Stefan Drew - The Marketing Magician

FE, Education & Business Marketing: Quick, Effective, Low Cost Marketing

Stefan Drew - The Marketing Magician
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Category: Brand

Your USP in a Sentence

Good USPs attract high value clients

USPs or Value Propositions Were Popular A Few Years Ago. I Think They Are Still Essential

But getting a USP written can be amazingly difficult. So here’s a quick solution. A way of looking at USPs that makes writing them much easier. 

Essentially you have to start by getting people to buy into your proposition. It’s no good writing a USP that no one agrees. So a phrase they agree is a great starting point. In the example below I give one that is aimed at people in education.

 

We all believe in delivering superb education and skills, but Government underfunding of public services has put that at risk; so it’s up to us to remedy the situation, and that means we have to rethink / reengineer / reimagine ways to achieve our objectives.

“Insanity is doing the same thing over and over again and expecting different results”   Albert Einstein

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Brands Issues at Ahamay

Businesses Can Spend Millions on Their Brand; But It Can Soon Fall Apart.

 

We all know brands are important, especially to big business.  But you can spend millions building a brand only to find that things go wrong.

Take for example Ahamay.  They are known internationally for everything from music to motors.  

Have you heard of them?  Is it a brand you are familiar with?

Ahamay were flying the corporate flag in Portugal when I was there recently.  

The only problem was I didn’t recognise them as a huge international brand because they had made one very simple mistake with their branding.

 

You see their flag was printed so that the writing could be read from either side of the flag – lined flags are much more expensive, so they have gone for the cheap option.

Amahay are in fact Yahama … but only on one side of their flags!.  As Yahama they are well recognised.  But as Amahay no one really recognises them .. and if they do they laugh.

 

In marketing we need to look at every situation from various perspectives.  How we see it may not be the same as how someone else sees it.   

We’ve all made mistakes in marketing, certainly I have.  The trick is to spot them before everyone else does.

Finally let me tell you about a succinct strapline that was pointed out to me recently. The competitor of one of my clients were offering the chance to “learn business from the inside”.  By this they meant they were providing the opportunities to work in a business and learn from the experience.   My client liked the concept until I pointed out that the phrase could be perceived in an unintended way.  Being inside means to be in prison, so some people may think this is a training course for people being detained at Her Majesties pleasure (for my non English readers being detained at Her Majesties pleasure means to be in prison until such time as Her Majesty, the Queen, decides you can leave!).

Sometimes our straplines, headlines etc can be read in several ways.

When Lewis Smith from The independent interviewed me recently I reminded him how Rolls Royce allegedly nearly had a similar problem with their choice of words.  In the 1960s they were going to name one model the Silver Mist.  Eventually they choose Silver Shadow as “mist” in German means manure. 

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