http://www.articletrader.com/ Articles at ArticleTrader en-us http://www.articletrader.com/business/branding/the-system-of-one-to-one-branding.html http://www.articletrader.com/business/branding/the-system-of-one-to-one-branding.html Wed, 11 Mar 2009 00:18:03 -0500
In view of the s tiff competition ensued by warring companies, there are some consumers who have developed a rather highly discerning taste. Most of them have been past victims of false promises and extreme media exaggerations that made them become more wary. Their cynicism have made it hard for companies to convince to them purchase despite a number of different marketing ploy.

However, there is a new marketing strategy today called one-to-one branding system, which is proven to be more effective. And why not? People choose to believe their close friends and relatives rather than place their bets on the misleading campaigns that are usually seen in television. With the one-to-one branding technique, the attributes of a certain product are passed on from one person to another by word of mouth. A product endorsed by a close friend or a trusted family relative apparently holds more weight that the glossy images of celebrities espousing the virtues of a product.

One-to-one branding is not only effective and efficient way of disseminating crucial product information it definitely costs less that other marketing and advertising campaigns in television, print and radio. This is especially true in the entertainment industry, particularly in motion pictures. Pre –screenings are usually organized to allow a selected number of highly influential viewers to view the movie in full. This will not only build the much-anticipated buzz, these people would be able to convince their friends and relatives to watch that movie.

One-to-one branding is basically based upon the concept of influencing the influencer. People will pay more heed in the endorsements of their trusted circle of friends rather than be bowled over by the contrived and artificial endorsement or approval of a certain product by a too good to be true model. Nowadays, people have learned a lot from the countless frustrating experiences they had from deceptive advertising schemes.

This is yet one of the new developments in the world of business and marketing. Companies who are sensitive to the shift of priorities and buying behavior of consumers will clearly realize it takes a lot more to convince them to buy a product. Marketing gurus will now have another challenge ahead of them on how to effectively reach out to their own market niches.

Please check out MarketingArticles.com for useful tips and info about Marketing and Internet Marketing.

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Lucile Taylor writes for MarketingArticles.com, a site full of helpful insight about Marketing and Internet Marketing.

Source: http://www.articletrader.com ]]> http://www.articletrader.com/business/branding/pursuing-a-brand-strategy.html http://www.articletrader.com/business/branding/pursuing-a-brand-strategy.html Mon, 14 Jan 2008 00:00:00 -0600
Your brand strategy is something that you will want to implement and promote throughout the life of your business. Branding your image throughout your store can involve the smallest decision, such as which hangers you choose. The hangers you choose can tell your customers if you are a high-end high quality wooden hanger type of store, or if you are a discount plastic hanger outlet. Suits being sold on wooden hangers consistently sell for more than the same suits on plastic or wire hangers. This just gives you one example of the type of thinking that should go into branding your image.

A good brand image should communicate something to your customers. The message should be clear and concise. You don’t want your image to be all over the place, but to the point. If I want to offer the best products, then I also want it to be clear that they are the best. I want courteous and professional staff. I want dressing rooms with good lighting. I want everything that you see in my store to give you the impression that you are in the highest quality store around.

Giving a vibe of a certain image helps you connect with your customers. If they feel a type of emotional connection with your store, then they are more likely to return. Connecting with them can motivate them to spend more money. They want to take that feeling that they get in your store home with them. They also will experience the emotion that you evoked every time they wear the item that they purchased from you. When that feeling wears off and they want it back, then they will want to return to the same place and find a new item to renew the feeling.

Coming up with an effective brand strategy isn’t an easy task, but it’s worth all of the time and money that you put into it. Communicating your intentions with your customers can be done through branding. Your unique branding strategy sets you apart from your competitors. Do your research and decide on a major theme that you want to promote. Research your target customer base and find out what makes them tick. Most importantly, what makes them spend money and what makes them come back for more. This could be an emotion that they feel in your store, the type of products that you offer or the deals that they get at your promotional sales. Whatever the motivation is, you need to find out and push the brand image on to everything in your store. Once you do, you’ll enjoy the identity that you create and reap the benefits for the life of your business.



