Business: Importance of Branding: What's in a Name?

Importance of Branding: What's in a Name?

Written by William King

Branding is perhaps repparttar

most important facet of any business--beyond product, distribution, pricing, or location. A company's brand is its definition in repparttar 137739

world,

name that identifies it to itself and repparttar 137741

marketplace. A model may be beautiful, but without a name, she's just "that girl in that picture." Where would Norma Jean be without Marilyn Monroe, or who would imagine Coca-Cola as just a soft-drink manufacturer? A brand provides a concrete descriptor to customers and competitors alike, a name for a product or service to distinguish it from anything else. Bob may run a hobby shop, but trying to advertise as "The hobby shop a guy named Bob runs down repparttar 137742

street a ways" is financial suicide. Each customer will have to describe repparttar 137743

shop, who Bob is, and what repparttar 137744

shop does every time someone asks about it. This makes repparttar 137745

process of recommending a good hobby shop too much work for repparttar 137746

average customer, and far too much work for a user looking for hobby shops on repparttar 137747

Internet. A customer looking up Bob's hobby shop will have an easier time of it if he or she knows to refer to it as "Bob's House of Hobbies," and repparttar 137748

customer can then refer others to Bob's hobby shop by name, increasing repparttar 137749

potential advertising exponentially. Developing a brand involves more than just picking a catchy name and placing an ad in repparttar 137750

newspaper--a brand is more than a unique string of letters denoting a particular product; a successful brand is a mnemonic trigger that makes a consumer feel a certain way when repparttar 137751

brand is thought of. For those who drink cola-flavored soft drinks, which is more appealing on a hot day: a cold cola soda, or an ice-cold Coke? Coca-Cola has spent 100 years developing their particular brand of cola-flavored soda as a refreshing beverage and a seminal representation of a market segment. Coca-Cola has used a combination of direct marketing, give-away techniques, and multi-product cross-branding to achieve maximum brand recognition and visibility in not only its immediately competitive market, but in markets as diverse as Coca-Cola branded race cars and housewares.

15 Ways for Speakers to Earn More Profits

Written by Laurie Kristensen

There is huge potential to create additional profits from your speeches by partnering with a professional transcriptionist to convert your audio recordings into text transcripts.

1) Speakers and consultants often deliver their presentations via teleconference calls and record them for sale later. Once transcribed, repparttar transcript can be provided free to paying attendees as a value-added item or formatted into a special report for an additional product to sell.

2) Another valuable service you can provide to your clients is to send them a transcript of your speech ahead of time. Provide a single copy and allow them to make a specific number of copies to distribute. If you give repparttar 137738 speech often, repparttar 137739 cost of repparttar 137740 transcription will pay for itself over time.

3) With your speech transcribed into text on paper, you can easily customize it for new clients, add new material, and delete outdated sections.

4) A certain percentage in an audience will have hearing problems and not be able to understand you clearly. Promise them a transcript of your speech, or one that was transcribed earlier from another time you gave basically repparttar 137741 same speech.

5) If a prospective client asks if you've ever talked about a specific topic, you can send an excerpt from a transcribed speech that you gave for another client that addressed that topic.

6) If you originally wrote up a speech you give often, but over time you've ad-libbed, added new material, changed things here and there, and your current, evolved speech is quite different from your original write-up, have a recording transcribed for an up-to-date transcript of your speech as you currently deliver it.

7) Rather than mailing a tape or a video to a prospective client, it's faster to email or fax a transcript, saving time AND money. Even if you still mail a tape or video, this will get your information in text form to your client sooner for review, and they'll be even more certain it's worth taking repparttar 137742 time to also review your audio or video.

8) Provide reporters and editors with transcripts of your speeches to make it as easy as possible for them to give you press coverage, making it more likely to create good publicity for yourself and your client.

9) Have recordings of your radio and TV interviews transcribed and convert repparttar 137743 transcripts into articles, book chapters, or to add to your press kit.

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