The Brand Matters - Delia Associates

How to Boost Sales with Brand Power: Your Brand-Sales e-Toolkit

Wed, 16 Jul 2009 14:10:00 -0400

You have a sales force. It may be 100, 50, one, or just you. How many prospects can the average or even exceptional sales professional connect with in any given day, week, month or year? The number ranges depending on the nature of the product or service being sold. But whether it’s a low cost product or an expensive custom service, there are only so many hours in the selling day (roughly twelve, 7am to 7pm). In that timeframe, no matter how organized, no matter how much they strategize their week, a good salesperson can only interface with a fixed number of people on a given day.

Is Your Brand CEO Worthy? - Understanding the Decision-Making Process of Top Executives

Wed, 10 Jun 2009 14:07:00 -0400

They say everyone is different. I agree. But we’re also very much the same in many respects, shaped by the same forces, living in the same world, having many similar experiences. This holds true for CEOs as well. All too often, I encounter sales teams that are fundamentally reluctant - and sometimes flat out afraid - when it comes to presenting to CEOs. Today, I’m going to demystify the top executive seat. CEOs are people, just like you and me. As a result, their decision-making process tends to be similar as well.

The Satisfaction Curse. And "HOW" to avoid it.

Wed, 14 May 2009 12:30:00 -0400

From Tiger, to Jordan, to Jack Welsh… superstars have one thing in common: They are never satisfied with their current set of skills or level of ability. Not ever. Not even when they rise to the very top of their field. They avoid the “satisfaction curse” like the plague.

What Customers Really Need, and What Brands Must Deliver The Two Key Ingredients

Wed, 8 Apr 2009 14:00:00 -0400

Let's cut to the chase. Whether your brand is a company, a product or a service... Why do customer choose you? If your answers sound anything like these, you had better read on. "We give great service." "We treat our clients like family." "We deliver solutions (you can also plug in the word "results")." "We have (insert 100s of years) of collective expertise." "We offer a high quality product (or service)." Blah, blah, blah...

The Small Spark that became a Big Idea (and a Big Brand)

Wed, 4 Mar 2009 14:15:00 -0400

In the dark of night, by the light of the moon, a Small Spark was born. The Small Spark wanted to be a Big Idea that the world would love and embrace. After all, the world was growing hungry for fresh, new big ideas.

How Companies "Too Small to Fail" are enjoying "Big Success" with Online Brand Building

Thu, 5 Feb 2009 15:45:00 -0400

I recently spoke with a colleague, one whom I hadn’t talked to in some time. Like many people I spoke with, he asked, “How do think the coming year will turn out for Delia Associates?” My response: “We’re too small to fail.” What I meant was, despite all the economic uncertainty being hurled at us on a daily basis, despite all the news of once grand institutions now faltering and turning to government for life support, I was confident that Delia Associates would not be invited to the lifeline party. Like many small and mid-sized companies that we service, bailouts and lifelines are not for us. The Coast Guard maybe, but not us. Most of the small and mid-sized company CEOs I’ve talked with recently, while expressing concern

Issue 10: May the best brand win. And he did. - Three Great Branding Lessons from the Campaign Trail

Thu, 12 Nov 2008 14:03:00 -0400

The party is over. The people have spoken. Only time will tell if President-elect Barak Obama will live up to high expectations in a challenging economic climate. Those of you, who know me well, know where I stand politically. This article is not one of political debate or ideology. Rather, it provides an opportunity to extract some important lessons about branding and online marketing that surround us every day, whether you’re on the left, the right or somewhere in-between.

Issue 9: Achieving Brand Leadership in the Age of E-

Thu, 10 Oct 2008 15:02:00 -0400

The benefits of being a brand leader are endless. Brand leaders attract talented employees, have increased bargaining power, don't have to sell on price, and routinely receive the lion's share of publicity.

Our Survey Says... Here are the results of our Economic Analysis

Thu, 18 Sept 2008 13:55:00 -0400

If you filled out the survey that came along with last month’s Brand Matters, you helped us find out what our readers are feeling about the short-term future of the economy, how sales within their own companies will compare to overall trends, and when and how marketing dollars will be employed.

Three Ways to Position Your Brand for Success in an Uncertain Economy

Thu, 24 Jul 2008 14:30:00 -0400

I confess. I'm guilty. I spent a few days last week watching the Dow tick up and down on Yahoo Finance like a fat kid waiting for a cupcake. It sucked me in. Maybe it sucked you in, too. But just as the "glass-is-half-empty" mentality took me over, I was struck by an uplifting, "half-full" insight: the moment that things look most bleak, is the moment right before they start to improve. Many say the worst of this economic slump is far from over, yet I see modest improvements inching up all around us.

How 2.0 are you?

Thu, 1 Jul 2008 12:30:00 -0400

In other words, what “version” of the Internet experience are you providing visitors to your Web site? Is your content static or dynamic? Are you preaching, teaching…or interacting? Are you creating a dialogue, or are you simply telling your company’s life story, as if anybody cares?

What does it take to get their vote?

