Marking correct

Something I really like is evaluating the strategies companies use to market their products. The spot and pick apart the technical aspects of the campaign. Needless to say, running into some strategies that defy common sense. For example, one day I was checking out a corridor of a sporting goods store when I noticed, kayaking in a corner, a sight I will never forget

I saw a kayak Bic. Standing as much as possible, has been greatly Bic logo you know, the small ball head man in possession of a tool for writing visible on the top of the boat.

Apparently Bic Sport was created around 1979 to sell surfboards cheaper. In 1997 they created a million surfboards. Do not know about you, but I did not know there was such high demand for a surfboard.

Bic Sport has a website dedicated to fashion is all water sports equipment. The brand apparently means "economic quality". Contrary to what the rest of us thought Bic meaning, which is "cheap pens."

Almost all studies of large firms on the label shows that a brand is more successful if it represents only a single meaning. I am sure that this report and have demonstrated the principle in my own business. But we must be aware of a couple of myths core branding.

A myth. Only a solitary product can be represented by the mark. No, the meaning of your brand should be concentrated in its meaning, but large enough to fit on different products that can increase the sales volume of your business. For example, if Tide meant "There is dirt when nothing else can." You would then have to empty the tide and the cleaning equipment and chemicals. Tide is an incredibly successful brand of detergent. They allowed their brand to remain pure and concentrated to wash clothes. Companies like Procter & Gamble and Johnson and Johnson go out several brands of individual products, which is a method that I like.

Myth two. All in all the world knows the meaning of your brand. In reality, markets are the Earth's largely fragmented. Every little niche is a society in itself, with its publications, opinion leaders, and industry associations. Seeing that our lives have grown to be very high pace and we have so little time, people have become very selective about what to pay attention. In most cases, each community is quite ignorant of other communities. Consider the community against community rodeo cowboy player. Thus, a single brand can have many different meanings in different communities.

I would not recommend to change the meaning of your brand. Invitation really focus the meaning of your brand so that it can include a wide range of products.