Best Practices

Retail best practices from industry experts and
like-minded businesses.

Experts Include

11.25.08 | Ken Beaulieu

Secrets to Brand Positioning Success

Follow these best practices to maintain a consistent brand image.

As a marketing consultant, Norman Birnbach often receives press releases from technology firms. Recently, he noticed that a semiconductor company was changing its boilerplate description with each release. Birnbach asked the owner about it: "He said changing the corporate description showed the company was nimble and able to work with a number of different industries," recalls Birnbach, who is based in Marblehead, Mass. "I think it showed the company couldn't define itself."

The moral of the story: Every action you take positions your brand and defines your reputation. So how can a growing business proactively maintain a consistent brand image? Consider these tips...

READ FULL ARTICLE

Top Articles in Best Practices

Blogging: The Next Generation
We at Challenger have been receiving a lot of positive feedback on our workplace blog - and we thank you! But we've also received a lot of interesting insights from office workers of all ages about blogging and technology in general. Which leads us to this question...

Healthcare: Two Workplace Trends to Watch
Workplace Trend: No Health Benefits for You! Unable to compete with foreign companies that do not provide health benefits to their employees and retirees, more and more American corporations will join the movement to eliminate employer-paid health benefits...

Which Medical Savings/Spending Account Is Right for Your Group?
Moving from a PPO or HMO plan can have a traumatic effect on your employees. However, it's become a matter of survival! If you don't do something, you won't have any program. Briefly, here are my personal views regarding...

The Power of Keeping Promises
Three essential tips for building brand equity: In today's fast-paced world, many business owners view their customers as widgets on an assembly line. They move them through the line, take their money, and make way for the next...

Honesty in the Workplace
Honesty in retail is critical, for some very simple reasons. Stores with a good reputation for dealing honestly win new customers. Stores that become known for dishonesty practices don't stay in business for long. As an executive leadership...

Roll Out the Red Carpet
Why you should welcome your customers with an experience that makes them feel extra special. A few years ago, as Wainwright Bank was preparing to open a new branch in the Davis Square neighborhood of Somerville, MA, a passerby...

The Art of Bootstrapping
Someone once told me that the probability of an entrepreneur getting venture capital is the same as getting struck by lightning while standing at the bottom of a swimming pool on a sunny day. This may be too optimistic. Let's say that...

Direct Mail: How to Calculate the Break-Even Point
To calculate the break-even point of your creative direct mail campaigns, you must take into account the price of the product you are selling; the cost of goods, printing, and postage; the fee to rent a mailing list; and the fee to assemble...

There's No Slowing Email Marketing
Much has been written about companies' increased spending on integrated Internet marketing, from search engine optimization and Webinars to podcasts, social networks, and video on demand. While these nontraditional strategic...

Next Steps: Contact us today for a FREE organizational consultation. »