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"Remember there's no such thing as a small
act of kindness.
Every act creates
a ripple with no logical end."
- Scott Adams
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McCafe, McProfits
Looks like the recent $100 million ad blitz for the McCafé seems to be working. The McDonald's experiment in the specialty coffee arena may now have bumped Dunkin' Donuts from the No. 2 spot. But how?
Others caught up to Starbucks. McDonald's tapped into America's coffee obsession. It didn't do it by dabbling in only one or two coffee-flavored frozen concoctions - it re-created the entire experience.
Quality is nice, but people love cheaper. Since the heavy lifting had been done in spurring consumer mocha-frappa-rappa-latte madness, all McCafé had to do was come in and sell that same experience for $2 less. Consumers will settle for "Hey, that's pretty good" anytime.
McDonald's is a juggernaut. It outspent everyone. Over half of its 14,000 US locations is taking part in the effort, and that number will only increase now that McDonald's has had some success with McCafé.
Source: Bill Green
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250 N. Trade Street Suite 206 Matthews, NC 28105
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Greetings!
 "My life is in this bottle." How's that for a brand promise? I saw this quote painted on the side of a huge tractor trailer parked outside of Harris Teeter, Matthews a while ago. Below the tag line were bottles of BBQ sauce and an illustrated image of B.B. Stubblefield, the product's creator.
The claim resonated with me all that day: "My life is in this bottle". What a powerful thing to say about your product or service. With laser-like focus, it says to me that his BBQ sauce is a labor of love. But, it also says that it didn't come easy. As with life, I'm guessing there was some hardship along the way. There's emotion in the Stubb's brand; a very interesting story sitting there on the grocery store shelf just itching to be shared.
Is your life in your work? Does it show? Can your customer feel your passion for your product? That's text-book branding ... and it's smart marketing, too.
All the best,  |
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Build Your Brand From The Inside Out 
Did you know your best brand asset walks out your door every night?
Employees can be your most powerful brand proof points, either reinforcing or breaking your brand's promise every time they interact with a customer, shareholder or even another employee.
Lesson 1: It's more than just posters in the hallways
Lesson 2: Brand + HR, new best friends
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Branding = Differentiating
The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.
 Therefore it makes sense to understand that branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem.
A good brand:
- Delivers the message clearly
- Confirms your credibility
- Connects your target prospects emotionally
- Motivates the buyer
- Strengthens user loyalty
To succeed in branding you must understand the needs and wants of your customers and prospects. You do this by integrating your brand strategies through your company at every point of public contact.
Your brand resides within the hearts and minds of customers, clients, and prospects. It is the sum total of their experiences and perceptions, some of which you can influence, and some that you cannot.
A strong brand is invaluable as the battle for customers intensifies day by day. It's important to spend time investing in researching, defining, and building your brand. After all your brand is the source of a promise to your consumer. It's a foundational piece in your marketing communication and one you do not want to be without.
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