Archive for April, 2017

The Loyalty Factor To A Brand.

What exactly is a brand? It’s a question that has confounded the academics for decades and eluded the most erudite of scholars. So, coming from the trenches of the real world of branding, we’ve defined the term and given it a comprehensive meaning..

A brand consists of eight basic building blocks:

– The Name – The Logo (brand icon) – The Brand’s Colors – The Slogan and Brand Messaging – The Sound of the Brand – The Overall Look and Feel = The Brand’s Position – Packaging the Brand – The Brand Experience

A Brand is the greater sum of its parts. It is always more than just the nuts and bolts, the pieces; great brands are always the result of the whole equaling more than the sum of its parts.

Branding is about making me, the consumer or buyer, more hip, more in the “know,” more cool than anybody else. We are a generation and a nation wanting to be special. We want to be richer, more beautiful, better dressed and more effortlessly gorgeous than any other generation that we know.

The Loyalty Factor

Coca Cola is the king of branding and loyalty.

We want everything to mean more. We want everything to have meaning. That’s why we flock to the reality shows. Why we love “Survivor” and “The Voice” and other top reality shows. We also look to YouTube, Vimeo and other video platforms for content that we desire. We crave authenticity in this age of fabrication and falsehood. We “just want to be real.”

We want to be able to trust what we buy and whom we buy from. That’s why Coke is still the number one brand in the world. The more we know about a brand, the more we trust it. The more we trust it, the more we buy it and continue to experience it. The more we experience it, the more loyal we become.

Loyalty is the currency that cannot be traded for dollars.

Fostering creativity and innovation

In today’s highly competitive marketplace, every company must continually innovate in order to remain viable. What is innovation? Quite simply, it’s creativity that adds value. Every member of an organization can contribute to innovation through their own outstanding ideas.

The challenge is in turning those ideas into a service or product or new way of doing something that adds value to customers and the company.

Taking a great idea and turning it into something of value is generally a collaborative process. Brainstorming, as well as research and planning, all go into cultivating ideas.

Forward-thinking companies realize these facts and actually build the creative process into their organizations. Regularly gathering input from employees, fostering an atmosphere where its OK to try new things, and reward systems that encourage innovation are all methods that the most innovative companies employ.

Take a look at your own organization and see if you can design conditions under which creativity can flourish.