Bureaucracy comes with growth, but it's the antithesis of creating outstanding brand experiences. WildPlay is growing a sticky brand in a period of heady growth by baking their values into everything they do. They view their culture like a sourdough starter. With each new park they launch they break a piece of their culture off to seed the new facility.
Muhammad Ali said, "Float like a butterfly, sting like a bee." He had an uncanny ability to spot opportunities, move quickly and strike. Driving business growth follows a similar set of principles. If you're adapting quickly your competition won't know where you're heading next, and from your vantage point they’ll seem slow and sluggish.
Distinctive Appliances: Control What’s In Your Control
Distributors have one of the toughest branding scenarios. Their job is to operate behind the scenes, and build other companies’ brands. And if they do a good job they grow the brands they represent from niche products into industry standards. The challenge for distributors is to manage their brand as strategically as the brands they represent.
The Central Group: It’s Not What You Sell. It’s What You Deliver
Theodore Levitt wrote, "People don't want to buy a quarter-inch drill, they want a quarter-inch hole." This quote is famous, because so many companies confuse their corporate purpose. They position their brands on what they do, and lose sight of what they deliver.
Quarry: Rethink, Reinvent, Reposition – Keeping Your Brand Relevant
Brands have a shelf life--typically 3 to 7 years. As they age and mature, companies have to rethink and reposition themselves for the times. What is innovative today can become common place tomorrow.
DECO Windshield Repair: First They Ignore You, Then You Win
Mahatma Gandhi said, "First they ignore you, then they ridicule you, then they fight you, and then you win." DECO Windshield Repair applies this strategy too, and has disrupted the auto glass industry in Western Canada.
The greatest obstacle to sales is indifference. Your customers are on autopilot, and make decisions out of habit. Break their buying habits to consider new ideas and your services.
First Call Advantage: Be Your Clients’ First Choice
At any given time 3% of your market is buying, the rest are not. Develop client relationships 3 years before you're needed to be your clients' first choice when they're ready to buy.
There is a hole in branding. There are lots of branding resources for small and big companies, but not much for mid-size companies. It's time to fill the gap. Help me find and feature mid-market success stories.
94% of American adults said a primary use of their free time is recuperating from work. That is a profound shift in society, and directly influences how marketers speak to and engage their markets. To engage time-crunched clients, marketers have to eliminate points of resistance in their brand.
“You can’t manage what you can’t measure.” Or so the old adage goes. But not all measures are worth managing. Find the 3 to 5 Big Levers that drive your business.
Competing in the middle is a challenge. You don’t have the economies of scale of the big brands, and you don’t have the nimbleness and low overhead of the small players. The middle has the worst aspects of both worlds.
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David Brier
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Gini Dietrich
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Denise Lee Yohn
{"This is such a badly needed book! Part inspiration, part how-to, Brand New Name shows you exactly how to create a brilliant name/brand for your business, product, service, initiative – anything that needs a name."
