Color Makes a Difference in Your Brand’s Positioning

by Chris Brown on Wednesday, September 17, 2014

Image: http://thelogocompany.net/blog/infographics/psychology-color-logo-design/

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?

by Chris Brown on Wednesday, September 3, 2014

Image: Flickr.com Burger King Tim Hortons https://flic.kr/p/o3DPuI 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 with Tim Hortons having been previously owned by Wendy’s and being a huge brand in Canada, it seems a little off-brand [emphasis mine] for the two restaurants to come together under the same all-American portfolio.”

It made me think of another off-brand union of Lands End and Sears.

(I always thought that “off-brand” meant a generic, less expensive alternative… but I don’t think that is what she meant in this case.)

So what makes a union “On-Brand”? What merger might be considered “On-Brand” for your company?

On-brand reasons to merge:

  • Same target audience, different seasonality or time of day/month/year,
  • Different aisle in the same venue,
  • expands the market without cannabalizing sales.
  • companies share same values or have a similar mission, goal and objective
  • organizations that own a similar positioning (low price leader… or top quality… or outstanding service)
  • Complimentary products and services
  • Respect for and trust of the other
  • Some overlap that could be eliminated for a cost savings

It’s almost like a marriage, you need commonalities, but having complementary skills helps too. Mutual respect, good communications and a commitment to make it work all helps too.

Do you have an example of when your company combined forces with another brand? Good results? Or big mistake? Let me know!

Editor’s note: As I read through the various articles about Burger King and Tim Hortons (here, here and here), I’m not convinced that they are actually thinking about branding together… it’s more about the company ownership and the portfolio of brands. Hey, they are both about food… but it looks like most of their income comes from things other than food!

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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

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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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How Should You Market a Health Fair and Expo to HR Managers?

March 12, 2014

I’m a big fan of passive and active marketing. I’ve mentioned it before. Here’s a marketing tactics question for you… If you wanted to reach human resources managers in a 5 county area about a health fair to introduces services by a wellness company, what branding and marketing tools would you use? Possible answer response: […]

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Selecting Specific Words for Marketing and Branding Your Website to Increase Traffic

March 6, 2014

Are you working on your website marketing and having second thoughts about your search engine keyword choices? Sometimes it may seem that hardly anyone is searching for the terms you have on your website. don’t despair, sometimes that exact phrase is what the people who are ready to buy are using to search. But how […]

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Reebok Re-Brands Itself with the Fitness Sport

February 28, 2014

It’s been said that it is much harder to rebrand and change the positioning in someone’s mind, than it is to start from scratch with a new brand. It’s expensive to say the least. All the packaging, product and collaterial. But even more expensive can be the miss-step. Just ask ask the brand managers of […]

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