You can blend or brand, but not both!
Los Gatos, CA (PRWEB) January 25, 2011
Marc H. Rudov, branding expert, speaker, and radio/TV personality, tells CEOs that branding takes guts and that they should invest in grabbing GutShare(TM) to avoid the "blending in" that relegates their companies to the white noise of me-too competition.
"Branding takes guts" is a double entendre: first, branding, or the act of standing out, requires courage; second, it requires the taking -- or occupying -- of customers' guts. Bottom line: You can blend or brand, but not both!
Mr. Rudov, The WhiteNoise Doctor(TM), urges CEOs: "Go to any homepage, including yours. Now, cover the company name and logo, and then guess the purveyor's name. You can't. Why? Because the typical homepage is filled with generic vendor-centric jargon and vernacular, totally unrelated to customers' lives and lingo. This problem spills over into sales pitches and TV advertising. Microsoft's inexplicable and unfathomable 'to the cloud' commercials exemplify my point exactly."
Rudov continues: "People are natural blenders, not branders: they loathe standing out, being unique. Most marketers are wrongly focused on products and amassing meaningless mindshare, instead of on markets and grabbing powerful GutShare. Customers choose with their guts, not their heads, and view most vendors as face-down cards in a deck, indistinguishable from each other. Result? High cost of sales, low visibility, and low loyalty -- regardless of company size, industry, or geography."
About Marc Rudov
Marc H. Rudov, The WhiteNoise Doctor(TM), is a globally known branding expert, speaker, and radio/TV personality. He’s written over 30 articles on branding and is the inventor of GutShare(TM). Clients seek his unique advice on how to grab customers by emerging as unique standouts from the white noise of me-too competition.
Rudov has appeared on Fox News Channel and Fox Business Network, and has been quoted in many publications, including the "Wall Street Journal" and the "Los Angeles Times." He recently keynoted the Financial Services Exchange (FSX) Conference in Phoenix: "Be Unique or Be Ignored: How to Grab Investors and Customers." For more information about Marc Rudov, go to http://MarcRudov.com.
The WhiteNoise Doctor and GutShare are trademarks of Marc H. Rudov