Branding The World » Product.

Marketing Yourself Successfully without PITCHING your Product or Opportunity

admin — Tue, 09 Feb 2010 17:16:49 +0000

Technorati Tags: Marketing, Opportunity, PITCHING, Product., Successfully, without, Yourself

Home-Based Business: Start a Product Based Business

admin — Tue, 26 Jan 2010 21:18:08 +0000

Interview with Kathy Murdock, AllBusiness.com’s Working Mothers advisor. See more videos and how-to business information at allbusiness.com

Technorati Tags: Based, Business, Homebased, Product., Start

Romancing the Product: the Power of European Brand Names

admin — Tue, 26 Jan 2010 12:50:56 +0000

Using European languages to create product names and company names for American brands can be a powerful strategy or a serious misstep. Here’s when it works, and why. What do Häagen-Dazs, Saint Benoît and Clinique have in common? Answer: they’re all successful European brand names for stuff manufactured right here in the good old U. S. of A. They’re also living proof that one of the most effective ways to telegraph luxury or premium quality is to use a product name or company name that’s derived from a European language. And even though many American consumers are hip to this trick by now, most don’t mind being seduced with a European come-on if the product lives up to its promise. The vaguely Scandinavian brand name Häagen-Dazs was coined in 1959—by two Polish immigrants living in the Bronx—to lend Old World flair to their line of ice creams. The strategic naming worked, and the super-premium ice cream soared to success with its incorrectly placed umlaut. Similarly, the product name Clinique adds French cachet to a skincare and makeup line from Estée Lauder (itself a “Frenchified” version of Josephine Esther Lauder, one of the company’s founders). And on a smaller, local scale, Saint Benoît has created a nice little stir—and is commanding premium prices—with its small-batch, French-style yogurt, even though it’s ”crafted” in Sonoma County, California. Bottom line: when branding products for American audiences, foreign-sounding names can play off stereotypes of other nations and trigger associations we retain on a preconscious level. For instance, French product names can suggest luxury and premium quality; Italian product names, sexiness and high fashion (or at least great espresso); Scandinavian names, superior milk products and icy pure water and vodka; and German names, impeccable automotive engineering. There’s only one catch with foreign branding: you have to make sure your products are in synch with, and can live up to, their European mystique. An ultra-rich ice cream like Häagen-Dazs can easily make good on the promise its name makes. (As can Saint Benoît’s creamy yogurt, developed by brothers who grew up in France, where simple local foods like hand-crafted yogurt are more of a tradition. ) On the other hand, a mediocre ice cream with a fancy European product name will only come across as pretentious and silly. Of course if you’re really, really clever, there’s even a place for ironic foreign branding that plays off the implicit pretension of certain foreign-sounding names. Witness the success of LeSportsac, the iconic American bag company whose bags are “proudly manufactured in the US. ” Its tongue-in-cheek coined name blends Old World panache with New World street smarts, to suggest a brand that’s both chic and practical—and sophisticated in a hip kind of way. Which is, perhaps, the best of all worlds. So could a European-sounding name be right for your brand? Before you proceed down this road ask yourself: • Do the associations invoked by a European name fit your brand and its personality? • Are the associations central to your brand’s positioning? • Which language/s are most appropriate? (Italian, for example, tends to be livelier and more masculine in tone than French, which has a softer feel. ) • Are you overlooking another, more direct route to the same message? (If your maple syrup is made in picturesque Vermont, for example, do you really need to go trekking to France for an evocative name?) • And finally: can your brand deliver on the inherent promise of superior quality or luxury certain European languages evoke?

Burt Alper, Principal, Catchword ? a full-service naming firm that specializes in creating company names and product names that stand out in the marketplace and engage customers in fresh ways. For more information, call 510. 628. 0080 ext. 101. And check out the Catch This naming blog.

