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Posts Tagged ‘perception’

Amway and Autos – Lessons in Branding, UnBranding and ReBranding for Manufactured Housing

October 13th, 2013 No comments

Perhaps the best time to write a column on branding, unbranding and rebranding is prior to the Fall Leadership forum of the National Community Council (NCC) at the Manufactured Housing Institute (MHI). Their workshop on that topic will be one of the items yours truly plans to take in with keen interest, as it is something we deal with routinely in our marketing, sales training, website building and consulting.

The Business Dictionary defines branding like this:

“The process involved in creating a unique name and image for a product in the consumers' mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.”

Let's begin with a fundamental principle to rapidly drive home the point for today's topic.

The value of branding a product or service is dependent in part on the perception and demand of the product or service in question.

For example, autos are in demand. Branding your car company or dealership makes sense, because Ask reports that in 2011, 12,778,885 cars, trucks, SUV and other automotive types were sold in the U.S. alone. Branding your product and/or service to grow your piece of the automotive pie in such a huge market makes perfect sense.

The Free Dictionary defines rebrand as follows:

rebrand [riːˈbrænd] – (Business / Marketing) (tr) to change or update the image of (an organization or product).

As an example, if your company's brand in automotive is suffering, you'd want to consider rebranding.

Let's imagine for a moment that an import auto company like Yugo wanted to change their image, rebranding combined with improved quality controls, marketing, service and sales training could have made the kind of sense that could have saved that automaker from 'crashing and burning' in the U.S. car market.

Almost no one in our industry (besides us and some of our select clients) grasp and use the powerful concept of parallel paths and unbranding, along with when it makes sense to use this principle.

Macmillan defines unbranding as:

Unbranded goods are not marked with a name of the company that makes them.

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What if your dealership, community – or the industry at large – has an image issue? Does rebranding make the most sense? Or would a possible combination of unbranding and/or rebranding make more sense?

Before you answer, consider this fact. Manufactured housing has tumbled from having 21% of the new home starts in the last 20 years to some 8-12% in more recent years.

So rebranding in a shrinking market is like deciding to be a bigger fish in a smaller pond. Wouldn't you rather go after the large housing marketing place, by whatever strategies are necessary to get you there profitably?

Lessons from Amway and Unbranding

As an example to drive home the point, think about Amway. How many people do you know that have run out to sign up to sell or buy vitamins, home cleaning products etc. from a multi-level marketing (MLM) distributor or company?

The image of MLM in general isn't that hot and hasn't been for many years! So what does a savvy MLM distributor or company do? Answer: they teach their marketing minded distributors to avoid the company name and the marketing method in their initial contact.

In no small measure due to their dual campaign of unbranding and branding, Amway became a multi-billion dollar empire for its founders and made millions for key 'direct distributors.'

At MHC-MD.com and in part via our LATonyKovach.com – websites, marketing, training and coaching platforms – we have garnered dozens of recommendations and hundreds of endorsements by using a proper combination of branding, unbranding and rebranding, along with other proven strategies.

Which of these – branding, unbranding and re-branding – does your operation need? The answer to that question can be worth millions to you and billions to our industry. ##

PS: Check our many Exclusive and Red Hot Featured Articles for October and see the other new stories at MHLivingNews.com too.

L. A. "Tony" KovachL. A. 'Tony' Kovach
ManufacturedHomeLivingNews.com | MHProNews.com |
Business and Public Marketing & Ads: B2B | B2C
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MHC-MD.com | LATonyKovach.com | Office 863-213-4090 

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Enhancing Confidence

March 30th, 2012 No comments

How do you choose the companies you work with in your business?

Generally, we think that price, service and selection are the determining factors, but studies show the most important factor is confidence. Confidence that the company is stable and able to provide what we need. And how do we determine confidence? The answer might surprise you. Viewing Advertising.

A study by Nielsen IAG Financial found that companies that advertise, instilled more confidence in consumers. 55% of respondents who said they had seen frequent advertisements from their financial institutions had “complete confidence” in their bank, insurance company, or investment firm's financial health and stability. Only 18% said they had “little or no confidence” in the company. On the other hand, of those who saw little or no advertising from a financial firm, 45% said they had “little or no confidence” in that firms stability. The study summed up the results perfectly,”Out of Sight can mean Out of Business."

Now confidence is not as true measure of a business' health or capabilities, but in the business world Perception is Reality.

Advertising your company not only keeps you top of mind with those that need your products and services, it generates confidence in your companies stability and abilities. That name recognition and confidence equals stronger relationships, new business and new revenue. ##

 
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Jeff Templeton
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