Tag Archive for 'Branding'

Don’t Feed Rumours

As a recent Economist Magazine article explains, denial is useless. Spread happy truths instead.

“A lie gets halfway around the world
before the truth has a chance to get its pants on. ”

Winston Churchill‬

IF YOU Google the phrase “Middle East rumours”, the first link that pops up is not, as you might expect, a website propagating conspiracy theories. It is Coca-Cola’s website. For several years now the company has struggled to rebut ridiculous rumours about its products.

For example, some people believe that if you read Coke’s Arabic logo backwards, it says: “No Muhammad, No Mecca”. Others insist that the company is owned by Jews, or that it bankrolls Israel. These rumours are one reason why Coke does worse than Pepsi in Arab countries. Yet they are all false, as Coke’s website explains in painstaking detail.

Such rebuttals are unwise, argue Derek Rucker and David Dubois, of the Kellogg School of Management, and Zakary Tormala, of Stanford business school, three psychologists.

By restating the rumours, Coke helps to propagate them.

Its web page is a magnet for search engines. And people who read rebuttals tend to forget the denial and remember only the rumour, says Mr Rucker.

The reason is because as information is passed around, important qualifiers are lost.

A rumour may start as “I’m not sure if this is true, but I heard that…” Then it evolves into: “I heard that…” Finally it becomes: “Did you know that…?” Even when no one intends to spread falsehoods, they spread.

In several experiments, Mr Rucker and Mr Dubois planted rumours among undergraduates. They found that with each repetition, scepticism diminished. The rumours themselves did not change; only the likelihood that the students would believe them.

Instead of denying false rumours, a company should put out a stream of positive messages about itself, reckon Mr Rucker and Mr Dubois. This deprives myths of oxygen and also nudges people to doubt nasty things they may hear about the company in question.

Other companies could learn from this. McDonald’s hamburgers have been said to contain worm meat, Procter and Gamble is reputed to have Satanic links and Facebook is rumoured to be shutting down so that its founder, Mark Zuckerberg, can have his life back. All these rumours are utterly false, but the firms in question would be well advised not to bother denying them.

This problem is exacerbated with the Internet and it’s indexing methodology – giving weight to the number of referenced pages, not their quality, thus making a bad situation worse.

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?’

How To Brand Your Company 3 of 4

I recently recorded a 1-hour Momentum MasterMind Session for our Business Mastery Platinum Program Members called “Bland to Brand”. It was a powerful session that highlighted the 8 mistakes people make naming their business and the 19 Steps to Naming Your Business. If you’d like to get your hands on this program, give us a call.

Part of the discussion involved the persona that we create within the branding exercise…

I was accepting invitations from people to link to me on LinkedIn.com. and was amazed at the wide variety of photos people have on their profiles… I am not sure if they know what it does for or against them.

You be the judge.

Which one is the IT Specialist?

Continue reading ‘How To Brand Your Company 3 of 4′

How To Brand Your Company 2 of 4

You never get a second chance to make a first impression. That’s why branding is so important. In today’s post we’re going to take a close look at YOU… The image you project to the world – your suspects and prospects.

What Image Do You Project To Prospects And Clients?

How To Brand Your Company 1 of 4

Today’s post will make you laugh. They were sent to me by David Cordover, from Chess Kids. Chess Kids provides the opportunity for all children to Build their Mental Muscles™ by learning and playing chess. It’s a great introduction to a special series of blog posts on branding that I have lined up for you.

Have a good chuckle!

Be careful in this financial storm!

Be careful in this financial storm!

"... Can you hear me now?"

"... Can you hear me now?"

Hopefully this was LAST year's theme and not THIS year's!

Hopefully this was LAST year

This could be the logo for 2008's stock markets...

This could be the logo for 2008

Ford = Fix Or Repair Daily

Ford = Fix Or Repair Daily

Even the top end of the market has been affected!

Even the top end of the market has been affected!

What goes down must come up, but when?

What goes down must come up, but when?

Was 3M, now downgraded to 2M!

Was 3M, now downgraded to 2M

The economic crisis has taken a bit out of everything!

The economic crisis has taken a bite out of everything!

Antimimeticisomorphism: A Bra Example

Today’s short YouTube Video shows you what an antimimeticisomorphic marketing person can come up with to promote women’s bras and undergarments. It’s tasteful, different and gets people’s attention by INVOLVING them in the process.

Heinz ketchup packet gets redesign

I don’t know about you, but every once in a while something like this comes around and you want to reach out and shake  Matt’s hand – for doing something that was so obvious, but took so much time and effort…

The ketchup packet has been around for more than 40 years, and complaints about it for nearly as long: too messy, too small, too hard to open.

Continue reading ‘Heinz ketchup packet gets redesign’

Institutional Advertising Versus Call To Action Marketing

A lot of people ask me what the difference is between institutional advertising and call to action marketing. Simply put, institutional advertising is brand building and is only recommended when you have MILLIONS or BILLIONS in your marketing budget.

Call to action marketing I don’t even call it advertising because it’s unilaterally focused on getting suspects to convert into prospects (take an action to show their interest in your product/service/offer) or prospects into clients (give you their money).