Technorati Tags: Brand, European, Names, Power, Product., Romancing

Product Launching – Keep Your Eyes Wide Open

admin — Tue, 26 Jan 2010 10:16:46 +0000

So you’ve developed a product and you have high hopes for the success of this venture. Those who have tested the product love its design and function and you’re excited about what the future might hold. The truth is you have had several individuals ask if they can place a link to your site from theirs. Initially you are amazed at the response and readily agree. After all, this will help with link building strategies. It may surprise you to learn that I think your marketing vision may be too small. If you have enthusiastic support from the start you might consider making their enthusiasm something to be rewarded. Encourage those who are most interested in the initial launch to consider becoming an affiliate. This revenue sharing program will allow them to derive a portion of each sale of your product generated through their affiliate link. We could all use some extra help when we either launch a business or a new product. Seek out those who may be most supportive and reward their loyalty. Affiliate programs are the backbone of so many sites, but they aren’t reserved only for big companies with lots of money. The growth of smaller businesses can be accelerated when affiliates pick up the torch and shine a light on your product. I’ve come across some products that simply have such an extreme cool factor I am surprised there aren’t more affiliates. It could be the site hasn’t been very aggressive at recruiting affiliates or they aren’t optimized for proper marketing visibility. Affiliate revenue programs are a great way to improve your marketing impact. It also gives you the opportunity to reward those who believe enough in your product to refer their guests to your primary business site. Launching your product will likely be recalled as a significant personal and business milestone. Using affiliates from the beginning can actually provide a sense of support and greater networking opportunities. When affiliates are presented with residual payments they will likely remember both your product and your willingness to involve them in the success of your business. In so many ways your success becomes their success and when they thrive so do you. Look for marketing potential in everything. When someone is especially enthusiastic about your product launch you should ask if you could use his or her glowing words as a testimonial. If someone has a problem with your product step in and quickly remedy their concern whenever possible. Leave them satisfied that you cared as much about them after the purchase as you did when the transaction was taking place. If someone comes up with a unique use for the product ask them for more details and then pass it along to visitors giving full credit to the one who originated the information. When you allow others to share in your success they will often reward you with loyalty and tremendous word of mouth advertising. People are often treated badly enough in certain transactions that finding someone that sells a quality product and really cares for the customer is worth getting excited about. A product launch provides multiple opportunities for marketing and networking. Keep your eyes wide open.

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Technorati Tags: Eyes, Keep, Launching, Open, Product., Wide

Product Publicity or Business Publicity? What is the Difference and Which One is Right for You?

admin — Tue, 26 Jan 2010 09:17:46 +0000

To some entrepreneurs and business owners, the answer to this question might be, “it doesn’t matter — publicity is publicity and I’ll take all I can get. ” True to a degree, but the smart entrepreneur knows that there is a strong difference between product and business publicity and their respective effects on your bottom line.

Sure, the bottom line is to create consumer/industry awareness of the product or business and increase sales. But how you go about increasing that awareness, that brand recognition, can mean the difference between publicity and obscurity.

Determining which type of publicity campaign you need is really all about timing.

What I recommend to my clients is what I call “Diversified Publicity”. Just as stockbrokers tell their clients to diversify their portfolios, the same holds true for publicity. A diversified publicity portfolio is a vibrant and active portfolio. What I mean by Diversified Publicity is creating different publicity angles based on your business’ life cycle and timing those pitches to the media for optimum exposure.

In a typical business plan, I would recommend PR campaigns/pitches in the following order:

1) Product Publicity – described below in A)

2) Business Publicity – described below in B)

3) Advertising – described below in C)

(I strongly suggest exhausting all “free” publicity angles

before jumping into a more expensive ad campaign. )

* This cycle can be repeated over and over based on product improvements, additional product launches, business development and expansion, etc. .

A) Diversified Publicity typically begins with a nationwide “new product publicity” campaign designed to create multiple media placements and subsequent consumer/industry interest. Many media outlets are seeking the latest in new products and will give you solid product profiles/reviews in their publications or on their shows.

B) A few months after the product campaign, we would launch a “business publicity” campaign or what I would consider a “corporate campaign”. This is a people-behind-the-product campaign, which of course indirectly plays up the product again, further generating sales. In this instance, I like to highlight new developments that have occurred since the product was first launched — product acceptance, sales milestones, the product’s impact on the industry or an individual customer, strategic alliances with other businesses, etc. This is also a great opportunity to play up newsworthy stories that may have occurred during the development of the product or business.

C) Now that the new product and business/corporate campaigns have generated some brand recognition and increased sales, your budget may allow for advertising. The publicity campaigns you just launched have gone a long way in helping your customers/industry to understand the product/business. Now you won’t have to waste valuable advertising space describing who/what you are.

It should be noted that many times, especially in startup businesses, new product publicity IS business publicity — the business for all intensive purposes IS the product. You’ve all read the stories in the media describing an innovative new product. Even though the product is the main focus of the story, invariably the company behind the product is mentioned as well. If a well-known company, say Panasonic, Schwinn, or Kellogg’s launches the product, the reporter won’t go into a whole lot of detail about the company – at least in this story. But if the company or business is new, the reporter or producer will most likely include more information to introduce the company behind this innovative new product. However, a brief mention about the company in any new product stories does not qualify as a corporate campaign. You should still follow up a few months down the road with a quality corporate campaign that will detail the success of the recent product launch.

Many businesses that have launched product campaigns over the past few months or even years have never followed up with the corporate campaigns. They only rolled one of their publicity bowling balls and there are still pins standing in this frame. Perhaps the business simply tried to ride out the product publicity as long as the media would allow and now are just hoping for continued sales. As good as the product may be, it must be understood that product publicity has a shelf life – meaning you can only take advantage of new product publicity angles for a limited amount of time. Once that shelf life is over, it is time for the next step in you Diversified Publicity campaign. As a former TV reporter and producer, I can tell you from a media standpoint — I always wanted fresh meat, different stories and new angles. Whether a reporter/editor/producer used your new product pitch or passed on it, hit them again with how the product is now impacting the industry – a newsworthy angle that has developed since the product was launched a few months back. Ideally, you’ll get coverage from both pitches.

