This product is a recording of the Appraisal Institute webinar that was conducted on January 28, 2009.
Once the Appraisal Institute confirms your payment, you will receive an e-mail containing a link to the webinar recording.
Please note: The interactive features of the webinar (e.g. poll/survey questions and the final evaluation) are NOT available in the recording. In addition, Appraisal Institute continuing education credit is NOT available for viewing the recording.
Branding in the Age of Findability
Date: January 28, 2009
Duration: 59 min
Can you double the value of your business in a tough economy?
Yes, it’s possible. But not with yesterday’s tools, or with tired last-century methods that grow less effective year by year, like most advertising, all Yellow Pages, and people with “sales” in their title.
The key to growth today is branding, beginning with this question:
Just how findable is your organization?
Branding, done well, does three crucial things for you: it makes you visible, differentiated from competitors, and relevant.
Today, your best prospects feel empowered to gather information, create a selection set, and control buying decisions. Note we said prospects, not customers. Clients return to you based on performance – but the lever to explosive growth is to have good prospects select you.
It’s time to get serious about strategic integrated branding, including company and product naming, design, active websites, digital video, search engine optimization … practical marketing disciplines coordinated to optimize brand findability and differentiation.
Bob Killian is founder of Killian & Company, a Chicago-based strategic branding agency. He is also a co-author of the popular Do-It-Yourself Marketing and Advertising, third edition.