Archive for the ‘branding’ Category

Seth Godin on TED

April 4, 2008

During a Ted presentation filmed in 2003, Seth Godin talks about the importance of making your products remarkable.

Sliced Bread and Other Marketing Delights

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An Effective Use of CRM

March 24, 2008

In an earlier post, I wrote about the importance of keeping in touch with your customers after the sale is made. Shortly after publishing it, I received an email from Hotel La Meridiana in Sorrento, Italy doing nothing but wishing me a happy Easter. My wife and I stayed there for one night last summer during our holiday. The hotel was nice (nothing fancy), and upon our departure, we decided that we might stay there again if we ever return. I can’t say that this email changed our perception of the hotel, but it has changed our perception of the type of people who run the place. Making the effort to stay in touch with a couple from Cincinnati, Ohio who stayed there for a single night because it was cheap and had a vacancy means something to me.

What does this mean for your business? Clearly, staying in touch with people matters. How do you do that? Make a minimal investment of time and expense in a Customer Relationship Management system. You can sign up for an account with any software as a service CRM package today. Salesforce.com, SugarCRM and Hinutech CRM (shameless self promotion, I know) are best of breed and can help you quickly keep track of all of your customer interactions. You can track important dates, create marketing campaigns, capture support issues and establish sales pipelines that help you guide your contacts to prospects to customers. Moving to a CRM solution takes some effort on your part, but when done properly, a system like this can really help you make an impact on your customers and allow you to be an excellent resource for them.

Who knows? Some random person might even link to you in their blog some day because of a thoughtful email you sent them through your system.

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It Only Takes a Few

March 17, 2008

You don’t have to be the biggest in the world. Just be the most important thing to a small number of people, and success will follow.

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Apple’s Time Machine Debacle

March 3, 2008

Apple royally messed up their support for wireless backups via Time Machine by not allowing their customers to backup to a hard drive that is connected to their Airport Extreme Base Station. Many people purchased an Airport Extreme just to be able to take advantage of this capability when Leopard was released. Insult-to-injury time came when Apple release Time Capsule: an Airport Extreme Base Station with a hard drive included. So, what you have is some of your early adopters feeling taken advantage of (see the complaining at MacWorld).

For all of the good things about Apple, they have a habit of making their early adopters pay. Lessons can be learned from Apple’s behavior: treat your customers like gold. Treat the ones who put faith in you early on by giving you money before you’ve proven yourself even better. If you don’t, the instant feedback mechanism of the web will hurt you tremendously.

The Evolution of Logos

February 11, 2008

This website has a pretty neat account of major software companies’ logo design evolution. While the evolution of some (like Google’s) are pretty minor, it is interesting to see how much time and energy was put into the logos for Apple, Adobe and IBM.

Reading this makes me think of what we are saying with Hinutech’s logo. What is the message? What do people get out of it when they see it? From a branding perspective, I think that we need to put more thought into it. Let me know what you think of our logo. Do you like it? Hate it? Think it needs to be jazzed up?