tag:blogger.com,1999:blog-92010932592377975892024-03-05T07:03:51.027-08:00Biz Bits BlogRichard Farnhamhttp://www.blogger.com/profile/14408348015455639574noreply@blogger.comBlogger9125tag:blogger.com,1999:blog-9201093259237797589.post-73467153820365385252019-05-28T12:28:00.003-07:002019-05-28T12:28:23.347-07:00THE EASY ANSWER<span style="font-family: Arial, Helvetica, sans-serif;">There are very few, if any, businesses that don’t require selling. Stores sell products to their customers. Professionals sell services to their clients. Managers sell ideas to the workforce. Sales is an intregral part of industry and even of everyday life. <br /><br />Not everyone, however, is a great salesperson. Of those that are successful, some have a natural talent, some have worked hard to develop the necessary skills and some have just perservered, knowing that eventually, they will make a sale. Of course the best of the best have talent, skill, and determination. <br /><br />But regardless of heredity or abiity, there are tools that can help anyone be a successful seller. This is one of them. I call it “THE EASY ANSWER.” <br /><br />The concept is simple. If you want a positve response to your sales pitch, formulate some questions in your pitch where the answers will most likely support that pitch. For example; if you are selling mattresses, don’t ask your customer: ”Do you want to buy a mattress?” Instead ask them: “Do you like getting a good night’s sleep?” Follow that with: “Would you want a mattress that guarantees a good night’s sleep?” Then close with: “If I could show you how you can have just that, would you be interested?” In all cases, the EASY ANSWER is yes, because saying no contradicts logic and requires an explanantion (requires work). And with three yesses, the chances of making a sale are pretty good. <br /><br />Another example is a technique we used when we published a visitor magazine and had to renew ads in the publication every six months. We could usually renew with one phone call and with one question. The question was NOT: “Do you want to renew your ad?” That question does not lend itself to an EASY ANSWER. It requires thought, possibly some research, and a new commitment. The chance of a yes is 50/50 at best. Not good odds. <br /><br />The question we did ask: “Any changes to your ad for next time?” Of course the EASY ANSWER was “no.” It didn’t require a lot of thought or research or a new commitment because nothing was changing. But for us it meant “yes.” The sale was made, the ad renewed, and another six months of income. <br /><br />EASY! </span>Richard Farnhamhttp://www.blogger.com/profile/14408348015455639574noreply@blogger.com0tag:blogger.com,1999:blog-9201093259237797589.post-84142839632851512992019-05-28T12:26:00.000-07:002019-05-28T12:26:31.955-07:00"PLAN D"<span style="font-family: Arial, Helvetica, sans-serif;">In business, and in life for that matter, we often encounter problems. Sometimes simple problems lending themselves to simple, and quick, solutions. Sometimes not so simple problems, with not so simple and not so quick solutions. But solve them we must, lest they linger and fester and begin to erode our success, or our happiness, or both. <br /><br />Therefore we need to formulate a plan, a plan to solve the problem. Now what that plan is can vary depending on the problem it needs to solve. It may be a simple plan or a complex plan. It may be implemented quickly or over time. It may require few resources or many. It may be cheap or very costly. The one constant is that the plan needs to solve the problem. <br /><br />Of course, we never know if a plan is going to work until we try it out. And if it doesn’t work we may very well need a backup plan, a Plan B so to speak. And if that doesn’t work we may need a back up to the backup, a Plan C, which also may not work. <br /><br />IN THIS CASE, WE OFFER THE PLAN THAT ALWAYS WORKS. Simplicity itself, requiring few if any resources and little or no monetary investment, it is guaranteed to solve the problem, immediately and forever. It is called “PLAN D.” Stated briefly, it is: DECLARE THE PROBLEM TO NOT BE A PROBLEM!<br /><br />If plan A didn’t work, and plan B didn’t work, and plan C didn’t work, then it’s a pretty good bet that this problem can’t be solved. And If it can’t be solved, the choice is simple; stop doing whatever business or activity it is that created or uncovered the problem if the first place, or use “PLAN D” and DECLARE THE PROBLEM TO NOT BE A PROBLEM!<br /><br />One example: A common business problem and one nearly all businesses have at one time or another; is the failure of a customer or client to pay promptly. Incentives haven’t worked, threats haven’t worked, bill collectors haven’t worked. The customer or client always pays, but never in a timely manner.<br /><br />Of course, you can just stop doing business with this customer or client and the problem is solved. Or you might just utilize “PLAN D.” This is a good account, and the income is appreciated, if not needed. Why not just DECLARE THE PROBLEM TO NOT BE A PROBLEM! <br /><br /> You keep the account, and a relationship you have probably nurtured for some time. You keep the income, you keep the client or customer, and you stop worrying and/or feeling resentful. It’s a WIN WIN WIN WIN.</span><style>
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</style>Richard Farnhamhttp://www.blogger.com/profile/14408348015455639574noreply@blogger.com0tag:blogger.com,1999:blog-9201093259237797589.post-45403577659844634132011-08-30T15:03:00.001-07:002011-08-30T15:06:02.330-07:00AS IF WE HAD 20/20 VISION<div style="font: normal normal normal 12px/normal 'Minion Pro'; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; text-align: left;"><span class="Apple-style-span" style="font-size: small;">A company vision can be thought of as a snapshot of what the company should be by a certain point in time. Visioning is a valuable tool in realizing the company mission. It answers questions like: “When we acheive our mission, what is our company doing, how big is it and what does it look like? What are we known for and how do our customers and clients feel about us? How does management and staff feel about the company? <b>The vison is the guiding light that prevents the company from getting lost in the woods of an ever changing marketplace.</b></span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px; min-height: 14.0px;"><span class="Apple-style-span" style="font-size: small;"><br />
