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Taglines, a misused and misunderstood marketing tool
Pity the poor tagline. Dismissed as a mere slogan, hampered by a boring turn of phrase, ignored by â€œseriousâ€ business people. Itâ€™s a wonder an honest, effective tagline even gets up in the morning.

Crunching the Competition: Corn Flakes Take Off
In 1906, after disagreeing with his brother about the future of their invention – toasted wheat flakes – Kellogg decided to start his own business. He left his brother’s company and created his own, calling it the Battle Creek Toasted Corn Flake Company. His first product was, as expected, corn flakes.

57 Varieties of Success: The HJ Heinz Company Takes Off

Heinz began his entrepreneurial ventures selling grated horseradish door to door, but he was soon moving on to bigger and better things. With the introduction of a new type of tomato ketchup, Heinz’s second business was off with a bang. The ketchup proved extremely popular on the market, and quickly became the company’s main focus. Heinz called the company “tomato-obsessed” and was soon the owner of the world’s largest tomato processor.

Lesson #4: Keep Your Company in a Constant State of War

“Sports is natural, instinctive, competitive, and, in the end, rewarding,” says Knight. “All of us at Nike get to earn a living in that world – a world that is easy to believe in.” Much like the competitions in which Nike shoes increasingly found themselves being worn, so too did Knight take his company to the top with his instinctive sense of competition. By tapping into his entrepreneurial DNA and constantly maintaining a sense of combat against his competitors, Knight was able to succeed where few others had.

Lesson #1: A Happy Customer Is Your Walking Advertisement
“When this business was founded, it sought to win public confidence through service, for it was my conviction then, as it is now, that nothing else than right service to the public results in mutual understanding and satisfaction between customer and merchant,” said Penney. “It was for this reason that our business was founded upon the eternal principle of the Golden Rule.”

Lesson #2: What’s in a Name? Everything!
When Eastman first began to think about a name for his company, others kept saying to him that he was putting too much energy and effort into it. He was wasting his time, they told him. After all, it was just a name.

Lesson #5: It is all in How You Hook Them
Much of the international success behind Pokemon came from its marketing – and that came even before it ever hit the Nintendo executives’ desks. Tajiri was a natural born marketer and knew what it would take to hook children on to his game. Whether they were Japanese or American, Tajiri had tricks up his sleeve that would keep kids coming back for more.

Finding Success in a Bottle: How Heinz Revolutionized an Industry
Heinz was called everything from the “Pickle King” to “tomato-obsessed,” but perhaps it was precisely this passion for produce that allowed Heinz to create one of the most successful US-based food companies in the world. How did this young boy who was destined to be a brick layer turn the tides around and become one of the most well-known names in corporate America?

Lesson #1: Your Brand is Your Company’s Backbone
When Heinz first got his feet wet in the processed foods industry, it was a largely undefined market as of yet. He knew that he was treading new waters and had to act fast to make the most of the opportunity. But Heinz also knew that getting as many new products out onto the market was not the answer. What he had to do was build a strong brand, one that would make sure his products stood out.

Lesson #2: Add a Little Spice to Your PR
Heinz was not just a genius when it came to building a brand. He also knew how to get that brand out there. After all, what good was a brilliant slogan if nobody was ever going to find out about it? That is where Heinz came in and added a little razzle dazzle to his promotions.

Henry J. Heinz Quotes
Henry J. Heinz Quotes

Marketing is What You Do and What You Say
A lot of marketers get caught in the trap of figuring out what to say to get the sale. Then, well, then things go south a bit.

Learning from Lonely Farmers
It’s no big news that there are a lot of single people in the world hoping to hook up with that special someone. Some of them join dating services. Some go online. Some ask friends to fix them up on blind dates.

China's Boomtowns
The current National Geographic has a fascinating feature on capitalism in China's boomtowns, cities like Lishui that are growing so fast that city planners have razed 108 hilltops to accomodate the runaway growth.