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Developing a brand strategy can be exciting, but at the same time intimidating. Something as small as your store hangers can have a real impact.

Source: http://www.articletrader.com ]]> http://www.articletrader.com/business/branding/creating-an-integrated-marketing-system.html http://www.articletrader.com/business/branding/creating-an-integrated-marketing-system.html Tue, 09 Sep 2008 00:00:00 -0500
I and our team researched the firms’ front and backlist to get an accurate picture of the firms’ products, as well as the firms’ closest competitors. From this research we were able to determine that the companies marketing strategy was all over the place; but the main reason why the company did not have an integrated marketing system was the fact that the company had no real brand image. I was able to convince the company’s principals that they would have to first define a brand image for the publishing company. A powerful brand image would give the company a direction, a mission, and an image they could pursue.

We were able to develop a brand image by analyzing the companies past products at looking at what some of their closest competitors were doing. The key to accomplishing this was to look for a common thread in the publishing companies past published materials. After a brainstorming effort we were able to find it.

The new branding image for the company was that they would specialize in brand topics. They would create lines of books on various topics. This would be the companies branded image; the specialization of topics and very specific subjects that they would cover extensively. This process that I developed would also take less time and less money that what the firm had originally projected and what they were spending at the moment.

The new image gave the firm a direction that they could now pursue and would allow them to integrate their marketing system now that all of the personnel had a defined goal or mission that they could pursue. Some of the new titles that were created from this project gained critical acclaim; which helped them even more with their branding image. The company enjoyed an increase in profits by 150% over the previous year, by adapting this new marketing and branding plan.


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William F Dupree was the owner of IMPS (Interactive Marketing & Promotional Solutions Inc.) a sole proprietorship marketing firm located in New York City that specialized in developing interactive marketing, promotional and branding strategies for primarily publishing and publishing related businesses. Prior to founding IMPS in 2005 Mr. Dupree was a senior marketing manager at EDL Business Development Group for seven years. Before joining EDL he worked for Diamond Marketing Group where he developing sales strategies, branding, product planning, event planning, and created interactive marketing strategies for an assortment of businesses. William Dupree can be contacted at http://www.linkedin.com/in/wlliamdupree

Source: http://www.articletrader.com ]]> http://www.articletrader.com/business/branding/sell-us-security-tags.html http://www.articletrader.com/business/branding/sell-us-security-tags.html Thu, 18 Jan 2007 00:00:00 -0600 www.sensortags.com
812-460-1930

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Buys and sells sensortags,inktags, and barcode labels across America
800-934-7080

Source: http://www.articletrader.com ]]> http://www.articletrader.com/business/branding/marketing-tips-for-a-home-business.html http://www.articletrader.com/business/branding/marketing-tips-for-a-home-business.html Tue, 16 Jun 2009 01:20:06 -0500
One of the most important keys to successfully market a home business is to always give off the appearance of professionalism. You need to have confidence in your ability as a professional in your field, and everything you do should give customers assurance that what you offer is fully comparable to what will be offered by more established institutions. It is hard to gain the trust of consumers you when you work out of a home, but quality marketing items can be a great step towards building that trust.

The most basic way to exude professionalism is to have a great business card. It is tempting to overly personalize your card when you are working from home, but be careful when it comes to designing. Try not to go beyond the essential information of name, address, phone number, hours of operation, website, and maybe a very short description of services offered on the card. Too much information can make it appear amateur and cluttered. Also, stick to a basic, unified color scheme. There should definitely be a touch of color in a good business card, but make sure that the color is attractive, understated and representative of your personality as a business. It is also important to have a good logo on your card to give the consumer some sort of image to remember you by. Beyond that, you should be sure to make your card stand out a bit by using high quality paper, and avoiding standardizing to such an extent that it seems institutional.

