A Brand to Die For

I am often asked, “What does it take to create a successful marketing campaign?” The reality, at the heart of it all, is the client’s brand essence; how that brand is represented and how to and perceived by the market. All successful marketing and advertising strategies spring forth from this basic tenet – brand essence.

What qualities does the brand stand for? What can the brand do for me, as a consumer, or member? How can the brand enrich my life or otherwise provide me value?

These are some of the questions that consumers silently ask themselves as they interact with the messages and touchpoints that are related to your brand.

But what does it take to create a brand that people identify with, support or spend their money on? How does one create a brand…well, to die for?

As a Social Intelligence Architect, I must continually hone my skills for the benefit of my clients. This means always advancing my understanding of social and communication dynamics. As a result, I can create effective messaging scenarios derived from a strong brand essence. The result is targeted traffic and ultimately sales, for my clients.

The agencies that represent entities like Nike, Target, Dell, Microsoft and countless others understand social and communication dynamics and deliver prime examples of successful brands. But other brands which you probably wouldn’t even consider (yet are perhaps even more influential), can illustrate the power that a brand can hold and deliver within a given marketplace.

The Most Powerful Brands You Would Never Think Of

You wouldn’t normally think of the Hell’s Angels, the Latin Kings or the Mexican Mafia as “brands,” but they most certainly are. In fact, these brands exhibit some of the strictest brand management strategies in existence and it’s paid-off for these entities in event the most turbulent of times.

The Hell’s Angels, for example, are a legitimate California business entity known as the Hells Angels Motorcycle Corporation (HAMC); replete with corporate bylaws and yes, a very well-known brand. HAMC, in the past has brought suit against market giants like the Walt Disney World Company over infringement of their brand. HAMC is very strict – even with their own members – as to how the HAMC logo and related, accompanying patches are to be arranged and displayed. Simply to be allowed to don the coveted official leather vest with logo is even an arduous process that only a select few are offered. And even then, the HAMC logo and patches must be worn in adherence with the corporate guidelines.

The Latin Kings brand is a gold colored 5-point crown on a black background. The 5-points and the black and gold colors all signify specific attributes about the brand (its essence). The 5-points, indeed, represent love, respect, sacrifice, honor, and obedience. Gold represents the sun and a bright future, while the black represents the past.

The Mexican Mafia’s brand is an open hand with the letter inside the palm. The M, of course, signifies the Mexican Mafia and is its established moniker; known and respected the world over.

Each of these organizations has developed a fierce following from both “internal” members and “external” admirers. Each has a brand management system (and a related code of conduct) which ensures their members utilize and represent the brands in only the ways specified by the entities themselves. Deviation from these brand management and conduct guidelines can result in death.

Truly, these are brands that people die for. But why?

In no way am I condoning gangland-style tactics or illicit activities, nor am I suggesting the use of violence, fear, or intimidation in your customer loyalty programs and brand acceptance strategies.

All sociological arguments aside, there remains an interestingly powerful component to these brands. Never mind that inculcated members have replaced their allegiances to God, country and family with allegiance to the brand and all that it encompasses. The real take-away from this striking analogy is the weight that each of these brands carry to those who are not gang members, but yearn to be.

The answer to creating a brand that people identify with, support or spend their money on is born out of a necessity that it helps to fulfill. In the case of these gang examples, their brands evolved to represent solutions to their “consumers’” needs; the need to be accepted, the need to have shelter, the need for protection, etc…

