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Lesson #3: Find What Works and Stick With It
Coca-Cola executives in the 1980s would have done well to follow in the example of its founder. In growing his company, Candler understood the importance of not messing with perfection. As an increasing number of copycat beverages found their way onto the market, Candler might have changed the shape of his bottle, or altered his marketing message, but he never once made the crucial error that his later successors would: after creating the perfect drink, he never again changed its secret recipe. Candler knew that in an increasingly competitive industry, it was important to stand out, and to keep customers on their toes, but he did not dare mess with what he saw as excellence. After all, if it was not broke, why fix it?
The creativity/business conundrum
The concept of creativity is an abstract one, at best. The dictionary tells you that when you ask for creativity, you can expect to see “the ability to use the imagination to develop new and original ideas or things, especially in an artistic context.” This is all well and good if you’re in the market for something astonishing to frame and hang on your wall, but in the context of business design it falls somewhat short of adequate.
Marketing Strategy 101
Marketing strategy observations
Listening to Customers 5 Tips
We talk about it and feel pretty clever, yet it is not something that we, as managers do consistently, nor enough. It's that old chestnut about listening to and truly hearing our customers - and our people. Here's why it's important...

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The Three Cs of Branding
The benefits of having a strong brand are tremendous. Strong brands charge premium pricing; they thrive during economic downturns; they attract great employees, partners and customers; and they can extend into new business areas with ease. And branding is not just for the Coke’s and Nike’s of this world. Every company of any size can benefit from the power of branding.
IF THE PAINTER CAN DO IT, YOU CAN TOO
When marketing “experts” refer to the concept of branding, they typically point to global and widely recognized brands: Coke, McDonalds, FedEx, Microsoft, GE, and the like. While the “big guys” are a convenient source of reference, it makes the whole idea of branding somewhat inaccessible for the rest of us. And this is just not the case. Even the smallest company can brand itself.

Where Branding Goes Wrong, And What to Do About It.
People in my industry are always quick to point out the branding success stories. We readily site examples like Starbucks, McDonalds, Nike, Dell, MasterCard, Coke, and other world-renowned brands. Each gained true distinction and took a leadership position because they were determined to do so. They invested heavily in reinforcing their position with aggressive brand-building, and rarely waivered from their brand identity. But what about all the brands that failed, despite determination and dollars?

The Man Behind Coca-Cola: The Early Years of Asa Candler
It has become such an integral part of American culture that when the Coca-Cola Company tried to change the original formula for its flagship drink in the mid-1980s, the public backlash was overwhelming; the Old Cola Drinkers of America was even established and tried to sue the company. Today, Coke is sold in the stores, restaurants, and vending machines of over 200 countries. The company is one of the largest in America, and also the largest manufacturer, distributor and marketer of nonalcoholic drink concentrates in the world, with over $24 billion in revenue and 71,000 employees. The man behind all of that growth is Asa Candler.

A Tough Life: Carnegie Makes Good with Steel
By the late 1880s, Carnegie had established himself as the world’s largest manufacturer of raw iron, steel-rails and coke. After purchasing rival Homestead Steel Works in 1888, Carnegie integrated his assets together under the Carnegie Steel Company. Worth an estimated $25 million, Carnegie became the proud owner of the world’s largest steel company.

Are You a "Brand Behind a Brand?"
Normally, when people hear the term “brand” they immediately think of popular consumer goods and services . . . Coke, Tide, Sony, Apple, Nike, Verizon, and the like. Here at Delia Associates, our definition of brand goes farther and wider. We define a brand as “a unique entity.”

Keeping it R.E.A.L. when it comes to branding.
What is a brand anyway? In the simplest terms, a brand is the presence of a unique entity. And that entity need not be the size of Coke, Sony, or Toyota.
Product Bundling to Increase Sales
Product bundling is combining two or more complimentary products or services together that creates differentiation and offers greater value to the customer. The key to packaging your products and services is to ensure that the package price is less than buying all the individual items separately. A bundle of products is sometimes referred to as a package deal and a well known example of this is the fast food industry 'meal deal' where you can buy burger, fries and coke for a cheaper price than purchasing all items individually.

We’re Starting to Take Virtual Sales to the Real Bank
We may have worked with Atari for over six years back in the real gaming system days but we never really had a long attention span -- long enough to play the games. We knew people who slept under their desks and lived on Coke/Twinkies when it was crash n burn to get games out. Folks still do but now they're talking serious money. So serious we people buy virtual goods/stuff with real money. Times have changed but the attraction of games hasn't. The games are more realistic, more immersive and more valuable. Serious men, women, boys, girls play them...serious men, women develop them...seriously there's a new breed of casual games !!!!

How to Build a Marketing Message People Listen To
When professionals speak they must think in terms of marketing. Marketing is a process that enables you to engage individuals by sharing value based information that aid in developing relationship. Over the last 30 years one of the best methods for establishing this value is with an audio logo. Similar to the manner in which Coke or Nike uses logos to initiate and sustain brand, your audio logo can provide similar.
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