Design The Planet

As The Planet Turns


Knowledge is power - in this case, the power to revolutionize your franchise initiatives and make your brand the best it can be.

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Why your marketing plan Sucks!


Many business owners have embraced the adage: “I know 50% of my marketing/advertising budget is working, and 50% of my marketing money I’m just throwing away…I just don’t know which 50%.” These business owners feel like they are bleeding, and in some ways they are. They are not only wasting precious financial resources, they are wasting their valuable time vetting, planning and tracking marketing initiatives when they could be engaged in more profitable activities… LIKE running their business! And, while I don’t think you can create a 100% positive hit rate for your advertising and marketing, it is possible to know if at least 80% of your marketing is working while identifying… Read more »

Branding Lessons, from the Kitchen to the Office

Alternatively, the cooks at Design the Planet start with a hearty base, add essential goodies like yummy vegetables, and spice from there. (Additionally, take notes from historically successful projects: my ratatouille is a spinoff from my mom’s excellent recipe).

For me, the holidays bring many hours spent making magic in the kitchen. While making non-thanksgiving themed Indian food last week, I got to thinking about what an appropriate metaphor cooking is for business ideation. Many businesses, creative or otherwise, find themselves plagued by the proverbial “too many hands in the kitchen,” whether that be too many points of view from various business partners or too many concepts. The end result, more often than not, is a mucky gumbo with no distinguishable flavors.

Defining a Brand Ambassador

brand ambassador graphic

What is an ambassador of a brand? EVERYTHING! If that sounds a little dramatic for you, that’s okay. It was a purposeful and comprehensive answer – just as your brand should be. Let’s define “EVERYTHING” further with just a few examples of brand ambassadors: Employees: Uniforms and personal appearance, attitude, and knowledge of your products and services. Each of these employee qualities make-up one of the most important type of ambassadors – the human presence that reflects your company’s core values and beliefs. Customers: Think of customers as an endless pool of brand ambassadors. A friend who tweeted about her… Read more »

Disruptive! Disrupted! What does it all mean? And…can I make it work for my company?


There’s some new marketing jargon in town: the term is “Disruptive,” and, although applied to other disciplines since 1995, today marketers and entrepreneurs are using it in phrases like: “Create Disruptive Advertising!” “Disrupt your market before you are disrupted!” “I want our next website to be Disruptive to the market.” When my prospects and clients started wanting to be “disruptive” in their industry, I realized that this marketing and/or branding term is being over exaggerated. The term is being tossed around and overemphasized so much that it’s losing its impact. Also, I suspect those who are using this “disruptive” term don’t fully understand… Read more »



1. Keep your brand “fashionable” Consumers look for what’s new and different. Like fashions, a brand can become dated. With old packaging, colors, fonts and style it could be time to do that makeover. If sales have gone down, take a look at your brand and packaging versus what the competition is sporting. How do you measure up?  2. Re-energize growth and target new audiences A rebrand can re-energize your marketing, help you to develop a niche, or launch a new product. Rebranding can open up new markets, identify and maximize your social media channels and helps you to better… Read more »


Is your tired and out of date brand sucking the life out of your business? Has your marketing stopped producing like it used to? Rebranding can re-energize your business and take you to a new level! Wikipedia Says… Rebranding is a marketing strategy in which a new name, term, symbol, design, or combination thereof is created for an established brand with the intention of developing a new, differentiated identity in the minds of consumers, investors, and competitors. Often, this involves radical changes to a brand’s logo, name, image, marketing strategy, and advertising themes. Such changes typically aim to reposition the… Read more »

Branding Superheroes: Avatars & Mascots, Part II

Historically confined to television and print, mascots are finding new footing in the evolving digital age, weaving their consistent storylines through multiple web entities. Today, social media is giving marketers a whole new playground to test and nurture brand-avatars, as well as other new concepts. This is the beauty of launching a brand-linked character in the social-media era. With a limited investment, companies can monitor how well a new mascot is accepted by their brand community. It’s the perfect limited platform to test a new idea and to measure results. READ MORE. Here’s a modern day example of an old-line… Read more »

Branding Superheroes: Avatars & Mascots, Part I

Creating something unique and memorable to help make a brand into a household name is an achievement every brand manager hopes for. Some think there’s no better way to do this than to create a likeable character to represent the brand to its primary target market. But to be successful, an avatar must engage, compel and even entertain the brand community. Alas, some brand avatars just don’t make the cut. However, some brand avatars and mascots have become so recognizable and successful over the last century that companies go to great lengths to create one before they ever launch a… Read more »

TOP 7 – Attributes of a Great Franchisee (to-be)


Why should a person focused on franchise brands and marketing write this blog? 1) We don’t want to keep this a secret. And, 2) Nothing can effect your brand perception as much as a really great franchisee …OR, a very bad one. Every Franchisor is constantly on the lookout for the next Great Franchisee. They may be looking for a Franchisee who is going to become an Area Developer or Master Franchnchisee, or maybe the perfect single-unit franchisee is just what they need for a specific area or reason. I think everyone will agree that there is a huge difference between a… Read more »

Best Practices On Franchise Marketing Campaigns And How A/B Testing Can Produce Marketable Results


As a Franchisor or a Franchisee you can produce huge results for your location by implementing an Email Marketing Campaign. Many franchises use email marketing for customer retention or loyalty programs offering customers specials and telling them about their newest product or offering. It’s also a great way to give your customers a “call to action” that brings them to your website i.e. Click here for a coupon. It’s a sure way to stay connected to your customers, and they get value from you for being loyal; win-win! Maybe your franchisor doesn’t offer an email program yet, if not, you… Read more »