It’s All About Branding

This past week has been project based, a new product launch and a Direct Marketing campaign, I love it when I get my hand dirty.

One thing that came up on both projects is the importance of having something to hang the promotion from to give it credibility. What is it that establishes this credibility for a business or person? As ever it will be the good services and value that the business provides. These values get hung onto a thing that can be the name of the business or the person. It becomes the brand an image that reminds the customers and prospects what you are about.

In my case it is me Paul Harvey and my trading name Market-that. 

Last week I met with a company where the quality of the product was out performing the brand, it just did not fit the name. I am supporting them in the re-branding project, its a great opportunity to refocus the business and develop new customers.

For anyone looking to understand the importance of branding here us a great post from BNET , I do like these quotes taken from that post

“Marketing is a tricky discipline. Science, art form, or both, it’s critical to your company’s success.

David Packard, of Hewlett-Packard, once said, “Marketing is too important to leave to the marketing department.” The more you understand and participate in your company’s marketing strategy, the better the odds of success.

I’d like to leave you with my favorite quote on branding by Bob Pittman, President of AOL back in the day: “Coca Cola does not win the taste test. Microsoft does not have the best operating system. Brands win.”

The full post is here

 http://blogs.bnet.com/ceo/?p=1416

All the best to your success

Paul Harvey