Another good way to establish a professional identity for your home business is to use postcards and brochures. Postcards are an excellent way to reach out to your local community as you can mail them out for cheap while reaching a large number of people. Make sure, however, that when you send out postcards you are sure to have a reason for it beyond just introducing yourself. Use the postcards as a coupon or to announce a grand opening. Otherwise they will likely look at it as trash and throw them away immediately. Brochures work similarly. When they are given in the right way, they can be invaluable to your company. Giving out a brochure should be personal in some way. While leaving them out for potential customers to grab is okay, it is much more effective if you personally hand a brochure to an individual.

No matter what marketing techniques you choose to work with, be sure to follow a few general guidelines. First, you should always assess your audience before designing any sort of marketing plan. You may want to reach everybody, but it is important to note that everybody will not be reached in the same way. Make sure that you have a target group for each item of advertisement that you put out. A second general rule of thumb is to try to advertise to current customers' just as much as prospective customers. It is very tempting to assume that once a person comes to you for services that they will continue to do business with you and, unfortunately, that is not always the case. You need to work hard to keep every customer close to your business, or you will risk having that consumer feel underappreciated. You never want a customer to feel like they are expendable. A third rule is to budget exclusively for your marketing. Do not take care of everything else, and then use whatever is left for advertisement. Getting your company name out to the public is just as important as any other essential part of running your business, and therefore should be a part of your budget. Following these rules will help guide your more specific marketing choices well.

In the end, marketing for your home business is all about appearing professional. Business cards, postcards and brochures are a great start when it comes to getting your business noticed. Once you have established yourself, you may want to consider moving into a virtual office and automating your phone systems, but until you get to that point, focus on the simplicity that you can handle, while still maintaining that professional look. Within your marketing, be sure to focus on a target audience, current customers, as well as prospective clients. Most importantly, be sure to budget for your marketing campaigns well. All of this should help you maintain a professional reputation from the comfort of your home.


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Nick Kakolowski is a freelance writer who writes about business and networking, often describing is specific aspect of networking such as business card printing .

Source: http://www.articletrader.com ]]> http://www.articletrader.com/business/branding/advertising-agency-branding-make-the-most-of-their-services.html http://www.articletrader.com/business/branding/advertising-agency-branding-make-the-most-of-their-services.html Mon, 15 Dec 2008 01:05:34 -0600
Advertising Agency Branding – How It Works

Advertising agency branding starts with getting to know your company in terms of the industry it is in. It studies the present workings of your company, the quality of products or services you provide, and the buying experience of the customers – as well as their satisfaction brought about by what you sell.

One then proceeds with the analysis of your company’s situation, in consideration of your customer’s perception of your company and the products and services you provide. This can be done through research methods or by interviews and surveys.

An advertising agency then comes up with a plan - to address the weak points in your company’s image and to highlight the distinct advantage your company’s products can offer to the buyer.

The Usual Approach of Advertising Agency Branding

There are specific approaches the advertising agency will employ in order to get your products noticed and to influence the buyers to pick yours over the others. Below are just examples on how advertising agency branding may be done.

The use of catchy phrases – Advertising agency branding can provide you with this service so that your product will be associated with catchy words, and becomes easier for consumers to remember.

The use of characters - Associating your company’s products with characters that people can relate to, will do well on making your product stand-out in the customers’ minds.

There are still many other methods of capturing that element that sets your products apart from your competitors. The idea is for the advertising agency to be creative enough to come up with the appropriate appeal of your products, and show it to the world in good taste.

Influence Your Customer’s Perception and Feeling

One should note that the message delivered by the company’s ad campaign should be done just right so as to evoke the positive emotions and perceptions of the consumers. One should ensure that the consumers would be able to relate with the messages of these campaigns.

The ad campaign should consider the specific market your company is targeting. The substance and message of the campaign should be focused and concentrated on that specific buying market.

