Month: March 2019

How Effective Rebranding Gave Williams James College Great Visibility

How Effective Rebranding Gave Williams James College Great Visibility

Williams James College, formerly Massachusetts School of Professional Psychology (MSPP), is a graduate college of psychology located in Massachusetts. With over 700 students, the great citadel of learning offers seventeen graduate academic degree programs.

In April 2014, William James College faced a major challenge, which was overcome by rebranding. The school wanted to change its name from the Massachusetts School of Professional Psychology to Williams James College in order to enhance its visibility in the regional and national mental health community.

The strategy employed in the rebranding is the development of a comprehensive media and social media strategy around the name change, in order to coordinate the official launch of the new name on May 7, the date of William James College’s annual gala.

In the rebranding process, certain tactics were successfully employed. These include:

  1. Development of messaging around the name change;
  2. Development of press release and pitch announcing the name change and gala;
  3. Developed a list of Frequently Asked Questions about the name change for the William James College website;
  4. Developed social media calendars promoting the name change;
  5. Secured media opportunities to promote the name change gala;
  6. Hosted the name change gala on the stated date and took the advantage of the presence of the media to sell the school’s value proposition.

The rebranding was highly successful as shown in the results. Media placements about the name change appeared and the gala appeared in major American publications such as The Wall Street Journal and Newsweek.

For your effective branding, contact Pendrof on: +2348038341039. Email: info@pendrof.com.

Dr Olusola Oso

Founder/CEO, Pendrof

How Strong Brands Are Built

How Strong Brands Are Built

There are brands and there are brands. Strong brands are brands whose names reverberate across the globe. They are not flashes in the pan; they have been around for a reasonable spell of time, waxing stronger and stronger. Coca-Cola, Nike, McDonald and Havard University are shining examples of strong brands.

How are strong brands built? They are built with relentless consistency. Consistency is the watchword of strong brands. Constantly changing brand communications does no good to the building of a brand.

Cases abound of brands who have positioned themselves through consistency. For the past 20 years, Burger King has been consistent in its brand communications and positioning. In credit cards, Visa’s “Everywhere You Want to Be” position was remarkably consistent for many years. It later successfully navigates to “Life Accepts Visa” campaigns.

In a similar vein, Coca-Cola, arguably one of the most valuable brands in the world, has attributed their phenomenal success to their long-term consistent focus on a specific group of customers: 18 to 25 year- olds.

You can build the brand of your organization by applying the same principle which the above companies employed.

Pendrof can help you to strengthen and manage your brand. Call us on: +2348038341039. Email: info@pendrof.com.

Dr Olusola Oso

Founder/CEO, Pendrof.

SMEs Also Need Digital Marketing & Branding

SMEs Also Need Digital Marketing & Branding

Small and Medium-sized Enterprises (SME) mostly share a particular trait: the tendency to cut costs, so as to stay afloat in business. After all, their capital base is limited; that is why they are referred to as SMEs. One erroneous opinion of the majority of these SMEs is that digital marketing and branding are meant only for big companies who typically have sufficient financial muscle to pull.

Far from it! SMEs also need to devote time and resources to digital marketing and branding. Their websites should be subjected to Search Engine Optimization. They must maximise the potentials of the social media for reaching out to their target consumers by employing social media marketing, which is a digital marketing strategy.

Branding will distinguish SMEs from the pack, if appropriately deployed. SMEs can outsource digital marketers and branding agencies in order to boost their businesses. Mercifully, there are tons of digital marketing and branding agencies out there who are favourably disposed towards SMEs as clients. Pendrof is an example of such. Check out their website on www.pendrof.com.

In conclusion, SMEs must prioritize digital marketing and branding so as to distinguish themselves from the pack, and ultimately, to increase their clientele and profits.

Dr Olusola Oso

Founder/CEO, Pendrof.

Why Your Company Needs Brand Positioning

Why Your Company Needs Brand Positioning

Ours is a maddeningly competitive world. Consumers and customers are spoilt for choice when it comes to the patronage of products and services. This is why your company must take brand positioning very seriously.

Also known as brand strategy or positioning strategy, brand positioning is designed to create a unique impression in the customer’s mind so that the customer associates something specific and desirable with your brand that is distinct with the rest of the marketplace.

Brands can be positioned in a number of ways. One, a company can position the brand on product attributes. However, attributes are not particularly strong for brand positioning, as competitors can easily copy them.

A brand can be better positioned by associating its name with a desirable benefit. Several brands have successfully done this. Volvo car, for instance, guarantees safety. FedEx guarantees on-time delivery, Nike guarantees performance, and Lexus guarantees quality.

Finally, brands can be positioned on strong beliefs and values. This is what the strongest brands do not joke with. According to a brand expert, Marc Gobe, successful brands must engage customers on a deeper level, touching a universal emotion. An example of brand positioning on strong beliefs and values is if a toothpaste promises “healthy, beautiful smiles for life.”

For the brand positioning of your company, contact Pendrof, a first rate branding and digital marketing agency. Call us on: +2348038341039. Email: info@pendrof.com. Website: https://www.pendrof.com.

Dr Olusola Oso

Founder/CEO, Pendrof

Mistakes To Avoid With Paid Facebook Ads

Mistakes To Avoid With Paid Facebook Ads

Advertisers are typically very careful in the selection of the media to place their adverts. This is because they want to reach out to their target audience and increase their clientele and customer base with as minimal cost as possible. This is one of the reasons Facebook ads are gaining wider currency across the globe. According to Hubsport, Facebook ad revenue is presently not less than a whopping sum of $15 billion. Little wonder, Facebook founder, Mark Zuckerberg remains one of the 10 richest men on this planet today.

Many advertisers like to place adverts on Facebook due to the uncommon popularity of the Facebook platform. However, when placing Facebook ads, you must avoid the following mistakes.

Mistake 1: Lack of goals.

You must have specific goals for placing ads on Facebook. You must know what metrics you are holding them accountable to.

Mistake 2: Using the wrong advert format

You must choose the right ad format for your specific campaign. Study Facebook ad types carefully, and settle for the one you think will best suit your audience and goals. You can consult experts in this regard.

Mistake 3: Too broad targeting.

It is tempting to employ broad targeting. After all, you intend to reach out to as many people as possible. According to experts, you will tarnish your brand image by displaying your messages to Facebook users who don’t care about you ads.

Mistake 4: You are beating about the bush.

Facebook users have limited time to look at your ad. You must capture the attention of the audience and persuade them to take an action you have specified.

Mistake 5: You use too much text in the ads:

Who says only kids love pictures in book?Your facebook ads must be accompanied with images, to make them colourful and attractive.

Dr Olusola Oso

Founder/CEO, Pendrof.

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