Franchising companies must address consistency of the products they use both in the operation of the franchise and those are items which they sell. The franchising company must address these issues in the original franchise agreements that each franchisee signs. If some franchisees by their paper napkins from one company and another franchisee trying […]

I come across a fair number of clients who apologize for their companies… “We’re sorry that manufacturing label paste is not the most interesting thing in the world.” Or, “There’s nothing we can do to stand out… we’re in the business of finding cheaper ways to for demolition customers to dump trash. We don’t dump […]

Did you know that on Coca-Cola’s balance sheet more than 90% of their value is represented by their “brand equity”? If building a unique brand is good enough for them, don’t you think it could do some good for you?
How do you differentiate yourself? With the explosion of service businesses it should be your top […]

So often franchisors look for faster ways to expand their systems and extend their brand name. One of the common ways to do this for franchisors is to sell regional franchising rights or master franchising. This is where the franchiser allows for sub-franchisors to do the franchising in a specific region or with a certain […]

When people hear your business name, they virtualized up a set of “perceived” impressions about you, your business entity. This would in turn influence as to how they think about your business, and eventually buy from you. Those thoughts will eventually define your business brand, and eventually impact your business performance.
Your business brand would resides […]

Look at your company logo. Does it fade into the background against other images you use to promote your company? Has it become dated? Does it still fit with your company vision? Is your message connecting with the customers you want?
Your visual identity is a vital tool in communicating the essence of your business. Before […]

Akin to the concept of white space and minimalism in design, simplicity of brand representation is the right direction to go in order to increase your market share. Simple is better. Your company knows it, your brand should show it, and your customer is desperate for anything that makes his life easier.
Ironically, there are several […]

Create your design brief in 4 simple steps.
Business logos and slogans are undoubtedly two of the most important elements in any company’s marketing mix. They define the visual style and “attitude” of an organisation and will be responsible for creating the all-important “first impression” for a large percentage of potential customers.
This article will explain […]

The personal marketing power of Eddie McGuire as chief executive of the Nine Network could add more than 100 million dollars to the company over the next five years.
Running a commercial TV station is a simple business model. The more eyeballs you have watching - the more you can charge for advertising.
Advertising is limited by […]

Let’s be clear from the outset. The road to brand success is not easy.
It’s true that some people seem to fall upon it by chance and readily make
their way from one end to the other. For most of us though, it’s a route taken with
difficulty and marked by mis-steps and wrong turnings.
That shouldn’t […]