The Branding Highway: How to Get More Mileage for Your Marketing Dollar
There are approximately 2.2 million small to medium sized businesses in Canada – and about 90 percent feel they waste about half of their marketing budget. Too often, the vast majority of these business owners are still being sold a bill of goods by a media industrial complex (newspaper, radio, TV) riding the coat tails of 20th century thinking.
Back then, it was much easier to get your message out. You bought some ads- interrupted someone’s day and forced them to pay attention. But, the Digital Age demands a higher level of creativity since it has become way too easy to ignore both ordinary stuff and saturation. That’s what iconic brands such as Apple, WestJet and Harley-Davidson have figured out as consumers readily embrace the “story” those brands are sharing and living each day.
Brands of distinction, like those just mentioned, are a treasured asset.
Fortunes are made and companies are sold way above asset value, solely through the intangible strength of a great brand. So why are some firms wildly successful at leveraging their brand while others struggle to achieve a return on their marketing dollars?
Join Gair Maxwell on “The Branding Highway” and you will see developing a brand involves more than deciding on a name or picking colors and a logo. It’s about crafting an image, personality and story that embodies what your company is and how that essence is communicated in both words and actions. In this seminar, attendees will quickly recognize the difference between a “brand of distinction” and a company that wears a “badge of ownership.” You will understand why most advertising campaigns yield minimal results while iconic brands continue to win the hearts and minds of loyal customers, despite an increasingly bloated and fragmented advertising world, filled with the clutter of “white noise” and “ad-speak.”
Key issues of brand development often ignored or glossed over are revealed to you with uncommon clarity. This program takes participants full throttle past a century of traditional thinking and opens up possibilities that could lift any brand to the next level.