We are proud to announce the debut of the new web site for The Oral & Facial Surgery Center in NW Arkansas. Check out this new site at: http://www.ofscenter.com.
And, since I am writing this during halftime of Game 5 in the Mavs/Warriors series and the Mavs team that showed up tonight appears to be an actual competitive team, I want to jump on the good kharma pile. So, here is a little free consulting for anyone who wants it.
Branding is very misunderstood. A lot of money is spent each year by small businesses in the name of branding and much of the time it is wasted. Generally, branding is sold as decisions on packaging details (colors, fonts, style etc.). A more sophisticated and knowledgable marketing company might focus the branding around the development of a campaign or a slogan. This is close but often misses the point we at DSM think is most important about branding.
Dog Star Media used to offer a program called The Big Bang. This is a branding program that is based on the advertising concept of positioning. In positioning, the goal is to find a unique position for your company that resonates with what the market generally understands. An example of this is the classic positioning campaign for Avis: Avis. We try harder. Avis embraced its position as #2 to Hertz and the brand campaign focused on all the extras a #2 has to do to compete with a #1. It turned the advantages of being #1 into disadvantages. This genius positioning campaign is just one example of the power of this way of branding.
We no longer offer this package because it requires on-site client meetings to do it right. Our market is international, so we dropped the package. However, it is still a great branding strategy. I will wrap up the notes and outlines and make it available to anyone who wants it. To get it, all you have to do is email me at donald@dogstarmedia.com. I will send it to you in the next week or so.
Go Mavs!
