competition in ways that make people want to do business with you, you'll forever be selling up hill.As Robert Krumroy, Identity Branding, Inc. Hawaiian Heirloom Jewelry Back to the era of the Hawaiian monarchy, the origin of Hawaiian heirloom jewelry can be found. The Hawaiian kingdom had long enjoyed a favorable relationship with England. Adventures in Advertising and the Affect on the Brand Name Studying various target-marketing techniques and here is a thought. We have been reviewing companies who cross over into many sectors to identify with their potential customers. Brand Identity Company - Brand Identity Guru Hiring a brand identity company is very important. In every marketing campaign, your company should have a solid brand identity on which to hang its hat. Branding: Bring Back the Jingle! Did you grow up in the '70s and '80s? If so, you probably have a slew of campy jingles from various TV commercials filed away in your brain. Today, advertisers still use jingles to help identify their brand, but not nearly as much as they did "back in the day. Value Proposition Writing - Brand Identity Guru Your Value Proposition, or as I usually call it, your Core Marketing Message, is still misunderstood by most professionals. It's not just a tagline, sound bite or even an "Audio Logo. Are You Brand Worthy? Are You Brand Worthy? Branding is a one hot topic, although it is wildly misunderstood. To make things even more confusing, branding is often tossed in the same basket as marketing which makes its application to an entrepreneur or sole-practioner even more unclear. Creative Branding Increases Sales Through Company Recognition The one thing that everyone has in common is that we are all consumers; we all buy. Every day, from daily small purchases, like your morning coffee and newspaper, to big monthly or yearly purchases, like a television or a car. Self-Marketing: The I Focus Ever had one of those conversations where you wondered what the topic was and the only word you could identify was "I"?As a marketer, I often recommend marketing yourself. However, there comes a point, rather quickly in any conversation when the other person tires of hearing "I". Branding: All My Exs Live In... .. Branding Your Products Is Important I was chatting with a couple of friends, all of us are either copy writers or graphic designers?or both?.in the advertising industry, so, naturally, our conversations leaned towards the topic. Is It Legal? - Indecent Naming With Tradition When Mitsubishi launched a new car with the name "Pajero" on the Spanish market, it became obvious very soon that the name chosen was not optimal because it immediately was the subject of jokes due to its homophony with a Spanish expression related to masturbation.The same happened to Ford's model "Pinto" (Portuguese for male genital) in Brazil where it was quickly renamed into "Corcel"(horse). Types of Logos There are three basic types of logos: text, symbol, and combination logos. The type of logo that will work best for your company depends on a number of considerations, such as the size of your company, the uniqueness of your name, and a variety of other factors. The Keys to a Great Logo Logo, graphic, icon, logotype, typogram, logoform, image?call it what you will, a logo by any other name is the group of letters and/or symbols used in a consistent and unique way to identify a company. It is the most prominent and stable element of marketing, and should be planned carefully to fully reflect your brand. Effective Public Relations Essential for Personal Branding Move over pop star "Posh Spice" Adams and English soccer hero David Beckham, the personal branding power of newly engaged Australian celebrity sports couple Lleyton Hewitt and Rebecca Cartwright could be worth up to $100 million dollars.In terms of public relations and effective public relations, their media performance this week in both print and television proves they have the potential to become a truly global brand and rival Posh and Becks on the world stage. The New Branding Awareness - A Value Based Concept The new branding awareness is about when you take ownership of a commodity, a special talent, concept or product. What is it that you stand for? What you stand for is an experience that your customers feel from you.
|
| Home | Site Map | Resource Links |
