NEWS RELEASE
Contact: Michael DiFrisco,
President, BrandXcellence
info@brandxcellence.com
920/379-6405
FOR IMMEDIATE RELEASE: You’re probably familiar with department store magnate John Wanamaker’s saying: “Fifty percent of my advertising is wasted; I just don’t know which fifty percent.” If that statement weren’t so accurate, we might laugh a little harder.
The fact is, the Advertising Research Foundation reports that, while the number is actually closer to 20 percent—with some estimates as high as 80 percent—businesses waste between $30 and $50 billion each year on ineffective marketing. And the primary cause of all those dollars being flushed down the toilet? Marketing and communications efforts that are not based on a solid foundation of brand strategy.
“Without a fundamental understanding of your brand,” says Michael DiFrisco, president of BrandXcellence, “you’ll have no road map to guide your marketing and communications efforts.” Accountable marketing—marketing with a return on investment—starts with a solid brand strategy.
BrandXcellence brings proven branding concepts and principles “from the boardroom to the lunchroom” with a powerful branding workshop experience for small businesses. “These are the same branding techniques used in the nation’s largest businesses,” says DiFrisco, “repackaged in plain, actionable language and in a compelling and relevant presentation.”
Your brand is your businesses’ most valuable asset. It’s the “gut feeling” your customers and prospects have about your business, your products, and your services. Your brand is the sum total of all you are and all you do. It’s the essence and the promise on which your small business is built—and the lynchpin on which your future success and growth will depend. Branding is for any business that sells any product or service to either a business or consumer audience.
A solid and focused brand strategy will help your business:
Arrive at the “one thing”—your brand essence—the core of your promise to your target market
Differentiate itself from other competitive offerings
Discover an ideal, customer-friendly structure—the space in which your brand exists
Move to the next level of effectiveness in the marketplace
Increase the awareness and the perceived value of your brand
Bring clarity and effectiveness in your marketing and communications efforts
Motivate and inspire your brand team, employees, and other stakeholders
The BrandXcellence Self-Guided Brand Strategy Workshop gives you the tools and resources you need to conduct your own full day workshop experience and focus your small businesses’ brand strategy, including:
Seven Brand Strategy Workshop presentation modules
Brand Workshop Facilitator’s Guide—how to facilitate your brand strategy workshop
Brand Workshop Facilitator’s Manual—the step-by-step, slide-by-slide companion to the workshop presentation modules
BrandXcellence can also facilitate a brand strategy workshop for you. For more information about conducting a brand strategy workshop for your small business, visit www.brandworkshops.com.
