Naming, branding and identity creation and managementWhat's in a name? When it comes to the marketplace, a bad name can seriously hinder your sales, especially in the web-era, where a domain name that doesn't follow the rules will cause you major marketing headaches.
Choosing a name that represents your company and your products is fiendishly difficult to get right. Meanwhile, realising the distinction between name, logo and brand is an ongoing challenge for non-marketers - and brand management is easily overlooked by start-ups focusing on technology before market.Marketing Advisor article
Vital Marketing AssignmentsRevamped logo and brand identity
Vital Marketing had been asked to produce a new brochure for a local developer working in the online security camera space. However on investigating the situation I found that a key weakness was the home-made branding currently in use. This amateur effort seriously undermined the perceived quality of the product. I created a new brand identity and logo for the product, based on its essential qualities and value proposition. The new brand received immediate and significant positive feedback from the firm's reseller channel (worldwide).
Brand transitionAn existing locally developed accommodation software product was to be re-launched by a new owner. While successful in its early years the product had suffered from lack of attention in development and zero marketing. The new owner asked Vital Marketing to create a marketing plan to assist in re-launch. One of the first challenges we recognised was that the existing brand was in fact simply a version number: any product development would have to somehow cope with the version/brand confusion. Vital Marketing created a brand transition programme that would progressively introduce a new product name and then separate the product version from a new product name, while avoiding confusing or alienating existing customers, prospects and the market at large.
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Event marketing A successful local health sector company operating worldwide asked Vital Marketing to improve its presence at tradeshows. >>More
| Marketing advice and action A start-up SaaS provider in the business services market requested advice from Vital Marketing on the best actions to take with both limited budget and staff resources. >>More
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"80-95% of 'purely technical' spin-offs fail, while 80-95% of MIT teams which combine marketing, business and technical skills succeed."
- Kenneth P Morse,
Senior Lecturer and Managing Director,
MIT Entrepreneurship Centre.
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"Alec was very helpful for me. He has the ability to understand the essence of something and simplify it for the everyman.
It showed when he listened to my marketing and positioning dilemmas and came up with excellent ideas and an action plan for me to get started on."
Alex James,
Director,
Base4 Ltd
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"Alec helped us formalize our marketing strategy. He produced very relevant and to the point documents that were rich on action points and did not contain any unnecessary marketing talk.
His service and value-add are great and overall we are very impressed with his services."
Arjan Bartlemaar,
Director,
SCE-Tech Ltd.
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Contact Vital Marketing now. (The first coffee's on us!) You'll find Vital Marketing provides a cost effective resource for meeting your business growth objectives. Call Alec 0800 43 82 43 or email alec@vitalmarketing.co.nz.
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DELIGHT "We're delighted with the outcome. Alec and his telemarketing team delivered an outstanding result that far exceeded our expectations." Carolyn Henley,
Marketing Manager,
3Com Australia
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