If You Build It...
Brand recognition is a big deal for businesses large and small—here are six ways to build it
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Sean Norris
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5. Leave Your Comfort Zone
As of Jan. 1, 2014, the all-time most-shared Super Bowl ad was Volkswagens' "The Force," a 30-second spot involving a kid dressed as Darth Vader. Car companies aren't exactly known for imagination, but Volkswagen got creative, and the results—nearly 60 million views on YouTube—show what can happen when a business is willing to try something different. The same holds true for all forms of brand-building. "The most effective brand strategies involve taking risk," Black explained. "Be willing to step outside the box. Push the envelope and do things that may be perceived as 'wacky' by folks. Until you are willing to step outside your comfort zone, branding efforts will tend to be boring and dry."
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Sean Norris
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Sean Norris is editor-in-chief for Promo Marketing. Reach him at snorris@napco.com.
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