In Names, Tag Lines and Company Personas, Why Bold Branding Wins
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Marcia Yudkin
Apr 23, 2013, 4:20:02 PM4/23/13
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Marcia Yudkin
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Article Title: In Names, Tag Lines and Company Personas, Why Bold Branding Wins
Author: Marcia Yudkin
Word Count: 531
Article URL: http://www.isnare.com/?aid=1388687&ca=Marketing
Format: 64cpl
Contact The Author: http://www.isnare.com/eta.php?aid=1388687
Easy Publish Tool: http://www.isnare.com/html.php?aid=1388687
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Yesterday I read an article about initiatives on the part of some airlines to facilitate passengers sitting next to someone they'd find interesting, while other airlines are making it easier to increase the odds of having a quiet flight by having no one sit in the next seat.
Most people probably have a preference on this. Either they would like to talk to someone interesting on a long flight or would prefer to zone out in solitude. The feelings of those who don't care one way or the other undoubtedly have a lower intensity than the feelings of those who like or hate one of these options.
Indifference isn't motivating. Attraction and repulsion are.
And that's why blandness and similarity to competitors have such little power when it comes to publicity, word of mouth and customer loyalty. By not standing out, by trying to appeal to everyone and their uncle, companies have little or no energy charge. They earn little notice and fade into the background.
Bolder branding works, however, because it doesn't try to please everyone. It aims to please those it has defined as ideal customers. When it�s intelligently implemented, those who like the bolder branding really, really like it. Those who dislike it don�t count. They aren't a loss because the likers are more likely to stick around, tell their like-minded friends and colleagues about the company and promote the company and what it sells through articles, tweets, blog posts and media coverage.
You can certainly take bold branding too far � for example, by making it offensive in ways that cast shame on the company and its fans. Short of that, however, bold branding aligned with the desired customer base is very smart.
Branding elements include the company name, its tag line and the personality a company takes on, as well as dozens of other items.
Get started on bold branding by becoming clear about who the name or other branding element needs to appeal to, along with whose opinions don�t matter at all. Warm up creatively by identifying other companies and advertising campaigns that you see being aimed at the same target population. Also identify their polar opposites � companies and campaigns that would make your target market shudder or turn away.
Then throughout your brainstorming for new ideas, post those desirable and undesirable images on the wall to remind you that you�re not trying to please the world at large or yourselves in coming up with ideas. You�re trying to reach a certain set of people who have particular knowledge, attitudes, values and preferences. Above all, do not take a vote among the general public on branding elements or let the opinions of random people count in any way. Instead, create a set of criteria you can use to distinguish ideas that match the right profile from those that do not.
If you can keep your eye on the goal, you�ll reject boring, me-too branding elements and select bold names, tag lines, personas and more with exactly the right kind of magnetic charge.
About The Author: Marcia Yudkin is Head Stork of Named At Last, which brainstorms creative business names, product names and tag lines for clients. Download her free manual, "19 Steps to the Perfect Company Name, Product Name or Tag Line," at http://www.namedatlast.com/19steps.htm .
Please use the HTML version of this article at:
http://www.isnare.com/html.php?aid=1388687
*********************** ARTICLE END ***********************
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Message delivered directly to members of the group:
publish-the...@googlegroups.com
*****************************************************************
Please consider this free-reprint article written by:
Marcia Yudkin
*****************************
IMPORTANT - Publication/Reprint Terms
- You have permission to publish this article electronically in free-only publications such as a website or an ezine as long as the bylines are included.
- You are not allowed to use this article for commercial purposes. The article should only be reprinted in a publicly accessible website and not in a members-only commercial site.
- You are not allowed to post/reprint this article in any sites/publications that contains or supports hate, violence, porn and warez or any indecent and illegal sites/publications.
- You are not allowed to use this article in UCE (Unsolicited Commercial Email) or SPAM. This article MUST be distributed in an opt-in email list only.
- If you distribute this article in an ezine or newsletter, we ask that you send a copy of the newsletter or ezine that contains the article to http://www.isnare.com/eta.php?aid=1388687
- If you post this article in a website/forum/blog, ALL links MUST be set to hyperlinks and we ask that you send a copy of the URL where the article is posted to http://www.isnare.com/eta.php?aid=1388687
- We request that you ask permission from the author if you want to publish this article in print.
The role of iSnare.com is only to distribute this article as part of its Article Distribution feature ( http://www.isnare.com/distribution.php ). iSnare.com does NOT own this article, please respect the author's copyright and this publication/reprint terms. If you do not agree to any of these terms, please do not reprint or publish this article.
*****************************
Article Title: In Names, Tag Lines and Company Personas, Why Bold Branding Wins
Author: Marcia Yudkin
Word Count: 531
Article URL: http://www.isnare.com/?aid=1388687&ca=Marketing
Format: 64cpl
Contact The Author: http://www.isnare.com/eta.php?aid=1388687
Easy Publish Tool: http://www.isnare.com/html.php?aid=1388687
*********************** ARTICLE START ***********************
Yesterday I read an article about initiatives on the part of some airlines to facilitate passengers sitting next to someone they'd find interesting, while other airlines are making it easier to increase the odds of having a quiet flight by having no one sit in the next seat.
Most people probably have a preference on this. Either they would like to talk to someone interesting on a long flight or would prefer to zone out in solitude. The feelings of those who don't care one way or the other undoubtedly have a lower intensity than the feelings of those who like or hate one of these options.
Indifference isn't motivating. Attraction and repulsion are.
And that's why blandness and similarity to competitors have such little power when it comes to publicity, word of mouth and customer loyalty. By not standing out, by trying to appeal to everyone and their uncle, companies have little or no energy charge. They earn little notice and fade into the background.
Bolder branding works, however, because it doesn't try to please everyone. It aims to please those it has defined as ideal customers. When it�s intelligently implemented, those who like the bolder branding really, really like it. Those who dislike it don�t count. They aren't a loss because the likers are more likely to stick around, tell their like-minded friends and colleagues about the company and promote the company and what it sells through articles, tweets, blog posts and media coverage.
You can certainly take bold branding too far � for example, by making it offensive in ways that cast shame on the company and its fans. Short of that, however, bold branding aligned with the desired customer base is very smart.
Branding elements include the company name, its tag line and the personality a company takes on, as well as dozens of other items.
Get started on bold branding by becoming clear about who the name or other branding element needs to appeal to, along with whose opinions don�t matter at all. Warm up creatively by identifying other companies and advertising campaigns that you see being aimed at the same target population. Also identify their polar opposites � companies and campaigns that would make your target market shudder or turn away.
Then throughout your brainstorming for new ideas, post those desirable and undesirable images on the wall to remind you that you�re not trying to please the world at large or yourselves in coming up with ideas. You�re trying to reach a certain set of people who have particular knowledge, attitudes, values and preferences. Above all, do not take a vote among the general public on branding elements or let the opinions of random people count in any way. Instead, create a set of criteria you can use to distinguish ideas that match the right profile from those that do not.
If you can keep your eye on the goal, you�ll reject boring, me-too branding elements and select bold names, tag lines, personas and more with exactly the right kind of magnetic charge.
About The Author: Marcia Yudkin is Head Stork of Named At Last, which brainstorms creative business names, product names and tag lines for clients. Download her free manual, "19 Steps to the Perfect Company Name, Product Name or Tag Line," at http://www.namedatlast.com/19steps.htm .
Please use the HTML version of this article at:
http://www.isnare.com/html.php?aid=1388687
*********************** ARTICLE END ***********************
- To distribute your articles go to http://www.isnare.com/distribution.php
- For more free-reprint articles go to http://www.isnare.com
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