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We are excited to launch Kaleidoscope’s
inaugural publication of “The Scoop”. Each
edition will have a specific focus – with
this premier edition focusing on Branding.
We also bring our ever-popular “The Good,
the Bad and the Ugly”, where we critique
current marketing campaigns – just for fun
but always entertaining. As always, we
welcome your thoughts and comments – please
send to
TheScoop@KaleidoscopeResults.com.
Does Your Brand Work for You?
Your brand says a lot about your company. It
embodies an organization’s personality and
value proposition: a promise of quality,
commitment, trust - all traits that
consistently evoke a positive response from
your customers, your employees, and your
business partners.
A strong brand helps your company ride out
downturns and setbacks, while increasing its
book value. Interbrand has found that brands
typically generate up to one third of a company’s
value. And, according to Morgan Stanley, a
strong and consistent brand can increase
your stock price by at least 10%.
If your brand accomplishes all this, it’s
doing its job. So what is your brand doing?
Perhaps you’ve not considered your brand in
that way? These are questions you will want
to answer in order understand how to
leverage your brand.
Once you’ve established your brand identity,
you will have a roadmap with which to
overlay all marketing and
communications…just look at Microsoft’s
$60 billion brand! |
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Ask yourself these 5 key
questions about your brand:
1. How well do you understand your
audience?
2. How different is your brand from
your
competitors' brand?
3. How visible is your brand in
today's
market place?
4. How often do you evaluate your
brand?
5. How loyal are your customers?
See the Kaleidoscope
website
for the complete test. |
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Kate and Yvette use the following system to
rate current marketing campaigns….
The Good – something to be proud of.
The Bad – not sure what the deal is here!
The Ugly – strategically lame and creatively
rancid!
Campaign:
Bombardier Commercials
Venue:
National Television
Date:
Throughout Winter Olympics |
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The Campaign:
A series of
30-second ads spotlight proud Bombardier
employees showing off their products from
around the world. In one, a man on an
African safari jumps from a jeep and points
to a plane flying overhead, telling fellow
travelers, “That’s my plane.”
Another ad shows a woman who is asked by
tourists to take their picture. The woman
waits until a train appears in the
background before snapping the picture and
announces, “That’s my train.” The ads end
with the voiceover: “Thousands of Canadians
are behind Bombardier projects, and they’re
proud of it.”
Kate’s
Rating: Ugly. Yvette’s Rating: Good.
[
Read their critiques
]
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Cervus Financial
The Challenge:
Cervus Financial Group is a mortgage bank based in
Canada. They were entering a competitive market with
a new business model that pays trailer fees to
mortgage brokers. Their unique value proposition is
the “Customer for Life” model whereby the customer
is retained by the broker not the financial
institution. The name ‘Cervus’ is a play on the word
‘service’ and is Latin for stag or male deer. The
challenge was to develop a brand that would be
conservative enough to inspire confidence in
mortgage consumers while being progressive. Given
the stag image, we wanted to develop a brand that
was not too masculine, adding a graceful tone to the
overall brand.
more >> |
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Feel free to use these in
your next presentation!
The World’s Most Valuable Brands:
The world's five most valuable brands in
2005, according to BusinessWeek were:
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Coca Cola - $67.525 billion
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Microsoft - $59.941 billion
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IBM - $53.376 billion
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GE - $46.996 billion
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Intel - $35.588 billion
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“John Corrigan engaged Kaleidoscope to
produce a brochure and postcard insert for
our cross border investment business. We
chose Kaleidoscope for their experience in
the financial services sector and their
reputation for innovative marketing.
Kaleidoscope’s talented team had the vision
to create a design that reflects success,
wealth, and lifestyle. Our goal was to
attract high-net-worth clients to our
business and the result is high quality, top
notch marketing pieces that we are proud to
show to both current and potential business.
We highly recommend Kaleidoscope.”
John Corrigan, CIM, FCSI, Investment
Advisor, RBC Dominion Securities |
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Kaleidoscope speaking at the OTX May 15, 2006 |
The Office of Tomorrow Expo is
the only technology conference and tradeshow in the financial services industry geared towards advisors,
managers and assistants. Kate Taylor and Yvette
Gauthier, Co-Presidents, Kaleidoscope Marketing and
Communications will be speaking to advisors about
how to market themselves and build a brand in a
wired and connected world. For more information,
visit
www.OfficeOfTomorrow.ca.
FREE TICKETS FOR FIRST 10 REQUESTS. Email
TheScoop@KaleidoscopeResults.com today. |
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