COOL TIP OF THE WEEK

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"Cool Tips of the Week" archived from 4/2/2008 email, which is a weekly email sent by Steve Miller to IMTS Exhibitors with quick tips, ideas, examples, advice, and just plain old good information on making the best of your IMTS Experience.

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BRANDING

What's Your Branding Proposition?

A lot has been written about the importance of managing your brand as well as how to manage your brand. I'll tell you, though, that IMNSHO, you CAN'T manage your brand, you can only manage your promise or Value Proposition to your customer.

The customers determine your brand. If your promise matches the Value they perceive they've received, then fine your brand matches your promise. But it's the customer who decides that.

And do you want to know what your customers think? Just Google your company's name. What comes up on the first few pages is what the market thinks about your brand.

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