Lawn Care Business Forum Lawn Care Business Book Lawn Care Business Blog Lawn Care Software
Home Forum Contract & Flyer Templates Blog Software Videos Podcast Calculators / Estimators Store Mower Review Design It Yourself Lawn Business School

Go Back   GopherHaul Landscaping & Lawn Care Business Marketing Forum > Business > General Business Discussions

General Business Discussions A place to talk about general business discussions.

Marketing vs. Branding


General Business Discussions

A place to talk about general business discussions.
Reply
 
Thread Tools Search this Thread
  #1  
Old 03-28-2006, 06:22 AM
Ned
Guest
 
Posts: n/a
Default

In response to the following query,

"Hi Ned,

Thanks for posting. A short time ago we had a question on the forum about the difference between marketing and branding. Do you have any thoughts on the difference? Any insight you have that you could post would be helpful....

Thanks, Steve"

The differences between marketing and branding are largely theoretical. Branding is considered a more "higher level" of thought, whereas marketing is more "street-level". Branding is more integrated, and is a life-long commitment to define and maintain a company's identity, reputation, and strategies in the marketplace, whereas marketing can be on a more campaign-by-campaign basis. Marketing strategies can change, but branding strategies, though they can be improved upon and expanded, should not change. Many of the largest most rock-solid corporations have fallen because they "Forgot what made them successful" (a term coined by Al Ries and Jack Trout).

There is no clear line between Marketing and Branding, and the two must always work hand in hand. Your branding goals should always drive your marketing strategies, and your marketing strategies should always define the final output of your advertising campaigns.
Reply With Quote

Stop guess-timating. Learn how to estimate and make money! $$$
Mow Time Estimator Lawn Care Price Estimator Mulch and Topsoil Calculator Snow Plow Estimate Calculator


  #2  
Old 03-28-2006, 06:33 AM
Steve's Avatar
Steve Steve is online now
Administrator
 
Join Date: May 2003
Posts: 36,850
Rep Power: 10
Steve has disabled reputation
Default

Lawn care business tipsLawn Care Business Book
Hi Ned,

When you say "Marketing strategies can change, but branding strategies, though they can be improved upon and expanded, should not change. Many of the largest most rock-solid corporations have fallen because they "Forgot what made them successful"

Can you think of examples where this has happened?

I think we all learn better with examples.
__________________
- Subscribe to my Lawn Care Marketing Blog Feed and get daily tips sent to you. Free!
Download your Free trial of Gopher Lawn Care Software.
Reply With Quote
  #3  
Old 03-29-2006, 01:54 AM
Ned
Guest
 
Posts: n/a
Default

Hi Gopher,

I will try to think of as many examples as I can, along with the position which they should have kept... Not all have crashed, but all have suffered serious setbacks and not maintained their rightful place or leadership role...

7up - "the Uncola"

Little Ceasars - "Pizza Pizza"

Avis - "We're number 2, but we try harder!"

Coca-Cola - "The Real Thing" (After Coke's big mistake with
New Coke, they are coming back to their old stand. Smart. They have even reintroduced the polar bear commercials, starting last Christmas.)

Kodak - Tried to compete in the Polaroid market, and lost their footing in film, which is what Kodak stood for.

RCA - Tried to compete against IBM in personal computers, and lost billlions which could have been put into new communications technologies - what RCA was best known for.

IBM - Introduced a line of photocopiers, printers, laser printers. Does anybody every buy them?

Xerox - Like RCA, Xerox also lost millions in the computer business, just as IBM did when they tried to tramp on Xerox' territory in Photocopiers.

Hope that list helped... It is so important that a company KNOWS their place in the market, and remembers the thing that gave them footing, because that is where they should continue to concentrate their efforts. The world is constantly changing, but a company who is brand-aware can change with it, without stepping out of their "creneau".
Reply With Quote
  #4  
Old 03-29-2006, 02:27 AM
Steve's Avatar
Steve Steve is online now
Administrator
 
Join Date: May 2003
Posts: 36,850
Rep Power: 10
Steve has disabled reputation
Default

What's fascinating about this is it makes me wonder.

A company may try many many things before finding something that hits.

For example William Wrigley Jr:

"He started out selling soap. As an extra incentive to merchants to carry Wrigley's soap, he offered them free baking powder. When baking powder proved to be more popular than soap, he switched to the baking powder business. One day, Mr. Wrigley got the idea to offer merchants free chewing gum with each can of baking powder."
This led to the creation of Wrigley Gum.

