Most businesses have some sort of morality clause or ethical code in their mission/vision and goals whether they are in the mattress business, the food industry, medical profession etc. Generally, these talk about the responsibilities of the business to customer and investors, stakeholders, or others involved with the company. But in building the ethical workplace, [...]
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How to Build a Lasting Competitive Lead
The dream of every company is to have an enduring advantage over others within their field. There are some companies that have produced products and services that the competition cannot be but second best. Apple Inc., with its iPads and iPods for example: why even bother buying the other tablets? There is no way they [...]
Real Value versus Brand Value
A lot of brands make an effort to emphasize the value of what they represent, whether it happens to be luxury mattresses, sports cars, or nose hair trimmers. Sometimes, it isn’t that hard to really press the value issue. This is because some products really are vastly superior to others, in terms of specifications. It [...]
Planning To Go Viral
The Internet has done some interesting things in the lives of people. Businessmen balk at the raw profitability of a company like Google, which really doesn’t seem to do anything or provide anything from a “traditionalist” perspective. People wonder at how quickly Facebook and social networking took off, and why it’s starting to replace an [...]
Branding After the Purchase
While a good percentage of marketing efforts are done to bring about a sale, the marketer’s endeavors should not end there. The customer’s experiencing of the product after the sale is important in determining whether or not they would return for a repeat purchase. This is the moment when the consumer might decide whether to [...]
Freud in Marketing and Advertisement
Dr. Sigmund Freud was one of the early, great minds of psychotherapy. His theories spawned a whole new era that put great stock into the workings of the inner person, the self, the subconscious mind, why people do what they do. Although psychotherapy has grown extensively since Freud, there are still a lot of people [...]
Marketing For Different Social Classes
It’s not new knowledge that society is stratified into a number of layers based on various criteria. It’s not even new that marketers tend to use different techniques when advertising products for different social classes. A book written in 1948 by Lloyd Warner called Social Class in America was one of the foremost texts of [...]
Databases for Branding
It is no secret that branding strategies often rely on obscene amounts of data. Branding is built on the ability to construct a message that aims perfectly at its target recipients. The challenging part, some say, is actually the time before the campaign or brand is constructed, as that’s when the target is actually profiled [...]
Brand Marketing and the Tools You Need
Whenever you have a business, it follows that you market it. That is if you are interested to make sales. Sure enough, anyone who runs a particular business has one clear objective—to make the brand known so that consumers will be enticed to give it a try. Obviously, a website is very integral as it [...]
Must Avoid: 4 Branding Mistakes
Branding is a staple word in every marketing-related discussion. Basically, it’s about creating an identity that your target customers can easily associate with you. It may go something like “a stylish yet affordable shoe brand for night-out “the high-end luxury private beach for the most sought after celebrities” or “the worst peanut butter spread in [...]
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