N-of-8 methods combined with ForwardFast brand model

When N-of-8 methods are combined with our ForwardFast® branding model, you can look at six main areas of the brand to determine the rebranding improvements:

1. Likeability – what elements of the product and branding are attracting customers?

2. Logo – is the name, symbol, font, design appealing – and can it be sustained in an extended life cycle?

3. Quality Offering – are the main attributes of the brand simple and easy to understand?

4. Associations – what is the brand connected with, and if it’s right, could it be strengthened?

5. Attitude – consider the tone of the package design, campaign copy, delivery system.

6. Quality Experience – this is the newest and strongest area that many marketers are learning needs attention; does the experience of buying, using, and servicing the product match your brand – and can it be elevated?

6 steps of ForwardFast model: listen to feature on Sky Radio

It was 4 years ago this week that I was interviewed by the Sky Radio Network for an in-flight audio  segment for broadcast on US Airways.

Dennis Michael of Sky Radio showcased ForwardFast, my first book (and one of the first books of its kind), which presents the principles of brand innovation for health, science, and technology products.

If you’re driven to accelerate the adoption of new medical treatments, then this book will show you how to move with urgency to learn fast. track fast, think fast, respond fast, and create fast, then ForwardFast will help you become more creatively prepared and focused to reach the scientists, medical researchers, physicians, nurses, clinics, and the millions of patients who use your brands.

Other topics covered include:
• putting brand innovation to work with the 6 steps of the ForwardFast model;
• defining both a quality offering and a quality experience; and
• understanding what positive brand associations you can create

You can listen to the full interview here:

8 branding worksheets - available on this site for limited time

I'm soon going to be updating my book website, Forward-Fast.com

So, I want to remind you of the brand workshop tools you can download now for free.

Click to view the list of exercise-templates-for-branding

6 Fundamentals of Branding in the Digital Age: ForwardFast applied

I recently answered a question on “Branding Fundamentals in the Digital Age” from Adite Banerjie, a business writer and research analyst.

Adite asked, “Have branding/marketing fundamentals changed in the age of Facebook and Linkedin? Are the 4Ps still relevant? How have they evolved? If not, why not?”

Adite has expertise in the areas of research, analysis, report writing, and content development. She works with a team of independent professionals including quantitative and qualitative researchers, graphic designers, and printing professionals. Adite’s specialities are in the area of business writing and analysis: compiling and analyzing data and preparation of reports on economic issues, industry sectors, consumer behavior, social development and media in India and the South Asian region.

I replied to her:

In my experience, there remain some basics for brand management – in order to build a more sustainable market position and greater market penetration through stronger demand -- whether it be traditional or digital.

I recently presented at the Asia Brand Congress in Mumbai, where many of these issues were discussed (and debated).

First, consider the opportunities for managing brands in a digital marketplace:
- rediscover the potential of underpromoted brands
- reinvigorate and grow products
- rethink in-licensed products
- retool for new indications/uses
- reorganize product marketing resources
- reconsider approach to new channels

Many practices may be the same, but obviously you can imagine new directions. So, one must reanalyze what works and what must be improved.

One method we use is the “ForwardFast®” branding model. You look at six main areas of the brand to determine adjustments:

1. Likeability – what elements of the product and branding are attracting customers? and how are they translated or adapted to digital marketing?

2. Logo – is the name, symbol, font, design appealing – and can it be sustained in an online environment?

3. Quality Offering – are the main attributes of the brand simple and easy to understand? if you think it's hard to get your message in a 30-second commercial, try a 13-word Google ad.

4. Associations – what is the brand connected with, and if it’s right, could it be strengthened?

5. Attitude – consider how the tone of the package design, campaign copy, and delivery system is communicated in virtual worlds.

6. Quality Experience – this is the newest and strongest area that many marketers are learning needs attention; does the experience of buying, using, and servicing the product match your brand – and can it be elevated for your advantage in digital marketing?

Finally, your reference to the 4P's reminds us to look at more Ps:
- Place (distribution)
- Price (sales, discounts, contracts, incentives)
- Promotion (unique channels)
- Packaging (novel, convenient, green)
- Put-ups (sizes, kits, bundles)
- Personal support (services offerings)
- Professional development (education, training, certification)

I’ve just published a new business book entitled "FORWARDFAST: THE 6-STEP MODEL TO ACCELERATE YOUR HEALTH SCIENCE AND TECHNOLOGY BRAND." You can read about it, and even download a free preview chapter, at www.Forward-Fast.com.

6 questions to imagine new directions for pharma brands in the digital marketplace

As we look ahead to 2009, emerging tools and media are changing how marketing messages are delivered and to whom. Physicians, while still a target audience, are being joined by patients, caregivers, and other stakeholders.

So, PharmVoice asked what I saw as some best practices for marketing success in this new dynamic.

I replied using our ForwardFast® branding model:

First, consider the opportunities for managing brands in a digital marketplace: rediscover the potential of underpromoted brands, reinvigorate and grow products, rethink in-licensed products, retool for new indications, reallocate marketing resources, and reconsider new channels.

Then, you can imagine new directions, analyzing what works and asking six main questions to determine adjustments:

1. What elements of the brand are likeable? And how are they translated or adapted to digital media?

2. Can the name, logo, symbol, font, and design appeal be sustained online?

3. Are the quality attributes simple and easy to understand? (If you think it's hard to get your message in a 1-page ad or 30-second commercial, try a 13-word Google ad.)

4. What is the brand associated with, and if it’s right, could it be strengthened?

5. How is the attitude of campaign copy, delivery system, or package design communicated in virtual worlds?

6. Does the quality of the experience of buying, using, and servicing match your brand – and can it be elevated for your advantage in digital marketing?