Remember that advertising agency branding should not only be successful in making your products visible in the market, but it should also induce the consumers to buy – and more so, make them loyal to the brand they now trust.

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Lucile Taylor is a contributor for MarketingArticles.com. She is an expert in Trade Show Marketing and Event Marketing advice.

Source: http://www.articletrader.com ]]> http://www.articletrader.com/business/branding/jcp-and-decree-to-offe-r-sophisticated-fashion-line-to-young-adult.html http://www.articletrader.com/business/branding/jcp-and-decree-to-offe-r-sophisticated-fashion-line-to-young-adult.html Tue, 29 Jul 2008 00:00:00 -0500
Brand's launches are an integral part of the Company's strong assortment aimed at teens which also includes a new lifestyle merchandising initiative in its Juniors department and an enhanced store environment. As the No. 1 department store for teens in the mall, this strategy extends JCPenney's leadership position and creates an opportunity to further capture the loyalty of most discriminating, yet increasingly influential customers - teens.

"Teens have always been a cornerstone of our business and they are emerging as today's key influencers of purchase decisions made by their family," said Ken Hicks, president and chief merchandising officer for JCPenney. "Given the increasing importance of this segment, we're building on our strong relationship with teens by delivering a complete array of relevant lifestyle offerings and brands that are as diverse as the Juniors and Young Men's customers that we serve. JCPenney is the only destination where teens can find such a powerful range of offerings - from apparel, footwear and accessories to beauty with our Sephora inside JCPenney concept -- that enables them to create their own individual style at a smart price."

Decree - A New Private Brand for All-American Juniors
This Back-to-School season JCPenney will launch a new private brand Decree, adding to the Company's lifestyle offering in Juniors. This launch builds on the recent announcement of national brand Le Tigre - now available at JCPenney - and exclusive brand Fabulosity - also available to Juniors this Back-to-School season.

Designed, developed and sourced in-house, Decree will offer sophisticated apparel, accessories and footwear aimed at female teens and young adults. The all-American inspired brand will be premium denim driven, providing JCPenney's younger customers on-trend, relevant and authentic styles with superior quality and fit all at a smart price.

Exciting New Brands in Young Men's
The Young Men's department will also add two exciting new brands just in time for the Back-to-School season. American Living for Young Men,an exclusive brand developed by Global Brand Concepts, a division of Polo Ralph Lauren, will feature premium denim, signature polos, tees and fleece in classic, traditional styling. Joining the Young Men's best tier of national brands is Whitetag, an "urban rock" inspired collection. With a focus on premium denim the brand will offer trend right, art driven tees, woven shirts and fleece track jackets. Denim jeans from the collection will showcase the latest fits and finishes with superior quality and uncompromised attention to detail.#p##e#
Lifestyle Merchandising Initiative
To ensure the Company continues to offer its customers merchandise that inspires, JCPenney is focused on delivering styles that reflect a full range of its customers' lifestyle preferences through a lifestyle merchandising initiative that targets four lifestyles: conservative, traditional, modern and trendy. Building on the success of this lifestyle merchandising initiative in its Women's and Men's apparel departments, JCPenney is bringing lifestyle merchandising to its Juniors department, focusing on the following four Juniors lifestyle categories:

- All-American –
The largest lifestyle in Juniors, "All-American" is driven by denim, fashion knits, fleece & sweaters. It includes brands such as The Original Arizona Jean Company, Levi's, Flirtitude, C7P...A Chip and Pepper Production, Le Tigre and will include the new private brand Decree.

- Fast track –
This lifestyle consists of trendy fashion denim and conversational prints. It includes brands such as Fang, Underground Soul, Self Esteem and Vigoss.

- Dressy/Going Out –
This lifestyle targets JCPenney's work/event-wear category featuring dressy separates for special occasions. It includes brands such as B Wear, Tracy Evans, Heart and Soul and Star City.

