Friday, February 10, 2012

House of Brands

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Short term vs long. Regional reach vs national. Diversification vs focused niche. When does it make the most sense to keep one singular Branded House vs a collective House of Brands? Understanding which type of strategy is appropriate for an organization's objectives and resources is a crucial step in building a successful brand and should be clearly defined before the brand is presented to consumers.
  • House of Brands: A brand like P&G has a parent brand and then a number of consumer-facing brands loosely connected back to the parent - brands like: Crest, Iams, Bounce, Vicks, & Pringles. The House of Brands pushes equity to the individual niche brands.

  • Branded House: A brand like FedEx has one master brand even though it offers a range of services - Ground, Custom Critical, Office, and Supply Chain. The Branded house funnels all equity back to the master brand.
Both of these strategies can be effective, but their effectiveness largely depends on where the business is in its life cycle, how far it reaches, and how proven each niche service is within the marketplace. Before deciding on either of the aforementioned strategies, an organization should determine whether it is a:
  • Emergent Brand: New brands typically have the hardest time focusing. What will customers resonate with? What service will make us the most money? Can we survive limiting our offerings? Since the brand is still finding its legs, its smart to keep it as one singular entity - a branded house. This allows equity to build even as the focus may shift and mature throughout its formative years.

  • Maturing Brand: A maturing brand begins to refine itself - asking the tough questions: 'what business should we be saying no to', 'where should we invest into our own identity' and 'what type of customer is our ideal'. A business at this stage may have many lines of revenue streams, but none may quite be ready for its own niche. After reaching mature status, brands may decide to expand through pursuing:

    • Business Diversification: As the business continues to grow, multiple services may begin to branch out from the core. As these ancillary businesses begin to grow, the real question of moving from a Branded House into a House of Brands will rise to the surface. Are we Toyota trying to create Lexus, or are we Mercedes creating the C-class?

    • National Reach: If a brand grows to the point of national reach, this is where I believe the Branded House can really payoff. Having invested most, if not all, of the accumulated years of goodwill, equity, and reputation into one identity can provide an organization with more opportunity to gain momentum as a national brand-name. However, this is not always the case. There are certainly times where branching off from the parent can allow a subsidiary to take a risk without marring the reputation of the parent.
Determining whether a brand should pursue a House of Brands or Branded House strategy is dependent on where the brand is in its life cycle as well as its resources and goals. Strategies do not need to be stagnant however, as they can be adapted as the brand grows. A brand may start out as a Branded House in the beginning then slowly grow into a House of Brands as it expands and grows more successful. As with many aspects of branding, there is no right approach to building a successful brand but only the approach right for you.

Developing A Promotional Strategy - The Easy Way

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Expert Author J Allen Reeves
Developing a promotional strategy is something that many people think about, but very few people end up ever putting into action. On one hand, it's one of the most profitable activities you can ever do in your business. On the other hand, it does take work and typically only the most dedicated entrepreneurs end up doing it.
Is that you?
If so, continue reading this article and I'll show you my 3-step method for developing a promotional strategy which is not only easier than most people think, but more profitable!
Let's get going.
Step #1: The first step in developing a promotional strategy is to think about your target audience.
What are they searching for? What keeps them awake at night? What fears and frustrations do they have? What benefits are they looking to achieve and what goals are they trying to hit... and how quickly?
These are all questions you have to ask yourself. It may seem counter-intuitive because you're not actually "doing anything" but these questions will lead you to breakthroughs you've never thought of before.
Step #2: The second step in developing a promotional strategy is to take a survey of all the possible combinations of products and services you can offer to people.
After all, if you're going to start a promotion you have to sell something! Think out of the box on this one. Don't do promotions like all of your competitors because you won't stand out at all.
Instead you'll end up looking like everyone else and your promotional strategy will have failed. What you want to do is make your promotion more of an "event" than a simple promotion. Make it fun... entertaining... and something that makes people talk about it.
Step #3: The final step in developing your promotional strategy is figuring out how and when to run your promotion.
This can be done in several ways. If you have a list of prospects and customers, develop a multi-step email campaign that might run for a week or so. If you don't, you can do direct mail. I would recommend starting with a postcard and ending with a direct mail letter or even a phone call if they don't respond (depending on the size of the list you're sending to).
There should be a specific deadline, a specific call to action, and a specific reason why you're even having the promotion. If you include all three of those, along with making it a fun event instead of an annoying promotion like most people do, you'll have a much better chance of it being a success.
As you can see, developing a promotional strategy doesn't have to be very hard.
If you do these three steps and duplicate your promotions every month, quarter, six months, etc. (the frequency depends on your business), you can add double-digit increases to your business this year by developing a new promotional strategy ever few months and implementing it to make sales!
Jeremy Reeves is an online conversion and profit strategist. Through his little-known unique and innovative profit-boosting techniques, he's added tens of millions of dollars to his clients bottom-line in EXTRA revenue.

