Repositioning a business can be one of the most costly and painful transitions a company go through. National Logistics Services (NLS) went through 18 months of sales purgatory when it repositioned from a general logistics provider to experts in fashion and footwear. Today NLS has a sticky brand, but it was a challenging journey. Peter Reaume, CEO of NLS explains, "It was one of the scariest thing I've ever done. We knew we had to specialize, but the transition was hard."
A brand's heritage is a competitive advantage. There's something remarkable in saying your company has been around for 20, 30 or 50 years. And it’s even more remarkable if you can say your company is 92 years old.Vets Sheet Metal has a unique brand asset: its heritage. They are a 92 year old, fourth generation family business. Their heritage is a competitive advantage, and their stories, relationships and history are brand assets.
Companies have predictable revenue plateaus: $1 million, $5 million, $10 million, $25 million, $50 million, and so on. Each plateau can be a major hurdle to cross, and often companies get stuck at key points along the way. Crossing these plateaus is directly linked to the business owner's ability to grow and change.
A great brand name and packaging is only valuable if you get your product onto the store shelves. The foundation of a great brand is relationships—strong ones that you grow and nurture. There are always gatekeepers who will either support you or block you. Without their endorsement, your brand doesn't stand a chance.
Changing a company name can be highly disruptive, especially with a well established brand. Archway Insurance rebranded in 2011, and got its team involved to support the process. Rebranding is sure to fail without your staff's buy-in.
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.
I witnessed one of my favorite brands go from sticky to dud when I discovered they are filtering customer reviews. Their policy to remove negative reviews on their website is destroying the bonds of trust.
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.
Fruitland Manufacturing: Brand Loyalty – Be The Industry Standard
Brand loyalty is the hallmark of a sticky brand. Anyone can sell a product or service once, but to have your customers come back again-and-again is a different story. Loyalty is earned.
3 keys to diversity marketing: know yourself; be authentic; and be a subject matter expert. Companies who engage diverse groups stand out and grow brands.
Pride may be one of the Seven Deadly Sins, but it’s also an essential ingredient in branding. You can’t grow a compelling brand without a deep-seated sense of pride in your business.
{"Jeremy Miller has put together an excellent roadmap for companies to successfully name companies, products and services along with the naming landmines to avoid and the naming opportunities to aggressively conquer."
David Brier
{"This beautifully designed book spells out the journey that will take you to the Promised Land: a Sticky Brand name."
Kevin Roberts
{"Jeremy Miller’s brilliant book will help you solve the biggest problem in marketing today."
Al Ries
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Mark Schaerfer
{"Jeremy has written a masterpiece. Combining story with visuals, he brings the process of naming your product or business to life. Everyone is creative and this book provides a roadmap to designing the perfect name."
Donna Miller
{"Action-oriented. Beautifully designed. Inspirational. Brand New Name takes the pain away from naming."
Gino Wickman
{"When it comes to anything branding-related, Jeremy Miller is the foremost expert. When it comes to naming anything—from a hashtag to a business—he has created a process for you to plan, brainstorm, and test your ideas. Brand New Name should sit on everyone’s desk as your only brand naming bible."
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
{"Don’t try to name, or re-name, anything without this book! Brand expert Jeremy Miller lays out a proven, step-by-step process that anyone can use to create an unforgettable brand name. Miller’s approach is strategically inspired and brilliantly simple."
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."
