Group items tagged

"| Brands Are People Too By Joy Panos Stauber Published Dec. 9, 2009 8:27 p.m. "When you talk about 'branding,' you are not discussing a superficial activity. More and more business people are finally starting to understand that. A brand is not a veneer you apply to make a business (or product or service or idea) appealing to its intended audience. Instead, a brand begins to exist when a business has something to offer to the world-values, services, or products. From there, the brand's work is to articulate those unique attributes and strive to communicate them the right way, and to the right people. Even so, a brand is not what a business says it is. It's what the consumer ends up perceiving it to be." "

"Issue 67 - 01 | How To Fascinate: Why Your Brand Should Do A Shot Of Jägermeister By Sally Hogshead Published Feb. 10, 2010 8:18 p.m. "If you're under age 45 or so, there's a good chance that you've tried Jägermeister. However the odds are low-quite low-that you actually enjoy the taste. And that's okay. Few people do. Very, very few. I'll wager that most of the people who make Jägermeister don't like the taste of Jägermeister. Yet the brand continues to grow at an astonishing rate. If so many people actively dislike the taste, how does the company manage to sell 83 million bottles a year? With sales increasing up to 40% per year since 1985, Jägermeister is the most popular drink nobody likes. Many companies successfully advertise products and services that consumers don't necessarily need (bottled water, luxury cars) or even enjoy (backache pills, oil changes, burial plots). But here's a brand that manages to sell an extraordinary volume-at a premium price point, no less-of a product that people don't even want, and more to the point, actively dislike.""

"Issue 66 - 04 | The Wow Factor Is You By Frances Cole Jones Published Jan. 13, 2010 4:38 p.m. "The 'Wow Factor' is you. The knowledge that you've done the research, considered the risks, paid attention to every detail. It's the calm that comes from no-regret living. The confidence that says, 'I have something to offer.' Unfortunately, however, we rarely access our Wow Factor. We talk ourselves out of contributing with the one of the 3 mantras of self-defeat: * 'I'm sure it's been done before.' * 'It's a great idea, but it's just not me.' * And, everyone's favorite, 'It'll never happen.' (There's a reason why you don't see these phrases on bumper stickers.)" "