Reduce, reuse, recycle and repurpose
I’ve adapted the slogan above, borrowed from the original green movement, to apply to the new rules of content and information on and offline.

Boost Your Branding With A Slogan
It is one of the basic elements necessary in building an effective brand campaign. A slogan typically consists of a short sentence or a phrase that serve to reinforce the business name or logo. In fact, many big time businesses has created highly successful marketing slogans that it has been recognized by the consumers as much as their name.

Tearing Up Your Campaign Competition

When launching a campaign, make sure that you include all the details and focus on the most important points to ensure success. You should also keep a watchful eye on your competitors and what their main strategies are. You have to edge them in the best points so that you can take advantage and capture the biggest market share. Here are some tried and proven tips from the industry leaders on how to beat the competition.

Five Writing Tips to Help You Write Like a Pro
Does the thought of having to write an email, news release, blog entry, or other document fill you with dread? This article offers five easy writing tips that will help you write with confidence, regardless of your job, title, or function.

Lesson #3: Make a solid brand your company’s backbone
Mallya might like to joke that he is “The King of Good Times,” but it is no joke at all. That slogan, and Mallya himself, represent billions of dollars to the UB group. “I am the brand ambassador,” he says.

Advertising Techniques in Broadcasting Media
Advertisement is driven with several motives. It establishes brand identity. It also promotes the products or services. Businesses also see advertisement’s potential in communicating to the world about the value of their products or services. No matter what objective advertisement has, they all boil down to one thing: profitability.

Descriptive Trademarks

The title here is a bit misleading as descriptive words are not typically allowed to be registered on the USPTO’s trademark Principal Register. Let’s back up a little... One of the main points (some would argue THE main point) of having a Federal trademark is to have exclusive rights to a name, a logo or a slogan within your industry. Given that, words that “merely describe” the goods or services are not going to be allowed.

Top 4 Reasons to Brand your Business
Business branding is an imperative part of creating and growing a successful business. Understanding how to brand your business effectively is just as important as providing top quality client service or pricing your products and services appropriately. Below is a list of the Top 4 Reasons to Brand Your Business.

Five Best Offline Advertising Techniques
With the advent of Internet and Communication Technology, many businesses concentrate their advertising techniques to online marketing or to the media. The internet offers advertising services in a 24-hour non-stop period. It covers the widest audience because it sees no limits and knows no boundaries.

Competing with Big(ger) Business
How do we compete with big business? Given the size advantage, how can we win? The first key is being the right size—right for your customers, right for your market positioning, right for accomplishing your vision, mission and strategy.

More, Bigger, Faster
I'm a football fan and my team (the Atlanta Falcons) started this season with three consecutive losses. That got me to thinking about "back to basics." Ladies and gentlemen, this is a sales rep: One who moves a greater number of larger deals through the funnel faster.

Only Words
Writing clearly and avoiding buzzwords is crucial in all types of marketing

Low cost marketing strategies – is there such a thing?

I recently spoke at an event covering the topic of using time more effectively in business. The audience was a group of small business owners who are often stretched for time and have to manage multiple projects and tasks in any given day. Being the owner of a small business myself, I reflected on what I have done today. In summary, I have been the Account Manager, Sales Person, Book-keeper, Project Manager, Debt Collector and IP Lawyer all in the space of a few hours. Just in a days work really!

Explanation of the Trademark International Classification System
Filing a name, logo or slogan is not all about the mark itself but also what you're doing with it, i.e. your goods and/or services. All goods or services are categorized within International Classes (IC hereafter). Goods run from classes IC 1-34, while Services are in IC 35-45.

The Only Ways to Build a Strong Brand
Business competition has grown to be incredibly fierce. With a cluttered marketplace, branding is essential.

What's a slogan for (banal on purpose)
At MWC, Claes Magnusson saw the following slogans on 25 different high tech booths (companies like IBM, HP, etc.)