So then it makes you wonder, should companies be exploring and seeking out new products or ideas? Or should they stick with what works?

What if Wrigley continued to sell just soap?

I think overall we can fail at more things than we succeed in, but sometimes those successes are so big, it makes the failures insignificant.

So then which direction do you go?
__________________
- Subscribe to my Lawn Care Marketing Blog Feed and get daily tips sent to you. Free!
Download your Free trial of Gopher Lawn Care Software.
Reply With Quote
  #5  
Old 03-29-2006, 02:32 AM
tiedeman
Guest
 
Posts: n/a
Default

I think that you need to try out many different things, get a feel for many different things, but in the long run, you really need to settle down and pick one particular thing that you are great at and market the heck out of that.

For example, I love buying from companies that have been in the business for a long term with a particular product that I have used for a long time. Why is that, becasue I can trust them to know that they are experienced at that one particular product. Perfect example, is my barber. He does not do styling, he does not wash hair. All he does is cut mens hair. he specializes in one thing and one thing only. He has been cutting hair for approx 35 years. I have been going to him since my first haircut. Pretty amazing.
Reply With Quote
  #6  
Old 03-29-2006, 02:44 AM
Ned
Guest
 
Posts: n/a
Default

Likewise, there is only one place I go to color my hair. They do the best color in town, for the cheapest to boot, but they give the most horrendous cuts ever! The cut is included with the color, but I go to get it cut elsewhere first.

Here is another example of a company who could really boost their reputation and categorize themselves effectively, if they marketed as a place for color. Don't bother including the cut, because that'll just embarass you and drive customers away... Let people know that you do the best color in town, and this is the "house of color".



Reply With Quote
  #7  
Old 03-29-2006, 02:45 AM
Steve's Avatar
Steve Steve is online now
Administrator
 
Join Date: May 2003
Posts: 36,850
Rep Power: 10
Steve has disabled reputation
Default

Some things it seems you can't stick with though.

For example, Ned brought up Kodak. Kodak tried to get into the instant photo business Polaroid had. But the real problem which was coming up on them in a hurry was the digital age. Now digital cameras rule the industry.

It was a total blindside. Who would have thought? Where is Kodak now? What should they have done differently?

What if a similar thing is going to happen to the industry you are in? How can you prepare for that if you just stick to one thing?

Also how can you take advantage of new opportunities if you don't explore?
__________________
- Subscribe to my Lawn Care Marketing Blog Feed and get daily tips sent to you. Free!
Download your Free trial of Gopher Lawn Care Software.
Reply With Quote
  #8  
Old 03-29-2006, 02:54 AM
Ned
Guest
 
Posts: n/a
Default

I think the best answer to that dilemma is to do a lot of research and development. Keep up with the trends before they happen. When products come along which seem to "threaten" your position, you should not try to crush them, but rather embrace them. Cover them, and make them your own first, but act fast. For instance, Kodak was one of the first companies in a position to buy the rights to Carlson's Xerography process, but declined, thinking that nobody would pay 5 cents for a cheap plain-paper copy, when they could get a nice coated copy for a cent. A company called Haloid, which later became Haloid Xerox, then later Xerox, bought those rights.

Unfortunately, I can't think of anything which Kodak could do to cover themselves now, since all the areas of digital photography are already covered (cameras by Canon and Nikon, scanners by Epson and Canon, Printers by Epson, Canon, and HP, paper by the same... Video Cameras by Sony, Panasonic, and Canon).

However, keeping ahead of research might have guaranteed Kodak a new product development in the field of new camera technology, before what they knew became obsolete.



Reply With Quote
  #9  
Old 03-29-2006, 02:58 AM
tiedeman
Guest
 
Posts: n/a
Default

I do agree with both of your points. I have been seriously looking at putting green installations for a long time. I think that it would be a great market to get into, but do I want to deal with more hassle of another service.

