4Apr/120
So the Business Has Been Hit With a Lawsuit
April 4th, 2012
To stay in the game in the long-term, a business has to be set up to survive a lot of things. Product recall plans are a requirement if it has become big enough. It has to know how to maintain its reputation amidst negative press and rumors. It has to know how to keep the brand from falling apart in the face of something as disastrous as a highly-public Lexapro lawsuit. Incidentally, a lawsuit is probably one of th
1Mar/120
When an Opportunity Presents Itself….
March 1st, 2012
In the Chinese culture, it is a traditional custom to welcome the New Year with firecrackers and fireworks. According to Chinese belief, this helps scare away bad spirits just as the new year is ushered in.
There happens to be a Chinatown in our community, so I decided to sell fireworks before the Chinese New Year. And being the law-abiding citizen that I am, I sent a letter to the Mayor’s office, asking for
16Jan/120
Perception, Implication, Branding
January 16th, 2012
A consumer sees products in terms of their brand images, or the projection of whatever the company wants the customer to see. This is the reason a person might choose one particular brand of sardines over another, despite similar content. It’s also the reason people look differently on department store brand jeans and say a pair that is authentically branded Burberry or Caitac. Similar looks, similar function
30Nov/110
Branding Mistakes You Shouldn’t Do
November 30th, 2011
With today’s increased competition, branding has become an essential part of business. It’s what consumers will associate with your product, so you need to be careful with the things that you’ll put on it. When in the process of crafting a brand for your business, it’s important NOT to commit these mistakes.
Have an intricate logo design. A coat of arms may look really great, but nowadays it
27Dec/101
Cloud Computing: Game-changing Tool
December 27th, 2010
When a paradigm shift happens, its not always clear at the start what the implications will be, if any. As such, large corporations tend to adopt a cautious “wait-and-see” attitude before signing on with the new system. However, there are some game-changing developments that offer drastic cost savings, improvements to operations, or ways to tackle business problems that are clear from the drawing board.
8Nov/101
How to run your business more effectively
November 8th, 2010
A customer calls in and places an order. Your company needs to get a purchase invoice to the customer as quickly as possible. You have spent a lot of money driving customers to your website to sign up for your free newsletter. How do you manage all this information? It is easy for a business to quickly experience information overload. With CRM software, you can manage your customer activities quickly and effic
24Oct/101
Six New Rules of Branding
October 24th, 2010
1. A brand with no point of view has no point; full-flavor branding is in, vanilla is out.
Ben & Jerry’s is a company that stands for a cause; it is more than just ice cream. Having grown up in a consumer world, younger customers are now flexing their muscles and looking for brands that stand for something – an advocacy of sort.
2. Today’s consumer is leading from the front; this is the smartest gene
27Sep/101
Basic qualities of brand positioning
September 27th, 2010
To properly create a brand’s positioning, differentiators and strong values significant to your customers must get involved in the process. Always keep in mind the brand positioning the ultimate factor that defines your brand’s position in the market, within its group and in relation to its competitions. Different types of positioning include:
Quality positioning
Value positioning
Feature-driven positioning
R
23Aug/101
A Chief Brand Officer’s 5 Roles
August 23rd, 2010
A Chief Brand Officer (CBO) is the person that lives and breathes the brand image, message and promise. In other words, he is the brand champion. The man (or woman) who makes sure that every part of the company, from marketing and advertising to finance, customer service, production and everything in between is operating in sync with the brand, its message and its values.
Being a CBO is not easy. Aside from fulfil