Womans World

!±8±Womans World

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Post Date : Feb 15, 2012 11:00:18
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The warmhearted weekly magazine for busy women. Includes recipes, tips for organizing the home and much more.

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The Importance of Branding to Company Success

!±8± The Importance of Branding to Company Success

Branding is to success of a product as gasoline is to a car. It's what makes it go.

The most successful companies in the country really own their brand; that is, they reap great benefits from positioning themselves and their products in the minds of the consumer. For the consumer, the brand may be more than just the product, it IS the company.

Think about the most successful brands in your lifetime. Is what you use when you have the sniffles a Kleenex? No, it's facial tissue, when an American has a cold, "Kleenex" is what they're looking for, even if they choose another maker of the product.

It's the same for products like Xerox copiers. My Mom still calls a copy a "Xerox."

But those are two successful products... what about branding for a company?

Then you're getting into the hallowed ground of Nike, the company that produced arguably the most recognizable brand identity the world over, utilizing the most recognizable logo and the most recognizable athletes. At one time, you couldn't walk anywhere and not see the familiar swoosh.

Who else touches Nike?

Apple, for one. They placed themselves in the public mind as the cool nerds, if that exists. And they started from the beginning, too. The developers of the first Macintosh holed up in one building and flew a Jolly Roger to signify that a new brand was going to invade the public consciousness.

Since developing the rebellious PC, Apple carved a niche among creatives such as graphic designers and musicians by offering unique software and functionality that PCs didn't have. Although they were born of the same ancestors, Apple positioned itself as the PC for non-IT people.

Going forward, Apple got bigger by getting smaller. The company practically created the gadget market, and that which it didn't create, it owns. Don't think so? Does anyone call the music storage device an "MP-3 Audio Player?"

That's right.. no one, except the companies that do not make the iPod.

That's branding.

The Importance of Branding to Company Success

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Supernova // Three

!±8± Supernova // Three

A cough burst from her lungs so heavy and powerful that her chest and head were thrown forward and half of her body now rested on her lap, when she sat up blood was seeping from her nose profusely and Justin found himself frozen. He was completely immobile, all he could see was familiar scarlet blood racing from her nose and swiftly dripping onto her lips. Her hands scrambled across her face, cupping below her little nose where the crimson liquid solution continued to swarm in her tiny palms. "Shit!" She shouted, a tress of her almost black hair escaping the mermaid plait and dipping itself into her blood -- not that she neither noticed nor minded right now. Justin found his movement, his hand digging into his back pocket of his jeans and pulling out a mini-packet of Kleenex tissues. He jumped forward, kneeling in front of her and tugged a tissue from the little semi-circle hole of the packet. "Try not to swallow the blood." He said, nodding with satisfaction as she tilted her head at an angle to avoid any blood getting into her mouth or throat. He pulled out a few more tissues, layering them over and pinching the tip of her nose with the thick number of sheets of tissue beneath her nostrils. She smiled with gratitude, but moved her fingers to overtake his and Justin quickly snapped his hand away, tucking the little plastic packet into his back pocket but remaining in front of her with concern etched into his expression. "Nosebleeds like this don't usually happen." Nova ...

Supernova // Three

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