The Evolution of Society

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Expert Author Albert Duran
Humanity, keeps making the same mistakes as is demonstrated throughout Society's History, as a result of our so-called Society, losing its grasp of the role human beings are supposed to play, and has had to take a long hard look at those choices with an objective point of view of Society's evolution. While we struggle to better understand the dynamics of what our society has gone through, and in spite of our accomplishments as well as our failures to look at the reasons why Society, is still here. The key to individuals finding their self-worth in our culturally diverse Society, is to learn from their mistakes as their own vision of the substance of the connection to each other, and it is that vision that either free's an individuals self-worth or enslaves them to a distorted view of their self-worth which keeps someone trapped in that certain frame of mind filled with doubt in the way they think. An individual's perspective is affected by the way that they were brought up, their inspiring teachers, their accomplishments, as well as failures, and the dysfunctional components that have to be changed to create a more positive atmosphere to foster a progressive frame of mind in the way that they think.
Humanity, needs to find a way to rise out of this self-imposed darkness that doubt has placed before Society's, eyes, and in several instances it appeared that Society, would not be able to make the right decisions which brought our Society, back from the brink. The key that is essential for Society, to re-emerge out of this self-imposed darkness is not just that Society,and not allow its emotions to get in the way of it making the right decision without hesitation. This is not intended as being a lesson in History as such because one of the most important variables is to keep an open mind as well as it is a fact that should not be subject to interpretation, but more of a way to develop Society's, own self-awareness which will help each individual to be able to understand why they responded the way they did as well as help Society, see the issues for what they really mean to the individual in order to make the right decisions.
It could be mentioned that several of the most prominent historical eras are prime examples since the colonization of the New England, area by the Puritans, and ultimately in their efforts to isolate themselves from the rest of the world called their own religion into question because their followers found out that they had to think for themselves out of necessity. It seems as though that their own strict expectations of their religious beliefs may have created an atmosphere of spiritual freedom amongst them that they gradually succumbed to the boundaries of their own individualistic imagination, and any such odd behavior outside of their religious teachings created a sense of fear which manifested itself into a phenomenon of Paranoia, called the Salem Witch Hunts, fueled by the folk-lore that witches would only die by being burned at the stake. This phenomenon had to be reigned in due to the almost unrestrained out of control burning at the stake of these innocent colonists whose only crime was that they exhibited some individualism, and it was too late for some that their innocence was the ultimate price they paid as this Society, brought about the end of the Salem Witch Hunts. It would appear that as a result of the isolation the environmental conditions fostered a sense of paranoia that was to run rampant, and because of the closed frame of mind it slowly eroded their judgment, their decision-making, their feelings, their emotions, as well as the instincts of our human legacy. It was their own perceived absolute power of their religion that created a sense of emotional isolation due to the conflict between their need to belong which limited their ability to become self-reliant, and their own will to process the ideals that called their religion's complete control over them into question which allowed their thought processes to evolve.
The War of Independence, was another testament of how people can come to grips with a fight for a higher ideal as the result of certain individuals that sought to express themselves not only in words, but to collectively bring the colonists together for a way of life as well as to sacrifice their lives to become independent. The colonies had become a valuable source of wealth for the British King, because he collected taxes from them with the threat of his heavy-handed tactics being enforced by his governing authorities in the colonies, and while the colonies grew in number as well as in population the situation had fostered an atmosphere of resentment that had suppressed their own sense of identity as colonists because they were no better off here than in England, for which they struggled so desperately to remove themselves from under the King's, thumb. The colonists began to respond to the pressures because of the presence of the King's, army in authority by seeing for themselves that they had not escaped the King's, reach as well as any sense of independent identity which was non-existent, and that the only feasible way for the colonists to develop a separate identity from the British Empire, was to make an effort to negotiate the conditions thrust upon them as being generated by the British Authority, in the colonies. The colonists found the ties that bound the colonies together were more than the fact that they shared British, blood, but discovered that they were also able to open their minds to another way of living without the narrow-minded religious constraints. This was more than a struggle for the colonies to gain their independence from the British King's, rule placed upon them, and that brought a group of individuals to take leadership roles in the colonies to fight back with the conviction of their own principles outlined as the principles in the Declaration Of Independence. This document combined the minds of several men that had a clear idea of what they would be willing to sacrifice their lives for in spite of the consequences they would face against the British, Empire, and to have a vision of what it would be like to be free to have more to say about the direction their lives' can take as well as being able to govern themselves by employing a Checks and Balance System, that has a way of allowing us to examine the ineffective aspect of a law in order to make it more effective.
