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 »
As The Planet Turns
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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Is your tired and out of date brand sucking the life out of your business?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 »
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 »
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 »
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 »
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 »
Millennial consumers, enabled through mobile and social digital technologies, are redefining what a Brand must offer to attract them and win them as customers. Today’s consumer is actively searching for Brands that align product value with corporate values. The following TEN BEST BRAND PRACTICES are proven to engage today’s Millennial consumer on their issues of Brand Value and Brand Values: VALUE Price competitiveness. It starts here for most consumers in today’s economy, but it doesn’t stop here. Although the price tag is a key qualifier on how interested a consumer will be in your product, Brand Value and Brand Values are proving… Read more »
from our Franchise Growth Forum meeting– New Orleans This week I participated in our regional Franchise Forum of which I am one of the founding members, and the topic of discussion was choosing “The Right Franchisee”. As you can imagine, this topic was a hot one. Participants included 600+ unit systems like Smoothie King, as well as younger franchises like KidCam and The File Depot, along with franchise support companies like Design the Planet and Folse Financial. Much of our discussion were focused on finding the right prospective franchisees in the first place. Everyone agreed that the franchising landscape has changed, and newer resources like online technology… Read more »
This month we would like to challenge you to work on your “INTERNAL BRAND” and see what a difference it can make. At Design the Planet we know that the health of our team is paramount and therefore one of our internal brand initiatives is to have a healthy team. Many companies understand the importance of external brand marketing (differentiate, advertise, show off your logo, get social, etc.), however, just as many companies lack initiative when it comes to internal branding (what you do inside your company with your employees and vendors is important too). Internal branding is critical to… Read more »