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Showing posts with label Branding. Show all posts
Showing posts with label Branding. Show all posts

December 10, 2017

branding and marketing your professional career : 6 levels of influence

Personal Branding : The 6 levels of influence: A person is like a brand. Just have brands have product life cycles , a person too has their own professional life cycles. like brands too , your career needs proper levels of persuasion and it needs to be advertised across key distribution channels.Companies spend billions bombarding us with their ads and enticing us to buy from them .

Research data shows that an average person is bombarded with 16,000 ads and promotions every day. However most companies use two kinds of marketing to reach their target users.

Pull and Push marketing. Creating the right push and pull  impact draws others to you,empowers you to get things done and make things happen.It wins you interviews ,sales pitches ,friends partners, business associates and positive impact.

Pull marketing is when consumers are pulled towards the products , either by print ad,video ads or radio ads.Push marketing on the other hand is when companies push their products across the distribution channel in order to ensure more retail coverage and dealers. Push marketing relies on the  distributers and retail outlets to provide marketing ammunition and muscle.Pull marketing on the other hand depends upon customer outreach in a more proactive way. Pull marketing is designed for customers to ask for the product (which they might have seen or heard via ads ) Push marketing on the other hand relies upon the retailers to push their product in front go the customer. 

Similarly in your career you need to decide whether you need to pursue a push or a pull strategy. Make yourself so good, network across the right crowds and make yourself heard and seen in the right kind of ecosystem or create a brand personae where you will be referred by people who really matter. the world’s leading expert on persuasion Robert Cialdini spent more than 30 years studying the subject of influence in depth. In his seminal book Influence he details 6 powerful weapons of persuasion which were 1)Likeability 2)Reciprocation 3)Social proof 4) Authority 5) commitment and consistency 

 Broadly speaking your success in your professional branding depends on the above personality traits Likeability matters.

Likeability is one of the most ‘crucial” character traits which creates the greatest impact in your both personal and professional life. Likeability wins elections and is the heart of making an impact and standing out in a crowd. Likeability is the ability to empathise and establish an immediate connectivity. You might not be running for elections or a Mayor, but likeability, the ability to be liked across a wide spectrum of users creates an instant rapport with your audiences .So what does the  likeability index look like?. What are the character traits that makes a person likeable . Broadly speaking being authentic, being physically attractive,genuine interest in others and friendliness are the keys to being more likeable.
2)Reciprocity :This involves doing someone a favour and create a sense of obligation on their part, In other words , the moment you help someone in their need or when they are going through tough times, you have established a leverage on the person, What that means that “ they owe you “ big time , and they will be always eager to pay you back by doing a favour when you need them . Reciprocation creates a extremely powerful force on the other person. 

 3)Social Proof : we all are social creatures.Psychologist have shown that countless examples that we all have a “ role model” and tend to behave like our own icons whom we hero worship.Most often we look upto a company , a particular culture or tend to copy the “best practices” from among the best companies in our industries. This is the social proof effect. We can be more influential by using social proof as a way to influence decision on our companies, or starting a new initiative. 

 4.Authority:Most of us tend to obey authorities. we obey authorities not because we want to , we obey because they are “ considered to be powerful people who yields considerable influences “.We give credence to comments from those with credentials and qualifications. In any situation where you seek to influence an use this weapon in two ways, If you have authority yourselves which might be due to your expertise and competence or seek authority that supports your case.This is how expert witness are often used in court.Even citing authoritative sources are effective. 5) Commitment and consistency :

5.Commitment and consistency are the hallmarks of an individual who, stands by their word and action.A person of commitment is automatically respected as one playing by the rules.One of the key elements of your personal branding along with commitment should be consistency. Consistency is simply ensuring you follow up and deliver on whatever you had mutually agreed on earlier. Commitment and consistency are traits that will always be respected even by your detractors. 

December 19, 2016

10 advertising slogans to test your marketing and branding knowledge


The most famous advertising slogans to test your branding intelligence

  1. Which global entertainment company has the slogan : The Happiest Place on Earth.
  2.  Lifes Messy; Clean it Up .Which brand's advertising slogan are we talking about
  3. Which famous brand has the tagline "Leave the Driving to us" 
  4. Which MNC beverage and snack company advertises with the slogan" Betcha cant eat just one"
  5.  Which famous insurance brand uses the slogan" We Know Money" 
  6. "Behold the Power of Cheese" is a advertising slogan used by which Brand
  7.  This iconic agency created the famous Avis advertisement" We are number 2, we Try Harder "which was defined among the top 100 advertising slogans of the 20th century. 
  8. Which Famous cold drink company advertises itself with " The Choice of the New Generation:
  9. "High Performance Delivered" is the advertising slogan of a well  IT giant which was formed by the coming together of two big IT giants
  10. Which credit card company became a household brand name with credit cards when it started using the advertising slogan" Dont Leave Without it"
Check your Answers to the Quiz Questions below

1)Magic Kingdom" was often used as an unofficial nickname for Disneyland before Walt Disney World was built. The official tagline for Disneyland is "The Happiest Place On Earth"

2)Bissell Homecare is the brand associated with the slogan. Its a  vacuum cleaner and floor care product manufacturing  brand. Bissell  is the  no 1 manufacturer of floor care products in North America in terms of sales, with 20% marketshare.