Thu, 19 Jun 2008 12:16:32 -0400

Every 4 years we elect a new leader of the free world. But what are those qualities of leadership that we keep looking for? And are they, in fact, the same qualities your customers are looking for when they make a decision to buy from you over one of your competitors?

The Need for Speed in the Age of e.

Tue, 3 Jun 2008 14:24:47 -0400

The advantages of moving fast and being first have never been more apparent. Our world is moving at the speed of e. Information is shared instantaneously and globally. Markets are affected by minor shifts in supply and demand overnight. There is little time for lag time in our e-driven environment, and no putting off until tomorrow what must be done today.

Method Mapping. The secret revealed.

Thu, 24 Apr 2008 13:15:00 -0400

It doesn’t matter what business you are in, you have your own way of doing things, your own methodology, your own unique process. This is your secret formula. Only, why keep it a secret?

After the Show, What Will You Have to Show for It?

Tue, 18 Mar 2008 13:32:00 -0400

Keeping it R.E.A.L. when it comes to branding.

Tue, 19 Feb 2008 12:30:00 -0400

The Guy Who Stands Still Gets Killed First.

Tue, 22 Jan 2008 12:24:18 -0400

Are you a "Brand Behind a Brand?"

Tue, 4 Dec 2007 12:00:00 -0400

Normally, when people hear the term “brand” they immediately think of popular consumer goods and services . . . Coke, Tide, Sony, Apple, Nike, Verizon, and the like. Here at Delia Associates, our definition of brand goes farther and wider. We define a brand as “a unique entity.”

Coping with a Marketing Crisis: When to Throw Strategy out the Window.

Tue, 6 Nov 2007 12:00:00 -0400

Everyone has heard the phrase, “It takes a village to raise a child.” Well, in the brand communications world, we say, “It takes a crisis to create a marketing plan.” Too often, small to mid-sized company executives become consumed with the day-to-day operations of the business. As a result, important marketing strategy sessions end up at the bottom of the pile of importance. However, an immediate marketing need or crisis can bring business to a screeching halt. Suddenly, your brand, your message, and how the message gets out, becomes top priority.

What's the Hang-up? Strategic or Tactical?

Tue, 9 Oct 2007 12:00:00 -0400

A lot of times we meet with companies that have one or marketing projects that are stalled. Or to use the more corporate pc lingo, “in development.” While there may be some truth to this, “in development” to me means “not finished.”

The Top 11 Branding Challenges Facing Mid-Sized Companies.

Tue, 8 May 2007 12:00:00 -0400

While this edition is based on our experiences as a provider of branding services to mid-sized companies, organizations of all sizes will benefit from this advice. Small, but growing companies will gain insights on how to avoid future branding dilemmas as they head to mid-market size. Larger organizations will benefit too from the ability to better understand their supply chain partners, many of which are mid-market entities. And mid-sized companies will gain new respect for the importance of branding to their success.

Your Customer Just Replaced Your CEO.

Tue, 6 Mar 2007 12:00:00 -0400

The word is out. Advertising in the traditional sense is dying. Some would argue it’s already dead. Interruptive advertising – via TV, radio, Internet or phone – has given rise to as many means to shut out marketing messages as there are to deliver them. Think iPod, TiVo, Do Not Call, and Anti-Spam. All forms of anti-communication.

It's Wednesday, February 21st at 10:45am. Time to Conquer Your Fear.

Tue, 27 Feb 2007 12:00:00 -0400

Seven years ago, my ship started to turn. At the time, Delia Associates looked very much like a traditional business advertising and PR firm. Don’t get me wrong. We were doing some great work for a lot of great clients. But that’s when the branding bug caught me. I saw branding as more than a fad. I realized it was the foundation of category domination. If a company could discover its true distinction, it could virtually erase all competition, and drive toward greatness.

When Brands and Technology Collide - Understanding the Fusion Factor.

Tue, 16 Jan 2007 12:00:00 -0400

When we think of examples of great creativity at work in business, whether it be a hot new product, new service model, or new type of business altogether, we often sit back and wonder, how did they do it?

Time to Say Thanks!

Tue, 5 Dec 2006 12:00:00 -0400

It’s been an exciting year at Delia Associates, with lots of “news:” New clients, new technologies, new team members, and a renewed focus on internet branding for mid-market companies. With all the goings-on, we’ve caught our share of attention. I was recently honored as one of New Jersey’s Top 40 Under 40 by NJ Biz, in addition to being named Outstanding Business Person of the Year by the Somerset Business Partnership.

Today...Relevance Rules!

Tue, 7 Nov 2006 12:00:00 -0400

The onset of faster communications and up-to-the-minute information access has broken down some of the standard rules of thumb for Business-to-Business marketing. It used to be that you could count on frequency and reach to eventually win the hearts and minds of a particular audience segment. You could apply the rule of seven, successfully making seven points of contact (via phone, email, direct marketing, letters, in-person, etc.) and the sale was yours.

Branding: The Competitive Edge in a "Flattening World"

Tue, 10 Oct 2006 12:00:00 -0400

If you own or work in a mid-sized company, you know only too well what author Thomas Friedman is talking about in his book entitled The World is Flat. You know the competitive landscape no longer has a horizon. You can no longer enjoy the “friendly competition” of similar-sized or like-minded firms competing with you regionally or nationally.

