Archive for February, 2007
5 Ways to Avoid Brand Failure
1. You can’t really control your brand (though you can influence it). Your brand is created not in the boardroom but in the minds of your customers. So listen to what they have to say and build on your strengths. You’ll never succeed if you try to be something else.
2. Don’t water down [...]
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Not every brand is a success. Some, like Kmart and Oldsmobile, simply grow old and tired. Others collapse from moral decay (Enron). And many, many brands never achieve success because they can’t compete in a crowded marketplace. So let’s look at a few examples and see what we can learn from them.
Fallen Angels
For almost 80 [...]
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1. Develop case studies to tell your real-world success stories. Feature these on your website and in other marketing materials.
2. Use testimonials. Ask your best customers for quotes (or pull them from letters or emails).
3. Send gifts to customers who refer business. Celebrate their loyalty!
4. Set up a referral rewards program. [...]
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In business, as in life, it’s often the little things that count. Lasting impressions are rarely created by a single ad campaign or even a stunning website. Trust and familiarity build up over time as prospects become comfortable with your company’s people, services, approach, and personality. In this article we explore some of the little [...]
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While many small businesses are struggling to survive, a select few rise above the rest and not only survive, but thrive. Author Donna Fenn, a regular contributor to Inc. magazine, calls these businesses “Alpha Dogs.” In her book of the same title, she profiles eight small businesses that did something different to set their [...]
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Tags: Alpha Dogs, Marketing Books
