Wednesday, October 29, 2008

Branding: What's Your Plan?

Branding is a critical component of any company's marketing strategy. Since the fall and winter are the off season for most concessionaires, I thought this would be a good time to put together some information on the subject of branding. My goal is that you will be able to use the off season to think about your own branding and how effective it is for your business. In doing this, you have some time before next season starts to work on new marketing strategies to effectively reach more customers.

In the past I have mentioned Guy Kawasaki here in the blog and recommended his book to you, "The Art of the Start." I still highly recommend that you purchase the book and read it. The following information about branding is taken from one of the chapters in his book. I want to take some of the points he makes and expound on them a little bit as they relate to concessionaires.

Guy brings out five major points that are critical to branding, 4 of which are well known, universal marketing principles. The fifth point that he brings in is what I think is extremely important to concessionaires.

1. Product
2. Place
3. Price
4. Promotion
5. Proselytization

Throughout the blog and in our business manual, Cold Cash, we discuss points 1 through 4 at length. However, we have only touched on a few ideas related to point number 5: Proselytization.

In the interest of not creating a HUMONGOUS article, I'm going to stop here and create a new article that solely discusses Guy's fifth point.


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