</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;">A great vision is inspiring. It can get everyone in the company excited about coming to work. But the vision has to be starategically sound and not just wishful thinking. To be realistic, it must be attainable. A vision is not a strategic plan. The vision articulates where you are going; the plan tells you how you’re going to get there. You start that planning work only after you’ve agreed on the vision. Creating a plan without a vision is like trying to get directions without knowing where you are going.</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px; min-height: 14.0px;"><span class="Apple-style-span" style="font-size: small;"><br />
</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>VISION = A.S.I.F (At a certain point in time)</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px; min-height: 14.0px;"><span class="Apple-style-span" style="font-size: small;"><br />
</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>A - ACTIVITY</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>What is the company doing? What are its product(s) and/or services(s)?</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>S - SIZE</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>How large is the company, physical plant(s) and staff?<span class="Apple-tab-span" style="white-space: pre;"> </span></span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>I - IMPACT</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>What is the company known for and what is its market share?</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>F - FEELING </span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>How does the market feel about the company, and how does the staff feel?</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px; min-height: 14.0px;"><span class="Apple-style-span" style="font-size: small;"><br />
</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px; min-height: 14.0px;"><span class="Apple-style-span" style="font-size: small;"><br />
</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;">Examples of excellent vision statements:</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px; min-height: 14.0px;"><span class="Apple-style-span" style="font-size: small;"><br />
</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;">Amazon.com: “Our vision is to be earth’s most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.”</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px; min-height: 14.0px;"><span class="Apple-style-span" style="font-size: small;"><br />
</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;">MacDonald’s: “McDonald’s vision is to be the world’s best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile.”</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px; min-height: 14.0px;"><span class="Apple-style-span" style="font-size: small;"><br />
</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;">Avon: “To be the company that best understands and satisfies the product, service and self-fulfillment needs of women - globally.”</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px; min-height: 14.0px;"><span class="Apple-style-span" style="font-size: small;"><br />
</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;">Macy”s: “Our vision is to operate Macy’s and Bloomingdale’s as dynamic national brands while focusing on the customer offering in each store location.”</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px; min-height: 14.0px;"><span class="Apple-style-span" style="font-size: small;"><br />
</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;">Southwest Airlines: “Our vision is to expand our locations both domestic and overseas by being the largest and most profitable airline company to achieve both short and long-haul carriers efficiently and with low cost. Also to be an airline carrier that has the most productive workforce to guarantee the best flight possible for each and every passenger.”</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px; min-height: 14.0px;"><span class="Apple-style-span" style="font-size: small;"><br />
</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px; min-height: 14.0px;"><span class="Apple-style-span" style="font-size: small;"><br />
</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><b>Quote of the day: <i>“Good business leaders create a vision, articulate the vision, passionately own the vision, and relentlessly drive it to completion.”</i> Jack Welsh</b></span></div><div><br />
</div>Richard Farnhamhttp://www.blogger.com/profile/14408348015455639574noreply@blogger.com0tag:blogger.com,1999:blog-9201093259237797589.post-91111598494187238122011-08-30T15:02:00.000-07:002011-08-30T15:06:22.540-07:00I LOVE IT WHEN A PLAN COMES TOGETHER<div style="font: normal normal normal 12px/normal 'Minion Pro'; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; text-align: left;"><span class="Apple-style-span" style="font-size: small;"><b>Business planning is about creating an outline for success</b>. They are many different types of plans, but the main tools of the trade are the overall business plan and one or more strategic plans.</span></div><div style="font: normal normal normal 12px/normal 'Minion Pro'; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; min-height: 14px; text-align: left;"><span class="Apple-style-span" style="font-size: small;"><br />
</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;">The primary purpose of the orverall business plan is to create a written outline that evaluates all aspects of the economic viability of the business venture including a description and analysis of the business prospects. Preparing and maintaining a business plan is important for any business regardless of its size or nature, but it will not ensure success. Combined with a correct assessment of the changing economics of the business, the plan will provide a useful roadmap as well as a financing tool. Things change, however, so it is important that the plan is periodically updated.</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px; min-height: 14.0px;"><span class="Apple-style-span" style="font-size: small;"><br />
