Smart Marketing by Stan Rosenzweig

By Stan Rosenzweig

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What should your prospect think of when he/she hears your brand name? Have you thought of what prospects think of when they hear your name? “The tightest ship in the shipping business” is the UPS way to imprint that they are more cost effective than FedEx. UPS feels it can work on the economy image, since it feels that most of us already accept its reliability. S. , 2 days, guaranteed” program. The Postal Service blew its brand equity the day it raised its Priority Mail rate 50% the same time it rescinded its two-day delivery promise.

Expensive. 2. More expensive. But, this doesn’t have to be the case. com, have used huge sums of money as an effective short cut to quick branding success; others have established a credible brand value and loyalty via less expensive routes. Think of Yahoo, and, my favorite longshot on the outside, Red Hat Linux. These companies didn’t start out with huge brand budgets, but they did start out with a strategy that would win the hearts and minds of their market with consistent and focused promotion of their respective identities.

Add the name of the well established branded products you sell right onto your letterhead and business cards to associate your own brand with bigger, more proven and more comforting brands. Co-op mailings, co-op advertising and other co-op promotions associate your name with quality, stability, reliability and other forms of greatness. Beside co-op programs, it pays to consider targeting specific local or regional markets at first and grow your name geographically as you grow qualitatively. Earthlink was a local California internet access provider who has now associated with the Sprint brand and has expanded nationally, only after building a stable regional platform and name.

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