Brand

Marketing Tools at Macworld 2013

February 1, 2013 by KleinConsulting

Just as I did last year, I attended Macworld 2013 recently to scout out interesting and innovative software, apps and accessories that have been created to help marketers market.

The tradeshow was slightly smaller than in 2012. While there were still plenty of vendors selling iPod and iPhone accessories, there seemed to be fewer of them. In the Expo Hall there were products as varied as the bottle opener iPhone case, to the Chef Sleeve Cutting Board with iPad Stand to the iPad-carrying robot by Double Robotics. [Read more…] about Marketing Tools at Macworld 2013

Manage Your Brand Bank Account

August 20, 2012 by KleinConsulting

Brands are assets. The more equity they have, the greater their value. Marketers are responsible for building their organizations’ brands. Doing so successfully takes time, dedication, a plan, foresight, consistency and some luck.

Few marketers have understood branding better than Steve Jobs, who is universally regarded as a marketing genius. In the book “Insanely Simple: The Obsession That Drives Apple’s Success,” Ken Segall discusses his former client’s concept of the “Brand Bank.” [Read more…] about Manage Your Brand Bank Account

Promote Your Company Vision – Part II

March 24, 2011 by KleinConsulting

The previous post discussed how marketing campaigns that are inspired by company visions are not prevalent these days. A company vision is a business’ forward-thinking declaration of its aspirations for the future.

“Promote Your Company Vision – Part I” provided tips for how to market your company vision as a means of promoting your brand, attracting and retaining customers and differentiating your business. Here are two more marketing tips:

Promote Your Company Vision – Part I

March 22, 2011 by KleinConsulting

A company vision sets a business apart from all others. What is a company vision? It is a business’ forward-thinking declaration of its aspirations for the future. It is the image it has of its goals before plans are laid out for how to achieve them. Company visions often are a declaration of a business’ desire to innovate and change its market for the better.

The vision is also a foundational component of a company’s brand. The most compelling ones inspire employees and endure as a business grows. Yet, many businesses don’t actively communicate their visions. Companies that don’t promote their visions are missing a marketing opportunity. [Read more…] about Promote Your Company Vision – Part I

Mind the Gap Logo – Part I

October 11, 2010 by KleinConsulting

Have you heard? Last week Gap Inc. quietly debuted a new logo for its leading store brand. But these days, with the internet bully pulpit available to all, changes as significant as that one don’t stay quiet for long. Gap customers took a look and the resulting outcry echoed across Facebook, Twitter and beyond.

The posts on Gap’s Facebook page make it clear that people did not like the “updated” interpretation of the Gap logo. A classic, international icon had been desecrated and the public let management know it.

What happened next? Close to end of business today, the Gap did an about face and announced that it is keeping its 20+ year old iconic brand, as is. The customer spoke loudly and the company listened. Bravo to the Gap for being responsive to its customers. Some people accused Gap of engineering a publicity stunt. We’re assuming that what transpired was a gaffe and not ploy. So, what could have been done to avoid this episode, which is all too reminiscent of the New Coke debacle? [Read more…] about Mind the Gap Logo — Part I

Do As I Say, Not As I Do

September 7, 2010 by KleinConsulting

Companies need to take the CAN-SPAM rules seriously. If you’re not familiar with the law that governs email marketing, here is a summary of it. Back in 2003 Congress passed the CAN-SPAM Act. It sets the standards for bulk emails and commercial messages. The central provisions are that the sender must provide the recipient with instructions on how to opt out from future communications and needs to “honor opt-out requests promptly.” (The FTC’s words, not mine.)