CEO: Branding (CONT’D FROM PAGE 12)
The Perfect Combo Get Peak Performance From Your Equipment with Matched Component Sets
2. Brands Set Meaning: Brands give meaning to products. Is an anti-lock braking system (ABS) a breakthrough in per- formance (BMW) or safety (Volvo)? That depends on the brand. The brand is a mental lens that provides immediate meaning. A Snickers bar is a snack. Tiffany means luxu- ry taste and quality. Apple is about unleashing creativity while IBM is about improving productivity. The brand pro- vides context which tells people why a product is import- ant to them. 3. Brands Carry Emotional Power: Like great art, brands are designed to elicit a response, both emotional and ratio- nal. Like art they can enchant and often captivate people which creates desire. Marlboro was the first filter-tipped cigarette and was initially launched as a woman’s cigarette which failed. The same product was re-branded as the ul- timate masculine smoke and with the swagger of the Marl- boro man still remains one of the most powerful brands in the world. Powerful brands are mythologies that evoke emotions that swell to desire.
Nothing’s more rewarding
than a couple made for each other. That’s why the engineers at ARC International have focused their skills and talents on crafting perfect
matches between the components that must work in tandem on your exo folder gluers and die-cutters: • Anilox Rollers and Ink Chambers • Anilox and Wiper Rollers • Feed and Pull Rollers • Glue and Meter Rollers You can achieve the press speeds and print quality you need to ll your most demanding orders by pairing your team with The ARChitects of Flexo. Contact ARC today to learn how these engineered matches of exo folder gluer and die-cutter components (new or
4. Brands are Fiction Not Fact: Branding is poetry not jour- nalism. Messaging matrixes and value propositions belong to marketers and are fact-based. Branding is another world that is concept-based. Branding brings out the big gun – an idea. A powerful, transcendent, mind-tweaking idea designed to engage the mind and heart at another lev- el. The idea is what catalyzes new behavior and thinking. When Tide gets clothes clean, it means that Mom and Dad are good parents and conveys that message. The Home Depot is a large hardware store, but the brand makes it a Home Center for any current and aspiring do-it-yourselfer. 5. Brands Defy Logic: When you have a powerful brand, you’ll be surprised by what it can do. You will see strong conviction and commitment across employees, customers and investors despite challenges. People tend to defend the brands they love and stay loyal against all odds – bet-
reconditioned) can help you achieve a more perfect union of production and pro ts.
The ARChitects of exo
ARCInternational.com 800-526-4569
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