Official Branding and Naming Expert Phillip Davis Successful branding requires more than mental effort... it requires an element of brilliance. Why? Because brilliance produces clarity. And clarity attracts more customers - the type of customers that naturally love your products and services. Learn more about Phil Davis and branding and naming at Tungsten Brand Marketing Featured Books Why Isn't My Web Site Making Me Any Money? 10 Easy Steps To Make Your Web Site G Got a Web site and no sales? In 30 minutes or less you can quickly and easily pinpoint EXACTLY what's wrong with your site and what you need to do to transform it into a money-making machine! More The Joyful Business Guide This business attraction planning system gives you the tools you need to harness attraction energy and smart marketing practices together for more success with ease, creativity and joy! More 42 Rules for Effective Connections For anyone who wants to improve communication, get better results in any networking environment and alleviate the stress and anxiety that comes from building a business. More Audios The Anatomy of a WOW MP3 File Creating a WOW Mindset with Focus MP3 File It's the Love: Finding Your Focus MP3 File Do You Have the Strength to Resist? MP3 File Align Your Business And Attract Customers Like a Magnet! MP3 File Finding Focus in Life and Business MP3 File

Request Reprint Print About Author Email to a Friend Report Problem Related Books Discover Your Brand's ''Pivot Point'' to Power Future Growth by Phillip Davis Send Feedback to Phillip Davis strategic branding More Details about strategic branding here. Translate to Spanish Translate to French Translate to German Translate to Italian Translate to Portuguese Get Your Vision Board Iphone/Ipod App and start moving toward your dreams today! Syndicate Phillip Davis's Articles Straight onto Your Web Site! - easy one-time setup, takes only minutes - fresh, informative content on your site - updates automatically - build content-rich sites with our authors! - best of all, it's FREE!! Click here to get started! Feature Articles: Article Marketing And Duplicate Content Misco... The MOST Powerful Marketing and Advertising o... How to Weed Out Your Social Media Following... Email Marketing Tips for Maximizing Sales and... How to Attract Clients and Opportunities Usin... Is Leadership a Gift or An Acquired Skill?... The Quirky Way to Market Your Business... Get More Clients, More Sales, with Testimonia... Click here for more >> Why is it that Coke can market all kinds of mutated varieties such as Diet Coke, Cherry Coke, Diet Vanilla Cherry Coke, etc., and consumers literally drink it up? But when Mercedes came out with a low-end version of their car, the "real" Mercedes owners were horrified? To discover the answer requires identifying a company's "pivot point." The pivot point of your brand is that inherent promise you have made (wittingly or unwittingly) with your customers. And while you can move your brand in any number of directions, that one pivot point, that key element of trust, must remain steadfastly in place. Want proof? Ask yourself, hypothetically, which of the following would be more accepted in the marketplace... Rolex announcing that it was coming out with a very high-end clothing line? Rolex announcing that is was going to sell a $10 version of its watches at Wal-Mart? Rationally it would make more sense that Rolex would extend itself further in the watch category. But Rolex really isn't in the watch business; it's in the prestige business. That's the pivot point, or position, it owns in the customer's mind. To create a cheap, widely available watch would seem more like a betrayal than a brand extension. It's obvious once you really think about it, but how many times do companies believe they are in the business of the product they make? Since I've positioned Tungsten Marketing as a source for brilliant branding, it would be more acceptable if I next offered brilliant public relations vs. a bottom-of-the- pile discount-naming warehouse. If I were to do that, I would need to create a whole new brand or identity so as not to cloud my current positioning...one of providing clarity and brilliance. A client of mine was at a loss on how to grow his tuxedo business. It was post 9-11 and the mood was anything but festive. When I asked him what business he was in, he was flabbergasted, "Tuxedos of course!" In fact he was the second generation of tuxedo sellers. But then I prodded him again. "Do men really want to wear heavy, tight-fitting, expensive tuxedos?" He thought for a moment and finally replied no. As he sat confused, I asked him again, "What business are you really in? What do you do that makes customers love you?" His eyes widened and he replied, "We make men look good!" He had discovered his "pivot point." Making men look good brought with it all kinds of new possibilities. He could gather his customers' email addresses while they shopped for tuxedos, and then send them thoughtful reminders before loved ones’ birthdays and anniversaries, with recommendations on the perfect jewelry, flowers or chocolates. He could make a commission on these products all while making his male customers "look good." He could extend his product line to include business suits, since he would no longer be just a "tuxedo" shop but a place where men could come to look good in the eyes of others. See how important that subtle distinction can be? Instead of being stuck in a dead-end industry, the world was suddenly full of possibilities. That's powerful stuff. So in looking at your business, what is your pivot point? What is it about your business that makes your core customers love it, use it, and spread the word about it? It's probably not the goods themselves but the way in which you deliver them. And that's what customers are truly buying. That's your pivot point. Find it and you can move your business in entirely new, and profitable, directions! Phillip Davis is President of Tungsten Branding. Phil’s life goal of “creating environments where people thrive” reflects his desire to assist in personal, professional and business growth. Phil founded and ran a full service ad agency for over 17 years and now works full time as a company naming consultant. Phil resides with wife Michelle and four energetic offspring outside Asheville, North Carolina Website: http://PureTungsten.com Email: Phil@PureTungsten.com Contact the Author Phillip Davis Branding Phil@PureTungsten.com More Details about strategic branding here. Videos You Might Enjoy on This Subject Do What You Love - Your Success Depends Upon It Branding and Naming expert, Phil Davis discusses the importance of finding your niche/focus. It all comes down to the love. What do you love doing and who do you love serving? ... More info here. Branding and Naming - The White Squirrel Festival Interview with Phil Davis of www.PureTungsten.com about the origin of the White Squirrel Festival in Brevard, NC. How it all got started and the lessons one can learn about naming and branding from th ... More info here. Related Articles Successful Promotional Products Promotional Products are all the Rage Have You Ever Given Your Child A Wooden Toy Keywords: strategic branding, brand positioning, strategic branding, brand strategy, naming and branding This article has been viewed 1865 time(s). Does this article infringe on your copyright? It is a violation of our terms and conditions for writers to submit material which they did not write and claim it as their own. If this article infringes on your copyrights, you MUST either call us at 706-866-2295 or send proof of infringement along with the offending article's title, URL, and writer name to IdeaMarketers.com Attn: Marnie Pehrson - Copyright Concern 514 Old Hickory Ln Ringgold GA 30736 USA If you email us or use our problem submission form, we CANNOT guarantee we'll receive your notice!

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