Articles by Scott White on ArticleSnatch.com

Sometimes Blogging Can Go To Far - Garry Egan

Wed, 29 Aug 2007 00:00:00 -0400

A few weeks ago our company Brand Identity Guru paid for a review of our service from a company called Reviewme.com. Reviewme then hires bloggers to write a review about your product/service or web site. Typically these are unbiased reviews about a topic or website. Weâ€'ve had hundreds of bloggers review our company and our clients. Out of these reviews weâ€'ve never had problems or issues concerning the blog reviews. Some of the reviews are good and some are not so good. This is par for the course when having bloggers review a subject that they may or may not know a lot about. Usually the reviews are fair and turn out well. But one blogger has taken the freedom of speech thing a little far. Internet Consulting World or Garry Egan is one such blogger. He originally reviewed our branding test at internetconsultingworld dot com. The review was negative but only because Gary Egan doesnâ€'t know what positioning is or the basic elements of branding. He certainly didnâ€'t know what brand identity meant. **End Summary** Topics: Garry Egan]]> internet consulting world]]> Gary Egan]]> branding blog]]> brand identity]]> brand image]]> branding test]]>]]> About the Author: ]]> Scott White is President of Brand Identity Guru a leading branding agency . and market research firm located in Boston, Massachusetts. As a branding company we specialize in strategy and creative.

Quality Composite Decking

Thu, 08 Jun 2006 00:00:00 -0400

Thinking of buying new home decking? You should be aware there are new, attractive alternatives to wood decks. These deck building products provide increased durability as well as extremely low maintenance. You’ll appreciate the new styles and colors which are a break from the humdrum, common deck materials that homeowners are tired of seeing. Consumers are looking for something different this year. Today’s deck building products manufacturers are producing a wide array of new synthetic, plastic, and composite decking materials. New composite products are actually combining the best qualities of wood with the strength and durability of synthetic materials. Composite Decks Composite decks (sometimes referred to as an engineered product) are manufactured using a variety of combinations of components such as wood fibers, fillers, and binders. These components of composite decks are heated and compressed into the base composite decking boards. They offer a very durable exterior surface that is difficult to discolor and scratch, and which is easy to clean. Composite decks also resist shrinking and swelling better than natural wood decking products. Composite decking has more advantages over pressure treated pine decking. The material is harder and won’t dent, and they are approved for fire-rated construction. **End Summary** Topics: cedar siding]]> composite decking]]> deck building]]> wood siding]]> cedar lumber]]> railing]]> siding]]> trim]]> millwork]]> ]]> About the Author: ]]> Boston Cedar is a distributor of siding, trim, tropical hardwood decking, composite decking and millwork products. Boston Cedar serves a large base of independent retail lumber dealers and custom millwork shops throughout the Northeastern United States.

Hiring A Branding Company 101

Sun, 26 Feb 2006 00:00:00 -0500

If your company has a good product and a hungry market for that product, you’re closer to success than 90% of the rest. But to take that final step, some of the most successful companies in the world have hired a Branding Company to craft their company’s brand image into the sales and loyalty-generating machine it needs to be. How have these successful companies—take your pick from the Fortune 500—found these branding companies? There’s no one-stop resource or fail-safe formula. Fact is, finding one worth its salt is exceedingly difficult. But if you’re going to take your brand to the next level, there’s no way around it—you need one. So, here are some things to remember when you’re out there on the hunt: 1. Know your needs and have an idea about how you’d like them met. This will give you the self-knowledge you need to better gauge the work of the branding agencies you'll encounter to determine if they really can deliver what you need. 2. Go ahead, be a fan. If you admire the branding efforts of a certain company, call around and find out who did the work. 3. Go with a referral, not a blind hire. **End Summary** Topics: branding]]> corporate branding]]> internet branding]]> brand identity]]> brand image]]> brand equity]]> brand development]]> branding company]]> branding agency]]> ]]> About the Author: ]]> Scott White is President of Brand Identity Guru a leading Corporate Branding and Branding Research firm in Boston, MA. Brand Identity Guru specializes in creating corporate and product brands that increase sales, market share, customer loyalty, and brand valuation.

What Is Brand Identity?

Sat, 18 Feb 2006 00:00:00 -0500

Brand Identity is a promise. One given from business to customer to expect certain things. Whether that promise involves product quality, service, price or a million other things varies from brand to brand. But the one thing common among all brands is the need to be a strong brand. Why is brand identity so critical? A strong brand identity can position a company above its competition all by itself. But having a brand that’s strong takes time, money and effort to develop. It’s not as simple as just redesigning a logo or rewriting a tagline. Brand identity is the reason you offer for your customer to choose you instead of your competition. How to rework your brand identity Successful re-branding involves “evolution,” not “revolution.” You must impress upon your existing customers that your new brand is just a new and improved version of the same you. It’s important to not get too crazy with a re-branding effort because you could end up destroying fragile emotional ties and customer loyalty. Brand identity is much more than marketing Having a brand identity that resonates with your market is important, but not at the expense of the people within your company. **End Summary** Topics: branding]]> corporate branding]]> internet branding]]> brand identity]]> brand image]]> brand equity]]> brand development]]> branding company]]> branding agency]]> ]]> About the Author: ]]> Scott White is President of Brand Identity Guru a leading Corporate Branding and Branding Research firm in Boston, MA, http://www.brandidentityguru.com Brand Identity Guru specializes in creating corporate and product brands that increase sales, market share, customer loyalty, and brand valuation.