Keeping Brand Familiarity

One of the best tricks to marketing is the association of whatever product or service you’re trying to sell customers is said product or service’s accepted ubiquity within a certain market.This type of “brand-monopoly” is primarily achieved through being first to a certain market. This is usually evident when a product’s brand name is taken as the name for the general product itself.Not every marketer or product can be the first in a market so as to dominate it to a point where this situation can manifest but there are some ways to keep a late-arrival competitive.


Be Aggressive

There’s a certain degree of visibility generated from a catchy name or a jingle as they’ve always been associated with a mnemonic urge in humans. Large marketers know this and have spent billions in coming up with easy-on-the-ears jingles and songs for almost any type of product imaginable.

As the primary product may have not taken root in the local vernacular yet, one up-and-coming competitor may always try to go for gold and snatch the throne as long as they have a bit of an edge in marketing.

The best example of this would probably be the dominance of Oreo over Hydrox (Hydrox is older and, as some would argue, tastier than Oreo), such to a point where Hydrox was labelled as an imitator of Oreo. All this just because the name “Oreo” rolled off one’s tongue better and sound a bit more appetizing than “Hydrox”.


Remain Consistent

Once you have got considerable brand recognition among a region or demographic, be sure to remain familiar so as to maintain your primary advantage is said market: visibility.Other companies may try to subsume this identity like following a similar color scheme to your product but this is usually avoidable with constant updates to the image but with a consistent theme.

There’s a reason why we associate Coke and Pepsi with Red and Blue respectively – they’ve settled on their brand’s image and are aggressively carrying out marketing campaigns centered around those images.Consistency and a need for constant renewal may seem like an oxymoron but let me explain.

Consistency stems from a certain instantly-recognizable positive image that one embraces within one’s product and has figured to not change drastically. Constant renewal or updating is going to be centered around the parts of a product that are of no immediate consequence, like an unloved mascot or an ill-received spokesperson.It’s these two things that’ll keep one edging out the competition as long as much though it put into the marketing side of the business.

The only time these two things shouldn’t be maintained and where a major re-imaging should be acceptable would be a drastic need to break-away from the previous image. One example of this is a potentially business-breaking scandal or controversy that’ll pain the old product-image in a negative light. This is a perfect example of where visibility and product-image can ruin someone due to the very nature of how ubiquitous they are.…

The Benefits of High Speed Manufacturing  and Chiron Automation, CNC Machining Centres, Turnkey Projects and Flexline

Following the success of the ‘Chiron Study Tour of 98′, in late June we visited the Chiron manufacturing plant in Germany for an informative, relaxing and enjoyable weekend entertaining 20 companies, made up of clients and prospects many accompanied by their partners – and including a visit to the Chiron factory in Tuttlingen, Germany.

The weekend began for many on the Thursday evening at a hotel near Heathrow, with a meal followed by a few drinks. It was a chance to get to know each other and talk about the forthcoming trip. The remaining guests joined us early Friday morning for the flight to Zurich, then onto the Sternen Hotel, set in the wonderful scenic countryside of Kirchen Hausen.

On the Friday evening, a traditional German restaurant serving authentic cuisine was enjoyed at a spectacular mountain location, providing breathtaking views of the surrounding countryside. Over dinner we were able to meet with the Chiron Germany team, enjoying discussions on the interaction and synergy between Chiron UK and Chiron Germany as well as gaining an understanding and appreciation of all the guests’ different areas of business.

Following a leisurely Saturday breakfast, when we reflected on our attempts to
exhaust the local wine and beer supply the night before, the party split into two. The womenfolk visited the beautiful lakeside town of Konstanz, with shopping, sight-seeing and lunch at a café bar. The factory tour guests were taken to the Chiron premises at Tuttlingen for seminars and demonstrations, a part of the trip that was ably summed up as
‘inspiringly impressive’ by, John Gall, operations director at British Flyreels, a Chiron user.
The main event was the seminar discussing state-of-the-art manufacturing techniques, including dry machining, the benefits of high speed manufacturing  and Chiron automation, CNC machining centres, turnkey projects and Flexline.

Discussions centred on the advantages and benefits of ‘lean’, ‘agile’ and ‘flexible’ techniques for batch, mid and high-volume manufacturing as well as Chiron’s latest technology, dry machining.

The guided tour, which followed, showed actual case studies involving Chiron machines from around the world, and live demonstrations of major turnkey projects reaching
completion in the assembly and pass-off units at Tuttlingen and the Flexline

“While seeing the full product range together was very interesting,” commented Tony Forster, operations director at Chiron customer, Newton Aycliffe-based Sloman Engineering, “equally impressive was the scope in which Chiron is involved in customer applications.”

The two groups reconvened in the evening for a gala dinner at the hotel. A perfect finish to what was hopefully an informative and interesting day for the gentlemen, and a relaxing and enjoyable few hours for the ladies (all of whom appeared to be fairly restrained with their credit cards in the boutiques and designer clothes stores!).

The ’99 Study Tour’ was an overwhelming success and enjoyed by all. Alec Watts, chief executive of precision engineering company 0xford Engineering, spoke for all the guests when he said:

“The tour wasvery stimulating and thought provoking in many ways. Chiron obviously
does a thorough job of everything, facing every issue in a pragmatic way.”Chiron very muchlooks forward to next year’s ‘Study Tour 2000’.

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