Keywords: Article Body: You may have heard something about æbrandingÆ in regards to marketing, but perhaps youÆve wondered what that means exactly. Sometimes it is better to explain something in relation to something else. ThatÆs what I am going to do û so first I will start with æpositioningÆ. You also may have heard that term, but also did not really know what it meant. æPositioningÆ is a marketing term that means to take a product or service and ôpositionö it in the mind of your prospects/clients by comparing it with or against something already familiar in their minds. Al Reis and Howard Geltzer first published a book about it in the 1970Æs. To give you an idea of positioning, take Avis. Hertz car rental already had first place in the market. By being first place, they preempted that position. Everyone knew that they were #1. So, Avis, to get any recognition at all, had to position themselves with Hertz, but actually couldnÆt take their spot. Do you recall what they did? You got it û ôAvis. We try harder.ö By positioning themselves as the best second runner up, they were able to capitalize on a larger portion of that market. Some people think branding is like positioning, but it is different. The main difference is that positioning is a fluid concept. In other words, you can position yourself at different times in different markets as different things. Branding is more set in stone- itÆs a hard-core recognition factor. To give you a better idea, the other day one of my subordinates saw a cup of mine with red circles on it. He said it looked like a æTargetÆ cup. That is branding. That red target logo is branded in that personÆs mind. He saw it and immediately thought of the chain store. However, Target is positioned differently û itÆs discount chain with good style. Some people even refer to it as æTarg?Æ û that is positioning. It positions the store with some hoity-toity posh boutique but everyone knows itÆs right there with Walmart price wise. Good position. Branding is more about the following of rules because if you donÆt follow those rules, things donÆt look the same and people wonÆt remember you. What if you changed your body periodically û I mean really changed your body. ôOh, today, I think IÆll be Asian û straight black hair, slanted eyesö û but yesterday you were Caucasian; how do you expect anyone to remember who you are when they see you on the street? It is kind of the same. When you put out your marketing pieces, you want to create a similar
piece
is
an
abstract
triptych
that
I
found
while
I
was
in
Atlanta
buying
religious
paintings
The
piece
was
called
Guardian
Angel
and
I
love
it
My
patrons
fell
in
love
with
it
as
well
They
have
asked
me
to
track
down
the
artist
and
see
if
he
has
anymore
religious
paintings
available
The
only
religious
paintings
that
I
actually
do
not
buy
are
ones
that
reflect
the
image
of
Jesus
on
the
cross
I
don’t
have
a
problem
with
them
some
of
them
are
extremely
well
done
and
would
more
than
likely
sell
well
but
my
investors
made
it
very
clear
when
they
financed
the
gallery
that
I
would
not
put
that
image
into
it
PPPPP
683
Ajello
Candles
The
motto
of
the
Ajello
Candle
Company
is
“It’s
better
to
light
a
candle
than
to
curse
the
darkness”
This
candle
making
company
has
been
in
business
since
1775
The
business
has
been
family
owned
for
seven
generations
The
candles
from
Ajello’s
are
well
known
for
their
beauty
and
quality
While
they
make
more
candles
now
than
in
1775
their
dedication
to
quality
and
to
customers
has
never
changed
The
Ajello
Candle
Company
was
founded
by
Rafael
Ajello
an
Italian
painter
He
was
also
a
beekeeper
so
he
tried
his
hand
at
using
bees
wax
to
create
candles
He
worked
hard
to
create
a
formula
that
worked
well
The
formula
combined
with
his
outstanding
artistic
ability
lead
to
the
birth
of
the
Ajello
Candle
Company
In
1785
the
company
earned
the
honor
of
creating
all
the
candles
for
the
Vatican
He
and
his
wife
ran
the
business
keeping
their
children
involved
in
the
processes
from
an
early
age
As
time
went
on
their
children
and
grandchildren
kept
the
business
running
as
well
as
passed
the
family
business
on
to
their
children
By
1862
the
company
had
established
itself
as
a
leader
among
the
candle
making
industry
They
had
also
added
perfumes
and
many
.
Share this
SUBSCRIBE OUR NEWSLETTER
SUBSCRIBE OUR NEWSLETTER
Join us for free and get valuable content delivered right through your inbox.
Related Post
