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Printing Press Development
There are a lot of new technologies used in the printing press industry. Make it from simple to very complicated machines that for sure will lead to the transformation of printing services. And even more, latest technologies are still innovating for faster and accurate printing results.The original method of printing was block printing, pressing sheets of paper into individually carved wooden blocks usually called(xylography). It is believed that block printing originated in China and the earliest known printed text, the Diamond Sutra (a

ive chose to take the same approach—focusing on technology only, instead of combining it with a massive branding and marketing campaign. It is important to note that Creative’s MP3 players have received many awards and critical acclaims. BUT it sorely lacked the ‘street cred’, the approval from the target market. How many times did you hear someone say “I really want to get the Zen / MuVo / Jukebox”? You don’t hear much of that because they all want an iPod.

That is why Apple’s iPod holds near to 90% market share. Just take a look at the TV ads from both rivals and you’ll understand what I mean by Apple understanding the consumer’s mind, while Creative missed it totally.

So the next time you think that by focusing only on delivering the best product, you will be guaranteed success, think again. Creating powerful posi

Chapter Ten
The German Code for Germany is perhaps best illustrated in a story.Lego, the Danish toy company, found instant success with their interlocking blocks in the German market, while sales foundered in the U.S. Why?The company’s management believed that one of the primary reasons for their success was the quality of the instructions they provided inside each box that helped children build the specific item (a car, a spaceship) that a particular box of blocks was meant to build. The instructions were quite a breakthrough in the field: pr

Recently I was interviewed by Marketing Magazine, a local magazine in Singapore that keeps close tabs on the marketing strategies companies of all sizes use to reach out to their consumers. I thought that this is an excellent case study of how important positioning, branding and marketing are for your business.

For their feature story on Branding, the magazine asked for my comments on Creative Technology’s (renowned for its sound card and MP3 players, and most recently for its legal tussle with Apple) branding efforts. While I’m a fan of Creative, I have to say that their branding leaves much to be desired. In particular, comparing the arch rivals of Creative Tech’s MP3 players vs. Apple’s iPod, it is easy to see where Creative’s branding efforts had gone wrong. Below is a simple comparison of its rival’s branding moves.

Apple
(A marketing and branding savvy company)
1. Understands the target market—young people want to be hip and cool. So they created a hip and cool positioning for iPod.
2. Very sleek and minimalist cover design—enhancing the hip and cool image.
3. Great ultra hip and cool TV ad, using black dancing silhouettes (all the better to contrast with Apple’s corporate white) against a colorful background + hit song of the moment ‘Hey Mama soundtrack performed by one of the hottest groups, the Black Eyed Peas.
4. Very focused in the beginning, starting with only one color, one model: The white iPod. This makes it very recognizable and easy to brand.
5. Special edition signed by U2 (very hip and cool band).
6. Featured in many hip TV shows.

Creative Tech
(A tech focused company)
1. Don’t understand their consumers’ desires, preferring to focus on product features, etc (appealing to logic, instead of emotions) and with no strong positioning.
2. Tacky cover designs. Responding to iPod’s sleek design, they asked their own engineers to design their new cover design! Huge mistake! Naming their products ‘Zen’ doesn’t mean that they will inherit the Zen essence.
3. Bizarre TV ads that consumers can’t relate to: one series of ad went along the lines of ‘something you really need’ and ‘Panda Rhapsody’, an ad using a panda bear listening to its MP3 player.
4. Unfocused and fragmented: Zen Jukebox, Zen Nano, Zen Touch, MuVo Slim, MuVo TX.. etc (confusing consumers with too many choices)
5. Special edition signed by Creative Technology’s CEO Sim Wong Hoo… (what?!?)
6. Almost non-existent.

While Creative Technology first came up with MP3 players, they lost out their pioneer status advantage due to incompetent branding and marketing strategies. Apple has always been an innovative company when it comes to technology. But more important than that, it has always been a company that is close to their consumers, understanding their desires.

On the other hand, Creative has no strong retail experience. Its earlier massive success, the SoundBlaster, was a technological breakthrough, but it was not really a retail consumer product. Most people who buy computers don’t know whether the soundcard inside their CPU is a SoundBlaster or not. Of course, there are those who demand technological excellence and insist on having the SoundBlaster. Unfortunately, they form the minority.

