Deliver the Brand, Create Memories After you have completed work building an awesome brand, the customer experience is your most important marketing function. So as we begin our customer experience project during the 2nd quarter here on The Marketing Spot Blog, let’s lay the foundation. Here’s why this important, and here’s what we want to…
> 2010: The Year of Marketing Awesomeness I’m structuring the free content of The Marketing Spot blog in 2010 to help you create a year of marketing awesomeness for your business. During the first quarter the focus was on branding. If you’re new to this series, before building your customer experience, I recommend you catch…
Can you imagine how difficult it is for new employees to start interacting with customers? Every exchange, every decision is a new experience for them. They have to make split-second decisions while processing information they’ve never encountered before. Can you imagine what that’s doing to your brand? All the hard thinking you’ve done to create…
It was two months ago that I declared January, “Build an Awesome Brand Month.” To back it up, tagline expert Jim Morris and I teamed up for 8 blog posts and a free webinar to help you build your awesome brand. So 45 days after the webinar it’s time for a progress report. How are…
By consensus, I mean letting people vote; getting everyone’s approval that you are creating the right brand identity for your business. Yep, I said enemy. For these two reasons: 1. By definition, consensus is mediocrity. It’s obtaining everyone’s general agreement. It’s an agreement reached by the group as a whole. That’s not the way to…
Part 8 of Build an Awesome Brand Month. See all other articles here: Build an Awesome Brand Ordinary: Claim your brand is “better” or “the best.” Claim you do what everyone else does…and more! Talk about your people and your service. Add lots of superlatives and hyperbole. Unfortunately, that’s common branding strategy. Even more unfortunately,…
Part 6 of Build an Awesome Brand Month. See all other articles here: Build an Awesome Brand By Jim Morris No one is suggesting that creating a good tagline constitutes a marketing plan. Obviously, there need to be other tools in your marketing drawer. Which tools those are will depend largely on the nature of…
Part 5 of Build an Awesome Brand Month. See all other articles here: Build an Awesome Brand Entrepreneurs mostly want to start with a logo when creating a brand. That’s not necessarily wrong, it’s actually logical. Vision dominates all other senses. People are 65% more likely to remember your brand if you show it to…
> Part 4 of Build an Awesome Brand Month. See all other articles here: Build an Awesome Brand By Jim Morris A brand only exists to the extent that it exists in the minds of others as a bundle of impressions, associations and predispositions. And within the mind, a brand exists along three continua: duration,…
> Part 2 of Build an Awesome Brand Month. See all other articles here: Build an Awesome Brand By Jim Morris According To Wikipedia: “A logo is a graphical element (ideogram, symbol, emblem, icon, sign) that, together with its logotype (a uniquely set and arranged typeface) form a trademark or commercial brand. Typically, a logo’s…