</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;">BUSINESS PLAN OUTLINE</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>1. Cover sheet</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>2. Executive summary (statement of the business purpose)</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>3. Table of contents</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>4. Body of the document</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>A. Business</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>Description, Marketing, Competition, Operating procedures, Personnel, </span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>Business insurance</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>B. Financial data</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>Loan applications, Capital equipment and supply list, Balance sheet,</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>Breakeven analysis, Profit and loss statements, Three-year summary,</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>Detail by month, first year, Detail by quarters, second and third year,</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>Assumptions upon which projections were based, Pro-forma cash flow</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>C. Supporting documents</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>Tax returns of principals (partners in the business) for last three years, personal <span class="Apple-tab-span" style="white-space: pre;"> </span>financial statements</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>Copy of franchise contract and all supporting documents provided by the </span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>franchisor (for franchise businesses)</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>Copy of proposed lease or purchase agreement for building space</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>Copy of licenses and other legal documents</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>Copy of resumes of all principals</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>Copies of letters of intent from suppliers, etc. </span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px; min-height: 14.0px;"><span class="Apple-style-span" style="font-size: small;"><br />
</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px; min-height: 14.0px;"><span class="Apple-style-span" style="font-size: small;"><br />
</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;">Strategic planning determines where a company is going, how it’s going to get there and how it’ll know if it got there or not. Different types of strategic planning can be utilized and the type depends on the life cycle or stage of development of the company, the culture of the company, types of issues the company is facing, and the rate of change in the marketplace.</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px; min-height: 14.0px;"><span class="Apple-style-span" style="font-size: small;"><br />
</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;">Vision-based or goals-based planning derives from what the company wants to achieve at some point in the future. The plan articulates what the company has to do to achieve the vision. Its designed to work back from the future to the present. Issues-based planning clarifies current issues the company must address and how it will address them. Issues-based planning works from the present to the future. </span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px; min-height: 14.0px;"><span class="Apple-style-span" style="font-size: small;"><br />
</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;">Other types of strategic planning include scenario planning, organic planning and real-time planning. </span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px; min-height: 14.0px;"><span class="Apple-style-span" style="font-size: small;"><br />
</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><b>Quote of the day: <i>“You can’t overestimate the need to plan and prepare. You really can’t over-prepare in business!” </i>Chris Corrigan</b></span></div>Richard Farnhamhttp://www.blogger.com/profile/14408348015455639574noreply@blogger.com0tag:blogger.com,1999:blog-9201093259237797589.post-50694539339469068912011-08-23T18:12:00.000-07:002011-08-30T15:05:42.807-07:00MISSION POSSIBLE<div style="font: normal normal normal 12px/normal 'Minion Pro'; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; text-align: left;"><span class="Apple-style-span" style="font-size: small;">Perhaps one of the most important tools in developing the company brand is often one of the hardest to understand and create. It is the mission statement. Simply defined, a mission statement is a short written statement defining a company’s reason for existence. It should embody its philosophies, goals, ambitions and mores. A company that operates without a mission statement, will at the very least lack direction. <b>True success is unlikely when there is no definition of what that success constitutes. </b></span></div><div style="font: normal normal normal 12px/normal 'Minion Pro'; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; min-height: 14px; text-align: left;"><span class="Apple-style-span" style="font-size: small;"><br />
</span></div><div style="font: normal normal normal 12px/normal 'Minion Pro'; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; text-align: left;"><span class="Apple-style-span" style="font-size: small;">A good mission statement accurately explains why your company exists and what it hopes to achieve. It articulates the company’s nature, its values, and its work. It is clear and succinct, and incorporates socially meaningful criteria and measurable goals. To be effective it should resonate with the people working in and for the company as well as with the customers and clients of the company. Ideally it expresses the company’s purpose in a way that inspires commitment, innovation, and resolve.</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px; min-height: 14.0px;"><span class="Apple-style-span" style="font-size: small;"><br />
</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>MISSION = P.A.V.E</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px; min-height: 14.0px;"><span class="Apple-style-span" style="font-size: small;"><br />
