Brand Equity - Brand Identity Guru
7 Qualities Of A Strong Brand:
1. Commands premium pricing while retaining loyalty
2. Shortens the sales cycle
3. Deflects competition
4. Resists commoditization
5. Establishes top of mind awareness (mindshare)
6. Generates referral “word of mouth” momentum
7. Meets and exceeds shareholder expectations
If you are lacking some of these qualities read on to learn how you can strengthen your brand!
Putting Your Message In Motion…
” Persuasion is the kohlrabi slaw recipes centerpiece of business activity,” writes Robert McKee, Screenwriting Coach, in a June 2003 Harvard Business Review article on storytelling. “…If you can harness imagination and the principles of a well-told story, then you get people rising to their feet amid thunderous applause instead of yawning and ignoring you.”
You tend to listen to a guy who has taught people how to spin yarns like The Color Purple, Forrest Gump and Sleepless in Seattle. Though in this article McKee was referring to executives’ effective storytelling to inspire their various stakeholders, the same bank repo homes for sale in oxnard principles resonate through a company’s brand communications. First you’ve got to capture your prospects’ imaginations and make them believe your story. Only then are you within reach of branding a customer and opening a new revenue stream. Multimedia makes this goal a lot easier to reach.
The term “multimedia” encompasses any medium that relies on more than one of the human senses to communicate. For example, print ads use only sight (except for “scratch ‘n sniff). Radio uses only sound. By contrast, web movies, television and cinema use sight and sound together for a more effective presentation. So though technically multimedia has been around for a long time, today the reference is chiefly reserved for digital presentations with motion, visuals and sound.
Study after study proves that the more senses involved in telling your story (sight, sound, touch, etc.), the more effective it becomes. The greatest advantage of multimedia for B2B marketers isn’t really the media itself, but the channels now available to distribute it to niche audiences with surgical precision. DVD and the web, search engines and email provide the perfect perfume online shop malaysia mix of vehicles to drive a highly targeted stream of people to hear and see their stories. So in this age of digital information, it’s no wonder that marketers are rushing to use this highly targeted storytelling medium.
MicroSoft PowerPoint
This is a simple multimedia-capable tool. The next step up from a photo slide show, PowerPoint has become the most popular multimedia program in distribution today. PowerPoint’s elementary animation of typography and images richens the cracker-dry corporate slide presentation of food vending trailers the past and brings the entire presentation process in-house, relegating it to administrative assistants instead of outsourced creative specialists.
The problem we’ve seen with PowerPoint is that it is so easy to use that companies allow people untrained in even basic storytelling, graphics or their specific corporate brand standards to create these presentations. This does more to undermine the integrity of a consistent brand image than anything else we’ve seen. Everyone wants to add their “creative touches” to the PowerPoint presentation, and before you know it, a conservative-minded company can look like Disneyland at the board of directors meeting.
And since PowerPoint contains libraries of backgrounds, effects and color palettes for all to use, it is easy to develop presentations with a “canned” flavor, defeating the objective of brand differentiation. The use of these common library images and elements also increases the chances of your presentation taking on the same look and feel of one of
(more…)