3)Greyhound has the slogan"Leave the driving to us"

4)Betcha cant eat is a slogan by Lays is the .
 popular brand owned by Pepsi since 1965.Shortly after Lays introduced its best-known slogan ,its sales of the chips became international, with marketing assisted by a number of celebrity endorsers for Pepsi and Lays.

5)AIG uses the slogan" We know Money"

6)Behold the power of cheese is a advertising slogan by "America Dairy Association and Dairy Council"
7)The Avis slogan was created by Doyle Dane Bernbach in 1962 who decided to embrace Avis’ second-place status as a sneaky way to tout the brand’s customer service. “When you’re only No. 2, you try harder,” went the new tagline.Paula Green was the copywriter along with Helmut Krone was the art director at that time

8)The brand we are talking about is Pepsi

9)Accenture's tag line is High Performance Delivered.Accenture was formed by the coming together to two giants Arthur Anderson and Anderson consulting .On 1 January 2001 Andersen Consulting adopted its current name, "Accenture". The word "Accenture" is supposedly derived from "Accent on the future". The name "Accenture" was submitted by Kim Petersen, a Danish employee from the company's Oslo, Norway office, as a result of an internal competition.

10)American Express

October 24, 2016

budweiser reigns as global no 1 alchoholic brand

"budweiser reigns as global no 1 alchoholic brand"

According to brand consultancy company Interbrand, Budweiser  is the worlds  biggest global alcohol brand valued at $15.1 billion, up 8% from last year's ranking and one position higher.
According to Interbrand ranking ,Budweiser  overall ranked 30th is now a  $15.099 billion brand followed by
Heineken (87th rank) $5.123 billion
Corona (93rd rank) $4.059 billion
Johnny Walker (95th rank ) $4.317 billion
Smirnoff (96th rank) $4.252 billion
Moet & Chandon (97th rank ) $4.118 billion
Anheuser-Busch’s Budweiser was first created in 1895 and was introduced in 1876 by Carl Conrad & Co. of St. Louis, Missouri,, in Budweis, which is a place in the Czech Republic. 
The newest Budweiser beer was launched worldwide in May 2008; this is called Bud Light Lime, which is basically Bud Light with a natural lime juice twist .Budweiser has grown to become one of the highest selling beers in the United States, and is available in over 80 markets worldwide although,  trademark disputes, does not necessarily allow the brand all under  the Budweiser name. It is made with up to 30% rice in addition to hops and barley malt.[The brand is the biggest buyer on the American rice market, and for a 17-year stretch from 1970 to 1987, Budweiser and similar brews accounted for up to 30 percent of all rice consumption by Americans. 

Despite decreasing sales in the U.S., the "King of Beers" continues to grow in China, Russia, and Brazil-and volume has risen 6.4 percent. As one of Anheuser-Busch InBev's key global brands, Bud gets heavy marketing support, as well as a boost from acquisitions and innovation. Budweiser is also focusing on solidifying the brand by deepening its connection with consumers. The global rallying cry, "Grab Some Buds," with its promise of good times and the Budweiser Happy Hour app inviting consumers to "join the party," keeps the brand relevant to its young male target

August 6, 2016

puma vs adidas : the family feud that led to biggest 2 sportswear brands

"The Adidas vs Puma legacy"

The Biggest Sports wear brand today  Adidas and Puma were actually founded by 2 brothers, Adolf Adi Dassler and Rudolf Dassler in the Bavarian city of of Herzogenaurach.The company founded by 2 brothers “Gebrüder Dassler Schuhfabrik” had made shoes for legendary athlete Jesse Owens during the Berlin Olympics in 1936  before the brothers separated
However  25 year old company  in the mid-1940s   broke up as Rudolf and Adi and set up rival shop across the river Aurach. Adi  Dassler  founded  Adidas, and in 1948 Rudolf  Dassler registered his new company as Puma.