But I haven't necessarily gave up hope on everything. Whenever I see something new and interesting I weigh the pros and cons. Could I be losing out on big money, sure, but am I dealing with less stress of not having to deal with a new product/service...probably.
Reply With Quote
  #10  
Old 03-29-2006, 02:59 AM
Steve's Avatar
Steve Steve is online now
Administrator
 
Join Date: May 2003
Posts: 36,850
Rep Power: 10
Steve has disabled reputation
Default

That is a fascinating story. It makes you wonder what opportunies are in front of your face each and ever day that you are missing out on because you can't see their potential. We all seemed to so get locked into our own point of view and can't see the larger picture.
__________________
- Subscribe to my Lawn Care Marketing Blog Feed and get daily tips sent to you. Free!
Download your Free trial of Gopher Lawn Care Software.
Reply With Quote
Reply

Bookmarks

Thread Tools Search this Thread
Search this Thread:

Advanced Search

Posting Rules
You may not post new threads
You may not post replies
You may not post attachments
You may not edit your posts

BB code is On
Smilies are On
[IMG] code is On
HTML code is On
Forum Jump

» Recent Threads
  RatingTitle, Username, & Date Last Post Replies Views
adding something new...
veteranslawncaresystems
01-28-2015 12:13 AM
Today 01:08 PM
by Dan Tanner
7 257
Landscapers from hell!!
Chilehead
01-29-2015 03:55 PM
Today 12:01 PM
by jrs.landscaping
7 233
Just Quit?
ringahding1
01-30-2015 06:23 AM
Today 10:42 AM
by ringahding1
10 267
FREE Custom Website...
breadcrumb
Yesterday 10:58 PM
Yesterday 10:58 PM
by breadcrumb
0 36
FREE Custom Website...
breadcrumb
Yesterday 10:55 PM
Yesterday 10:55 PM
by breadcrumb
0 28
Greetings from above! (...
Hard-Body lawn & garden
Yesterday 05:29 PM
Yesterday 05:29 PM
by Hard-Body lawn & garden
0 41
Fencing help
Knaubone
Yesterday 02:36 PM
Yesterday 02:36 PM
by Knaubone
0 40
French gardener owner's...
didgreen
01-30-2015 09:10 AM
Yesterday 02:25 AM
by didgreen
3 129
Thanks for all the posts
WheatGrass
01-30-2015 06:38 AM
Yesterday 01:29 AM
by WheatGrass
2 122
hows it going.
uppercut
01-30-2015 05:01 AM
01-30-2015 11:16 PM
by uppercut
3 130
viking cyclon.
uppercut
01-29-2015 09:12 PM
01-30-2015 11:11 PM
by uppercut
2 111
These are the days on...
ExtremeLawncareServices
01-11-2015 11:41 AM
01-30-2015 10:26 PM
by ExtremeLawncareServices
15 962
Crunch time 2015!
Chilehead
01-29-2015 08:57 PM
01-30-2015 07:51 PM
by Chilehead
2 135
Government contracts
avetslawncare
11-15-2014 08:50 AM
01-30-2015 07:46 PM
by Chilehead
11 946
Lost my @#$ blower
stevef1201
01-11-2015 08:31 AM
01-30-2015 04:47 PM
by Just for Cuts
3 515
whats this briggs?
uppercut
01-30-2015 12:40 AM
01-30-2015 02:49 PM
by Steve
1 95
Say Hello !!!
Steve
03-19-2007 12:18 PM
01-30-2015 02:36 PM
by Hard-Body lawn & garden
1,202 364,215
Lawn Mowing -...
ringahding1
01-30-2015 07:05 AM
01-30-2015 07:05 AM
by ringahding1
0 73
TaskEasy & Plowz & Mowz...
jrwalker333
01-25-2015 01:02 PM
01-29-2015 08:14 PM
by lxarth
8 321
Contact last years...
googus
01-28-2015 09:13 AM
01-29-2015 02:29 PM
by Steve
6 296
Looking for advice on...
berryjam
01-21-2015 07:37 PM
01-29-2015 02:21 PM
by Steve
15 555
New to the forum
LCRobert
01-26-2015 10:21 PM
01-29-2015 09:11 AM
by ringahding1
7 262
What happened to Better...
Steve
01-27-2014 04:07 PM
01-28-2015 12:26 PM
by Steve
21 3,270
Lawn care truck
Steve
10-10-2009 03:40 AM
01-28-2015 12:23 PM
by Steve
44 16,163