</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span><b>P</b> - <b>Purpose</b> of the company.</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>What needs and opportunities exist in the market place to be addressed?<b><span class="Apple-tab-span" style="white-space: pre;"> </span></b></span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span><b>A</b> - <b>Activity </b>of the company.<span class="Apple-tab-span" style="white-space: pre;"> </span></span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>What will the company do to address those needs?</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span><b>V</b> - <b>Values</b> of the company.</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>What principles and beliefs will guide the activities of the business?</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span><b>E</b> - <b>Ethical Practices</b></span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><b><span class="Apple-tab-span" style="white-space: pre;"> </span></b>What procedures will be implemented to achieve those principles and beliefs?</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px; min-height: 14.0px;"><span class="Apple-style-span" style="font-size: small;"><br />
</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;">A few examples of well written mission statements:</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px; min-height: 14.0px;"><span class="Apple-style-span" style="font-size: small;"><br />
</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;">Ben & Jerry’s Ice Cream: <i>“To make, distribute & sell the finest quality all natural ice cream & euphoric concoctions with a continued commitment to incorporating wholesome, natural ingredients and promoting business practices that respect the Earth and the Environment.”</i> </span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px; min-height: 14.0px;"><span class="Apple-style-span" style="font-size: small;"><br />
</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;">The Elephant Sanctuary: <i>“A Natural-Habitat Refuge Where Sick, Old and Needy Elephants Can Once Again Walk The Earth In Peace and Dignity.”</i> </span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px; min-height: 14.0px;"><span class="Apple-style-span" style="font-size: small;"><br />
</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;">Sun Microsystems: <i>“Solve complex network computing problems for governments, enterprises, and service providers.” </i></span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px; min-height: 14.0px;"><span class="Apple-style-span" style="font-size: small;"><i></i></span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;">Starbucks: <i>“Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow. </i></span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><i><span class="Apple-style-span" style="font-size: small;">The following five guiding principles will help us measure the appropriateness of our decisions:</span></i></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><i><span class="Apple-style-span" style="font-size: small;">Provide a great work environment and treat each other with respect and dignity.</span></i></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><i><span class="Apple-style-span" style="font-size: small;">Apply the highest standards of excellence to the purchasing, roasting, and fresh delivery of our coffee.</span></i></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><i><span class="Apple-style-span" style="font-size: small;">Develop enthusiastically satisfied customers all of the time.</span></i></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><i><span class="Apple-style-span" style="font-size: small;">Contribute positively to our communities and our environment.</span></i></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><i><span class="Apple-style-span" style="font-size: small;">Recognize that profitability is essential to our future success.</span></i></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px; min-height: 14.0px;"><span class="Apple-style-span" style="font-size: small;"><br />
</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><b>Quote of the day: <i>“Show your mission to your mother, if she does not understand it, start again.”</i></b></span></div>Richard Farnhamhttp://www.blogger.com/profile/14408348015455639574noreply@blogger.com0tag:blogger.com,1999:blog-9201093259237797589.post-6509133251766691042011-08-22T19:42:00.000-07:002015-02-19T15:25:26.903-08:00WHUPI, WE HAVE A SLOGAN!<div style="font: normal normal normal 12px/normal 'Minion Pro'; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; text-align: left;">
<span class="Apple-style-span" style="font-size: small;"><b>If the logo represents a snapshot of the image of the company, then the slogan represents a snapshot of the company message.</b> An effective slogan can not only say a lot about the company, but can be a valuable tool in building the brand. Much like logos where “less is more” and simplicity is better than complexity, the best slogans are “short and sweet.” The trick is saying a whole lot but with very few words. </span></div>
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<span class="Apple-style-span" style="font-size: small;">Much like an effective company name, the slogan needs to say what the company does, and how it does it, hopefully peaking interest in the how, and inviting further investigation. The unique selling proposition, otherwise known as the reason why your company is different and better than everone else is of tantamount importance. It’s very important to avoid platitudes like “Town’s Best Plumbers,” or “Service with a Smile,” yet still convey the message that you are the best, or at least the best choice, and that your service is freindly and professional.</span></div>
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<span class="Apple-style-span" style="font-size: small;">Much like good logos, the best slogans are clever and original, but don’t let being cute take away from the message. Again, don’t copy or even paraphrase another company’s slogan, especially if it is well known. How good can you really be, if you can’t even come up with an original slogan?</span></div>
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<span class="Apple-style-span" style="font-size: small;">Some examples of slogans that do a whuping good job:</span></div>
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<span class="Apple-style-span" style="font-size: small;">Nantucket Tourist Board: <i>Some People Only Live This Way Two Weeks a Year!</i></span></div>
