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Branding Strategy - Brand Identity
Today, in many organizations around the world, branding is treated as a cosmetic exercise only, and regarded merely as a new name, logo, stationary and possibly a new advertising campaign. But, to associate your "brand" with such superficial cosmetics is like saying that people are really only the sum of their name, face and sometimes their clothing But branding is a thoughtful discipline that strongly belongs to the long-term strategy of an organization; brand strategy is, or should be, business strategy, and vice versa. Smart Branding is about having a clear point of view on what an organization is about and how it can deliver a thoughtful and unique experience to its customers. Then, the execution is about organizing all products, services, and corporate operations around the customer, to close the gap between the promised and the delivered brand experience. For example, Staples, an office-supply retailer in the US, aims at making the purchasing experience easy, as communicated in its trademarked slogan "that was easy." In practice, it may mean training the front-line personnel in customer service processes (e.g., how to minimize issues during check-out), designing the website for instant product reviews and actual delivery time, and scheduling fast delivery of orders and pick-up of returns. All those organizational aspects thus reinforce each other and converge to the same strategic objective. Approach branding as a business strategy, is to view how all products, services and interactions with the consumer under the brand name become building blocks of bedrock of trust derived from their customers' experience; For instance the iExperience that the iFamily of Apples' iProducts deliver to its iFanatics. To be successful, Smart Branding has to be seen as an important part of the corporate strategy, something that will deeply influence the entire organization. That's why Smart Branding initiatives need to be aimed not only to the external costumer but also has to be directed to the inside of the organization, transforming the figure of the CEO into the brand champion who drives the brand and everyone in the organization; Think Howard Schultz, Steve Jobs or Richard Branson To truly become and act as The Brand champions, CEO's need to take all their decisions based on three premises: 1. The brand is the most important organization asset 2. The most important source of income is the customer, and 3. Branding is about business planning. These three premises will help CEO's follow the most important rule of the marketing game: If you don't sell, you aren't in business. This CEO level approach to branding, allows brands to have an aided recognition that can result in premium pricing and extension opportunities, which ultimately will increase customers' loyalty. It also provides management tangible metrics to assess initiatives, which eventually can be transformed into tangible brand equities. To measure how strong your brand is copy and paste: (http://brandidentityguru.com/bightml/brandmasterpiece.html). Then click "Take the brand strength test". This is a short survey that measures the strength of any company's brand. It's a great tool to see where you are today. Scott White is President of Brand Identity Guru (http://www.brandidentityguru.com), a leading brand consulting and market research firm located in Easton, Massachusetts, USA, near Boston. Brand Identity Guru specializes in creating corporate and product brands that increase sales, market share, customer loyalty, and brand valuation. Over the course of his 15-year branding career, Scott White has worked in a wide variety of industries: high-tech, manufacturing, computer hardware and software, telecommunications, banking, restaurants, fashion, healthcare, Internet, retail, and service businesses, as well as numerous non-profit organizations. Brand Identity Guru clients include: Sun Life Financial, Coca Cola, HP, Sun, Nordstrom, American Federal Mortgage, Simon (America's largest shopping mall manager) and many others, including numerous emerging growth companies. Scott White is a very enthusiastic speaker and has the gift of being able to explain the principles of branding in a compelling and entertaining manner so that people at all levels can understand.
