Part 1: Transform Your Brand into a Hero Everybody loves a superhero. It's no accident that these dynamic characters create the kind of excitement that rakes in the big bucks. For a perfect example, look no further than the recent release of The Avengers, which was an instant box office bonanza ... for the second time. In fact, The Avengers has been on the list of top-grossing films since its original incarnation in 1970. That is the kind of predictability you want for your brand. In other words: Power Branding.

1. Catalyst: Putting the POW! in Power Branding http://archive.constantcontact.com/fs071/1100671039235/archive/11101...
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June 2012 Issue No. 92
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Part 1: Transform Your Brand into a Hero in the ever-changing trends
in marketing in the
Everybody loves a superhero. It's no accident that these dynamic Automotive Aftermarket, so
characters create the kind of excitement that rakes in the big bucks. we've decided to share our
For a perfect example, look no further than the recent release of The SlideShare profile to give
Avengers, which was an instant box office bonanza ... for the second you a look at current hot
time. In fact, The Avengers has been on the list of top-grossing films marketing topics across the
since its original incarnation in 1970. That is the kind of predictability industry. From Green
you want for your brand. In other words: Power Branding. Marketing initiatives to
creating a Value Proposition
It may seem like a stretch to think of your brand as a type of Statement, The Marx Group
superhero, but there are certain characteristics that they have in is here to serve you.
common. All comic book characters are well defined and adhere to a
basic set of "rules" including his/her costume and superpowers. Every Click Here to View
superhero worth their salt has clearly defined core values, a familiar Our Profile and See
personality, a known story line. By applying the same principles to your Current Presentations
branding, you too can acquire special powers.
What does it take to give your brand POW?
Take a look at powerful, successful brands and you'll realize that they, Gloria Medina
too, have the attributes of a superhero. Even though big business is no Promoted to Client
laughing matter, the superbrands have clearly absorbed the lessons Project Manager
that comic book writers knew instinctively.
We are proud to announce
Effective branding builds and takes advantage of a strong synergy the
between the company and its customers. This requires knowing their promotion of
wants, needs and buying behaviors. Developing a vital, ongoing and Gloria Medina
trusting relationship between your company and your customers takes to Client
an investment in time and effort, as well as consistent application. Project
Manager. In
Once you create this type of bond with your customers and meet their her new role,
needs with powerful, consistent messaging, you'll be able to endow Gloria will
your brand and products with super selling power! All it requires is the
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2. Catalyst: Putting the POW! in Power Branding http://archive.constantcontact.com/fs071/1100671039235/archive/11101...
FIVE FORCES of BRANDING.
manage
In brief, they are: client marketing initiatives
and oversee digital projects
1. POSITION. This is how you present your company to your including websites, social
target audience (which includes your shareholders as well as media and online videos,
your potential customers). It's built on a structure of Core and ensure all projects
Values, Brand Pillars, Mission Statement, Unique Selling support client marketing
Proposition and Key Messages. goals.
2. PROMISE. What is your promise to your customers? Is it lower
price? Better quality? Faster delivery? Most importantly, how
"Gloria has done an
consistent are you at keeping this promise?
excellent job spearheading
3. PERSONALITY. Your company, like every other, has a
our agency's marketing
personality. Since customers are going to assign you a
strategy," said Tom Marx,
personality no matter what (the urge is only human), it's
president and CEO of The
important to create the personality you want to convey.
Marx Group. "In her new
4. STORY. Just as people relate better to a likable personality,
role, Gloria will shift her
they warm more to a company with an interesting story -- of
focus to new and current
who they are, how they came to be and where they're going.
clients, which will greatly
5. ELEMENTS. These make up the face of your company, things
benefit our agency."
like logo, corporate colors, website and marketing tactics.
Putting the "Pow" in Power Marketing is all about these five forces, and
in Part 2 of this article, we'll investigate them in depth. You'll find out
how you can use them to build brand equity to build tangible value for
your business.
Brand equity is like a superpower that helps you achieve higher
margins (or a price premium) while you excite more interest from
potential customers. Its one-two punch enhances opportunities for
market expansion, segmentation and brand extensions and increases
your leverage with distribution channels. This lets you maximize
marketing and sales efficiency, enhance customer loyalty and retention,
and zoom toward more acceptance for new products.
Can't wait to find out how to make your brand a superhero? Drop us an
e-mail and we'll give you a preview of the next installment of this Visit us on LinkedIn:
"Pow"erful Series.
Tom Marx
Kerri Petersen
Leslie Allen
Gary McCoy
Marketing Communications & Business Strategists Gloria Medina
Christine LeMay
The Marx Group is a team of Craig Martinez
marketing and sales strategists,
creative directors, media experts,
account managers, graphic
designers, copywriters, web
developers, PR specialists, and experienced business minds in the
Automotive, Heavy Duty and Commercial Vehicle Aftermarket. We have
over 30 years of experience in the industry, a solid network of
relationships, as well as media expertise to drive sales, attain press
coverage, and transform the way the world sees the companies we work Become a FAN of
with. By anchoring our approach first with a strong understanding of our The Marx Group
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3. Catalyst: Putting the POW! in Power Branding http://archive.constantcontact.com/fs071/1100671039235/archive/11101...
clients, we are then able to develop and execute a customized strategy
that meets their needs.
A Division of The Marx Group Need a marketing expert to
provide insider insight about
Marx Group Advisors is a team of the automotive and
experienced industry specialists providing heavy-duty aftermarket
clients with strategic advisory services for industry? Please submit your
mergers, acquisitions and divestitures, as question.
well as assisting with capital formation
for private equity placements.
By: Fred Janssen, Tom Marx and Tom Herndon
Time and time again great ideas become less effective, the marketing
department's efficiency is diminished, there is finger-pointing between
sales and marketing, and presidents, CEOs, and others worry over
revenue goals that continue to go unmet. Marketing Sucks! (and Sales,
Too!) captures the frustration felt by many parts of the organization
when marketing and sales are not aligned, and introduces a better way.
Purchase now at AMAZON.COM
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