At the Customer Experience Level Your Sales and Consumer Care People Know More than Your Marketing and Production People

STAY INFORMED AND STAY RELEVENT

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Your marketing people have done a fine job of creating a marketing plan, strategy, and package. They’ve considered the market, the competition and the delivery systems. They have honed the message, dialed in the positioning, and developed the compelling logo, catch phrase, and merchandising materials. But like any aircraft d … [Read more...]

Rebel Coast Winery’s “Reckless Love” Honors Branding Basics

SPICY HUMOR MEETS CONVENTIONAL MERCHANDISING

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Being successful in the limited and controlled wine business makes us a target for aspiring entrepreneurs who want to start their own wine labels. Many new producers think that all it takes to be a success is a compelling label, a cute catch phrase, and a great bottle of wine. Good beginning, but success requires a level of … [Read more...]

3 Things You Can’t Outsource

FOCUS ON SALES, NOT PRODUCTION

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When contemplating a new business, many inexperienced entrepreneurs think they need bricks and mortar investments like offices, factories and farms. Focusing on production instead of sales is the biggest mistake many new start-ups make. Typically, when members of the general public first meet us, they automatically … [Read more...]

Renew Your Brand Promise for the New Year

Renew Your Brand Promise for the New Year

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This is a great time of year to renew your brand promise. Just like renewing vows in marriage, you recommit yourself to your brand promise. But unlike marriage vows, the promises are not yours. They’re the sum of your customers’ perceptions, expectations and beliefs about your brand. Customers “own” your brand and your br … [Read more...]

Successful Brand Builders Use Representatives to Insure Program Execution at Every Level

SEND MORE MERCHANDISING MATERIAL!

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The best brand building signs and merchandising materials we ever saw were in the dumpsters of the very distributers who were expected to use them to sell the products of the brands they represented. What were they doing there? Because the distributers only had a limited amount of space in their warehouses, and needed to … [Read more...]