How The Sports  Brands were named :Adolf Adi Dasssler , used a combination of his first and last name ( ADI and DASS) ,while Rudi Dassler initially tried to use his name Rudi, but changed into a more sporty and athletic sounding “Puma" Which in German represented a type of wild and aggressive animal with giant strides,
The tale of the family feud amongst the brothers grew to such extent that it is said , that the first question that would be asked to anyone entering, the town was whose shoes you were wearing. As the place Herzogenaurach became known as “the town of bent necks”

December 16, 2015

tech brands form 70% of the 100 most valued 2015 brands

The technology and telecom providers categories comprised 44% of total brand value  in the BrandZ™ Top 100 Most Valuable Global Brands 2015 ranking. 10 years ago  the tech companies accounted for 36% of the total brand value

"global top 100 brands across the world : ranking chart"

"tech brands form 70% of the 100 most valued  2015 brands"
Among the top 100 biggest brands this year APPLE, GOOGLE, MICROSOFT and IBM form the top 4 most valuable brand this year in the  BrandZ WPP group ranking. In fact among the top 10  most valued global brands  in 2015 , 7 brands are across the technology or the telecom space. Brands like  VISA, AT&T and VERIZON  rank  5th ,6th and  7th  respectively . They are followed by Coke, McDonald's and Marlboro  which are ranked 8th, 9th and 10th. Among the top 100 brands
The 11th-14th rank is once again taken by technology brands with  Tencent, Facebook, Alibaba and Amazon ranking in that order

December 8, 2015

The annual report on the world’s most valuable engineering & construction brands

Amongst the developed nations, the biggest growth is expected in the United States, whereas growth prospects in Europe remain rather bleakWestern European construction market is expected to be 5% smaller in 2025 than it was at its peak in 2007. Swiss ABB is this year’s biggest loser, falling 16% to US$4.5 billion, and the European housing bubble has undercut investors’ incentive to fund housing construction projects.

Larsen & Toubro is the biggest riser this year on the back of significant investment by India’s Modi government in all its core sectors. Its brand value rose by 36% this year to US$3.2 billion
Key  engineering and construction brands, including Holcim and Lafarge have already started leveraging these megatrends by disposing of assets in Europe and investing more in Asia and other growth markets. 2014 saw collective brand values across the sector rise by 4% and enterprise values rise by 10%, with four of the five fastest rising brands being Chinese.

December 6, 2015

brands that changed the world: top 100 global brands

Which are the biggest and the most powerful brands that changed the world : Heres a look at the genesis of brands and how they are different
brands that changed the world: top 100 global brands

December 4, 2015

the most coveted and valued made in usa top 25 brands

The movers and shakers of made in USA brand

December 2, 2015

the top 10 global insurance most powerful brands

ALLIANZ, AXA AND GENERALI  tops as the global biggest insurance powerhouses  ranking among the top 3 biggest insurance companies  with a combined brand valuation of over $425 billion .Chinese-based insurance brands have proved just how lucrative their domestic market can be. With the exception of China Life, which saw a 13% decline in brand value, the Chinese brands in the top 20 all boasted brand value growth of between 23 and 42%. Ping An, now valued at US$11.5 billion, became the most valuable Chinese insurance brand a year after it bought the Lloyd’s of London building, its first real estate acquisition outside China.

Industry giants Allianz and AXA heralded the resurgence of Insurance 50 brands and dominated the top 10, ranking 1st and 2nd as the most powerful insurance brand in the world. Allianz and AXA has been, growing by 2.5% and 2.2% respectively.Late 2013 saw Allianz appoint its first UK brand director in an effort to make the brand as well known in Britain as it is across Europe.The main driver of Allianz’s increasing brand value is solid revenue growth which  is expected to rise from $93billion to $107bn (15%) over the next five years.Italian insurance company Generali is ranked no 3  as the most powerful insurance brand followed by Chinese insurance company ranked no 4, No 5 is China life with  a brand value of  103 billion USD. Prudential of UK is the 6th most powerful insurance company with brand value of 7.8 billion USD
Nippon, Zurich ,Metlife and AIG make up the 7th, 8th, 9th and 10th  position and completes the top 10  most powerful insurance companies across the world

top 10 most powerful soft drink and beverage brands

The biggest and most powerful soft drink brands

The Coca-Cola Company and Pepsico remain the top 2 most powerful brands and they form the giants of the soft drinks industry; brands from their portfolios make up 8 of the top 10.  Coca-Cola remains the most valuable soft drinks brand, up 6% to US$35.8billion.Meanwhilethe number 3 most powerful soft drink brand is Red Bull, which continues to do well .The brand’s unique marketing strategy and its dominance in extreme sports has enabled it to stay relevant and exciting. Its brand value has risen 19% to US$7.4bn and it has become the 3rd most powerful brand across all sectors. Nestle and Sprite takes up the 4th and 5th position in the beverage market. ;
data Brand Finance is the world’s leading independent brand valuation and strategy