Sadly for a hip product such as an MP3 player, Creative chose to take the same approach—focusing on technology only, instead of combining it with a massive branding and marketing campaign. It is important to note that Creative’s MP3 players have received many awards and critical acclaims. BUT it sorely lacked the ‘street cred’, the approval from the target market. How many times did you hear someone say “I really want to get the Zen / MuVo / Jukebox”? You don’t hear much of that because they all want an iPod.

So the next time you think that by focusing only on delivering the best product, you will be guaranteed success, think again. Creating powerful posit

Tamper Evident Asset Labels Protect Your Equipment
Let's face it, companies these days are always losing equipment to theft and misplacement all because big brother isn't watching close enough. Keeping track of your company's assets should give you piece of mind and your employees some accountability. Just by putting a small asset label on their laptop or expensive piece of equipment, can sometimes mean the difference if that item makes it back or not.Asset labels come in all sizes, shapes and material types. There are companies that will print custom asset labels with your logo, barco

So the next time you think that by focusing only on delivering the best product, you will be guaranteed success, think again. Creating powerful posi

Tales from the Corporate Frontlines: The Worth of Health Insurance
This article relates to the Compensation and Benefits Competency, commonly evaluated in employee satisfaction surveys. The questions included in this competency will help your organization determine whether your employees feel they are fairly paid for the work they perform when compared to a similar job at a different company. This competency also queries their feelings regarding the adequacy and quality of their benefits package. A fair and attractive compensation package is critical for hiring and retaining quality employees. A high satisfacti

rstand their consumers’ desires, preferring to focus on product features, etc (appealing to logic, instead of emotions) and with no strong positioning.
2. Tacky cover designs. Responding to iPod’s sleek design, they asked their own engineers to design their new cover design! Huge mistake! Naming their products ‘Zen’ doesn’t mean that they will inherit the Zen essence.
3. Bizarre TV ads that consumers can’t relate to: one series of ad went along the lines of ‘something you really need’ and ‘Panda Rhapsody’, an ad using a panda bear listening to its MP3 player.
4. Unfocused and fragmented: Zen Jukebox, Zen Nano, Zen Touch, MuVo Slim, MuVo TX.. etc (confusing consumers with too many choices)
5. Special edition signed by Creative Technology’s CEO Sim Wong Hoo… (what?!?)
6. Almost non-existent.

So the next time you think that by focusing only on delivering the best product, you will be guaranteed success, think again. Creating powerful posi

Dialing For Dollars
This concept is not out dated or an old dinosaur. It still works just as good as any other strategy that people have. Many people think that in the high tech world that we live in today old strategies has no place. What sounds better and empty wallet or an open cash register?Why Cold Calling?Many people often ask me why cold calling? My reply is always why not. Most sales people have a misconception of cold calling. Everyone has fears but if you expect to be the best at what you do you must overcome your fears. Cold calling has pla

ative Technology first came up with MP3 players, they lost out their pioneer status advantage due to incompetent branding and marketing strategies. Apple has always been an innovative company when it comes to technology. But more important than that, it has always been a company that is close to their consumers, understanding their desires.

So the next time you think that by focusing only on delivering the best product, you will be guaranteed success, think again. Creating powerful posi

Search Tools
Business-to-business and business-to-consumer firms are slow to adopt local search tools into their Internet strategy. About half of all search-engine users utilize search engines to find local products and services. By far, the most-common search phrase is “industry” plus “location.” With so few sellers doing local search-engine marketing, new local customers are there for the taking.It is not enough for SEM’s to know all the latest and greatest techniques and trends. Technical proficiency alone will not convince companies with traditio

So the next time you think that by focusing only on delivering the best product, you will be guaranteed success, think again. Creating powerful positioning, branding and marketing strategies for your business can make a HUGE difference!

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Are you opening a dollar store? Have you started looking for a location yet? If not, then it is important to know that finding the right location is without a doubt the most important tasks that you will undertake prior to opening your store. Take the time to thoroughly examine the location options that are available before you make a decision.

When creating a document, whether for screen or professional reproduction, adding a color can make a definite statement, catch your audiences attention and judicious use of color has been proven to increase sales and conversion rates considerably.
Adding color to a web page, this poses little problem. Pick your color and there it is. But if you are having your document reproduced on paper, what type of color required by your design should be one of the major considerations.

There’s more to your marketing campaign than ordering a few hundred giveaway items, and the best business gifts companies recognize that. When you’re looking for a good business gift company with whom to do business, consider their expertise and experience in the field before making a decision.

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