-Urban –
This lifestyle consists of fashionable, hip hop styles. It includes Southpole and the recently announced Fabulosity by Kimora Lee Simmons.

Enhanced Store Environment:
Along with exciting and engaging marketing aimed at teen audiences, customers visiting the Juniors and Young Men's departments this Back-to-School season can expect store environment enhancements such as new fixtures and graphic images, mannequins at the front of the departments which will showcase new styles and show customers how to wear the looks, and in select stores music from today's top recording artists will be played in the Juniors and Young Men's departments. Furthermore, at JCPenney's new off-mall format stores the departments will feature newly designed dressing rooms with flat screen televisions and sitting areas.


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From: http://www.buy-shoes-china.com/


Source: http://www.articletrader.com ]]> http://www.articletrader.com/business/branding/expert-logo-designing-guide-for-noobs.html http://www.articletrader.com/business/branding/expert-logo-designing-guide-for-noobs.html Fri, 12 Sep 2008 00:00:00 -0500
Besides, a logo is used as identification of company, with it’s shapes, designs, fonts etc. It’s images will inspire people and certainly give a better understanding of a company or organization.

In the ancient ages before people recognize the word ‘logo’, they used symbol to identify their group, they used drawing, color, shapes etc. They believe that it could inspire and give a spirit for people belonged to the group.

Then in the thirteenth century, logo used to trademarks for traders and merchants. Today there are many corporations, products, services, agencies and other entities using a logo for represent their vision and value ingredient.

From my experience as a logo designer, I have conclusion there are 3 kind of logo type:
1. The logo represent for your vision mission.
2. The logo represent for your branding name.
3. The logo represent for your product.
If there any logo has represent the all of them, that is the perfectly logo.

The emergence of the information age changed the face of logos and logo design. Today, the general public has become increasingly aware of visual symbols, especially those used as trademarks. It is important that the company logo look professional. Company logos are the face of the business, not only to the public, but to its employees and the company itself. Logos have become the front line of the company, the corporate identity



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Thomas Joseph, The Owner of www.wiselogo.com. For further recommended resources on how to designing a logo click here to grab your logo guide.

Source: http://www.articletrader.com ]]> http://www.articletrader.com/business/branding/the-universal-truths-about-personal-branding.html http://www.articletrader.com/business/branding/the-universal-truths-about-personal-branding.html Wed, 17 Jun 2009 21:02:06 -0500
You also need to have a strategy that helps you attract followers and clients. This is especially true when you are in business. In order for you to keep growing and going, you need to be experienced and talented, as well as have techniques up your sleeve that you can take out every time you need one.

It is a never-ending quest for challenges and survival. However, if you are able to pull through and generate leads to your business, you will be assured that you can have the best and the most of your market.

The key to getting your business known and be recognized is for you to have your own personal brand. This means having your own identity that your clients and prospects will associate with you even if your marketing campaign such as your print notepads for example has reached its end. In addition, when creating your personal brand, you can abide by these universal truths of branding:

1- You do not sell; you brand.

Consumers in particular are sick and tired of hard sells and sales speeches that they often turn a blind eye and a deaf ear when they see and hear anything to do with marketing. In fact, they have become wary of sales agents. Nevertheless, consumers do buy, even custom note pads, no matter that we are in recession.

The key then for your business to thrive is to help your buyers investigate, educate and purchase your product or service for themselves. It is as if you are guiding them to make the right decision on their own. The magic word here is ‘guide'. You do not bulldoze your way to your target clients. Instead, you help them find you because they will surely show up at your doorstep if they think that they discovered the solution to their problems.

2- Become visible.

It does not matter that you believe that your ability is what gets you your clients; reality states otherwise. It is a fact. Even if you are the best graphic designer in your field or even if you are the expert print notepads designer of the century, unless your target clients see you, they will probably give their requirements to your competition however incompetent he or she may be.

