Rebranding: When It’s Time to Change Your Brand’s Name

by Chris Brown on Monday, October 13, 2014

rebranding the redskinsThere may be several reasons why a company, a team or an organization may be considering changing their brand name.

As time goes on, more and more derogatory terms used as sports team  mascots are being recognized as disrespectful and even banned. Last month Etsy announced that it will ban any redskin branded items from their site.

When the terrorist group used the same name as a mobile wallet, the company decided it time to rebrand.

And years ago a candy diet aid rebranded after the epidemic  with the same name was in the news.

Figuring out the best new name takes time and effort. Brainstorming. Lists with pros and cons. Double checking what’s available. What can be copyrighted? What doesn’t work when shortened to a nickname.

While it is nice to get buy-in from the stakeholders, but often it takes a while before the fans are ready to accept a new mascot name.

After the decision is made, implementation involves working the checklist.

Hopefully the name that is selected is far superior to the one that you let go… and the new name doesn’t cause additional problems beyond the initial change.

Special thanks to my friend and professional cartoonist Richard Marcej.

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Improving Your Marketing Results with Press Releases

by Chris Brown on Thursday, September 25, 2014

The press release has been around “forever” but continues to be one of the best ways to help people find you when they are looking for your type of products or services. There are lots of benefits of using Press Releases:

  • They are inexpensive, you pay for the writing and the distribution which is generally many times less than the production and distribution of an advertisement.
  • A press release has more credibility than an ad.
  • Filled with copy, it is easier to search and find that a photo on the internet.
  • But press releases do not have to go “image-less.” Photos with captions can enhance the basic press release.
  • Press releases are longer lasting than an ad.
  • You control the content of your press release (maybe not the story that gets written from the release, but at least the facts are correct before someone gets a chance to begin writing.)
  • Getting the Who, What, When, Where and Why right helps readers to continue to read.
  • There are hundreds of topics to write a press release about – Here’s a weekly email to help you figure out 89 of them for your business.
  • They keep something NEW on your website… which otherwise can get old and static quickly!

 

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Going Viral with your Social Media Marketing

September 24, 2014

How many of us have been charged with making something “big… really big” and how to make the campaign catch on in a grass roots way? Most recently the huge success of the Ice Bucket Challenge has marketers everywhere trying to help make their social media marketing ideas catch on and spread like a bad […]

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Color Makes a Difference in Your Brand’s Positioning

September 17, 2014

Image credit:  http://thelogocompany.net/blog/infographics/psychology-color-logo-design/ Time and time I am reminded how important color is to branding and how marketing can be tied to specific emotions conveyed by the color. Thanks to my friend at Annibury, I was reminded today of the psychology of color in branding and marketing.  

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On Brand, Off Brand – What Makes Sense When Combining Forces?

September 3, 2014

I got an inquiry from a PR firm representing a marketing and branding consultant who wanted to comment on an “off-brand” merger between two unlikely partners. “Burger King has agreed to acquire Tim Hortons and will be moving its headquarters to Canada. The deal will create the world’s third largest quick service restaurant company, but […]

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Researching Household Income for Your Marketing Plan?

August 29, 2014

Having a tool that allows you to modify the settings can be really helpful. That’s why I like this interactive map that is driven from data from the US census. If you are including average household income in your marketing plan and your business is geographically based, you may find this interactive map that uses […]

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Will the Viral Marketing Effects from the Ice Bucket Challenge Detract From Other NonProfit Fund-Raising Efforts?

August 27, 2014

If you participate in Facebook, there is no escaping all the buckets of water dumping over people’s heads. Some have raised concerns about the wasting of water. But today I found really interesting thoughts on the Ice Bucket Challenge from Mike Rowe from a marketing perspective. As I read thru his post, I was shaking […]

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How do You Go About Branding and Marketing a City, County or State?

August 25, 2014

How important is it that people know about your city, county or state? Test yourself on your ability to name the 50 states here. I think you’ll agree that the scores make it apparent which ones invest in branding and marketing their state. When a city or economic area leaders decide they need to brand […]

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What Do Marketing Professionals Need to Succeed?

August 25, 2014

Every professional has skills that they need to succeed: public relations, sales, accounting… I think that new professionals, in general — and marketing, in particular — need to have the ability to: 1) Listen – Probably the most important skill! 2) Write – tell the story 3) Edit – KISS – keep it short and […]

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How to Develop Your Social Media Marketing Mix

August 19, 2014

Compare your goals to your tactic before jumping into your social media marketing campaign. The social media landscape continues to morph. Growing, shrinking, changing. Some platforms are better for brand awareness. Others for SEO or communicating with customers. Once again The CMO.com website does a great job in neatly providing an easy to use guide […]

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Select Your Partner Carefully When Co-Marketing!

