Tuesday, August 13, 2002
Guru.com - The Name Game
This page is great! It talks all about the ideas of marketing your meme (identity slogan) through word of mouth, branding, and all sorts of networking. Here's an excerpt:
Cooking Up Your Meme
So how do you create a powerful meme for your business? It's a bit of an art, but here are some guidelines. First, ask the key question: "What do my clients get as a result of using my services?" Don't worry about the wording yet -- just brainstorm to develop a number of sentences that capture the gist of your key benefit. To broaden your thinking, you might consider doing this with a group of friends and former clients who are familiar with your work.
You might come up with something along the lines of: "Our clients have problems with employee conflict, and our services help reduce that conflict while building cooperation and trust." There's a core idea in there, but the expression is pretty long. Start paring down to get at the essential ideas you want to communicate. The next cut might go: "We reduce conflict while building cooperation." This is better, but it seems a little vague. The next attempt yields: "Reducing conflict and building cooperation within organizations." This is a bit snappier, but are we now trying to say too much? The message here is about both solving a problem and offering a solution. Maybe we should go with one or the other. How about this as a tagline: "Building cooperation within organizations." It's simple, benefit-oriented, and easy to remember. You've got a meme!
This page is great! It talks all about the ideas of marketing your meme (identity slogan) through word of mouth, branding, and all sorts of networking. Here's an excerpt:
Cooking Up Your Meme
So how do you create a powerful meme for your business? It's a bit of an art, but here are some guidelines. First, ask the key question: "What do my clients get as a result of using my services?" Don't worry about the wording yet -- just brainstorm to develop a number of sentences that capture the gist of your key benefit. To broaden your thinking, you might consider doing this with a group of friends and former clients who are familiar with your work.
You might come up with something along the lines of: "Our clients have problems with employee conflict, and our services help reduce that conflict while building cooperation and trust." There's a core idea in there, but the expression is pretty long. Start paring down to get at the essential ideas you want to communicate. The next cut might go: "We reduce conflict while building cooperation." This is better, but it seems a little vague. The next attempt yields: "Reducing conflict and building cooperation within organizations." This is a bit snappier, but are we now trying to say too much? The message here is about both solving a problem and offering a solution. Maybe we should go with one or the other. How about this as a tagline: "Building cooperation within organizations." It's simple, benefit-oriented, and easy to remember. You've got a meme!
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posted by Brian & Brian at 3:24 PM
