http://www.pacificarticles.com en-us http://www.pacificarticles.com N/A rchamria@gmail.com Fri, 21 Nov 2008 02:22:07 -0500 20 http://www.pacificarticles.com/articles/7590/1/Trade-show-promotional-gifts-its-all-about-image/Trade-show-promotional-gifts-its-all-about-image.html If you're taking your company to a trade show in the near future, it's important to make sure that... aregan@pacificarticles.com (Andrew Regan) Thu, 26 Jul 2007 00:00:00 -0400 http://www.pacificarticles.com/articles/2668/1/The-People-are-the-Brand/The-People-are-the-Brand.html While on the road delivering seminars, I stopped at a large restaurant chain for breakfast. Some of their employees were on break eating the competitor's food at a very centrally located table. EVERY guest that was entering, leaving, refilling a soda, or placing an order saw an employee of this restaurant eating out of a bag adorned with a competitor's logo. What kind of message does that send? t_j_schier@pacificarticles.com (T.J. Schier) Mon, 09 Oct 2006 00:00:00 -0400 http://www.pacificarticles.com/articles/2667/1/The-Integrity-of-the-Brand/The-Integrity-of-the-Brand.html While presenting at a chain's franchise convention recently, I was asked to talk about branding. Though a bit outside my area of expertise, the feedback I received from the corporate personnel after my presentation was "right on." A few pieces of information my presentation covered really struck a chord with the audience. t_j_schier@pacificarticles.com (T.J. Schier) Mon, 09 Oct 2006 00:00:00 -0400 http://www.pacificarticles.com/articles/2666/1/What-About-the-Internal-Brand/What-About-the-Internal-Brand.html More and more companies are revitalizing their brand with a new logo, building remodels, new uniforms, advertising campaigns, and the like. Typically everyone, both within and outside the company, gets excited about the new look and message. After all, it's cool to have the latest and greatest of anything. t_j_schier@pacificarticles.com (T.J. Schier) Mon, 09 Oct 2006 00:00:00 -0400 http://www.pacificarticles.com/articles/2664/1/The-Beckhams-Brand-Developement---Where-next/The-Beckhams-Brand-Developement---Where-next.html Beckham's brand development? Where can they go next? mono_ghose@pacificarticles.com (Mono Ghose) Mon, 09 Oct 2006 00:00:00 -0400 http://www.pacificarticles.com/articles/2663/1/McDonalds-and-Brand-Development---Where-Next/McDonalds-and-Brand-Development---Where-Next.html Where to brand next? Where should mega-brands go? Example for McDonalds. mono_ghose@pacificarticles.com (Mono Ghose) Mon, 09 Oct 2006 00:00:00 -0400 http://www.pacificarticles.com/articles/2662/1/What-Makes-Great-Brand-Communications/What-Makes-Great-Brand-Communications.html The benchmark and litmus test for great branding- but summarised in a few paragraphs. Easy to understand and to the point. An agency should bring this answer to the table if asked what results they should deliver. mono_ghose@pacificarticles.com (Mono Ghose) Mon, 09 Oct 2006 00:00:00 -0400 http://www.pacificarticles.com/articles/2661/1/Making-A-Plan-To-Grow-Your-Market-Share/Making-A-Plan-To-Grow-Your-Market-Share.html If you do not infuse your brand, with this "customer essence," two things can happen and both of them are bad. They might never assign a real brand meaning to your product, in which case you have no other meaning beyond USP or category benefit, or they will fill the void with their own belief in which you do not have one brand but 100,000 brands. In both cases, changing their behavior and asking them to choose differently becomes almost impossible unless you lower the price point, which emphatically says, "this is a commodity, and we are the cheapest." tom_dougherty@pacificarticles.com (Tom Dougherty) Mon, 09 Oct 2006 00:00:00 -0400 http://www.pacificarticles.com/articles/2660/1/Globalizing-a-Brand-Requires-Different-Thinking/Globalizing-a-Brand-Requires-Different-Thinking.html To navigate these fertile markets and increase your market share it is important that you understand brand dynamics. Sadly, many manufactures do not. They will plow these new waters with the same reckless brand management that has led them to believe that their domestic success is a result of something other than heavy advertising spending. Understanding how a brand’s permission sets the stage for future success in the market is essential, and the lessons are even more telling when you move the brand into a different culture. tom_dougherty@pacificarticles.com (Tom Dougherty) Mon, 09 Oct 2006 00:00:00 -0400 http://www.pacificarticles.com/articles/2659/1/Steal-From-The-Market-Leader/Steal-From-The-Market-Leader.html Category benefits are a poor substitute for brand meaning and brand definition. It is one of the major pratfalls in brand development and a trap into which many brands fall victim. Defining your brand by such benign promises is a sure fire bet to promote the market leader — not exactly what you have in mind when your goal is to grab market share and outsmart your competition. tom_dougherty@pacificarticles.com (Tom Dougherty) Mon, 09 Oct 2006 00:00:00 -0400 http://www.pacificarticles.com/articles/2658/1/Political-Correctness-is-the-Enemy-of-Brands/Political-Correctness-is-the-Enemy-of-Brands.html Political correctness is the enemy of great brands. It is, in fact, the enemy of great