August 16, 2014

When the free magazine deal was created between the magazine’s publisher, Condé Nast and the Lands End catalog, I’m sure they did not see the turn of events unfold. Packaging GQ magazine with a topless girl on the cover together with the catalog and mailing on the conservative Lands’ End mailing list was not a […]

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Change a Habit – Build a Brand

August 14, 2014

Maybe I should have majored in Psychology? Today I was working on my morning routine. Some of you may already know. A few years ago I had a goal of losing weight. (who doesn’t?!) It was something that I tried working on for years, without a lot of success. But a while back something clicked. […]

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Riding 150 Miles to Help Fight MS

July 24, 2014

I’m riding my bicycle next weekend for 150 miles to help stop MS.  Many of you have asked how you can support me in this. My personal fundraising page has many details, but here is the link to the secure donation page. Cause marketing helps companies to show their values as well as get employees working […]

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Airbnb Updates Its Branding by Rebranding with the #Belo Symbol

July 17, 2014

Rebranding is not for the faint of heart. Recently Airbnb has revised a lot of their marketing, the website and introduced a new icon. You can see from this short video that they designed it for anyone to make easily. Not sure I qualify! I tried to recreate the Belo icon that they’ve developed as […]

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Routines in Marketing Keep the Sales Pipeline Full

July 10, 2014

How do you keep the sales pipeline full?  Sending an email newsletter. Writing a press release. Attending a networking lunch. Nothing earthshaking here. Post another article. Develop a white paper. Update the website. Pretty routine marketing tasks. But routine tasks will help to keep the sales pipeline full. People will contact you when they are […]

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Why Good Enough is Actually a Better Choice in Product Development

June 18, 2014

So often in product development the engineer or designer wants to focus on the quality and multiple features to make the very best product possible. This can be a mistake. Price and benefits must be considered. I’m not saying that quality isn’t important, but the focus has to be on the customer and consumer. Not […]

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Last Minute Marketing Ideas for a Trade Show

June 5, 2014

Marketing ideas for a trade show abound, but generally only in the 11th hour do they get put into action. Have you ever been planning for months about going to a trade show? Ever find that the last week you get a terrific brainstorm of great ideas on what to show at your booth, the […]

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Are You Branding the Business?

June 4, 2014

Branding the business is important no matter the size of your company. Small businesses need branding – just as much – if not MORE – than the big businesses. Every decision, every representation of your business helps (or hurts) in building your branding. How you answer the phone. What your voice mail says. How responsive […]

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Memorial Day Tribute

May 26, 2014

Enjoy your Memorial Day weekend. Today, it is not about the sales and marketing. I’m making a point going  to reflect on the reason for this holiday.

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Ads Worth Watching — Inspiring New Ways to Deliver Messages

May 24, 2014

I am a TED fan.  Their presentations make me think and consider new ideas.  The first time I ever heard of TED I remember watching a video about  a clear keyboard that appeared to be just a piece of film.  From there I was hooked. Since then I’ve tried to watch a few TED videos […]

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If you only had $5000 to Spend on Marketing, What would You Do?

May 14, 2014

I was recently asked by a small business owner, “If I only have $5000 to spend on marketing… What would you do for my business?” Generally, its best to begin with a plan rather than jump in on a tactic. Having a plan is important – even if you are trying to figure out how […]

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Keeping Your Marketing Efforts Secure

April 14, 2014

We all want to keep our marketing efforts secure. By now, you’ve probably heard about HeartBleed, the security loophole that is very serious for many many websites. Time to change your password on your accounts for these websites and more: Twitter, FaceBook, GoDaddy, Tumblr, Dropbox, YouTube, Google, Vine, Pinterest, Instagram, Gmail, Foursquare, Yahoo, Amazon, SoundCloud… […]

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Marketing for Website Traffic with Keywords

April 10, 2014

With all the changes to Google search, marketing for website traffic can be confusing, difficult and very time-consuming. The last 3 recent Google changes – Panda, Penguin and Hummingbird updates – left many marketers are wondering how to increase traffic to their website.  Keywords, the words that people type into the search engine to find […]

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Online Marketing Guide Helps with Branding

March 28, 2014

Trying to build your brand? Should you focus on Twitter or Facebook? A quick glance at this chart (green means go) you’ll know what to do. The guide indicates which social media program is best to use to help you to meet your online marketing goals and objectives. I know what happens to me. I […]

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To Accept Advertising … And Guest Authors… or Not?

March 12, 2014

Every day I get hit with questions from potential advertisers and potential guest authors. “Are you interested in running advertising on your blog? Are you interested in a guest post?” I tend to answer all of these questions the same kind of response… It’s just I don’t believe that you, the reader, once to see […]

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