A friend of mine, Andrew Powell of Montreal, Canada asked me this outstanding question with the added twist that his company, Bogdon & Gross Furniture has been building furniture for over 80 years, using the tagline “Handcrafting your dreams since 1927″ and the e-mail signature “Canadian manufacturer of solid, hardwood furniture and supplier of Koosh ® mattresses – the world’s first high resiliency, soy-based foam Mattress.”

So here is the short version of the answer – something I cover at our Exponential Business Building and Internet Marketing Bootcamps

Continue reading ‘Institutional Advertising Versus Call To Action Marketing’

Antimimeticisomorphism Example: Felony Franks

There are many instances when I get into a stream of consciousness ‘trance’ and really fun stuff happens. Sometimes I think people think it’s just fun and games, but it’s not – every single one has the opportunity to become a ‘business model or concept’ – here is one example that proves that when you run with something, you can make it into a viable business that really stands out above the crowd!

Antimimeticisomorphism Example: Felony Franks

Exponential Branding 101: Own Your Own Word

By now, you know I own the word antimimeticisomorphism – which is having fun doing out-of-the-ordinary things that create extra-ordinary results with the least amount of effort at the lowest cost. You can Google antimimeticisomorphism and all 400+ references are mine. That being said, you can also create an ACRONYM like Kellogg’s LCMs and leave it to people’s imagination to come up with their own interpretation.

Totally Exponential – IF you can create enough exposure to have ‘some’ people to start thinking about it.

Go on and try to find out the answer – it’s fascinating to see the forum discussions out there = FREE branding!

I like it!

Don’t Brand Yourself!

I know NOT branding sounds counter-intuitive. It is it’s antimimimeticisomorphichaving fun doing out-of-the-ordinary things to get extra-ordinary results with the least amount of effort at the lowest cost. there is a context to today’s post. Independent people who are consultants (or so called ‘life or business coaches today), or anyone who takes on projects as they come along in a variety of situations…

Don’t brand yourself UNLESS you know what THAT brand should be!
Continue reading ‘Don’t Brand Yourself!’

Geelong’s Gym Fabulous Fun Foto!

Whenever you do something within your business, you should take advantage of turning it into a FUN activity and then leveraging it as a marketing tool – like Geelong’s Gym did recently when they put up their new sign as part of their corporate facelift and branding makeover. They got their staff up on the scaffolding and turned it into a fabulous fun foto opportunity!

Geelong's Gym Puts Up New Sign!

Geelong's Gym Puts Up New Sign!

The key is to have FUN and capturing that on ‘FILM’…

Geelong's Gym Reveals New Sign!

Geelong's Gym Puts Up New Sign!

It’s worth hiring a professional photographer to get it right. You want to capture the emotion, fun and enthusiasm of the event…

What do you have coming up that you can turn into a Fun Foto opportunity?

Trademarking and branding

If you’re an Australian business looking for an inexpensive way to protect your brand or product name, check out this website, courtesy of Daniel Lizurek of Fast Profits.

http://www.ipaustralia.gov.au/trademarks/fees_index.shtml

Make sure you keep this handy so that it’s where you can find it when you need it!

Onward and upward!
Marc

P.S.

Or just come back to this blog and search for trademark!  :-)

Exponential Branding Exercise 101

Today’s exercise is a fun exercise to come up with new product, brand and company names.

One of our Platinum Members, Gavin Buckett of AGB Solutions needs a new name (don’t you agree?)…

He is in the process of starting the process. He’s come up with the following list of words…

Clean:
Sanitise
Hygienic
Hygiene
Sparkling
Environmental
Heaven
Critical
Heavenly
Untouched
Squeaky
Untouched
Free from dirt
Unsoiled
Clear
Unpolluted
Original state
Distinctive
(Clean) bill of health
Restore
Cleanse
Cleanest

Negative words include:
Contamination
Microbially
Poisoning
Recall
Contaminated
Spoilt
Reactive
Danger(ous)

Positive or assertive words:
Preventative
Systematic
Educate
Empower
Reduce danger
Stop from happening
Preventable
Individually analyse
Reduction
Characteristic
Seriously
Specialised
Validate
Verify
Critical
Control
Monitor
Fresh
Quality
Great
Sizzling
Breathtaking
Attention
Confidence
Leaders
Success
Fulfilment
Intention
Dependable
Relationship
Partnership
Reputable
Knowledgeable
Focus
Significant
Watchful eye
Solutions

Words for safety:
Reassuring
Secure
5 Star
Protect
Freedom from risk
Free from danger
Reliable
Certain
Can be reckoned on
Do no harm
Cautious

Words for hazard:
Risk
Danger
Run the risk
Dependent on chance
Hazardous

Words for food

Nutritious
Maintain life
Edible

If I want a keyword rich name, what about:
Food Quality Management Systems
Food Quality Management Solutions
HACCP Systems Australia
Food Quality and HACCP Solutions

His sign off is…

Eat Well. Eat Safe!

Gavin needs some help!

You can use an Exponential tool called Visual Thesaurus to inspire you and help Gavin.

When you come up with a few ideas, e-mail Gavin directly by clicking here.

Onward and upward!
Marc

P.S.
Click on the box below to access Virtual Thesaurus, it’s an amazing exponential tool. I am an affiliate and when you go ahead and buy it, who knows what gift may await you as a token of appreciation!