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Branding
Function: transitive verb
1 : to mark with a brand
2 : to mark with disapproval
3 : to impress indelibly
The word 'brand' is so commonly used these days, but what does it really
mean? And how can strengthening it help your business?? Well, a brand
is really what you associate with a company or product, be it an image,
a statement, an emotion, or a philosophy. For example, if you were a new
parent and had a choice of buying Johnson & Johnson or XYZ Brand Baby
Shampoo what would you buy? Easy choice for J&J, right? More importantly
we should ask why? Maybe, it was because you knew that it was easy on
their eyes; you associated the phrase "No more tears"? Maybe,
it brought back fond memories from when you were a child? Maybe, it was
because it was a name you knew, and could trust?
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O.k., need more...When you think of Dove Soap, do you
think of smooth skin? When you think of Tiffany's, do you think of their
blue box? When you think of Nike, do you think "Just Do It"? All of these
positive emotions, images, names, a.k.a the BRAND, is what steers intent.
It's your brand that keeps people buying your products over your competitors.
Creating that brand identity, and choosing the most effective media to
promote it is what we do. |
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