The Civil War, pitted the North, against the South, with the elimination of slavery as a way of life which was for the most part difficult for those that had been brought up with that frame of mind, and not to mention those that were subjected to slavery that had to also change their frame of mind to survive on their own as independent individuals. This war also saw the destruction of farms, towns, homes, as the term collateral damage took on a very personal meaning which called for both sides to blindly inflict extreme physical as well as emotional pain, and families were torn apart not only by the deaths of members of their families that chose to fight on the other side as well as women and children that were victims of that collateral damage just because they lived there. This war saw the whole sale slaughter of so many soldiers that were fighting for their principles in some of the most famous decisive battles in their own right during the war, and it seems like the first battlefield hospitals became most controversial because it not only saved lives as well as the surgical techniques that were developed showed them what not to do as much as it taught them what to do. It was President Abraham Lincoln, that found the strength within himself too bring a nation together that had been divided in principle regarding the issue of slavery as well as the atrocities of this war to bring it to an end, and to sacrifice his life for the principles that all men are created equal which he believed in as he took his final breath in his struggle to share his vision of the discrimination that had not been acknowledged as well as just ignored. The two extremes that were self-evident as the depths that Society, could reach in spite of the convictions of the American, people on both sides, and the ability for those empowered to stop the war because of the cost that the war had taken on both sides with little that could be done to end the war without sinking Society, any further than it had gone already.
The Industrial Revolution, launched the first era that The Evolution of Society, is a representation of how Society, approached the idea of making things easier for Human Beings; they have evolved as they are raised by those that have taken the responsibility upon themselves to teach their charges the meaning of respect, responsibility, as well as problem solving, and their perspective of why discipline is essential for them to understand that life has to have a balance that is tempered by accomplishments as well as failures as a result of learning from our mistakes due to the choices that we made. Child Labor Laws, were finally instituted to protect them from the many unfeeling companies that only saw them as a source of labor; while these children had no value beyond what they were able to produce without any bargaining power, and these children were only to make them money while paying them very little as well as the working conditions in the factories were considered nothing short of cruel and unusual punishment. It took a Society, in each of these as well as several future historical eras which required our Society, to take a good hard look at the underlying erosion of the characteristics that defines Humanity, and to find a way to change that way of thinking because of those young, old, as well as women that were being taken advantage of as a result of that old school way of thinking; which isolates that individual from being able to express themselves to others that tend to validate their needs, feelings, emotions, as well as their instincts as a way of defending themselves.
In conclusion this is where some of the problems begin due to the methods of how these perspectives are conveyed with regards to the above mentioned human characteristics because they are subject to each person's own way of interpreting that perspective, and it is this interpretation that has a lasting effect on the individuals' life as it is affected by how they approach their issues because of how they would perceive their own issues. This theory is supported by understanding that the frame of mind of each era that has been noted as examples; such as the case of The Puritans, that believed in one religious concept with long-established parameters, but they had not envisioned that their followers would be able to expand their parameters which caused their religious concept to be questioned. The War, Of Independence, put the Colonists, in a position where they had to express their concerns regarding the scope of England's, authority, and as a last resort by harnessing the sheer population of the Colonists, while the leadership tactics employed as well as the distance from England, not to mention the elements, showed them that they were capable of governing themselves. The American Civil War, pitted two diametrically opposed ways of life which went beyond the issue of slavery as evidenced by the atrocities inflicted by both sides, and this war brought out the worst in both sides in their tactics which saw both extremes; once again Society, established the middle ground that ended this war. It was the Industrial Revolution, which began in the late 1800's, that saw American, ingenuity grow by leaps as well as bounds which were supposed to make life in America, easier, and the Stock Market Crash in 1929, shook this country to the core revealing the corrupt; as well as the cruel and unusual conditions that children were subjected to just trying to survive in the factories. Society, once again stopped turning its back on what was happening in these factories which turned out to be too late for some, but the Child Labor Laws, started establishing a minimum age for someone to work as well as making the working conditions safer for all workers.
The concept that Society, has to evolve can not escape the price that was exacted from those that became the sacrifices that led to Humanity, needing to stop certain selfish ways of thinking, but some people still keep secrets about their motivations because they know it is wrong which causes those that they victimize to slip through the cracks of Society. The only that we can start changing this way of thinking is by making people aware that such victimization will continue unless we start uncovering these secrets that continue taking its toll on Society, but when secrets are shared they can save you while secrets that are being kept out of shame can only enslave you.

