Launching a New Brand Requires Consistent Effort to Overcome Inertia

EVERY SHIP THAT SINKS WAS FIRST LAUNCHED

TBA.08.13.15

Launching a new brand is easy. Getting it out of the harbor and onto the open seas of commerce is much more difficult. It seems like every day you hear about a new business launch. But you hear very little about what it takes to gain traction in the marketplace. Yet without gaining traction, new brands sink like ships with … [Read more...]

Corporate Structure Itself Can Hurt the Customer Experience

“IT’S ALL THE SALESPEOPLE’S FAULT!”

TBA.08.06.15

When sales drop off, it’s easy to simply blame the sales division. We often hear, “They’re just not doing their job!” But is it really the sales division, or is it something we generally take as an unchangeable constant, like the very structure of the company itself? Most companies are organized based on a strict … [Read more...]

When It Comes to Brand Reputation, Retailers Never Forget

“WE TRIED THAT 10 YEARS AGO - IT DIDN”T SELL!”

TBA.07.30.15

Retailers seem to forever remember any brand that didn’t sell in their stores. You can’t really blame them because their very income is at stake. It doesn’t matter whose fault it was, if it didn’t sell, they remember and banish that brand, generally forever. We had this experience more than once building the Barefoot Wine … [Read more...]

Build Your Brand by Taking Sides

WHAT DOES YOUR BRAND STAND FOR?

TBA 07.02.15

Last week the US Supreme Court upheld the right of same sex couples to marry. Just 20 years ago President Clinton signed a bill denying marriage to these same citizens. What has happened to change the minds of a nation? There were long and arduous legal battles in each state; we experienced a 20-year plus educational … [Read more...]

The Catholic Brand of Ecology

THE POPE WITH HOPE

TBA 06.25.15

Pope Francis made headlines with his encyclical on the climate last week. It’s official! This is the first time a major religion took a public position on climate change, its causes, and what we can do about it. The Catholic religion is the largest religion with a single leader and spokesperson. You could say it’s one of … [Read more...]

Build Your Brand with Floor Displays

IF YOU’RE NOT ON THE FLOOR, YOU’RE NOT IN THE STORE!

TBA.06.04.15

New consumer product brands require a billboard effect to get noticed at retail stores. Why would any shopper notice your branded product on a shelf packed with a myriad of other choices vying for attention? Getting shelf space is great, and making it into the official set in your category is even better. But until … [Read more...]

In-Store Tastings and Free Samples Require Careful Preparation and Follow-Up

WOULD YOU LIKE A FREE SAMPLE?

TBA

A great way to build your new food and beverage brand is to conduct free tastings in retail stores. This gives the consumer an opportunity to try your product and hopefully buy it. It’s also a great way to get your new product placed at all, as many retailers won’t take a chance on a new product unless they can see that … [Read more...]

Successful Brand Building Requires Sharp Focus and Concentrated Merchandising Efforts

START SMALL TO END UP BIG

TBA Pic 05142015

Building a new consumer brand destined for distribution to retailers is ultimately dependent on how well you merchandise the products that brand represents. We often say, “You can’t buy it if it ain’t there!” And if it isn’t there, all your previous branding efforts, including your clever logos, catch phrases and packaging, … [Read more...]

Powerwall, The New Household Word

ZAP YOUR ENERGY BILL

TBA.05.07.15

One of our favorite brands is Tesla Motors. We like it because it has many ingredients of a great brand. The name is only two syllables making it easy to pronounce and remember. The name has historical significance and product relevance. The name Tesla was taken from one of the early pioneers of electrical technology, and … [Read more...]