Sometimes brands don’t behave badly enough. Consider the bland brand; the polite, no fuss, no name no frills brand that refuses to stand for anything, playing it safe in a tricky market and paying the price of obscurity, otherwise known as diminished business.
When building a brand, is it ever OK to copy another business’s product names or taglines? One marketer says no, and she’s sick of seeing it happen so frequently.
Even though branding seems to be a popular topic, only a minority of small businesses actively work on it. Here are the three key ingredients for building a successful and memorable brand, with a great reputation.
A business owner’s personal brand is just as important as their business’ brand – customers have to like both, or they’ll take their business elsewhere. Here’s some expert advice for creating a personal brand worthy of praise and credibility.
Firm Spy, the online industry gossip site, has seen a spike in traffic after two law firms Mallesons Stephen Jaques and Clayton Utz banned staff after reports on the firms were placed online, branding Firm Spy as “irresponsible and inaccurate”.
It amazes me how many horror stories emerge about the things employees publish about their workplace online, but I think there’s a lesson for all of us in there about protecting our digital brand.
Here’s a checklist of inspiration for aspiring exporters. Our collection of 50 favourite export case studies shows that there is no magic ingredient to making it to the world stage, but it certainly helps to get the basics right. Securency International Exporting since: 1996 Key markets: Asia-Pacific, Romania, Mexico, Nigeria. Making money and shipping […]
Here’s a checklist of inspiration for aspiring exporters. Our collection of 50 favourite export case studies shows that there is no magic ingredient to making it on the world stage, but it certainly helps to get the basics right. Tim Possingham on Pfitzner Performance Gearboxes Exporting since: 2003 Key markets: US, Europe, New Zealand, China, Japan, […]
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