Selected Archives
Selected stories 2011-2021
2. In the long haul, successfully branded items succeed because the user likes that the brand is noticed in daily use, either by others or even by themselves.
That's subtle but crucial. Does the very existence of the logo or the identifier or the distinction make the user happier? Can you imagine how crestfallen the debutante would be if her date didn't even know what a Birkin bag was? For even more Seth.... go here: http://www.sethgodin.com/sg/
Telling the story is one of the keys to building a great brand. In this short video, Libbey does a great job of telling the story of who Libbey is and how it became the global leadership brand that it is today. Companies and brands that fail to tell their story (or fail to tell it well) miss huge branding opportunities. In today's world, to have a short video to tell the overall brand message is a key to building a strong and distinctive brand. Nice job, Libbey.
Action!
“The number one problem haunting big and, sadly, not so big business today is the failure to act. Only a strategy of constant, fast-paced experimentation with everything stands a chance in today’s turbulent marketplace.” - Tom Peters www.tompeters.com
Rochelle Moulton is a marketing expert skilled at making brands unforgettable and distinctive. In her video shown here, Rochelle talks aobut how to not let your brand personality be sucked out of you or your business. Listen to what she has to say and ask yourself....does your brand really have the personality you want it to have?
If not, here just may be an idea or two to help you get it back on track. After all, nothing could more important to a brand than making sure your brand has exactly the unique and distinctive personality that you want it to have. For more information or to learn more about Rochelle Moulton, check out her website by going here: http://rochellemoulton.com/ Sometimes good thoughts bear repeating and this is one of them. In today's overheated world of 24-7 marketing hype, buyers of all types are seeking AUTHENTICITY in making their choices. You don't have to look further than the success of sites like YELP, Trip Advisor, or the review sections of Amazon to realize that we are all looking for the "real inside stuff" when determining where we are going to spend our money. Studies also show that we are likely to also trust the opinions of strangers through social media more than the hype from various marketing platforms. However we determine it, we all want to know the truth about the brands we are choosing. We want the brands we choose to be AUTHENTIC. And, remember, the desire for AUTHENTICITY goes beyond the product itself and extends to the brand experience. If are a restaurateur and your restaurant is promoted as a premier dining hot spot, but in reality the overall food and service is something quite less, you've got a problem. With today's social media, you'll be outed in minutes - with pictures. If you're a tabletop manufacturer positioning your company or brand as a high-quality, high-end manufacturer of wineglasses or dinnerware and in reality, your product is so-so or you give a low quality customer service experience, chances are you're going to be perceived as a less than authentic brand, no matter how slick the website, brochures, and pictures that you had printed are. And, if you are a tabletop dealer who touts their high levels of customer service, but are perennially out of stock, have average quality sales and customer service staff, can't provide the right solutions for your operator customers, and generally is only interested in selling more stuff without regard to helping your customers be more successful...you're going to hard pressed to get people to believe your brand message of customer service. You're NOT as advertised. You're not AUTHENTIC. In today's internet world, there's too many choices for operators to buy products from for tabletop dealers to get away with being less than AUTHENTIC. Why does AUTHENTICITY in a brand matter? 1. Authenticity builds trust. Consumers, B2B buyers...all of us, want to believe in our brand choices. We want to be able to trust the decisions we make ...whether it's the restaurant we choose for dinner, the wineglass we choose to serve our wines in, or the dealer source we choose to buy that wineglass from. Nobody likes to feel like they made a poor buying decision and that's what happens when we find out that we made a decision to go with a "less than authentic"choice. Make your customers feel good about their decision to go with you. Be AUTHENTIC. 2. Building trust through being authentic builds brand loyalty. All of us tend to return to the brands we trust when spending our money and retaining loyal customers is a lot easier - and cheaper - than gaining new customers. Build loyal customers. And show them you appreciate them. Be AUTHENTIC. 3. Being authentic is easier. Being who you really are is always easier - and, often less expensive - than pretending to be something you're not. Don't try to "X" if you are really "Y". If you are really "Y" no amount of marketing hype or slick advertising is going to make you "X". So, just go be "Y"....and be a great "Y". But, most importantly, be AUTHENTIC. Finally, while bad news may travel faster than good news - positive reviews on brands still travel. A positive review on YELP or Trip Advisor helps make first time restaurant customers more confident that they're making a good dining choice. Chefs certainly talk about tabletop brands and a positive comment from a colleague or friend goes far further in helping make a choice on which tabletop products to choose....and where to get them ... than any trade show booth or literature a manufacturer may produce. And, social media is today's word of mouth when it comes to AUTHENTICITY. So, whatever you are, your company, or your brand is....be sincere. Be honest. Be AUTHENTIC. Your customers will appreciate it more than you know. The latest art collection cup series from illy is out and it’s simply beautiful! TabletopJournal has long admired the illy art collection for both its designs and its overall branding impact on the illy brand. Tabletop marketers would be wise to take a page from the illy branding manual. For this new signed and numbered, limited edition collection, illy has chosen the acclaimed, versatile Chinese artist Liu Wei, famous for his highly original artistic vision. His evocative and creative universe, reinterpreted for the illy Art Collection, seems to blend cup and saucer into a single dimension.
With voids and spaces defined by unconventional colors, rigid lines that soften and then seem to liquefy, vivid sunsets and dreamlike lights: Liu Wei’s surreal skylines breathe new life into espresso cups and saucers, transforming the daily coffee-drinking ritual into an experience of taste and original creativity.
|
We support the
Shouldn't you?
Ment'or Inspiring Culinary Excellence Archives
November 2021
Categories
All
|