Brand Management

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''Touching lives, Improving People'' Has P&G missed the mark?

Global mega manufacturer Proctor and Gamble (P&G) has decided to puff its chest out in an effort to boost brand awareness of its product range by putting its name in the spotlight. The accompanying tagline “Touching lives, improving people” has been selected as part of the Australian debut.

In technical terms P&G are moving from a 'branded strategy' to an 'endorsed' model.

Competitive Fatigue: Are You Allowing it to Happen?

It's easy to get despondent and think 'how can my competitors get away with that?', or 'why are my customers behaving in a particular way?', or more commonly, 'why do customers always question price?'.

It's not their fault, and you shouldn't hate your competitor.

One of the most powerful dynamics you can manage to your advantage is the competitive positioning you have with your competition.

Ten tips for retaining and attracting customers in times of turmoil

  1. Be seen to be improving and moving: No one wants to work with stagnating companies. Even a small change to your marketing can reinvigorate market interest or stabilise your position. Perception is reality, so learn to control it before it controls you.
     
  2. Improve your value proposition: 90% of the time the problem is not what you sell, it's how you sell it.

Guest Column: Governance Practice Tips – Leading organisational culture from the top

Kerryn Newton, LLM, MBA, MA, FAICD, AFAIM is the Managing Director of Directors Australia. Kerryn has extensive experience working in high level positions in the private, public, non-profit and community sectors and as a consultant to organisations in a range of industry sectors.


Governance Practice Tips – Leading organisational culture from the top

Identifying Gaps In Your Marketing (Shaping Market Perceptions)

If you want to asses and fix perception gaps in your business, here’s an exercise for you. Ask someone who is not close to your operations to speak with people inside and outside your business.

If possible get them to speak with a cross section of employees in different areas of the business, and a cross section of customers, suppliers and other people that interact with the business. Essentially anyone who you would think has a clear understanding of the value you provide.

Here are five questions to ask both your team and customers:

The Competitive Landscape for 2011 (TCCS #4)

The Competitive Challenge Series (TCCS)

Vol. 1 #4


Each article in this series will help you understand, identify and improve every facet of your branding and messaging that impacts your sales and growth. As always my objective is to deliver strategy and ideas to propel you beyond competitive challenges.

Hamish Chadwick.

This weeks challenge...

Device of Distraction (TCCS #3)

The Competitive Challenge Series (TCCS)

Vol. 1 #3


Each article in this series will help you understand, identify and improve every facet of your branding and messaging that impacts your sales and growth. As always my objective is to deliver strategy and ideas to propel you beyond competitive challenges.

Hamish Chadwick.

This weeks challenge...

If There's No Argument, You're High Risk (TCCS #1)

The Competitive Challenge Series (TCCS)
Vol. 1 #1

Each article in this series will help you understand, identify and improve every facet of your branding and messaging that impacts your sales and growth. As always my objective is to deliver strategy and ideas to propel you beyond competitive challenges.

Hamish Chadwick.

This weeks challenge......

Exporting Your Brand: A few pertinent tips

I was interviewed by Adeline Teoh from Dynamic Export Magazine for a story they’re running on international branding.

I was asked to comment on the headings below.  The article will be published in February 2011, however my points are below.

How Sales Teams Can Ruin Your Brand

I have written previously on how sales people are undervalued.  High attrition rates are often the result of sales staff being seen as second class compared to the people that will deliver the product or service.  However I've noticed a concerning trend with sales people and their strategies.