by Geoff on February 26, 2010
Keep Your Brand Bright in Dark Times
We’re going through some dark, cloudy times for business and, I admit, it’s tempting at times like these to cut back on your marketing.
But the truth is, that makes about as much sense as a fisherman who says, “I’m not getting any bites so, to save money, I’ll stop putting worms on my hook.” Maybe he needs fatter, juicier worms! Or maybe he needs to fish where no one else is fishing. Or maybe he needs to go fishing earlier in the morning. (“The early worm gets the fish.”) Read more…
by Geoff on February 15, 2010
Have you thought about what a key visual image or symbol can do for your brand? Consider:
A three-year old in a backseat sees an image of golden arches up ahead. She has an immediate vision of a happy meal with a toy inside, and starts begging to go to McDonalds. Read more…
by Geoff on December 8, 2009
I wish I had a dollar for every time I’ve heard a business owner say something like, “We don’t care about branding and brand image and all that stuff, we just want to sell products.”
Well, actually I do have a dollar. Because some of these people eventually hired me to create branding programs for them and they were so glad they did.
But I understand the thinking—I really do. When many small business owners think about branding, they are thinking of something that, to their mind, is expensive, impractical, unnecessary, and wasteful.
In other words, to them,
branding suffers from a poor brand image
! Read more…
by Geoff on December 1, 2009
We’ve had a warm November here in New Hampshire. The golfers are still out! So we haven’t seen any snowballs yet.
But I want to tell you about a different kind of snowball—the kind that will create a kind of “awareness momentum” that builds and builds and helps build your business. Read more…
