INSIGHT
THE BRAND GURU BLOG
Building a Winning Brand: Points of Parity and Difference
One of the most important “jobs” of a brand is to differentiate you from competitors in a way that customers see you as the preferred choice when buying the product or service your business offers. This is where points of parity and points of difference enter the...
Developing a Powerful Brand Strategy: Frame of Reference
Defining your target audience is the first step in developing a powerful brand strategy. But you’re not the only player in your (hopefully) tightly defined market. Which means you need a frame of reference so potential customers can clearly understand “what you do”...
Developing a Powerful Brand Strategy: Defining Your Target Audience
Looking for a quick way to send your business into the tank? Try this proven approach. Instead of having a compelling brand that resonates with specific target audience segment(s), position your business to be all things to all people. Not only will prospects and...
Introducing the BottomLine Marketing “Brand Guru” Blog
Gurus are acknowledged leaders or chief proponents in dealing with matters of fundamental concern. Guru’s are also teachers and mentors. We love marketing (of which branding is an indispensable part), but not just marketing for marketing’s sake, but marketing as...
Marketing ROI and Customer Economics
We’re coming up to the end of the year, a time when every business should ask two marketing-related questions: How much did we invest in marketing this year? What was our return on investment? Seems fairly simple. Add up all your marketing costs – from website and...
5 Top Reasons Why Brands Fail
What does it mean for a brand to fail, and how do you know when it happens? It’s not an overnight process, unless a company like Enron or Wells Fargo does something so egregious that they destroy all trust in their brand overnight. Instead, it usually happens...
