Casajulie had a friends and family cookout last Friday the 25th. Dimeji and India barbecued hotdogs, chicken and burgers. We also had chips, soda, brownies, mashed potatoes, baked beans, and other snacks. Thank you to everyone that came! Hope everyone else can join us next time. We have lots of fun stuff planned for the summer!
About a Brand
Posted in Uncategorized on March 23, 2007 by casajulieWhat is a Brand?
A brand can be defined as a name, item or sign that is used to distinguish or identify a certain product or service and encourage the consumer to an action. The goal of branding (or brand strategy) from an institution’s perspective is to build recognition and recall of their product or service in order to consistently increase market share. This is achieved largely due to the ability of a brand to impact consumer behavior by appealing to the physical, social and psychological needs of the individual at the stage in which such need is identified and when the need is classified in the Evoked Set of his or her mind. An evoked set is a group of choices from which a consumer makes a purchase decision or the like. This group of choices is stored in the consumer’s short-term memory and is distinguishable from a broader set of choices (including an inert set which includes the choices the buyer is disinterested in, and an inept set which includes those choices the buyer is not very interested in). For example, there are thousands of shoe brands online, but only about five (plus or minus two) can be easily remembered by the buyer.
Building an Effective Brand
David Ogilvy (one of the fore-fathers of brand strategy), in his book “Ogilvy on Advertising” says that the brand image is the ‘personality’ of a product or service”. In order for a brand to be successful, it must not only distinguish itself with the consumer, but it must also have an associated visual representation that is tangible enough for the consumer to relate to. For example, the Nike check image is a global identifier that is associated with the company and is recognized worldwide without having to mention the name of the company or the product or service that is being offered.
Here are some helpful hints:
1. Select a specialist to help with the process
2. Understand what value you would want to add to the consumer. What are your competencies?
3. Outline your strategy
4. Be consistent with communicating the new brand (good for reinforcement)
5. Always go back and measure the effectiveness. Communicate with your target audience. Use benchmarks.
6. Ensure that you deliver on the promises you make with your new brand.
Help them Listen
Posted in Uncategorized on March 23, 2007 by casajulieWelcome to the Casajulie Blog. We will be periodically updating the content of this page to help you better communicate your value to stakeholders. Every organization has a vision. Casajulie is in the business of helping you execute those visions. Stay tuned