marketing. The finest brands and the best marketing are those that seem most transparent to the customer. When a consumer sees an advertisement, they should see the brand and not be aware of the message. When they see the brand, they should see themselves and not all of the product attributes. tom_dougherty@pacificarticles.com (Tom Dougherty) Mon, 09 Oct 2006 00:00:00 -0400 http://www.pacificarticles.com/articles/2657/1/An-Inconvenient-Truth--A-Failure-to-Persuade/An-Inconvenient-Truth--A-Failure-to-Persuade.html What does all this have to do with branding to steal market share? Just everything. Most brands market and advertise to their own current customers and ignore the precepts of those “from the other camp.” At times, it is even more of a waste of funds in that brands talk only to themselves and not even their own customers tom_dougherty@pacificarticles.com (Tom Dougherty) Mon, 09 Oct 2006 00:00:00 -0400 http://www.pacificarticles.com/articles/2656/1/How-To-Build-A-Brand-Strategy-To-Steal-Market-Share/How-To-Build-A-Brand-Strategy-To-Steal-Market-Share.html Market leaders were generally on a deliberate track to build category. In many ways, this is not as true today as it was in the past. Today, only a few market leaders can afford the luxury of simply building categories. tom_dougherty@pacificarticles.com (Tom Dougherty) Mon, 09 Oct 2006 00:00:00 -0400 http://www.pacificarticles.com/articles/2655/1/The-Package-Goods-Category-Is-a-Battleground/The-Package-Goods-Category-Is-a-Battleground.html Preference and margins cannot be found in product enhancements and efficacy — these two improvements are simply the cost of doing business. In today’s crowded market space your preference and margins stem directly from your brand. tom_dougherty@pacificarticles.com (Tom Dougherty) Mon, 09 Oct 2006 00:00:00 -0400 http://www.pacificarticles.com/articles/2654/1/How-to-Win-when-you-are-Outspent/How-to-Win-when-you-are-Outspent.html Most of us are outspent. If you want to win market share and you dont have the biggest ad budget in your category there are some strategies that you should consider. tom_dougherty@pacificarticles.com (Tom Dougherty) Mon, 09 Oct 2006 00:00:00 -0400 http://www.pacificarticles.com/articles/2653/1/A-New-Brand-Does-Not-Mean-A-Name-Change/A-New-Brand-Does-Not-Mean-A-Name-Change.html If your fiscal goals are not being met it is possible that the problem is not in your ad copy, media mix or sales force but in your brand permissions. tom_dougherty@pacificarticles.com (Tom Dougherty) Mon, 09 Oct 2006 00:00:00 -0400 http://www.pacificarticles.com/articles/2646/1/IT-Specialists-Branding-Your-Company/IT-Specialists-Branding-Your-Company.html IT specialists need to find their niches to brand themselves effectively. Hang out with your clients to find under-served niches and dominate it as IT specialists. joshua_feinberg@pacificarticles.com (Joshua Feinberg) Mon, 09 Oct 2006 00:00:00 -0400 http://www.pacificarticles.com/articles/2577/1/Brand-Your-Consulting-Brilliance/Brand-Your-Consulting-Brilliance.html Today’s competitive marketplace for consulting services is no longer responsive to the marketing strategies that worked in the past. The services you provide should speak volumes about your consulting business. Think about what happens when you hear phrases such as “the ultimate driving machine,” “don’t leave home without it,” and “just do it.” Chances are good that you can immediately associate them with BMW, American Express, and Nike. These companies have mastered “brand brilliance.” Brand your consulting brilliance because the future of your business depends on it. robert_mment@pacificarticles.com (Robert Moment) Sat, 30 Sep 2006 00:00:00 -0400 http://www.pacificarticles.com/articles/2108/1/The-Sound-of-Business--Part-IV/The-Sound-of-Business--Part-IV.html Branding your company or product on the Web using the Sonic Personality technique enhances your corporate image and creates a lasting impression on your website visitors. Sonic Personality creates a signature voice for your company that helps visitors retain your marketing message or sales pitch. Here's how it's done. jerry_bader@pacificarticles.com (Jerry Bader) Thu, 21 Sep 2006 00:00:00 -0400 http://www.pacificarticles.com/articles/2107/1/The-Sound-of-Business---Part-III/The-Sound-of-Business---Part-III.html We live in an age of metrics. Traditional and new media advertising agencies often substitute metrics for understanding. Mathematical models create the appearance of scientific analysis, when in fact they are often manipulated to support a preselected agenda. jerry_bader@pacificarticles.com (Jerry Bader) Thu, 21 Sep 2006 00:00:00 -0400 http://www.pacificarticles.com/articles/2106/1/The-Sound-of-Business---Part-I/The-Sound-of-Business---Part-I.html The Web is an emotionally remote hinterland delivered to us through an impenetrable liquid crystal barrier. How then, can you as a business owner, entrepreneur, or marketing executive connect to a target audience that requires emotional reassurance in order to do business? jerry_bader@pacificarticles.com (Jerry Bader) Thu, 21 Sep 2006 00:00:00 -0400 http://www.pacificarticles.com/articles/2105/1/The-Brand-Story---A-Tale-Worth-Telling/The-Brand-Story---A-Tale-Worth-Telling.html jerry_bader@pacificarticles.com (Jerry Bader) Thu, 21 Sep 2006 00:00:00 -0400