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Touch Point Management: Prioritizing the Investment Opportunities

Any company today that practices brand management understands the importance of its touch points with its customers and prospects...Try searching "touch points" on Google. You should get over 1.4 million results. Refine the search to "managing touch points." You still get over 400,000 results. The fact is, touch point management is a critical issue to companies.

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Fact-Based Branding in Today’s Marketplace

Arguably, the most important aspects of a brand positioning are that it be relevant and credible. While ad agencies talk about "finding the white space" and "breaking through the clutter," if that unique message doesn't matter to buyers, or if they do not believe it is true, the brand strategy will fail.

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Tags

comeback, research

The Power of Power Company Names

Leaving my house this morning, I spotted a truck pulling out from the local power company facility. The truck read National Grid. I thought, wow, National Grid is a powerful name. It sounds like this is the company that controls the national power grid...the company that pulls the switch and turns the lights on for the whole nation. Of course it doesn't, but the name sort of captures this image. So how do you come by a name like this?

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Tags

branding, naming, Siegel+Gale

Five Ideas for Using Brand to Drive Guest Loyalty

Customer loyalty continues to be a hot topic among marketing professionals. Much of this discussion centers around getting customers to recommend your product–in your case, a hotel–to someone else.

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Tags

baby boomers, brand

Aligning the Health Care Organization to Keep Your Brand Promises

Health care organizations are increasingly developing consumer-focused brand identities. While there is a solid business case for this shift, it's simply not enough to develop a positioning that evokes high-level emotional themes. Your positioning must be a promise.

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Tags

brand

Get ‘Em While They’re Young

It is one of the most prevalent ideas in the brand world: Capture the brand loyalty of a person when they are young, and they will be yours forever. Companies pursue this idea with a vengeance, abandoning older audiences to win the hearts and minds of children, teens, and college students. And it is one of the biggest mistakes brand professionals can make.

Tags

smartphone