Tag Archive for 'Corporate Branding'

Commercial – Pushing The Envelope

Watch this video and ask yourself the question – would you sit down?

When I explain Antimimeticisomorphism to my clients, I always specify being different for a deliberate purpose without being provocative.

This commercial pushes the envelope and makes the point without being offensive or being too serious.

Thank you to Andrew Powell of Montreal, Canada for forwarding it on to me.

Are You A Cost Or A Benefit?

Corporate Branding, Bland To Brand, Corporate PositioningClients see you in one of two ways, either as a COST or as a BENEFIT.

Examples of companies that are perceived as a ‘cost’

  • Lawyers
  • Dentists
  • Plumbers
  • Gym
  • Search consultants/headhunters

Examples of companies that are perceived as a ‘benefit’

  • Restaurants that you want to eat at (non fast food)
  • Jeweller
  • Concerts and events
  • Zoo and other attractions
  • Pubs, bars and other entertainment

Here’s the thing – UNLESS you transform yourself from a cost to a benefit, you’ll remain stuck in the vortex of price matching and discounting – BECAUSE the prospects SEE you as a cost and not as a benefit.

Continue reading ‘Are You A Cost Or A Benefit?’