When opportunity knocks, conk it over the head so it won’t run away and give it an autopsy. Or an in-depth examination (’cause we don’t want to kill it, do we?). In corporate terms this would be known as segmentation, targeting, positioning (STP). These are three stages of an evaluation process that every business goes through, whether they sell bed linen or cures for Lexapro side effects (are the

Time to get a fact straight right out the window: it is nearly impossible to construct or maintain a brand that can keep new customers coming in perpetually. It seems like it runs contrary to what marketing and branding is designed to do, which is draw people in. However, business experts and those with enough experience know that no brand is able to draw in new business in perpetuity. Sooner or later, the market d

There are three ways that people can get into owning a business: creating the company themselves and building from their own idea, buying a business that someone else has built up, then lastly buying a franchise in a business that belongs to someone else. The majority of entrepreneurs start from scratch, taking all the risks of the start-up themselves. Buying a business makes sure that many of the hassles of starti

Few SMEs put much thought into branding. After all, with very limited capital, they tend to concentrate more on growth and building a solid customer base. And yet, even the smallest of businesses can benefit from a proper branding strategy. After all, the brand is the face of the company for consumers and business contacts alike. It’s also an essential element of success, given today’s saturated marketp

The social networking scheme is fast evolving. Many marketers now use social media in promoting their brands and creating traffic to be noticed by the public. However, in keeping with having an effective social networking strategy, a marketer must be flexible to its changes and its scheme of existence on the Internet. Recognition of Brand. When developing your company brand, you already projected its identity and r

As the adage “Customer is king” rightly implies, the rise and fall of a business depends purely on the way it addresses its customers and their feedback. There are different parameters that define a particular brand – the reputation of the company, its products and the way it deals with customer complaints. Typically, the ability of a customer to reach the product company and the extent to which customer

One word branding is an old concept with a relatively new name. One word branding is the act of building your brand around a single word (or phrase) that your brand owns in the minds of consumers. Some examples include: Volvo = safety Coca-Cola= Good times Disney = family The main purpose of one word branding is to narrow the focus of your marketing and branding efforts to better define your brand’s position in t

The trick to making social networking work as a branding tool is cultivation. The marketing personnel – or at least just one of them – need to be around to keep the social networking accounts updated and alive. The accounts need to appear maintained and vibrant, even if there is no relevant news to spread out or interesting tidbits from the company. Simply put, the accounts need someone who is willing to take c