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  • Branding Dictionary
Get a cue! Connecting your brand to everyday life

Get a cue! Connecting your brand to everyday life

One way that your advertising can influence what people think about and notice is through ‘cueing’ –linking your brand to words or expressions that come up naturally in everyday conversation. Repeated often in your advertising and other communication, they become cues that help increase the power of your brand. You see and hear these many times a day. How many of these did you know? Cue Brand/Product Gimme a break Have a Kit Kat Have a break... Have a Kit Kat MmmmmMmmmmm Good Campbell'...

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Some of our Favorite Recent Media Campaigns

Some of our Favorite Recent Media Campaigns

Ice Bucket Challenge In 2014, one of the most successful public relations campaigns was the organic Ice Bucket Challenge. That’s no surprise for most people, because the messages and images of the campaign were pervasive, very wet, often entertaining and sometimes highly emotional. The campaign began inauspiciously, when two friends in Florida pushed each other to take the Ice Bucket Challenge, which initially was a tactic to raise money for charity generally. One of them selected ALS as his ch...

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Your checklist for growth in 2015

Your checklist for growth in 2015

To grow effectively in the new year, you need to begin with preparation and planning stages, not unlike the work necessary before you take a journey or climb a mountain. Think of the new year as a new journey.  To begin, you need proven tools and expert guides to help you navigate the path and meet the challenges ahead. Here is the short, but important, checklist as you take your business into the new year:  1.  Take the right tools First, a good map gives you a clear picture of the distance an...

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18 Value Propositions That Get it Right

18 Value Propositions That Get it Right

The best way to understand value propositions is to see good examples at work. Here are 18, from the largest company in the world to some small, eclectic start-ups.  1. Wal-Mart. Everyday low prices. Behind the value proposition of not only the world’s largest retailer but also the world’s largest company is also an implicit promise of high product variety (35,000 SKUs in a typical store; 100,000 in a superstore), fixed assortment, a mix of branded and private labels, and the lowest possible cos...

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The Christmas Factor

The Christmas Factor

For Christians the world over, Christmas is one of the year's holiest observances, with the remembrance of the birth of Jesus Christ both solemn and celebratory. But it is people of all faiths and traditions that have also made Christmas the year’s single largest economic stimulus, as sales increase dramatically in almost all retail areas. The U.S. retail industry generated an astonishing $3 trillion during the Christmas holiday in 2013, 19.2 percent of the total retail sales for the year. The C...

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Marketing trends that will impact your business in 2015

Marketing trends that will impact your business in 2015

Management guru Peter Drucker said that “attempting to predict the future is like trying to drive down a country road at night with no lights while looking out the back window.” That has stopped almost no one from doing it, and in fact we all make decisions, major and minor, in business and all of life, based on our understanding—puny though it may be—of what the future holds. With all of this in mind, we’ve scoured the business and marketing worlds to put together a list of 7 important predicti...

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This Week’s Trending Business Stories 12-15-14.

This Week’s Trending Business Stories 12-15-14.

A quick look at popular stories on business Websites this week.  15 Ways to Overcome Procrastination and Get Stuff Done 15 techniques to fight your tendency to procrastinate. For example, don’t set unreasonably ambitious goals. Facing the impossible is paralyzing and you won’t end up doing much of anything. --Entrepreneur Business Leaders Sizing Up GOP Presidential Candidates for 2016 Some handicappers are sizing up the Republican presidential field with some expectation that it could produce a...

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25 Big American Product Flops

25 Big American Product Flops

1. Edsel In 1957, Ford launched the Edsel, a car the company billed as hot and revolutionary, Problem: It turned out to be sort of "blah."Ford was enormously successful in building high expectations for the forthcoming Edsel, but America was equally disappointed. The Edsel tanked. It became a national joke, the car that launched a million punch lines. By November 1959, when Ford finally mercy-killed the Edsel, it had lost an estimated $250 million -- nearly $2 billion in today's dollars. “As it...

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22 of the Best Mission Statements in the World

22 of the Best Mission Statements in the World

The main purpose of a mission statement is to clearly and concisely answer the question, “Why do we exist?” and to lay out your overall company goals and how you will achieve them. And it does it all in a quick, easily understood – and easily shared – statement. To write an effective mission statement:  Be short and easy to repeat Focus a product or service on a specific problem Put a unique stake in the ground Set an audacious goal Feature an action verb How do you think these 22 measure up? ...

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This Week’s Trending Business Stories 12-2-14

This Week’s Trending Business Stories 12-2-14

The art of online apologies and why Elizabeth Lauten failed miserably at hers: The apology was what people who have been caught say. It carries this hard-to-shake implication that she was not REALLY sorry about what she wrote, but instead was sorry that people were outraged by it.  Here are tips on making an apology sound, well, real.  –Forbes Coca-Cola wants to buy the world a milk:  Unlike soda pop, the U.S. milk industry remains highly fragmented with few recognizable brand names.  But Coca-C...

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