In a previous blog post I have discussed how we need to identify each and every touchpoint with our brand to examine how we can use them to build it, and how we need to make sure that we consistently deliver the same brand experience through each of those touchpoint. This is not enough though. You also have to remember to repeat, repeat, repeat, repeat, repeat and repeat again. It’s Great to Be Bored! Repetition is absolutely key in marketing and I can promise you that if you are doing your marketing right, you will get bored. You will get bored of your brand identity; your colours, … [Read more...]
What Is A Brand?
Many times, when talking to entrepreneurs and small business owners, I find that there is confusion about the concept of brand and branding. Not surprisingly. It is one of these things that the branding experts have managed to shroud in mystery and fill with jargon charging gazillions for development of brand strategy, brand associations, brand equity and other such fancy sounding things. It is also one of these things that people tend to associate with big business and global corporations. The Nikes, Apples and Googles of this world. But I am going to let the cat out of the bag and tell … [Read more...]
Dare to Be PINK – a brave brand!
Have you seen my upcoming book, Marketing Untangled: The Small Business & Entrepreneur's Map Through the Marketing Jungle? It's undeniably pink. Recently I was chatting to a friend on Facebook. Rather than retell the conversation, I'm going to write it as is (well, translated, as it was in Icelandic, so won't make much sense to most people.) ;) My friend: "New book looking really good, the cover is SOLID and really makes one curious. Just one thing that surprised me... And I'm still trying to make sense of ..." Me: "Aha - what?" My friend: "The cover is just so very PINK... … [Read more...]
The Clothes Do Make the Man
Do looks matter? Does it matter what your brand looks like? I mean, is it not just all about what your business does? Isn't that all that matters? Hmmmmmm... The simple answer is: Yes. Looks matter. We are simple creatures. We judge books by their covers. And the clothes do make the man. Just like clothes tell us a lot about the people wearing them, your brand identity or the look of your brand tells people a lot about your business, products and services. Here's an example. What can you tell me about this woman? What about this one? … [Read more...]