From the category archives:
Original Post: When Should Domain Names Match Company Names? by Karen E. Klein | May 11, 2012 “With so many startup companies building their business models around Web traffic and online sales, you might think domain names would be the top priority for a startup. But branding and naming experts disagree, particularly if yours will [...]
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Original Post: The Promise and the Reality by Chris Brogan | April 3, 2012 “What are the promises you’re making, and what is the reality of what is delivered?” My Quick Take: Chris poses a simple yet brilliant question. It’s so important to create marketing messages that properly align with what your business or product [...]
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When did Pop-Tarts start selling as fast food? When I was a kid (apparently back in the Stone Ages, as my kids like to remind me), they were sold as something that had to be toasted first. Pop-Tarts were only for breakfast – end of story. Today, Pop-Tarts are anything but “only for breakfast.” Here [...]
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The Franklin & Marshall clothing line sells sweatshirts for upwards of $205 – a vast difference from the $37 Champion-brand shirt you can pick up from bookstore at the college of the same name, whose logo adorns the pricier clothing as well.
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How specific should you be when positioning your brand? And let’s just say you have chosen utmost specificity– then how do you reach your niche market effectively?
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Branding presents a cohesive and consistent message to the right prospects about what your product or service stands for, and what it promises to do. Take into account who else is messaging to your market, and how your target customers think, then translate that understanding into your design.
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Jose Palomino is President of Value Prop Interactive and author of the book, Value Prop. Jose combines tactical creativity, strategic orientation, marketing savvy, and technical acumen to deliver insights, leadership, and results.
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