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

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

Brand Development Killers You Should Know If You're A Brand Developer

Posted by Ken Gasque on Sep 8, 2016 3:15:11 PM

Not that you want to kill your brand. These are five stumbling blocks that get you labeled but not branded. If you are not careful and aware of what is happening your customers will define who you are and label your product or service. Brand developers constantly monitor social media and talk to customers because they know listening gives them the edge.  9 Steadfast Rules of Branding

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Topics: Brand development, Branding, Brand, Brand developer

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

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

Why should I want a brand

Posted by Ken Gasque on Apr 18, 2016 3:13:23 PM

There are several reasons for developing a brand: greater ROI, build equity in the business, create new opportunities, competitive advantage, and survival to name a few. The most important compelling reason for most owners and CEO’s is better ROI. If you are not a brand you are a commodity. Then price is everything and the low cost producer is the only winner” per Philip Kotler, professor at the Kellogg School of Management.

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Topics: Branding, Creative, Brand

Be First or Be Different and Be a Successful Brand Developer

Posted by Ken Gasque on Jul 24, 2015 11:37:55 AM

Being first with a good idea is really difficult and may not happen but once in your lifetime, if it happens then. Apple’s iPod, Coca-Cola, WD-40, Dixie Cups, Post-it Notes, Duct Tape, and Google are just a few great ideas that were first to the market.

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Topics: Image Branding, Branding, Brand

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,

Brand Development Process and The Biggest Reason Advertising Fails

Posted by Ken Gasque on Mar 5, 2015 8:04:01 AM

I met Bob Evans Jr. several years ago at a convention. He was the keynote speaker. After his speech I introduced myself to him and told him how much I enjoyed and appreciated his speech. We talked for a bit and then he asked me what I did for a living.  I told him I was in advertising and marketing and that my company built brands. He said, “I can give you a testimonial.” Really, we just met? “Well, a testimonial for advertising.”

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

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