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Nine Branding Principles

April 27, 2012 Leave a comment

Nine Branding Principles

I have identified nine fundamental qualities of a good branding program. I’m sure there are more, but these are my favorites:

1. Keep It Simple: one big idea is best.

2. Mass-produced word of mouth (PR) builds brands.

3. Focused brands are more powerful than diffused brands.

4. Somehow, some way, you have to be different.

5. The first brand in a category has a huge advantage.

6. Avoid sub-brands at all cost.

7. Quality is important, but not as important as the perception of quality.

8. Be consistent and patient. Building a strong brand takes time.

9. Put your brand definition in writing, otherwise you’ll get off course.


Questions that keep a new venture focused on its customers …

April 23, 2012 Leave a comment

Questions that keep a new venture focused on its customers …

–        Who is your customer?

–        How will you reach key customer market segments?

–        What determines customer choices to buy or not buy your product/service?

–        Why is your product/service a compelling choice for the customer?

–        How will you price your product/service for the customer?

–        How much does it cost to make and deliver your product/service?

–        How much does it cost to attract a customer?

–        How much does it cost to support and retain a customer?

Categories: Uncategorized