by admin | Sep 16, 2014 | Brand identity
Brand identity is a powerful tool and messing with it is a risky business. Even the slightest alteration can cause an altercation and affects the target market in terms of their perception of the brand and even their love towards it. From Jif’s change to Cif, Opal Fruits to Starburst and identity overhauls like that seen with Airbnb of late, nothing goes without comment – or in some cases outcry. Positioned and developed correctly, new identities add significantly to a company’s long term success and the change is necessary for many reasons, namely as an expression of progression. Yet how do you know when the time is to rollout with a refresh and how can the embarrassment of an identity disaster be avoided? Read more about it...
by admin | Aug 18, 2014 | Brand targeting & positioning
One of the biggest advantages that Facebook offers to advertisers is the ability to conduct precise interest targeting. Brands have the ability to target their Facebook updates directly to precise niche audiences based on people’s interests that they have shared with Facebook. There are many benefits to advertisers from precise interest targeting — finding new fans, engaging with a wider pool of Facebook users, recruiting brand evangelists and increasing conversion rates — but one of the biggest benefits that is still being discovered by many advertisers is how precise interest targeting can complement brands’ native advertising strategies. One of the biggest changes to Facebook’s advertising platform is that the social network isencouraging brands to rely more heavily on paid engagement, instead of relying on organic reach. Facebook recently made some changes to its rules and News Feed algorithm so that a much smaller percentage of people who like brands’ pages will actually see each new post. Read more about it...
by admin | Aug 18, 2014 | Brand strategy
Two decades ago, the last time Procter & Gamble Co.undertook a massive brand culling like that announced Aug. 1, it tried to consign White Cloud toilet paper to the dustbin of marketing history. Instead, White Cloud became a billion-dollar brand — for Walmart. Proving one company’s trash is another’s treasure, Boca Raton, Fla.-based entrepreneur Tony Gelbart claimed the White Cloud brand for himself, then won a challenge from a remorseful P&G before the U.S. Patent and Trademark Office to keep it. He sold Walmart on using the brand as a private label. And today it has White Cloud products not only in toilet paper but also paper towels, facial tissue, diapers, training pants, baby wipes, chlorine bleach, cotton balls, cotton swabs and laundry detergent. Read more about it...
by admin | Aug 15, 2014 | Communication strategy
Like every other business, a franchise deeply depends on the relationships that are maintained and nurtured in the workplace. This means there will never be room for positive interactions and results if the members of a team don’t make an effort to promote a certain grace in their place of work. Still, easier said than done… Many companies still struggle when it comes to turn words into actions. If you feel you are part – as an employee or as the boss – of a company or franchise that could improve its workplace communication, the following tips are for you. Read more about how to improve communication in the workplace...
by admin | Aug 15, 2014 | Communication strategy
Are you satisfied with the level of communication from your agency leaders? My organization, the Partnership for Public Service, and Deloitte, recently analyzed the government-wide responses to three employee survey questions to see how federal leaders were doing regarding their communication with workers. The results were not very encouraging. Overall, the analysis found that only about half of federal workers government-wide are satisfied with the level of communication they receive from senior leaders, and the percentage of positive responses has been declining since 2009. Read more about it...
