3 Steps to Get People Talking about Your Brand

This blog is the second in a series by Danette Amstein excerpted from a Brand Building presentation she delivered at NAMI’s Meat Industry Management Conference in April, 2016.

Even if you’re not a coffee drinker, it’s hard to miss the ubiquitous Starbucks on nearly every corner, or at least every few blocks.  Even small communities have a local Starbucks; they’re everywhere, right? Heck, now you can get your favorite Mocha Frappuccino at Target or the grocery store.  And the thing about Starbucks is, you always know what you’re getting.  Walk into any Starbucks from Seattle to Schenectady, and you can count on a consistent product.

Red umbrellaOnce upon a time, making a consistent, quality product was enough to be successful.  But in the 1950’s, consumer packaged goods companies like Procter and Gamble and General Foods realized that they needed to differentiate their products from “the other guy’s.”   Branding, or giving a product an identity that distinguishes it from nearly-indistinguishable competitors, was born.

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