Brand Value

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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.

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:

Social Media: Highest Cost, Lowest Impact? (TCCS#5)

The Competitive Challenge Series (TCCS)

Vol. 1 #5


The Competitive Challenge Series will help you understand, identify and improve every facet of your branding and messaging that impacts your sales and growth. My objective is to deliver strategy and ideas to propel you beyond competitive challenges.

This weeks challenge...

Social Media: Highest Cost, Lowest Impact?

A Way With Words

The ingredients of a formidable tagline:

Preventing Website Failure: Don't Be Afraid to Speak Up

Corporate website development has matured a great deal in the past few years. It’s rare to see gimmicks on commercial sites such as animation, background music and ‘intro’ pages.
Business has recognised that target audiences are task focused and want to access particular information, in a particular way - and fast.

The Organisation in Question: Stop Badgering People & Start a Dialogue

Client surveys are a good idea. You'll obtain data and opinion on how you can improve and tweak products and services for the benefit of your client.

For the surveyor it's an exciting prospect as the myriad of questions they're about to unleash will seemingly uncover the secret on how they can get above their competition.

Taglines: What Interest Are You Creating? (TCCS #2)

The Competitive Challenge Series (TCCS)
Vol. 1 #2

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......

New KFC tagline won't ruffle any feathers

"'Finger lickin' good' is very good but it's very food-centric," says Martin Shuker, chief executive of KFC UK and Ireland.
"'So Good' is still about the food but it also allows us to more effectively communicate the breadth of different things about the brand, such as our people and our community," adds Shuker. (courtesy Brisbane Times)

Wishful thinking.