These concepts are also reviewed in my just-published book entitled "FORWARDFAST: THE 6-STEP MODEL TO ACCELERATE YOUR HEALTH SCIENCE AND TECHNOLOGY BRAND." You can read about it, and even download a free preview chapter, at www.Forward-Fast.com

How to move Foward. Fast. -- instead of just coping with a 24/7, Crackberry, more-faster-now culture

In a business like ours (especially with a fast-forward logo), we put a high value on the speed of thinking and responding.

So, when we might be feeling trampled by the speed of life and business, author Vince Poscente reveals why harnessing the power of speed is the ultimate solution for our time-starved era. The Age of Speed shows this and other groundbreaking revelations at work with case studies drawn from renegade companies such as Netflix, Geico, and Nintendo. With smart personal revelations, addictively clever pop science, practical case studies, and a fresh voice, The Age of Speed is a fast, fun read.

Here's an excerpt from The Age of Speed By Vince Poscente:

"The new world of change assembled itself within a decade. And in the next ten years, the same thing will happen again—only this time the revolution is speed. Culture, business, and the individual experience are undergoing another major shift—one that is equally powerful and has the potential to be equally positive. If we can accept the positive potential that speed offers, we can do more, be more, live more. The change movement is a template that can guide us through the Age of Speed: rather than bucking speed, vowing to find solutions for moderating it, we should embrace it and find ways to create more of it.

"Our resistance to speed was motivated by forces that have undergone dramatic change in recent years. Not all the values we once had to apply to the concept of speed are relevant. Though we have been taught that if we embrace speed, we will be forced to compromise quality, cost, our values, and our peace of mind, those rules don’t necessarily apply in the Age of Speed. And when they do apply, we don’t have to reject speed outright, we simply have to be more mindful of the value of our experiences. We no longer have to assume that we will always have to make compromises when we make speed a priority. We don’t have to assume that if we embrace speed, our lives will just get busier and busier. We’re in a new environment, a new game, and we need to play by different rules. We need to adapt, evolve, and shed our outdated or misguided perceptions of speed. We need to reshape the way we define, manage, and categorize our time."

The Age of Speed , Learning to Thrive in a More-Faster-Now World (NY Times Bestselling Book) click http://www.vinceposcente.com/special-offer.cfm

Join Full Speed Ahead...a weekly insight to harness the power of speed click http://www.vinceposcente.com/full-speed-ahead-archive.cfm

“Seek out speed and celebrate it as your most powerful tool in the global race for better business, a better life, and a better world.” — Michael Lister, Chairman and CEO, JACKSON HEWITT, INC.

“In a very fun, engaging, and information style, Vince Poscente illuminates how to navigate our new world of more, faster, now. His counterintuitive notion of embracing speed rather than coping with it will change the way people live and work.” —Stephen M.R. Covey, Author, THE SPEED OF TRUST

Wired is putting your face where their cover is

Did you ever want to see your face on the cover of a magazine?

Wired Magazine offered 5,000 lucky subscribers the chance to do just that. Giving customers the ultimate narcissistic opportunity may be open for some social commentary, but the part of this that provides fodder for my brain is the innovative partnership between Wired and Xerox that makes the whole experiential stunt possible.

Just yesterday, we had about 15 of our staff in a training session in which we discussed a key element of our Forward. Fast.® model. This element was brand ASSOCIATION. In the case of the magazine cover promotion, it provides an opportunity for both Wired and Xerox to create some association with each other. The tactic links the two companies with a coolness factor neither could fully achieve alone. Plus, it can carry beyond this single project.




Both companies get to provide an example of a quality offering to customers. Xerox gets to showcase its newest uber-high tech press, and Wired gets to show their willingness to champion new technology.

Branding is scientific, but it is mostly emotional. Making the switch from simply brand memorability to higher brand loyalty is what our company strives to accomplish. Let’s keep this search for great associations going. Post your ideas, comments, questions.

In the meantime, create your own novelty Wired cover at www.wired.com/promo/xerox

Expanding your Brand

It’s a dream come true! Chrysler, in its latest Dodge Caliber, transformed the typical glove compartment into a cooler for drinks and snacks! While I’m thinking soda and candy bars, in marketing this genius idea, they claimed on Comedy Central’s Stand-Up that, “The chill zone holds up to four hands!”

Self-deprecating humor, or “mocketing” is the latest risk-taking strategy being used to expand brands across target markets, some of which were highlighted in Brandweek last week. Using different forms of parody and approaching their consumers with a relaxed, open-mind has proved success for NASCAR, Boost Mobile, and Toyota.

It’s risky because humor is so selective, and companies cannot afford to offend their consumers and risk drowning their product. NASCAR, whose popularity has skyrocketed in the last decade, is willing to take that risk. Will Ferrell will be staring in Talladega Nights: The Ballad of Ricky Bobby. Definitely a parody of Days of Thunder and NASCAR, the movie will attract NASCAR fans, Will Ferrell fans, and millions of movie-goers of all ages, genders, races, and socioeconomic backgrounds—everyone. Sarah Nettinga, media entertainment director at NASCAR says, “Comedy may be risky, but stepping out of the box and away from the safety zone can pay dividends in expanding the brand’s core fan/consumer base.”

One of the parodies was on MADtv. Toyota’s low-end Yaris were parodied as “the ride of nonconforming underachievers, not the likes of Donald Trump.” An edgier approach like this appeals to a broader population whose access to communication mediums is just as alternative as their humor; chat rooms, blogs, message boards.

Taking risks for the opportunity of brand name expansion will be successful so long as you keep in mind all the elements of moving your brand, as entailed in our “Forward. Fast. ® model. They are:
-Likeability
-Logo
-Quality offering
-Associations
-Attitude
-Quality experience