Tag: lenovo

Considered to be the world’s third-most populous nation, the Facebook population of 633 million users is increasingly being seen by businesses as a potentially lucrative platform for pushing their products. However, the lack of good content, let alone a credible content strategy, has been cited as one of the leading causes some brands have failed to move mountains on Facebook.

Purple Swarms”, a company that promotes group buying uses the word “swarms” in its brand name to indicate groups. Had the company used the word “groups” instead of swarms it would have failed to strike a chord with people simply because groups would be more run of the mill.

Brands have to engage with their audience when they want to be engaged, using a variety of communication tools, depending on their preferences. It used to be that companies would interrupt and mass email their consumers, but now consumers demand more. Using tools, such as Facebook and Twitter, entrepreneurs can connect in the moment and build a loyal fan base, as well as listen to feedback published in real-time by their audience. David Meerman Scott surveyed the Fortune 100 companies and found that only 30% had responded to him in real-time, and then concluded that companies that engage in real-time have higher stock prices.

You don’t have to be a national/global player to create an enduring brand. Your own town/city has its very own local brands in just about everything so what are you waiting for? Get your own “identity” and stand out in the “crowd”.

Whether it be the Haiti Presidential second round election (expected on Jan. 16); the Peruvian Parliamentary and Presidential ballots (in April); or the Argentinian presidential election (in October), the precise outcome of several key ballots in the Americas in 2011 is uncertain.

What is far more sure, however, is that foreign political consultants will be working behind the scenes in many (if not most) of these countries trying to steer candidates to success.

Indeed, it is estimated that U.S. political consultants, alone, have already worked in more than half of the countries in the world. In 2011, that tally will only grow as globe-trotting U.S. firms reach out to more and more uncharted international territory following their widespread employment in last November’s U.S. midterm congressional elections.

BC’s Matt Lauer did an extensive interview recently with former President George W. Bush, who was promoting both his new book and a perspective on his presidency.

During the interview, Lauer mentioned that despite the large number of deaths and injuries in the wars in Iraq and Afghanistan, former President Bush had enjoyed a special and very warm relationship with the military.

Bush agreed and said that he treasured that relationship. He then recounted a visit and talk with the widow of a soldier who had been killed in Iraq. He expressed his sorrow to her and they talked for a while. In parting, the soldier’s widow told the president, “He did his job. Now you do yours.”

It was an emotional story that obviously touched Bush deeply. It was also a remarkably effective, powerful moment on television, one that could touch viewers. If you’ve ever spent any time with politicians or CEOs, you could almost hear them saying, “I want that. I want that kind of special relationship.”

FOLLOWING THE RECENT rebranding of PricewaterhouseCoopers to ‘pwc’, I suspect, like me, many former employees of Price Waterhouse and Coopers & Lybrand will be mourning the loss of these illustrious names from the world of accountancy. From now on, the firm will be known by the moniker ‘PwC’, although strangely its logo will consist of the initials ‘pwc’ in lower-case type.
At the time of the merger in 1998, many, including myself, saw the adoption of the cumbersome PricewaterhouseCoopers name as a compromise to appease both sides – a fairly common occurrence when professional services firms merge. So, more than a decade later it comes as no surprise that the firm has finally decided to ditch its legacy names and go for the shorter PwC – which, to be honest, was the name that most of us were already using. PricewaterhouseCoopers will, however, remain the name of the global organisation for legal purposes and it will still be the name used to sign company audits.

During Question Period in the Alberta Legislature yesterday afternoon, Wildrose Alliance MLA Heather Forsyth mocked the government’s propensity for pouring money into dubious projects. Among her examples, “your provincial branding … which no one can remember.”

She wasn’t kidding.

Do you remember that effort to re-brand Alberta as an environmentally friendly, happy and creative kind of place? You know, the one that got off to such a bumpy start in the spring of 2009 with outrage over its price tag and that goofy story about how the geniuses behind the advertising campaign used pictures of an English beach to boost Canada’s second most western province?

No? Well, as Ms. Forsyth pointed out, neither can anyone else!

In fact, according to the government of Alberta, 57 per cent of Albertans say they have “some level of recall of the brand.” Apparently the government thinks this is pretty good. They commissioned a public opinion survey, you see, and then they announced they were very pleased with this level of recall, thank you very much.

Whether you like it or not, and whether you intend to or not, you build a brand online with your first public post. Given the ubiquity of information available about people from a very young age today, I’d even argue that *not* posting anything about yourself suggests characteristics for your personal brand (i.e. you’re a technophobe or maybe just highly protective of your privacy).

Don’t allow inaction to define your brand. If you want to maximize your audience, your social impact and your economic value online, you should build your brand actively, and with intent.

So here’s your first question:

What is my brand name online?

What’s the name that you use (or will use) online, the one by which the most people are most likely to know you? (See Robert’s piece, linked above, for some great backstories on how a few online journalists came to their online brands.)

Your given name is an obvious choice, but it’s likely not unique. (I remain thankful to this day that I registered my daughter’s name as a dot-com domain before a bikini model of the same name could get to it.) Nor are given names always short and easy-to-recall. Which are you more likely to remember? “Markos Moulitsas”… or “Kos”?

Don’t worry too much about this question, though. If Internet users can come to regard “Amazon” as an online store instead of a river in South America, almost any word can be branded to almost any purpose.

Branding is imperative to running a successful business. There are countless companies in existence whose foothold in the market derives not from the quality of their products, but from an ingenious branding strategy. There are also just as many unsuccessful businesses who offer superior products but fail to differentiate themselves from their competitors due to lacklustre branding. While the most prosperous companies spend millions or even billions on branding, there are some simple and creative solutions you can try to strengthen or expand your brand image.

Give Away Free Stuff

Print up t-shirts to give away free to customers with the purchase of your product or service. While this may seem very basic, its simplicity is what makes it so effective. People love free stuff and shirts are inexpensive when bought in bulk. By cladding your customers in apparel bearing your company name, you are turning them into walking advertisers. Everyone who walks past them will see your logo. If you give the shirt an interesting design, their friends, family, and possibly even strangers will ask them about the shirt, and find out about your business that way. Make sure to include your company’s main logo so as to familiarize people with the image. You may also want to think of more unique items to give away to customers. Consider alternating between t-shirts and lapel pins or custom coins with your company name or logo.