Latest News:Site: Yahoo! News Search Results for news News Ltd buys Getprice NEWS Ltd is preparing itself for the online retailing explosion with the acquisition of comparison shopping site, Getprice.com.au. Alabama news links: Judge gives man 187 years in prison on child porn convictions News from around Alabama. News Near You for Sept. 6 This daily column features short news items from some of the 20 localities that make up the greater Richmond area. If you have a news item, call 649-6990 or e-mail us at news@times dispatch.com NEWS NEAR YOU PowhatanB-24 bomber pilot Neely Young will speak at the World War II Round ... News Briefs Good news for working mothers. Minister of Education, Gideon Saar, announced Monday his decision to extend tuition subsidies for children aged 3-4 in public nurseries. BREAKING NEWS - Child struck by car, car doesn't stop TUCSON - News 4 has confirmed that a child was hit by a vehicle in the area of Drexel and Mission. Officers on scene say the vehicle did not stop. They are actively searching for the driver. Northwest News: John Canzano blames lousy city leadership for baseball's demise in Portland; Say so long to the ... Northwest News is a daily roundup of what's making headlines in the Pacific Northwest. News by location Get local and national news updates via E-mail. LUMBERTON - The Robeson County Board of Commissioners is expected to approve a resolution Tuesday formally adopting a quarter-cent sales tax increase. News buys up shopping website NEWS Limited has signalled a push into the online retail space. News Snapshot: Exit 12B in South Burlington is back in the spotlight ? THE NEWS: The city of South Burlington and the Chittenden County Metropolitan Planning Organization will hold a public meeting to discuss the latest developments on a proposed exit ? 12B ? from Interstate 89 onto Vermont 116 near Kennedy Drive. News by location Get local and national news updates via E-mail. Ten drivers have now clinched spots in the Chase for the Sprint Cup. HAMPTON, Ga. - Tony Stewart raced to his first victory of the year, pulling away from Carl Edwards off the final restart Sunday night at Atlanta Motor Speedway. Site: news - Google News AP Top News at 7:45 pm EDT - The Associated Press
MORE RESOURCES: Site: Yahoo! News Search Results for branding Branding Expert Kasey Sixt Featured at Upcoming Onrec Recruitment Conference Kasey Sixt, CKR Interactive's Vice President of Branding and Social Media Initiatives, discusses how recruiters can make the most of social recruiting. The branding of a region It's not just companies and products that need solid branding. Sometimes entire regions need a "hook." One area of the state is hoping to get just that, and it is looking for immediate results.Southwest Mississippi suffers from an identity crisis that hinders economic development in the region,... Selling Southwest Miss.: The branding of a region JACKSON ? It's not just companies and products that need solid branding. Sometimes entire regions need a "hook." One area of the state is hoping to get just that, and it is looking for immediate results. Branding Ghana With Our Brand Of Football Just like we know people by their names, we know hundreds of brands by name. But, like people too, the more you know about a brand, the more it seems to have its own individual personality. How to: use the internet to create a personal brand Personal branding expert and founder of Branding Personality Support Marieke Hensel gives her advice on how journalists should and shouldn't be using the web to build their own brand. Branding time at fair Ross Andreson/Elko Daily Free Press Tilley Van Norman of team Tana, Tilley and the Two Wines? brands a yearling heifer during women?s branding elimination?s Wednesday at the 2010 Elko County Fair at the Elko County Fairgrounds. 2010 FW Awards: Poultry Farmer of the Year finalists - Adrian and James Potter Regional branding, but on a national scale, is the business ethos for Adrian and James Potter who, with their parents Roger and Sue, run Yorkshire Farmhouse Eggs from Thirsk in North Yorkshire. LG Adds Swipe-to-Share DLNA Tech to Windows Phone 7 LG today announced that it will be branding its Windows Phone 7 devices LG Optmus 7. LG also announced that it is incorporating DLNA media sharing technology into its forthcoming line of Windows Phone 7 devices. The unique feature that LG is introducing will allow users to automatically share media content by simply swiping the content up off the top of the screen. The Korea Times explains that ... Virgin Blue embarks on branding overhaul Virgin Blue is about to embark on a complete brand overhaul, with the help of a former Qantas mastermind. Santo Versace to Lead International Branding Session at IPREX Milan Meeting ATLANTA--(BUSINESS WIRE)--Santo Versace, Chairman of Gianni Versace Group and the Altagamma Foundation, will lead an international branding session at a meeting in Milan (7th to 9th October) run by the EMEA group of IPREX ? the worldwide corporation of independent public relations and communication firms. While Versace is well-known as one of the world?s leading international fashion houses, the ... Site: branding - Google News Commodore To Ship AMIGA-Branded All-In-One PCs - Hot Hardware
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