Bidding to get other work
Rodriguez11
07-21-2011 11:52 PM
01-28-2015 12:08 PM
by Steve
29 9,533
How many contracts...
5StarLawnscaping
01-12-2015 03:51 PM
01-28-2015 11:04 AM
by ExtremeLawncareServices
10 671
"Part Timers", "Low...
doug1980
06-10-2009 12:55 PM
01-27-2015 09:01 PM
by jrs.landscaping
43 10,457
Is anyone doing mosquito...
BWild
01-27-2015 12:30 PM
01-27-2015 07:24 PM
by avetslawncare
4 205
New to group
ron@alpine
01-27-2015 08:45 AM
01-27-2015 01:29 PM
by Steve
1 169
please Help with none...
Lawnboyman1170
01-09-2015 09:46 AM
01-27-2015 01:27 PM
by Steve
13 897
does this sound good or...
Bradcook21
01-22-2015 09:24 AM
01-27-2015 07:42 AM
by ringahding1
9 404
second year advise
cmdlawncare
01-23-2015 06:22 PM
01-27-2015 07:31 AM
by ringahding1
6 334
need advise
rawssrob
02-23-2010 02:45 PM
01-23-2015 06:40 PM
by cmdlawncare
7 2,685
New to forum
ROB N
01-23-2015 08:35 AM
01-23-2015 01:53 PM
by Steve
1 225
Extending the life of...
rmccutchan
01-17-2015 12:37 AM
01-23-2015 01:43 PM
by Steve
8 468
osceola lawn service
jasa@wildblue.net
01-22-2015 03:23 PM
01-23-2015 01:38 PM
by Steve
1 237
Tax Question
Wolf4dk
01-20-2015 01:11 AM
01-22-2015 02:28 PM
by Steve
4 373
Billy Goat Vac
Mr. Mow
01-19-2015 07:42 AM
01-22-2015 02:18 PM
by Steve
6 358
Property Pricing
GVL
01-19-2015 02:46 PM
01-21-2015 02:18 PM
by Steve
5 421
Landscapers Source For...
breadcrumb
01-16-2015 02:44 PM
01-21-2015 05:55 AM
by breadcrumb
14 594
Hoa advice
Bradcook21
01-16-2015 09:36 PM
01-20-2015 04:30 PM
by Steve
4 409
My Invention
biglee
01-11-2015 07:51 PM
01-20-2015 10:16 AM
by biglee
16 752
How to beat the pre pay...
stansg1fresh
01-13-2015 04:33 PM
01-19-2015 03:38 PM
by ringahding1
3 483
Hello from Md
homey
12-17-2014 06:55 PM
01-19-2015 01:37 PM
by Steve
12 1,303
Hi from Illinois
burtle
01-02-2015 09:46 PM
01-19-2015 01:22 PM
by Steve
3 649
Hello from SW FL!!
5StarLawnscaping
12-05-2014 02:35 PM
01-19-2015 01:20 PM
by Steve
14 1,604
Another Illinoisan.....
barhopper
01-11-2015 05:38 PM
01-16-2015 04:29 PM
by Steve
10 563
marketing with pizza...
apmAkron
01-15-2015 09:57 AM
01-15-2015 06:29 PM
by Steve
4 386
CRM and Quickbooks?
5StarLawnscaping
01-15-2015 08:06 AM
01-15-2015 08:06 AM
by 5StarLawnscaping
0 301
New Member, Indiana Iraq...
Timbo
07-14-2011 09:44 AM
01-14-2015 06:14 PM
by Steve
10 3,891
» Popular Tags
4wd aerocore apartment complex auger bark billy goat brushcutter blades bush collections design edging employee problems equipment rental ferris first truck flyers foreman gopherhaul grass growing a lawn care business hills hiring husqvarna introduction john deere quik trac landscape landscape services lawn lawn care lawn care business lawn care business seo lawn care business show lawn care business website lawn care business website seo lawn care seo lawn care website lawn care website seo lawn mowing marketing mr dave mulch past due per hour charge per hour service podcast pricing profit on employee pto push versus ride reo running a business scripts seo shell small engine repair square foot steep lawns steve sulky theft toro grand stand trailer tree trimmer rack truck new used landscape up sell employee walk behind web design website design won't return
Powered by vBadvanced CMPS v3.1.0

All times are GMT -5. The time now is 06:45 PM.


(C) 2011 Riggs Publications - Terms of use & Privacy Policy

All times are GMT -5. The time now is 06:45 PM.

(C) 2011 Riggs Publications - Terms of use & Privacy Policy