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Sacrifice for Brand Success

In developing a brand, it’s tempting to appeal to as many people as possible. We all want to be liked, and all too often organizations tread lightly with their branding message to avoid impairing their appeal to specific groups of customers. Or, to increase sales, a company tries extending a successful brand to broaden its appeal to new customer segments. More often than not, this is a big mistake. […]

By |October 28th, 2009|

Just Say NO to Bland College Branding

I’ve been reading the recently released second edition of Differentiate or Die by Jack Trout, and there are some powerful (and timeless) messages there for all brands. Although the entire book is geared toward commercial brand differentiation, some of the comments relate directly to higher education marketing.

Trout takes on bland, meaningless product taglines with the same gusto I attacked college taglines that say nothing about the school in a previous Neuromarketing post. Here are a few of Trout’s ineffective tagline examples – see if you can match them up with their brand:
– “Your future made easier”
– “Yes you can”
– “Way of light”
– “Uncommon wisdom”
– “Shift” […]

By |October 27th, 2009|

Differentiate or Die

Book Review: Differentiate or Die by Jack Trout (Second Edition)
If someone asked you what set your product or brand apart from the competition, would you answer “quality” or “customer orientation?” If your answer is “yes,” you might be in for a rude awakeing… […]

By |October 26th, 2009|