Image Maker and Brand Developer

The Brand Development Process--Positioning and Pricing.

Posted by Ken Gasque on Dec 28, 2017 9:32:59 AM

You don’t have to compete on price.  So, why do you?

Market penetration?  Maybe it’s because it seems to be the easiest way to get into the market.  Or fear.  Afraid you will be undercut and your prospect will not perceive enough of a difference to pay more. Price can indicate your product is scarce or plentiful.  Price tells the consumer a lot about what you think about your product or service.  Price even affects what your prospect thinks of your product.   Setting your price is a critical decision.  But before you begin pricing review your marketing mix— the 4P’s, product, price, place, promotion; and I always include positioning--position product for marketing. What is your position? Product positioning is what comes to mind when your target market thinks about your product compared to your competitor’s products.  Never, ever compete on price! Tell me how.

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Topics: Branding, Brand, Brand development process, Brand Image-Maker,, brand image makers, Design

This ought to scare a brand developer.

Posted by Ken Gasque on Oct 12, 2016 4:24:51 PM

If you are president of a company, own a business or are the marketing manager of a business, I am referring to you as a Brand Developer.

The Apple vs Samsung lawsuit should be more that a passing interest to you.  The courts are deciding how you can differentiate your brand.

 

What is happening to brand development process?

            Apple sued Samsung for infringing on three design patents for discrete components of the iPhone — the front face of the device, the rounded edges framing the face, and the device's distinctive matrix of colorful square icons. Apple won the suit and Samsung was ordered to pay $399 million in damages. I am going to paraphrase NPR but you can read the NPR article online.

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Topics: Brand development process, Brand developer, Design

Brand developers what is your most important tool?

Posted by Ken Gasque on Aug 9, 2016 12:02:17 PM

Your logo, if you do it right.

Starbucks logo is like a beacon—welcoming and inviting. The story is Starbucks adopted a Siren–“a seductive mystery mixed with a nautical theme.” She is at the heart of Starbucks… “she’s a muse –always there, inspiring us and pushing us ahead. And she’s a promise too, inviting all of us to find what we’re looking for, even if it’s something we haven’t even imagined yet.” These are the feelings of Starbucks management describing their logo and building their brand.

FREE LOGO QUIZ Test Your Logo Knowlege

 

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Topics: Image Branding, Differentiation, Branding, Brand, Brand development process, Brand developer

The Art of Making Mistakes... part of brand development process

Posted by Leslie Pitner, DDS on May 21, 2015 10:46:00 AM

My uncle, a research chemist, shared a book with me recently called Brilliant Blunders:  From Darwin to Einstein – Colossal Mistakes by Great Scientists That Changed Our Understanding of Life and the Universe. Author Mario Livio chronicles the mistakes made by some of the most brilliant scientists of the 19th and 20th centuries.  Livio’s mission is to show that making mistakes is essential to progress in science as people struggle to figure out the unknown.  And each of the mistakes he highlights laid the groundwork for later essential discoveries from the structure of DNA to advances in astrophysics. Reading the book led me to reflect on the importance of mistakes to learning and succeeding in our lives.

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Topics: Brand development process, Mistakes, taking risks

The brand development process--think like a 7 year old

Posted by Ken Gasque on May 19, 2015 8:17:00 AM


What is perception?

We come to problems with our perception because that is what we have. It is only natural. However, it won't be easy because perceptions are reality.  So think like a 7 year old and change those perceptions. Think different.  Think like a brand developer.

Differentiate and never compete on price Show me how!

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Topics: Brand development, Brand development process, What is perception

Persistence--the secret to the brand development process

Posted by Ken Gasque on May 15, 2015 11:18:48 AM

There are four rules we think are the key to success. We made a poster to illustrate these rules and very cleverly called them “The Four Rules of Success.” You will find our posters in elementary, middle and high schools across South Carolina.  We offered it to schools and most accepted because they believe there is a valuable message in our poster.  You will also find our poster in businesses all across this country and even in China (we offered the poster on our website and we had one request from Beijing).  The following story illustrates the Four Rules of Success.

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Topics: Brand development process

Clients don't know-- Rule 1 in brand development process

Posted by Ken Gasque on Apr 28, 2015 6:35:00 AM

Don’t misquote me.  Clients know a lot about their products and their customers but clients are humans and humans have perceptions that sometimes are wrong and this can be a huge problem.  Remember—in the brand development process perception is reality.   The following is a story of how I believed a client when they told me their perception.  What we perceive we believe.

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Topics: Brand development process, What is perception

The brand development process --Tell me a story so I know your differentiation

Posted by Ken Gasque on Apr 22, 2015 4:15:25 PM

If you want advertising to work, tell a story.  I will get the message about your differentiation.

What does a story do? It creates a movie for your mind’s eye. A good story will be played and replayed in the mind for days, weeks, and months to come.

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Topics: Differentiation, Brand development process, Brand developer

Fast communications is visual in the brand development process

Posted by Ken Gasque on Mar 22, 2015 9:46:55 AM

In a recent blog I was praising the power of the visual’s ability to communicate, —“We buy with our eyes”—and a reader, a friend and a Radio Sales Rep, took me to task and said not so fast, radio is a pretty effective medium as well. He’s right.  Some of the best advertising I have ever witnessed has been radio.

            Back in the 50’s and 60’s there was a creative talent that the National Association of Broadcasters hired to illustrate the power of radio. He produced a few radio spots that the member stations broadcast from time to time to inspire and convince their prospects and customers that radio was a good medium to use. He illustrated how powerful a creative message could be and how to make radio more viable and a better experience.  It worked. Or at least it did for me. I still remember one of the spots.

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Topics: Brand development process

9 Steadfast Rules of Branding

Posted by Ken Gasque on Mar 13, 2015 1:14:39 PM

These may seem like common sense rules but entrepreneurs and business owners often forget everything they learned about the rules of branding, marketing and advertising when they begin marketing their own products and services.  It becomes personal.  

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Topics: Brand development, Differentiation, Branding, Persona, Brand development process, Brand Image-Maker,

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