The most basic approach to building name recognition is to get your logo or trademark in view of your prospective clients as often and as long as possible. If you have ever gone to a hotel or motel you have seen an incredibly focused branding campaign. Everything from matches, ashtrays, phonebooks, napkins, ice buckets, pens, pencils, note pads, envelops, toilet paper roll covers, shampoo, hand cream, soap, coffee packets, robes, towels, wash clothes, etc., are monogrammed with the hotel's logo. And you obviously know about the hotel, since you are already there!

Moving Your Product From Commodity to Concept

A superb example of this is Nike. Just Do It! Instantly consumers think of athletic performance and success. The concept of Nike is more valuable and enticing than he product itself. This moves their product from commodity to concept. With Nike's marketing securely attached to a specific concept that the consumer has pre-purchased, Nike does not have to overcome commodity issues (like having a low price point to compete with Payless). Additionally, the consumer is loyal to a concept over the product.

Creating A Bond With Your Customer Over Time

There was a cellular phone provider named Primeco. Their branding tool was a little burgundy alien who (in their advertising campaign) was trying to recover cell phone technology he had apparently left on planet earth. His name was "Primithicus." He was a happy, spunky fellow, and an awesome branding tool. A regional sales manager showed me white papers from research they had contracted. The marketing research showed that "Primithicus" had a higher rate of recognition than "Mickey Mouse" in certain demographics. Bonding can be illustrated in many brands, just think of all the Coca-Cola, Warner Brothers, and Disney items you can buy at the store.

Setting You Apart From The Competition