Decorating A Toy Store Is Not Child's Play

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Based on my past experience as a serial toy shopper, I would say that it is really hard to find an organized toy store. Can't say I blame them because unless one had the space, money, manpower and power that is Toys"R"Us, there would be a struggle with the aforementioned issues which could dampen the shopping experience of customers.
Space concern is a major issue because unlike clothes, toys these days are not small and compact. The bigger they are, the more space you need, the more space you need, the more shelves are required, etc. This can go on. A big solution for such problems would be proper backup space somewhere near or outside of your store or take things vertical which could mean alleviating the shelves and placing them along the walls.
Box the small stuff up. Some stores sell tiny figurines or tinier decorative items in their store. Often times, the approach taken is to keep them in open boxes. The problem with this solution is that it gets messy, confusing to the consumers and not to mention, the dust! Keeping the toys clean is absolutely important because when it comes to toys, who are we dealing with? Yup, parents and parents are stickler for hygiene. One dirty toy in the store and it is probably bye-bye customer... possibly FOREVER?
Make viewing of toys crazy easy. Display units like the spinning tower gondola can solve many of your problems if you sell small items like girl accessories, magnets, or bookmarks for kids. Customers love spinning gondolas and toy store owners swear by them because of how practical and cost-effective it is. Try looking around for a quality one, though, because when you invest in one, you want one that lasts you for a long time.
Keep the colors lively and vibrant. When decorating a toy store, keep the parents (who are the paying customers) in mind. While that is true, it is the kids' attention that we want to attract and generally speaking, kids are easily fascinated with bright themed stores. You don't even have to invest in a huge mascot standing outside the store to attract kids' attention, they are naturally observant of bright colors and lights.
If you do not think you have the budget for a new paint job, use accessories, shelves, balloons and maybe a bright banner or sign right outside the store. This should do the trick.
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It's Easy to Use Color for Success in Retail Design

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The human brain automatically responds to colors, therefore, the objective is to use color to influence the potential customer. Approximately 80 percent of information reaches our brains through our eyes. Most people are more comfortable when colors remind them of something familiar.
Here are some standard responses produced by a wide variety of colors for Americans; though it is important to remember that the triggers are different around the world. If you are marketing to other ethnicities more research is required.
White
White signifies pure, clean, youthful and mild. It provides a clean backdrop for the more important items - names the items you are selling.
Black
Black can denote sophistication, elegance, mystery. It is seductive and commands attention in a more understated manner.
Gold
From young on we have grown up associating gold with value. This is exactly what is prompted when we see this rich color used in storefront decorating.
Silver
Silver also represents an elevated stature similar to gold. The cool sleek color sends signals of scientific formulation, high tech and high standards.
Red
Red creates excitement, displays strength and is used to express speed and danger. Red is the color that traditionally stands out in a crowd and causes most people to "stop" and take notice.
Blue
Blue is the color most often stated as a "favorite" color. It is refreshing and clean and cool. It reminds most of the outdoors, the sky and serenity.
Yellow
A majority of the population think of the sun and sunshine. It is a warm color that is always cheerful and happy. What could be better than pairing it with blue? Thoughts of vacation and beaches may transport visitors to another place.
Green
Green makes us think of trees and grass. Wonderful associations with nature and growth and abundance generally ensue. In addition the connection to money and prosperity elevate this color choice a step higher.
Purple
When most people see deep purple they think of musical favorites or images of royalty, spirituality and dignity. It is a strong and majestic color - making everyone feel grand.
Pink
Usually associated with femininity, it connotes soft, sweet and happy thoughts. It takes most back to the more indulgent side of life even though adult responsibilities many times have jaded views of reality.
Though nothing is an absolute - you will wield more retail sales power when you incorporate the maximum amount of information into the planning stages. A problem many retailers face is the expense of changing a color scheme - especially if the walls are covered in slatwall panels for display.
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Go ahead - plan the display you have always wanted knowing you can change it more frequently without breaking the bank. Ensure you get noticed with an unlimited array of colors. Slatwall covers can be matched to your design specifications.