What the movie Field of Dreams has said, about building it and they will come? Well, it is a truth in itself. If you build your business that, you become so visible to your clients and prospects then you will surely have people coming to your door, calling your phone and visiting your website. You are just everywhere.

These are just some of the truths you will find when you create your own personal brand. Applying these truths to your own marketing campaign such as your print notepads can help you become a celebrity in your own field.

Know more about print notepads or custom notepads.

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Katie Marcus writes information about printing company and printing technologies.


Source: http://www.articletrader.com ]]> http://www.articletrader.com/business/branding/branding-your-company-what-increases-name-recognition.html http://www.articletrader.com/business/branding/branding-your-company-what-increases-name-recognition.html Fri, 06 Apr 2007 00:00:00 -0500
As a branding expert, companies often come to me asking, what can I do to increase my firm’s name recognition?

So, what can a company do to increase name recognition? Here are twenty-five (25) ways you can begin branding your company and increase the name recognition of your firm.

1. Hire a branding company to bring your image and message under a brand. Develop all collateral and image materials (web, stationery, logo, tagline, mission statement, cards, postcards, brochures, elevator pitch, newsletters, letters, project sheets, resumes, bios, firm description, etc.) to coincide with the brand and your message.

2. Develop a mission statement that shows your reason for being and the value you provide to your customers.


3. Develop a memorable tagline that expresses who you are and what you do.

4. Make a matrix of all those you’d like to reach in the next year and the potential influencers on those people. Develop a timetable and calendar of outreach.


5. Regularly write and issue press releases to the media.

6. Regularly write and post press releases to your website.


7. Regularly write and post press releases directly onto the internet.

8. Regularly write articles and do all three of the above.


9. Regularly write and pitch feature story ideas to the media.

10. Diversify all marketing, PR and media to reach the markets where your clients are to be found (as opposed to marketing within your own service industry).


11. Participate (attend, speak, host, present, show) in at least two national and local industry conferences.

12. Create and issue an online or direct mail newsletter.


13. Get known for niche expertise or specific industry knowledge. (speak, write, present, teach).

14. Participate in professional internship programs.


15. Participate and sponsor local charitable efforts; get your name in the program the charitable cause distributes; get your name in the press surrounding the event.

16. Get to know all potential teaming partners in your new geographic area. Let them know your people, your areas of expertise and potential for cross referrals.


17. Develop collateral material with a regional bent; think what projects, services, people or elements might be important to this new market and capture this regional tone in all collateral material.

18. Develop tip sheets as to how your company is different than your competitors and why this makes a difference to teaming partners and to your end users—your potential clients. Include these differentiating tips as the basis for all your branding statements.


19. Develop a calendar of local and regional events in your locale and make your company visible in the areas most related to your company and your potential clients’ interests.

20. Post your calendar of appearances and participation on your website.


21. Plan a media release before and after each event.

22. Hire an industry professional to conduct a survey on your behalf; post the results on your website. Publicize the results most important to your industry.


23. Update your website to be informational based so that search engines can find you, and clients can read in-depth material demonstrating your expertise.

24. Add informational website content a minimum of four times per month.


25. Establish your brand by regularly updating the financial value or potential value associated with your brand. Quantify results achieved and add these results to your brand value. Communicate through all methods, the value of your brand to those associated with it.

Branding your company is key to influencing a memorable response in the minds of your chosen audience. It is not only the name recognition of your firm, but also the perceived value of your organization. Capture these twenty-five essential branding elements and begin to cement a positive branded image for your firm.





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McKerns Development is a Florida based Strategic Marketing, PR and Branding firm, specializing in 6 service packages bringing brand identity and revenue to firms in business to business, business to consumer, medical, development, professional services and non-profits. See free tips, information, samples and packages for lead generation, marketing, press and publicity, consulting, business development and branding at
http:///www.freewebs.com/mckernsdevelopment

Source: http://www.articletrader.com ]]>