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

Advertise and Make Something Happen Brand Developer

Posted by Ken Gasque on Mar 22, 2017 4:18:13 PM

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Topics: Branding, Brand, Brand Image-Maker,, advertise, brand developing

A brand developer proverb--"Advertise...duh!"

Posted by Ken Gasque on Oct 5, 2016 10:32:43 AM

Advertise…duh               

That is the caption for my next tee shirt. Yes, I like tee shirt marketing. It’s fun. People like tee shirts. It’s a challenge to capture a meaningful message in a few words that grabs people’s imagination and stimulates their interest.  The investment is low, can be less than $300 for 50 shirts.      If you have a creative message your audience will wear them and create brand awareness for you for free. It’s not your audience, you say…don’t be so sure. Everybody likes creative messages and almost everybody wears tee shirts at home and in public. Put your message on a tee shirt and spread the word for years to come.  Try it.  It’s a start for doing some outrageous marketing where the returns are really effective.  Sometimes a brand developer wants to be a guerilla marketer.

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Topics: Differentiation, Brand, Brand Image-Maker,, advertise, inbound marketing

Rules for brand developers and image-makers

Posted by Ken Gasque on Sep 29, 2016 12:11:48 PM

A brand is a promise, an experience and a trusted friend. 

A brand is an experience we keep going back to because it makes us feel good. It says something about who we are. It is a promise that we are reminded of by smells, sounds, touch, taste and visuals (image).   Brand developers know that you find or create your brand or a brand will be created for you.  

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Topics: Brand development, Branding, Brand Image-Maker,, Brand developer, brand image makers, brand developers, creating a brand

Do you need Brand-Aid?

Posted by Ken Gasque on May 3, 2016 11:53:00 AM

I am sure you have heard the phrase ‘What gets measured gets done.’ I think it’s true because it focuses attention on the thing that is important.   Business consultant and writer Tom Peters agreed and said, “I think  "What gets measured gets done" is the soundest management advice I've ever heard.

And my favorite brand development quote is also from Tom Peters.  He said “distinct... or extinct.”  Very succinct and elegant.  If you are not different you will not survive.  Following are some other things you should check to see if you need Brand-Aid.

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Topics: Branding, Brand, Brand Image-Maker,, Rebrand

Brand Image Makers Differentiate

Posted by Ken Gasque on Apr 30, 2015 10:37:29 AM

If it were easy everyone would differentiate. I was talking to one of my favorite clients recently and she said “We created a logo ten years ago and we used blue and green as our colors.  This was something very unusual in our profession.  Today, everyone of our competitors have adopted blue and green as their logo colors.”  When you differentiate others will follow and imitate.  That’s when you know that you are the leader.

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Topics: Brand development, Differentiation, Brand Image-Maker,, Brand developer

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,

What’s your idea? It’s the ultimate tool for the brand image maker.

Posted by Ken Gasque on Mar 11, 2015 8:19:02 AM

When most people think of advertising they think of ads that are funny, emotional or that have given them a very clear insight into the benefits of the product or service.  The idea you should be looking for, as a brand image maker is one that will communicate clearly what makes your product or service unique. What makes your service outstanding and remarkable?  What makes it meaningful to the consumer?
 

I saw an ad this morning for a good service provided by a good company.  I know this only because I know the company.  It was a tombstone.  It said what the company did. And it gave contact information.  It was a missed opportunity.  There was no idea.  No connection. No emotion. No involvement.

 

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Topics: Brand development, Creativity, Brand development process, Brand Image-Maker,

Brand Image-Makers and Their 5 Fundamental Rules

Posted by Ken Gasque on Mar 4, 2015 4:01:52 PM

There are more than 5 rules for brand image-makers but these 5 are the essential rules for small businesses.  Business people and professionals often scoff ‘everyone knows that, it’s basic’ and then they give them a cursory ‘lick and a promise.’ Not so fast, these rules are what makes your business successful or not.  If you want to call it ‘getting back to the basics’ so be it. Just do it.

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Topics: Brand Image-Maker,

Brand Image-Maker—7 tactics to create successful marketing campaigns

Posted by Ken Gasque on Dec 5, 2014 8:25:14 AM

Differentiation

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Topics: Brand development, Branding, Brand Image-Maker,

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