Friday, February 22, 2013

Brand Attractiveness

Brand Attractiveness sells the Product

What makes a brand successful?

There are brand products that are extremely successful. In the meantime, whole categories of products were named after some brands. They can sometimes even feel irreplaceable.

'Persil is an attractive brand. When you think of Persil, first thing that comes to mind is the color white and cleanliness but also reliability. There was a slogan used for Persil for decades: You know what to expect. That was a good slogan.', said editor-in-chief of a German magazine 'Advertising and Sales' Jochen Kalka.

Persil is among Germany's most popular brands. More than 80 percent of consumers spontaneously say it's name when asked about washing powder. This Henkel product has been on the market for 100 years and has had a crystal clean image. It perfectly follows all product labeling rules.

Three commandments
Three product labeling rules are: selling ability, prominence and the most important - brand attractiveness. Each advertisement has to carefully present brand attractiveness to the potential costumer.' If you choose to ignore one of these rules, your brand could loose a big portion of it's positive image. The best example is Benetton. This fashion company wanted to gain popularity in the eighties no matter what. They managed to do so but they had not sold more sweaters on that account', said Jochen Kalka.
'Benetton is a great example of how fast and with the help of aggressive advertising you can make your brand popular. Benetton only managed to shock people and forgot a crucial part - attractiveness. The way they depicted AIDS patients or ducks covered in oil was a bit too aggressive. Benetton wanted to catch everybody's attention for whatever cost. But if you do not include attractiveness, your product could be in serious trouble'.

Who still believes McDonald's is healthy?

Another threat this marketing expert detected are the new advertisements which appeal to consumer's sore conscience. Lufthansa has, for example, calculated the amount of carbon dioxide emissions in their planes. There are also green cars. Another example would be McDonald's where a person could read about the nutritive ingredients in their hamburgers.

These 'sore conscience adds' conflict with the present brand image and do not correspond with reality, Kalka said. Because who goes to McDonald's for a healthy meal? However there are also positive examples. Like BMW's Mini as one of them. Or Mercedes. Jochen Kalka thinks marketing experts were successful in sending the intended message. Suddenly, even the cars which overturned during trial runs became attractive as well.

Mercedes A-class overturned during the trial run when it came across a curious reindeer. Mercedes acted provocatively and hired Boris Becker to send the message that everyone makes mistakes. It worked. Everyone forgave the fact that their car overturned. When you make a mistake, the easiest way is to admit it. That is also the smartest thing to do.

Wednesday, February 20, 2013

Accelerate the Growth of Your Business With Online Surveys by Robert Jones

If you think that the success of a business organization only depends on the service you give to your customers, you are completely travelling on a wrong path. It is true that you have to give the best service to live up to the expectations of the customers but it is not entirely true. Apart from the service, the business organization must take into consideration the desires of the customers which would help them to spread their business and earn name in the market. It must be the duty of the organization to have an elaborate knowledge about their products, which products satisfy the customers, which product or, service they should stop etc. On the whole they should prioritize their customers and go according to their needs. This will increase the customer loyalty which in turn has a beneficial role to play from the financial standpoint of the organization. But it is important to know how to tackle such situation and have detailed information about these things. Online surveys will lead you to your destination in this case. With the arrival of internet the surveys has transformed and from manual it has become internet oriented. As a result of this revolution the process has become more faster and the business organizations through the online surveys have become able to reach to a greater number of people than earlier. It is not possible today for any company to be connected individually with their customer. So, a system was needed which could connect them to a large number of people at a time and online surveys have given this facility. Herein lies its primary importance.

Beneficial Aspect of Online Survey

The surveys are conducted in the aim of getting detailed information about the state of the market and the needs of the customers. So, in a nut shell, the most beneficial side of online survey is giving you feedback according to which the organization can set its future plan. The process of manual survey earlier needed a vigorous paper work which is a very tedious job. So the results came out with a lot of delay. But with online survey it has become far easier to get the outcome within a very short span of time. It is one of the reasons that why the online survey has achieved such a vast popularity in recent times.

Appropriate Places

The modern age is the age of progress. The arrival of internet has made every single task easy saving a large time. It can help you in your search for the places where you find the providers of online survey. With the help of various search engines you can reach to a large number of the service providers. The benefit of this system is that it will also help you to compare the costs of different service providers before your hiring of the service for your organization.


The chief benefit of the system is that the process of online survey is very affordable and cost effective. You do not need any special kind of hardware or, software in the computer. Just you have to connect yourself through internet with the suitable persons who provide the service.

This way, the online surveys help your business to grow and expand. Besides those points mentioned earlier, it has to be marked out that the greatest benefit of it is its accessibility from anywhere of the world. Thus, the online surveys guide your organization to a greater future.