360 Degree Assessments: 10 Benefits to Managers

Without exception, persons in management positions can benefit significantly from a 360 degree assessment conducted by an outside consultant or coach. This type of assessment provides managers with an unfiltered view of their “performance” in the workplace according to a selected group of employees who represent several or all layers of the organization. The hired third party interviews (face to face or by phone) up to ten staffers, using a standardized set of pre-established open-ended questions approved by the manager. After the interviews are completed, the consultant or coach prepares a comprehensive summary of the common themes and trends, carefully protecting each employee’s privacy. The following is a list of the major benefits to such an assessment:1. The manager learns how staff view her daily behaviors.This piece of the final report shows the manager exactly how her know-it-all attitude or inaccessibility affects her employees. It provides her with examples of how her anger problem stifles morale, how her silent treatment creates fear, or how her constant interrupting during conversations shuts people down.2. The manager receives evidence of his strengths.In this section of the report the manager reads a comprehensive list of his strengths according to the staff who were interviewed. In addition, the manager learns what he does better than anyone else his employees have ever known throughout their careers as well as specifically what they count on him for.3. The manager gains insight around her weaknesses.This section reports obvious weaknesses as identified by the staff. This is where a failure to serve as a credible, steady resource to employees shows up. It’s where gossiping or lack of genuine interest in people gets mentioned.4. The manager receives feedback about certain aspects of his professional image.This piece discusses the manager’s body language, speech, dress, approachability, character, integrity, likability, and confidence. Employees have been given the opportunity to weigh in on these components, citing examples of both positive and negative evidence.5. The manager learns how her staff interpret her frame of mind and world view.In this section the manager reads about whether or not her employees see her as emotionally stable, grounded, solid, fair, supportive, optimistic, and/or generally eager to jump into the day. Managers with great talent and skill are sometimes surprised to learn that staff question their emotional stability or motivation or ability to serve as leaders.6. The manager finds out how his staff see him as a human being.Here the manager reads a detailed, collective description of himself. This can be enlightening and humbling. It’s not unusual for employees to know their manager as a good and decent person who is not capable of leading a department to greatness. But the reverse can be true too. Sometimes employees talk about a boss with noteworthy technical skills who is self serving, self absorbed, and disconnected from others.7. The manager gets a peek at how others view her outside of the department.This piece talks about what staff hear outsiders say about her: persons in other departments, individuals in the community, stakeholders, etc. In this section the manager learns about her reputation as “dictator” or “great boss material” or “openminded”.8. The manager receives information about his impact upon others.Here the manager reads about how he makes employees and others feel when he is around them and interacting with them. He finds out if he makes people nervous and upset or if he inspires them to exceed expectations.9. The manager gets clues about her professional and personal development needs.In this section the manager gains insight around the technical and/or soft skills her staff want her to acquire and implement. As she reads this, she has the opportunity to learn specifically how they think she should grow over the next year or so.10. The manager learns how he influences his employees’ attitudes, work performance, and job satisfaction.This piece allows the manager to read an assessment of his degree and type of influence upon his employees. He may now understand that he either de-motivates people or excites them, throws stumbling blocks their way or finds ways to support them, kills their satisfaction or fuels it.

What Is Market Research Why Is It Important to Business Success?

Launching your product? Want to know what the market is all about now? What does the data say about the current market status? Is it a good time for your product to be launched? Will the audiences perceive your product? How different it is from other products? These questions might arise in your mind always. For that there is a solution which is called Market Research.
What is MarketResearch?
It is the process of assessing the market for the launch of new products with conducting a thorough research directly with the consumer. This lets the company to identify its target market and gather statistics and data from the opinions gathered from consumers regarding the product. Market Research are mostly done by the companies itself or through third parties who are experienced in the market research field. A lot of marketing strategies can be used for market research such as surveys, product testing and directly approaching the consumer groups for their opinions regarding the product.
Now the question is What is the need for MarketResearch?
The purpose of doing market research is to assess the market related to the product or service to gather results how the consumers will react to the product. The companies may try to find out what the consumer likes and what not and where does their product stand between these and how to make it better so that the consumer perceives it. They can remodel the product according to that and bring about changes to the actual product so that it fares successfully in the market after its launch.
How is market research done?
MarketResearch requires a lot of strategies and plans to be implemented to bring out fair amount of results for the company. The companies develops variety of steps with proper planning. It gathers information regarding the market and the company must analyze the data that has been collected to look after the relevant data that can be used later on to bring modifications to the product.
What is the use of Market Research results?
The company which is planning to launch its new product must conduct the market research to find out consumers views and also data regarding the product. These data helps the companies bring changes to the new products. If the company thinks that any alterations is required to bring to the product which may result in bringing success to the product right before or after the launch. To catch the consumers eyes the companies use this data and statistics to make sure the product is worth showing interest for and the consumers will be in benefit.What is the Role of GigIndia in MarketResearch?
GigIndia is the ultimate place for finding people for conducting market research because GigIndia specializes in marketing strategies which is helpful for businesses to become successful and get best results in returns as GigIndia has a huge student workforce who can perform the tasks given to them. Apart from that GigIndia plans everything from how to conduct the surveys, provide test samples to the consumers and also gather their thoughts over certain products and they compile all the information regarding the market research programme and sends them to the company to make sure they find it useful in bringing out any changes by the help of these results.
Nowadays market research is one of the most important tools for every business because it ensures you about the market scenario going around nowadays in the market and having consumers thoughts over a product gives you the proper results as what is the good factor and what is the bad factor about the product. So it is always recommended to conduct a market research always before launching a product in the market and for that GigIndia is the best place to work with.