Category Archives: Branding

Positioning; like it or not!

Positioning starts with a product. A piece of merchandise, a service, a company, an institution, or even a person. Perhaps yourself. Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect. So it…
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Black!

The Law of Color. A brand should use a color that is the opposite of its major competitor's. Another way to make a brand distinctive is with color. But color is not an easy attribute to work with. there are thousands of words to chose from in order to create a unique name, but only…
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It’s as simple as that!

A new product needs a new name!!!! When a really new product comes along, it's almost always a mistake to hang a well-known name on it. The reason is obvious. A well-known name got well known because it stood for something. It occupies a position in the prospect's mind. A really well-known name sits on…
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There are three C’s in Pricing

Setting the right price of your product or service. Setting the right price of your product or service, along with managing it properly over time, is one of the most important tasks in business. Price is too high and you may earn a high profit per unit but not sell very much product. Price is…
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ideas are the currency of the future!