The media targets for these campaigns differ greatly as well. The new product campaign is going to have a strong consumer and general interest editorial base. The corporate campaign will have a much stronger business/industry slant and will therefore be focused toward completely different editors or producers. Researching the expansive media markets and outlets to find the most applicable media targets is the key to your publicity success.

Whether you are at the new product publicity stage or the business publicity stage, use these tips of diversified publicity to take advantage of the ever-increasing media market –keeping you, your product and your business in the equally diversified public eye.

Todd Brabender is the President of Spread The News Public Relations, Inc. His business specializes in generating media exposure and publicity for innovative products, businesses, experts and ventures. http://www. spreadthenewspr. com todd@spreadthenewspr. com (785) 842-8909

Technorati Tags: Business, Difference, Product., Publicity, right

Launch Your Business Product With a Bang

admin — Tue, 26 Jan 2010 07:20:25 +0000

The question is always: What is the purpose of my product or project? What you need my product? What are the needs / demands of my customers and what legal requirements must be implemented? What risks are associated with the use of my product? Have they been fully recognized and fully? Are defined and appropriate risk mitigation measures? How big is the cost resulting from a product hazard? Can this be adequately controlled?But back to the starting point of the inquiry into the “right” requirements. The problem is almost always, as stakeholders are properly taken into account with their respective requirements. This list of requirements should be designed to understand and easy to handle. This is related to the development complex medical devices are not always readily available. One approach is to divide the total product or project into modules. This change of requirements to be defined areas = modules limited. This in turn would facilitate the maintenance of job profile and change management of requirements very much. Similarly, the communication between those involved in the product could be better implemented. However, further challenges are thus not yet been resolved. Often many stakeholders are involved in a project that come from different areas and speak different “languages. This language is commonly understood and described in the form of” user stories “to the” ordinary “use of a medical device for the user, eg a doctor or a nurse . Therefore, a language for the description of requirements is necessary to understand them all. That is, the language is colloquial rather than technical, it is pictorial and uses analogies, its content is high and is not quantitative. level of technical development of a product the definition of requirements in a technical language, which is also useful only at the level of the modular components or components of the medical device. held by the level of the user of the developer must then be a translation of the conceptual description of requirements. How could this translation? Assistance can thereby provide the modular method of risk management. The method of risk assessment is a great way to get out measures to reduce the risk of a medical device, the requirements for its modules (= components derived components). These modules are “carriers” of these measures. For instance, provides a safe sterile as a component / module of a sterile medical product, the requirement of maintaining the sterility of the medical device. Ie, modular risk management thus also serves the generation of requirements for the respective modules from which the product exists. Each module can then be described in the “language” and specified that is suitable for its development and creating the best. But can such requirements in terms of their importance and their risk to be weighted? This can also be implemented with the methodology of risk assessment. The approach is that an unrealized demand represents a risk. First, is therefore a risk assessment of the degree of risk needed to distinguish acceptable from unacceptable risks to. Second, if a risk was not assessed as acceptable, appropriate and effective measures are defined to minimize risk. The goal of this methodology is to develop a comprehensive commitment to customers optimal product whose risks are evaluated and have been significantly reduced, with reduced development effort. Another challenge is that requirements linked to each other or the development of requirements can be tracked. E. g. this is the case in the development of medical software. Software applications that are sold as OEM products on – after they have been marketed under its own name on the market – have a similar or “related” but not identical requirements as the original product. The reason: The current contract still has several additional requirements for the product, the raw product is not possible. Often, these requirements for compatibility with a defined hardware partners, on which to run the software. Although it is nearly identical products, requirements management is often the one development project not tuned to the other. Rather, both are separated from each other. Changes to the requirements in a project are not necessarily communicated to other projects. Valuable knowledge and valuable insights for product development will not be considered if, despite this knowledge and insight within the company are available.

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Wholesale many kinds of the world brand product

admin — Tue, 26 Jan 2010 00:49:39 +0000

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Cohen and Greenfield’s ambiguous and mysterious undisclosed dairy product company

admin — Mon, 25 Jan 2010 03:00:44 +0000

Part of a brief to show the brand identity of a company without giving away the brand name. Can you guess??

Technorati Tags: ambiguous, Cohen, Company, dairy, Greenfield's, mysterious, Product., undisclosed

Cohen and Greenfield’s ambiguous and mysterious undisclosed dairy product company

admin — Mon, 25 Jan 2010 02:59:52 +0000

Part of a brief to show the brand identity of a company without giving away the brand name. Can you guess??

Technorati Tags: ambiguous, Cohen, Company, dairy, Greenfield's, mysterious, Product., undisclosed

Cohen and Greenfield’s ambiguous and mysterious undisclosed dairy product company

admin — Mon, 25 Jan 2010 02:55:06 +0000

Part of a brief to show the brand identity of a company without giving away the brand name. Can you guess??

Technorati Tags: ambiguous, Cohen, Company, dairy, Greenfield's, mysterious, Product., undisclosed