Three Types of Marketing Your Small Business Needs to Grow
When it comes to marketing and advertising your small business, you need to focus on more than just attracting new customers or clients. In fact, that’s the most expensive and difficult way to grow your business. Instead try using a mix of these three types of marketing tactics to get new clients and keep them coming back for more…

Taglines Passe? Try Six-Word Memoirs.
I recently listened to an interview by Larry Smith and Rachel Fershleiser (who compiled Not Quite What I Was Planning: Six-Word Memoirs by Writers Famous and Obscure) on National Public Radio. The basis of their compilations was the legend that when asked to write a six-word novel, novelist Ernest Hemingway responded: “For Sale: baby shoes, never worn.”

The Importance of Branding Your Product in a Depressed Economy

The adage “what’s in a name” has often been debated. When it comes to products, a good, catchy name that sums up what your product is and what it offers is critical. Afterall, the name will be the first things consumers see on a shelf, a web-site or marketing materials. A well thought out name may even make it easier for search engines to find your product and bring it up in the first few pages of google or yahoo.

Entrepreneurs – You Want Your Customers To Remember You Don’t You?
You’ve worked hard to get your business up and running and you are starting to get a good customer base – so how do you make sure that they do not forget you?

Customer Service: Where Everyone Knows Your Name

Customers don’t interact with organizations. They interact with people and it is that experience that determines whether they buy or not; whether they become loyal customers or a lost opportunity. When your employees are engaged with your organization, when they believe in and enjoy what they are doing, then those positive feelings extend to the customer. Happy employees make happy customers and this translates into increased sales and profits. The attitude and feelings of your employees directly influences the customer experience.

POWER Points to Ask BEFORE You Write a Single Word of Copy

Do you really know where to start when you're writing promotional copy? When you’re ready to tackle your next copywriting project these POWER Points will help you get focused. Writing is a process and believe it or not there is a method to the madness. Whether you plan to write your own copy or outsource these POWER Points will kick start the process. There are nine key questions I ask before considering any copywriting project. And this is just the beginning of the process. Once a client has invested in my services we go through a deep process of evaluating copy needs with a customized questionnaire. Some clients are even resistant to the process because it really makes you think about your business and direction.

Catalog Design - Using Product Placement and Page Layout to Maximize Sales and Catalog ROI

A catalog is a highly specialized marketing collateral piece that, when designed and produced correctly, will drive customers to complete their purchase with your company over other alternatives. By presenting a tempting display of appealing products in a clear, carefully considered fashion, your catalog can become one of the most powerful calls to action in your sales arsenal - particularly when paired with a niche marketing strategy.

Small Business Tips - Lucky Door Prizes & Competitions
Many small businesses use competitions and lucky door prizes as a way of generating leads or building their data base. But if done incorrectly you will end up losing customers and could even find yourself on the wrong side of the law. So how do you run lucky door prizes or competitions that are legal and get you brilliant results?

Attack Yourself
You just closed the biggest deal of your career, you blew away your quota, you made the president’s club, you were named sales rep of the year. You just crossed the finish line first . You raised your hands, pumped your fists, and celebrated. You are a winner!

"Drive ONE"
You need a team of "A" players and a new way of thinking to break out of a rut or to move forward if your market conditions change.

10 Ways to Advertise Your Business
If you have a work at home business that you run over the internet with a website you will need to get the word out and attract people to your site. There are several ways to do this. Just remember to have a budget and stick to it.

Smart Women Make Amazing Things Happen

This article is about making sure that you create the right environment in your home or office in order to bring out your most creative self. In order to realize our dreams and goals, we need to place ourselves in an environment where we can visualize our preferred future. We can make amazing things happen both personally and professionally when we create the right space. Think about where you create your best thinking. Where are you when you have those amazing ideas to move your life forward?

