Marcia Hoeck
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Marcia Hoeck is president of Hoeck Associates, a leading strategic branding and marketing firm. Since 1984, Marcia has helped organizations generate millions of dollars in revenue by focusing brands and integrating communications. Read more articles and special reports at www.hoeck.net.
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Imagine having someone to take care of all the details of your business for you. You know, the things you never get to ? or the things you're bogged down in that keep you from doing the stuff you should be doing to grow your business. Hiring a virtual assistant (VA) can be a big decision for many entrepreneurs. Knowing what you're looking for at the beginning can help you make a better choice.
In a world where no one has time to carefully weigh all available brand options and it’s increasingly difficult to tell one product or service from another, it’s important for brands to make a real connection with their audiences, a shorthand to help customers sort through the maze. Once established, this connection enables them to communicate compelling value, promote long-term recall of brand messages, and foster the trust, loyalty, and emotional attachment that sustain relationships.
New markets, called beehives, are being created that are segmented not only by nationality and age but also by spending behavior and other psychographic characteristics. Marketers can tap into and profit from these new markets by communicating to them on their own terms.
Branding problems really boil down to three main scenarios. Companies that learn to overcome these challenges and be authentic with branding will gain a competitive advantage.
