PLAY A GAME →
Getting people to be involved with the brand means getting them to build it into their lives. One way is to encourage them to see the brand as fun, and to play around with the product—which is why car dealers allow customers to take test drives. Salespeople call this the puppy dog close: once you’ve cuddled the puppy, it’s hard to give it back!
WHIRLPOOL CONNECTS WITH 21ST-CENTURY WOMEN
Household appliances are a product category where the advertising has traditionally been pretty bland, with most ads appealing to consumers’ rational, functional motives. Television commercials generally would show the capacity of a refrigerator, explain how a washer or dryer works, or tout their reliability; while print ads would feature a shot of the appliance and give a detailed description...
Branding Of NGO →
Branding of NGO “Possibilites Foundation” NGO work for education for those who want to study and having no money and even for those who want to educate others, they provide a platform for both.
ONE OF BRAND STRATEGY PART “FIRST POSITIONING: THE...
There is an easier way to create a first. (Creativity is required but not genius.) Find an existing product or category and carve out an extension or subset of the category that is new or “first” in some way. What you are doing is creating a new category that diverges from the main category in an important way. And, most important as a brander, you give your new category a name that your...
THE FISH VERSUS THE WHALE
Cyber branding is the low-cost way to brand your product or service—to brand yourself—and to connect with your customers and prospects in a genuine way. People want honesty and authenticity, not hype and gloss, and the online world is the place to present your business and yourself as you are, without resorting to “commercials.” The fresher your ideas and the better your product or service, the...