"If the big companies did everything right, there wouldn't be room for us," says Mike George, CEO of Trisura. Small and mid-sized companies, like Trisura, have an opportunity to compete and win against the giants of their industry. They create a David vs Goliath story by finding areas where the giants are lacking.
Faster is Better: Speed Differentiates Almag’s Brand
Manufacturing in North America has never been more challenging. Not only are manufacturers competing with cheap imports, they're also facing steep competition at home. Almag Aluminum differentiates their brand by focusing on speed. Faster is better.
Big events are a powerful way to build relationships and differentiate your brand. Macpek stood out by organizing a relay-race marathon from Mont Tremblant to Quebec City in May. They had over 650 people cross the finish line, and it created a powerful event to build relationships and connect people with people.
It's hard to innovate if you are not listening. Phil Hollows, CEO of FeedBlitz explains, "The only way we can compete successfully against free services like Google is by out servicing our clients and out listening our competitors."
The best sales pitch is delivered by your customers. There is no one who can convey value better than the people already working with your products. David Tremblay, CEO of Simard Suspensions says, "The best argument to sell your products comes from your customers. You can build the best sales pitch that you can imagine, but let the customer talk about your products and it's much more credible than anything else."
Walk The Talk. How Cabico Delivers The Human Touch
"It's so important to walk the talk," says Alain Ouzilleau, President of Cabico. Great marketing is tangible. It's more than words. It's an integral part of the organization, and holds up the brand like the pillars of a building.
It all starts with a choice. Are you supplier, or a brand? In 2008 Neatfreak made that choice, and transitioned from being a private label manufacturer to building a brand. Today they are the category leader for home organization and storage.
"The Customer Comes Third" is an intriguing and counterintuitive core values, but fundamental to AnswerPlus's services, relationships and brand. They build their brand from the inside out. Dana Lloyd, CEO of AnswerPlus says, "Our brand is our culture, and our culture is our people,"
Companies choose Matcom, because the service is "hassle free." They stand out in a commoditized sector by creating turnkey solutions. Not all companies value this level of service, but the ones who do love it. There is a real value in reducing the time and resource constraints on your internal team, and delegating non-core competencies. It is liberating to know someone else will get the project done while you focus on satisfying your own clients.
Versature: Doubled Their Sales Performance In 90 Days
Big goals drive sales performance. Versature, a business phone company and client of Sticky Branding, doubled their sales in 90 days. Paul Emond, CEO of Versature, shares his experience working with Sticky Branding, and the impressive results his company is achieving.
Do your customers think of you first when they have a need? Make your brand top of mind. Brilliant™'s marketing strategy is to "be everywhere." They focus their marketing on being omnipresent in their target markets so their customers think of them first when they have a need.
According to the Edelman Trust Barometer, the banks and financial services sector are the least trusted sector. CARD.com is rebuilding trust by understanding the true needs of average consumers, and creating a service that delights them.
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Gino Wickman
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Gini Dietrich
{"I wish this book existed when I was creating our brands! Jeremy’s process makes sure you start your business with a winning name."
Brian Scudamore, founder & CEO of 1-800-GOT-JUNK? and O2E Brands
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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."