What Purchasing Agents Are Learning These Days [And How to Position Yourself (and Your Brand) Accordingly]

Tue, 12 Sep 2006 12:00:00 -0400

Whether you sell to purchasing agents or directly to top executives, this article will shed some light on the buyer’s side of the fence, and how you can position your brand to defend against the most stringent negotiators.

Where Branding Goes Wrong, and What to Do About It.

Tue, 9 May 2006 12:00:00 -0400

People in my industry are always quick to point out the branding success stories. We readily site examples like Starbucks, McDonalds, Nike, Dell, MasterCard, Coke, and other world-renowned brands. Each gained true distinction and took a leadership position because they were determined to do so. They invested heavily in reinforcing their position with aggressive brand-building, and rarely waivered from their brand identity.

Innovation or Incremental-ization? Tell it like it is.

Tue, 11 Apr 2006 12:00:00 -0400

Innovation is “the act of introducing something new” according to The American Heritage Dictionary. OK. I’ll go along with that. But what happens when something “new” is being introduced every time you turn around? It certainly seems to be the case these days. And that’s great for “incremental” economic growth. “New and improved” is what stimulates new and increased spending. But beware of hyperbole. A great brand image can be undermined by overstatement and exaggeration. Which is why I try to make a clear distinction between innovation and incremental-ization.

Why a "satisfied customer" is bad news for your brand, and your business.

Tue, 14 Mar 2006 12:00:00 -0400

According to a recent seminar I attended called "Attrition Busters," a "Satisfied Customer" is eight times more likely to switch to a competitor than a "Delighted Customer."

Celebrating the Great Olympic Brand.

Tue, 14 Feb 2006 12:00:00 -0400

Let the games begin. The 20th Winter Olympics are here. For 16 days, the world witnesses great feats of endurance, speed, agility, and the latest acrobatics on ice and snow. We count the days to the opening ceremonies and the chance to once again cheer for Team USA. We celebrate the imagery and pageantry as the best of the best compete for Olympic gold.

Introducing Internet-Driven PR. The New Marketing Hybrid for 2006.

Tue, 17 Jan 2006 12:00:00 -0400

Traditional advertising is still the gasoline of the American economic engine - and the dependency is not going to end any time soon. But new technology and the need for economic alternatives have combined to create a powerful new marketing hybrid. We call it e-PR. That's short for search engine optimized public relations. And it is where the majority of Delia Associates branding dollars are going on behalf of our clients in 2006.

Branding. The Magic Bean or Field of Dreams?

Tue, 6 Dec 2005 12:00:00 -0400

A lot of company executives I talk to have Jack-and-the-Beanstack expectations when it comes to branding. They see it as a magic bean that planted in the right spot, and properly nourished, will take their sales through the roof.

Part Wizard, Part Nerd, and one Heck of a Great Brand

Tue, 8 Nov 2005 12:00:00 -0400

When most people talk branding, they usually point to well-known consumables: restaurants (McDonalds), beverages (Starbucks Coffee), foods (M&Ms), home products (Bounty), cars (BMW) and the like. What many don’t realize is that brands are all around us. We’re encountering and experiencing brands all the time in the form of products, services, causes, businesses and personalities.

Let's Put the B.S. Aside . . . For Good

Tue, 4 Oct 2005 12:00:00 -0400

In the past few months, how many times have you encountered one or all of these statements, either from sales people, marketing messages or promotions?

Let Me Tell You About A Truly Great Brand

Tue, 6 Sep 2005 12:00:00 -0400

This brand is driven by an outstanding team that believes deeply in the brand at all levels of the corporation. Members know their role and that doing a good job directly benefits and influences the success of the brand. Even former employees of the brand are still celebrated and enjoy being associated with the brand.

ROI is everything... or is it?

Tue, 10 May 2005 12:00:00 -0400

Recently I met with a colleague to discuss our brand development process. Our approach intrigued him as he could see the power brand development can offer businesses of any size or industry. But the conversation kept coming back to the question of a return on his investment (ROI).

Why Customers Buy

Tue, 5 Apr 2005 12:00:00 -0400

Imagine you're faced with a major purchasing decision for your business. It could be new office furniture, or retaining a new accounting firm, or a new IT firm to manage your network.

It Is A Popularity Contest

Tue, 8 Mar 2005 12:00:00 -0400

Business and high school actually have one very important thing in common. Thinking back on my high school days, I remember the start of the school year and when elections for class president were about to begin. Three candidates were in the running. You remember them: the jock, the funny guy, and the smart guy. The jock was captain of the football team and played three sports. The funny guy was the one with the quick wit that everyone liked. The smart guy took the hardest classes, participated in numerous extracurricular activities, and got straight A's.

So What’s All This About Branding?

Tue, 8 Feb 2005 12:00:00 -0400

I get a little nervous when the subject of "branding" comes up because it's often a case of over-sold and under-delivered. Every marketing and design firm talks about it to some extent, and many of them do know a thing or two on the subject. But very few truly grasp the fundamentals of branding, or understand why branding has become so important to businesses today.