Turning you business into a franchise

There are very essential questions that you must ask yourself before entering into the fanchise sector. They are not quetions that you would expect your solicitor or account to ask, but they need to be asked as you are about to become intrinsicaly involved with a number of people who will trust and follow you. Morals and ehtics are not words that are used often in business and are often concidered as 'wimpish'or of no consequence in the world of business. In franchising they are essential. If you do not give them the attention that they deserve, you will not remain a Franchisor for long. We all know that bad news travels at twice the speed of light and good news travels on horse-back. A disatified and unhappy Franchisee will tell the world and your dreams of wealth in franchising will tumble like the walls of Jerico.

When you begin selling franchises, you will want to have obtained a federal registration for your business name. This is obtained by making a filing with the United States Patent and Trademark Office. A franchisor licenses the business name to its franchisees, so it is important that the franchisor own and protect the name as much as possible. However, it is not necessary to have already obtained name registration before beginning to sell franchises.

Making it Work!
What will happen when you start to make things work in your life? Would you like to join me and start “making it work” in 2008?

How does policy either motivate or undermine employee performance?
In an excerpt from a November 20th post in the Procurement Insights Blog titled "How Leadership Repeatedly Under-Mines Their Most Valuable Procurement Asset" (see below), I discussed the impact that current procurement policies and environments have on purchasing professionals within their respective organizations.

"When the Pupil is Ready the Teacher Will Appear" --Business Coaching 101

Business coaching provides the leader and the organization an opportunity to shift current strategies in a manner that is custom tailored and specifically designed for them. In a time of global competition and information over load, maintaining one’s personal balance while supporting the motivation and direction of the team can become difficult to say the least. Day to day pressures often prevent us from standing back and making a fresh assessment of where we are and what’s the best course to set for tomorrow. Like wise, as the role of the servant leader emerges as a model for greatness, it compels us to seek new ways to refine our business acumen.

Beware greenwashing your business
Greenwashing, the practice of using the term 'green' just to score points, will fail you and your business.

Make Your Business Card Work for You

I expect that many business owners don't even think about it. They get used to handing out their business cards left and right, so that people are able to get in touch with them. They are doing what they are taught and told to do; making contact, keeping their name in front of people. But, have you REALLY looked at your business card? What does it really tell people? Will they have to trigger their memory to figure out what it is that you do? When given the opportunity to be placing your business card in someone's hands, or in an advertisement, make sure you are making the most of that opportunity.

10 Rules For Great Taglines
A tagline or a slogan is a phrase (for example, “Just Do It™”) intended to get “stuck” in prospects’ heads. The tagline should be short and memorable, like a great piece of haiku.

Carving Corporate Slogans
‘Love all. Serve all.’ The Hard Rock Café slogan sticks like taffy on our minds upon our enthusiastic exit from the rock-themed restaurant. The anecdotal origin of this slogan was that the founders of HRC asked the late-spiritual guru, SB for some kind words and the latter scribbled these words on a piece of paper.

How Do I Trademark a Slogan?
It may be possible to file for a trademark for the slogan as long as it's used to indicate & identify the source of goods/services.

Serial cereal branding
They’re Grrreat! What is claimed as the first all cereal café recently opened in the United States. Cereality demonstrates effective emotional branding, and how brand strategy is so much more than developing a new tagline or slogan.

Trademarks – What You Ought to Know
Trademark law affects every business in the United States. Don't assume that your new business name, new product name, slogan or logo has not already been used commercially OR trademarked! No business name may be used in any one of the following cases...

Listening between the lines.
Have you seen the tee-shirt with the slogan, “Talk to the hand ‘cos the face ain’t listening?” Do you feel it’s like this sometimes when you are trying to get through to people? But just how good a listener are you? Do you actually “listen between the lines?”

Managing Multiple Priorities - How to juggle customers, projects, and admin – and still have a life
It may be a popular advertising slogan - our customers are our number one priority. As a manager however, buying into that strategy will actually reduce your effectiveness and damage your business. I learned this the hard way...

Why you need a unique selling point (USP)
Having a business without a Unique Selling Point (USP) is like running for office without a defining slogan. The result can be similarly devastating: you’ll lose.

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