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Category: Brand Positioning


The little blue box / Tiffany & Co.

  What can we learn from that little blue box? It has been the star in movies… made women crazy… and left men empty pocketed. Tiffany & Co. knows something! They know that people buy with their hearts more than their heads. They have built a perception of luxury through every consumer touch point.   They ...Continue Reading...

Selling to the Trendsetters

It is very challenging to sell a new Mac Pro, Two 2.26GHz Quad-Core Intel Xeon to a person who’s Dell just crashed. Just as unlikely, is to convince a hobbyist golfer to purchase the new Callaway, FT i-brid Irons. Premium brands understand this is calculating what they will focus their marketing budget on. One of ...Continue Reading...

Branding States (3 License Plates / 3 Value Statements)

Distinguishing your brand or even a state in a few words is a challenge because it’s usually hard for the leadership the pick one statement to communicate.    Common viewpoints on what to communicate: 1. We need to let people know what we do.             Minnesota – “10,000 Lakes” (We do lakes)   2. We ...Continue Reading...

You said… you advertised.

The statement… you said, she said, he said, you advertised reveals a lot about how the person saying it feels. It communicates a break down that leads to a fracture in trust. Which ends with reputation, organization and mission destruction. No one is immune to these words. But the goal should be to minimize them ...Continue Reading...

Sorry…Only One Message Per Brand

In a shaky economy brands try crazy things. Make sure you understand the risks of character permission if you are thinking of extending your offerings under the same brand name. Big brand, small brand or individual, everyone only gets one message per brand. It would be a failed attempt if Sony who is known for ...Continue Reading...

Be clear about your brand promise

Most leaders understand what a brand promise is, but for a recap. A brand promise is the claim of distinction made to the market. The more value the promise has, the harder it is to deliver, but the more market favor your organization will given in comparison to your competitors. Example: Fedex – The world ...Continue Reading...

Thought Process / Your Market

Most people make balanced decisions based on their past experiences, current situations and what they hope to happen in the future. The challenge as an organization leader is trying to understand which one of the three your market bases the majority of their decision on. Advertising agencies, PR firms and internal marketing directors commonly make ...Continue Reading...

Defining Your Markets Thought Process

Every market has decision drivers. Here is a simple test to determine if your market is made of short-term thinkers (minimal or no vision), long-term thinkers (have vision) or a blend of both. If a segment of your market buys the cheapest (add your product or service here), they are probably short-term thinkers. If a ...Continue Reading...

The brand comes from the heart

Just like a person’s actions first start with the decisions they make in their mind, a brand is an expression of the values the leader or the leadership holds. You show me a brands reputation and I can tell you what the leaders values are… or are not....Continue Reading...

Clients We Have Helped

  • RZIM
  • Billy Graham
  • ECFA
  • Younglife
  • Moody