All activities in support of formulating and communicating the value of the firm's offering to the target market in support of current and future sales.

the ceo magazine, branding
Alexandra Watkins, Founder & Chief Innovation Officer, Eat My Words

During the past 15 years, as the founder and Chief Innovation Officer of a branding firm that specializes in creating names for new products, companies and services, I’m often asked how a name change impacts revenue.

While you can certainly measure sales before and after name change, full credit cannot generally be given to the new name alone because rebranding efforts generally involve a new visual identity, advertising, public relations, and social media.

Cat seeing himself as a lion in a mirror

One of the “realities” I’ve discovered through the years of business ownership, consulting and speaking, is that the customer or client rarely sees you as YOU see you. This is known as Perceptual Reality. In his book Magical Worlds of the Wizard of Ads, Roy H. Williams defines Perceptual Reality as our imagination. We spend a great deal of time there, and while there we create ideas and perceptions of ourselves that simply are not true or real.

the ceo magazine, branding,
Michael Randazzo, Author, Tales of an American Entrepreneur: Journey of a Small-Business Owner

Whether you are a nascent entrepreneur or a seasoned CEO, many challenges are rooted in the same word: acquiring. Entrepreneurs ask themselves: “How do I acquire more customers, quality employees, or a better bottom line?” I cannot address these conundrums now but experience suggests one way businesses can maximize these “acquisitions” while compressing expenses involve Branding. Establishing your brand does not have to be a toilsome task but does require maintenance.



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