December 1, 2015

the top 10 most powerful nation as brands

The biggest and most power Global Nation As Brand: US, China and Russia are the most powerful brands

The brand valuation is calculated by using 3 metrics and is presented by brandfinance is based on 1) Enterprise Value – the value of the entire enterprise, made up of multiple branded businesses + 2)Branded Business Value – the value of a single branded business operating under the subject brand 3)Brand Value – the value of the trade marks (and relating marketing IP and ‘goodwill’ attached to it) within the branded business.
"The biggest nations as brands "

UK's most powerful brands by brand value

United Kingdom Top 10 Most Powerful brands by Brand Value: Among UK's top 10 brands are Shell,Vodafone and HSBC are ranked  as the top 3 . Orange, PWC and BT ( British Telecom) is ranked 4th to 6th respectively.

" top 10 UK most powerful brands by brand value"

the top 10 global power brands of 2015 by brand value

Apple remains the world’s most valuable brands, followed by Samsung and Google

"apple, samsung and goole among the most powerful power brands"

Apple’s brand  value (and those of rival tech firms such as Google and Microsoft) remains stronger than ever.. Among the top 5 Brands after Apple, Samsung is 2nd, Google 3rd, Microsoft 4th and Verizon 5th. All these brands have  registered reasonable brand value growth rates of between 4 and 12%. Walmart is the only brand whose primary application is not in tech or telecoms. Though it has grown 4% this year, what was once the world’s most valuable brand has slipped down the rankings again; now at 10th it looks set to drop out of the top ten next year

The above chart from BrandFinance shows the brand value change ( positive/ negative )

October 29, 2015

GoPro releases its first images shot from its new quadcopter drone

Infographic: GoPro Is Growing at Breakneck Speed | Statista
via Statista

In April 2014, GoPro was listed by Adweek as one of the "Top 10 Best Brand Channels on YouTube" based on a combination of views, shares, comments and overall engagement

 while early this year there were rumors about GoPro  making a quadcopter drone, but few details have since been shared about the project. However today that was confirmed as GoPro had just uploaded the first footage from the drone to its YouTube channel .GoPro ( former  Woodman Labs, Inc), is an American manufacturer of action cameras, often used in extreme-action videography.

The quadcopter drone "video grab were remarkably smooth, and the video also claims that the footage was not stabilized in post, but this could just be a result of careful filming.

In about 13 months since GoPro’s IPO , it is  currently trading at around $60 per share (up 150 percent from its IPO price of $24) and reported another great quarter this week, with the company posting a $35 million profit on revenue of $420 million.

July 13, 2015

the best brands this year :The brand ranking index 2015

The power of a brands power"

BRANDS have a logic and meaning of their own right. All brands  have a rich heritage But how much are they worth? Three companies that measure brand value have healthy disagreements. There is a consensus that three technology companies—Google, Apple and Microsoft—belong among the top five.  And there are significant differences about big consumer brands. as Millward Brown and Interbrand think Coca-Cola and McDonald’s are top-ten brands; Brand Finance even doesn't think that

The only option is to go with the rating the brand itself  give them themselves based on third parties  study.  Economist's own unscientific study showed that Interbrand's brand value is highest (based on 515,000 Google search results), followed by Brand Finance (at 332,000) and Millward Brown (with 212,000). The BrandZ list has a stronger brand than the consulting firm that produces it, with 1.7m results. It would be interesting to see how the three firms rank their own brands using their respective methodologies.

July 7, 2015

sales automation and personalisation and Conversion rate

" marketing automation and conversion rate roi'
While most of the  email  campaigns run  by brands  are personalised , there is an increasing reluctance on " defining or coming out with a  personalisazation brand  campaigns when it comes to " online display and paid search. While most of the enterprise companies and  organisations  have invested  in orbits CRM ., its important  for them  to increase  their  online digital sales automation and  adopt sales enablementIt’s easy to see why when adopters report a 36% higher lead conversion rate and 71% increase in achieving company revenue targets.

May 7, 2015

Facebook brand page interaction by industry

facebok brand page interaction by industry

"interaction based on type of post on facebook"

A recent study by adobe suggests that Facebook brand page for the retail industry  have  the highest interaction rate .Although Facebook's recent  algorithm changes led to slight interaction rate decline across all industries ,retail remains the industry with the highest interaction rates .Travel has the 2nd highest interaction rate. Images continue to be the post type that creates the highest interaction rates • Text post interaction rates continue to decline and are now >1%

November 16, 2014