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Answer Upon - Nation Building — We are More Careful With Consumer Brands
Satellites fall into five principal types - research satellites, communication satellites, weather satellites, navigational satellites, and application satellites. Communication satellites provide a worldwide linkup of radio, telephone, and television. The first communication satellite was Echo 1, launched in 1960. Relay 1 and telstar 1 were the first active communications satellites. They were launched in 1962. Telstar 1 transmi
Nations, like consumer brands, need to facilitate a change in attitude amongst those that currently reject the brand in order to be effective. We measure the brand strategy’s effectiveness against this change in consumer attitudes. “If you can’t count it, it
"How we look and act speaks volumes." - Bryce's Law"Are I.T. Workers Blue Collar?" Interesting question. I was recently asked this by some executives who were concerned with improving the productivity of their I.T. departments. I asked them to explain why they thought this way. They contended their I.T. people (e.g., analysts and programmers) exhibit a lot of blue collar characteristics, e.g., repeti
It is odd how most nations never spend the resources managing their brand that P&G does in selling disposable diapers and laundry detergent. A look at a country’s brand the same way we would if it were a fighter brand trying to grab market share and influence new customers is quite revealing.
When we approach sovereign brands in this way, we repeat the first caveat we give to our business clients: do not to confuse their current customer base with those who currently do not use the brand. The marketing (influence) goal is to not alienate the current customers, those that buy the brand and invest in it, and at the same time have influence on those who are current rejecters of the brand. We always caution brands to be particularly careful about “preaching to the choir” and to make sure that we dispassionately look at the precepts (beliefs) of those we are not yet influencing. We call this an “outside-in” view of the market. Anything short of this is simply marketing masturbation.
Be Dispassionate
Seeing the brand (read — Nation) from this perspective is difficult work. It means suspending any pre-conceived notions about the brand and having a willingness to accept the perceptions of the target (foreign) market as a key in defining the brand strategy. We are always careful to council our business clients that “perceptions and precepts do not need to be true to have power, they simply need to be believed.” Such dispassionate outside-in perspectives ensure that the brand strategy and equity we develop and define will take into account the belief systems of those it wishes to influence and hold within its DNA the seeds of persuasion.
Nations, like consumer brands, need to facilitate a change in attitude amongst those that currently reject the brand in order to be effective. We measure the brand strategy’s effectiveness against this change in consumer attitudes. “If you can’t count it, it
No matter how you earn a living, one occupational skill you would do well to cultivate is the knack for getting along with the boss; that dispenser of raises and promotions is probably the key person in your working life. In most facilities, it's your boss’s opinion of you that determines your future in the company. A staff person in constant conflict with his/her supervisor, even if he or she is a virtuoso performer on the job c
Be Dispassionate
Seeing the brand (read — Nation) from this perspective is difficult work. It means suspending any pre-conceived notions about the brand and having a willingness to accept the perceptions of the target (foreign) market as a key in defining the brand strategy. We are always careful to council our business clients that “perceptions and precepts do not need to be true to have power, they simply need to be believed.” Such dispassionate outside-in perspectives ensure that the brand strategy and equity we develop and define will take into account the belief systems of those it wishes to influence and hold within its DNA the seeds of persuasion.
Nations, like consumer brands, need to facilitate a change in attitude amongst those that currently reject the brand in order to be effective. We measure the brand strategy’s effectiveness against this change in consumer attitudes. “If you can’t count it, it
Why not? Maybe you have not heard of it. Well, it's a program that can store the titles, URLs, descriptions and anything else you need for listing your websites into directories. It can also store the information for your articles including the titles, article bodies, signatures, keywords and whatever else you like.It does more than just store all of this information. Having already entered all your websites' directory
Be Dispassionate
Seeing the brand (read — Nation) from this perspective is difficult work. It means suspending any pre-conceived notions about the brand and having a willingness to accept the perceptions of the target (foreign) market as a key in defining the brand strategy. We are always careful to council our business clients that “perceptions and precepts do not need to be true to have power, they simply need to be believed.” Such dispassionate outside-in perspectives ensure that the brand strategy and equity we develop and define will take into account the belief systems of those it wishes to influence and hold within its DNA the seeds of persuasion.
Nations, like consumer brands, need to facilitate a change in attitude amongst those that currently reject the brand in order to be effective. We measure the brand strategy’s effectiveness against this change in consumer attitudes. “If you can’t count it, it
I have been asked many times during my travels to conventions about the all important short sale package. First, a short sale package is what the bank or lending institution asks for before taking a discount on the 1st, 2nd, or even 3rd mortgage. The package includes many things that are important and which you can use to influence whether your short sale package is rejected or accepted. And don’t forget to throw in your own r
Nations, like consumer brands, need to facilitate a change in attitude amongst those that currently reject the brand in order to be effective. We measure the brand strategy’s effectiveness against this change in consumer attitudes. “If you can’t count it, it
Franchising your existing business might be the best possible way to take the opportunity to enter emerging markets. Markets like India and China have complicated rules and regulations about who is entitled to own and operate a business there. The best way often to circumvent these rules is by franchising your operation in these markets.By using franchising the franchisee owns the business whilst the franchisor takes a sha
Nations, like consumer brands, need to facilitate a change in attitude amongst those that currently reject the brand in order to be effective. We measure the brand strategy’s effectiveness against this change in consumer attitudes. “If you can’t count it, it does not count” a former colleague of ours used to say and he said it quite convincingly.
Reflect To What They Aspire
It is simply a fact of life that if the brand (or Country) does not seek to find synergy with the beliefs of those it wishes to influence it will have no influence. If it does not emphasize with the unconvinced (antagonists), they will not receive it. And, if they do not receive it — it will NEVER be able to influence them.
Remember, a key tenet of corporate brand development designed to steal market share and therefore influence the decisions of the target audience is that the potential customer must see themselves IN the brand. They should see the brand as reflective of the precepts that drives their lives and defines their aspirations. Only then they will covet it.
Self-centered Means Brand Failure
How much more effective could a country or nation be if those it wished to influence coveted its brand? Instead, the brands of nations seem to be more concerned with an inside-out perspective of the market than an outside-in perspective.
In our corporate brand work, we see these self-centered brands as delusional —ripe for the taking, and the keys to their defeat have been sown in the very soil that surrounds their foundation. Surely such important brands deserve at least the same care and management as soap powder and fast food?
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