Robert Jones is a popular author writing articles on Online Survey and related topics. He contributes for the website

Tuesday, February 19, 2013

TOP 7 Tech Companies in 2012

 In 2012 the trend has continued. And many tech companies have been successful.Several companies stood out of the average and marked the 2012. This is my list that is based on exits, valuations by investors and their growth rate.


The popular photo sharing app had one of the best exits this year. The company got taken over by Facebook for a bit shy of $1billion in cash and stock. The company set download record when released to the Android market with over 100 million loyal users by September 2012. And all of that with practically no marketing budget.
The company was launched in October 2010 by Kevin Systrom and Mike KriegerBy December 2010, Instagram had 1 million registered users and in June 2011. Instagram announced it had 5 million users. It passed ten million in September of the same year.


The website lets people with extra space rent it out to travelers. The company has a simple pricing model where it takes a 6% to 12% fee from the guest and a 3% fee from the host.
The site was founded in August 2008 by Nathan Blecharczyk, Brian Chesky and Joe Gebbia. In July 2012, the company had over 200,000 listings in more than 26,000 cities and present in 192 countries with over 1,000,000 hosts and travellers on its platform.
In 2012. it has been unofficially evaluated atover $2.5 billion when news of Peter Thiel potentially investing got out.


GitHub is a social coding startup that lets developers share code and offering hosting for projects. GitHub offers both paid plans for private repositories, and free accounts for open source projects.
GitHub Inc. was founded in 2008 and is based in San Francisco. During the first year GitHub was online, it accumulated 46,000 public repositories. At that time, about 6,200 repositories had been forked at least once and 4,600 merged. On 19 December 2012, GitHub announced it had over 2.8 million users hosting over 4.6 million repositories
The company has over 2 million users that have used its service and over $99 million in venture funding.

This online retail site handpicks its merchandise, letting shoppers look for items that are a little more unique than mass-market stores. It is the world’s fastest growing e-commerce site, having grown from 175,000 members at launch in June 2011, to over 10 million as of December 2012.
Fab was founded in February 2010 by CEO Jason Goldberg and Chief Design Officer Bradford Shellhammer.This year the company was able to raise over $100 million in venture funding.

 Square Inc.

Square allows individuals and businesses to accept credit card payments on mobile phones, by using either a plug-in device or entering the card’s details on the phone. Square charges a fee of 2.75% on every credit card transaction.


Uber is a company from San Francisco that made calling a car easy. A luxury town car experience is only a click away on the Uber app. All charges go directly to credit cards without cash or additional paperwork needed.
The company was founded in 2009 by Garrett Camp and Travis Kalanick. Their pricing method is similar to typical taxi pricing - either on a time or distance basis.
 They got almost $50 million in venture funding.


ZocDoc helps people schedule doctor appointments online and has been expanding quickly, attracting lots of capital to reach $95 million in funding, and adding killer new features like ZocDoc Check-In.
The release to the public was back in 2007 during the TechCrunch40 conference. Initially they provided service only on Manhattan where over 2 million people used it. Now they cover almost 40% of the US population.
In September 2012, the company announced the closing of their Series C round of funding from Goldman Sachs, bringing the total round to $75 million. Before this last round, the company had a valuation of $700 million.

Monday, February 18, 2013

TOP 5 Social Media Sites you need

Every business needs a way to communicate with its customers. In these "modern" times one of the best ways to communicate with your customers is through social media sites.
Therefore I created a list of best sites that you can promote your business on.

1. Twitter
The number 1 spot goes to Twitter – as if that was a surprise.  Twitter lets your build your brand, communicate with customers, share content and more – in 140 characters or less! It is concise, easy to use, and great for building a loyal readership and driving traffic to your site.

2. Facebook

Number two is definitely Facebook. On Facebook you can create your business page which is great for promoting your brand and letting it grow.  The ‘milestones’ feature for example, allows you to update your company history. Facebook advertising is just another way you can get more out of your business page.

3. Youtube

In order to get ahead in your 2013 marketing efforts, companies should be using video. Uploading your own "Merry Christmas and Happy New Year" message or latest advertising videos to Youtube shows your brands off and gets it out there! All this serves to improve your company's visibility and drive traffic to your site. 

4. Google+

Google+ is not the most popular social network out there. But that doesn't mean you should ignore it. Search engines are placing more and more relevance to high quality content and authorship. Google+ account for your business helps you in creating good blogs about your business. It also means that your photos will appear alongside your posts in search engines. It has been shown that click-through rate is much higher on these article than on the others.

5. Pinterest

Last but not the least is the fastest growing social networking site in 2012. You could really benefit from sharing your content here. You need to have strong visual content which you can "pin" here - be it images, infographics, videos - whatever works best for your company.