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<span class="Apple-style-span" style="font-size: small;">Diapers.com: <i>We Deliver Everything But the Baby</i></span></div>
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<span class="Apple-style-span" style="font-size: small;">Miami PD Bomb Squad:<i> If You See Us Running, Catch Up!</i></span></div>
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<span class="Apple-style-span" style="font-size: small;">Castrol:<i> It’s More Than Just Oil</i></span></div>
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<span class="Apple-style-span" style="font-size: small;">Monster.com:<i> Your Calling is Calling</i></span></div>
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<span class="Apple-style-span" style="font-size: small;">Hulu.com:<i> An Evil Plot to Destroy the World. Enjoy.</i></span></div>
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<span class="Apple-style-span" style="font-size: small;">Farnham Associates:<i> Brand Out from the Crowd.</i></span></div>
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<span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span><b>SLOGAN = W.H.U.P.I.</b><span class="Apple-tab-span" style="white-space: pre;"> </span></span></div>
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<span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>W - <b>W</b>hat You Do</span></div>
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<span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>H - How You Do It</span></div>
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<span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>U - <b>U</b>nique Selling Proposition</span></div>
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<span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span><b>P</b> - <b>P</b>eaks Interest</span></div>
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<span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span><b>I</b> - <b>I</b>nvites Further Investigation</span></div>
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<span class="Apple-style-span" style="font-size: small;"><b>Quote of the day: <i>“The pessimist sees difficulty in every opportunity. The optimist sees opportunity in every difficulty.” </i>Winston Churchill</b></span></div>
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Richard Farnhamhttp://www.blogger.com/profile/14408348015455639574noreply@blogger.com0tag:blogger.com,1999:blog-9201093259237797589.post-1501850755146899102011-08-22T19:40:00.000-07:002015-02-19T15:23:45.813-08:00WHEN IT COMES TO LOGOS, IMAGE IS EVERYTHING!<div style="font: normal normal normal 12px/normal 'Minion Pro'; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; text-align: left;">
<span class="Apple-style-span" style="font-size: small;">There is probably nothing more important and more significant in identifying a company than it’s logo. The logo is the single most important tool in establishing the company’s image and creating the brand. It is the symbol, the icon that represents the entity, <b>it is the face that goes with the name.</b></span></div>
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<span class="Apple-style-span" style="font-size: small;">To be effective, logos must contain several qualities, not the least of which is about being less. In good logo design “less is more,” and simpler is definitley better. It is important that the viewer know immediately what they are looking at. The image cannot be overly elaborate or confusing. <b>The viewer must first know what it is if we want him to remember what it represents.</b></span></div>
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<span class="Apple-style-span" style="font-size: small;">Speaking of remembering, the logo needs to be memorable so it is quickly recognized with each exposure. Distinctive images that stand the test of time work best. This is not to say that the design must be contemporary or “modern.” “Retro” images can be very effective as long as they are universally recognizable. “Retro” images can elicit fond memories in the viewer, a fondness that can carry over to the company represented by the image.</span></div>
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<span class="Apple-style-span" style="font-size: small;">It goes without saying that the logo must be appropriate to its purpose. While the use of animal graphics would make sense for a per store or vet, it would make no sense for an attorney or car dealer. Unless of course the attorney specialized in personal injury cases or the car dealer was named “Lion Motors.” </span></div>
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<span class="Apple-style-span" style="font-size: small;">Logo designs should always strive to be original. Of course it’s impossible to know what every other company’s logo looks like, but it is never good to intentionally copy other’s logos, particulary if they are very recognizable or popular. Legal ramifications aside, the practice will definitely hurt your company’s credibility.</span></div>
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<span class="Apple-style-span" style="font-size: small;">Needless to say, a logo should be eye catching. Clever and interesting carry the day, and boring is just plain boring. And the interest must transcend just the use of color, because a good logo must read and maintain its identity in a single color and in black and white. Symbols and designs that have layers of meaning or can be interpreted in multiple ways, are usually interesting and can be very effective.</span></div>
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<span class="Apple-style-span" style="font-size: small;">Logos very often include the company name, but it is not a requirement. It is a requirement that the logo is easily recognized and immediately illicits a recollection of the name even when the name is not a part of that logo. </span></div>
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<span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span><b>LOGO = I.M.A.G.E.</b><span class="Apple-tab-span" style="white-space: pre;"> </span></span></div>
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<span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>I - Intelligible</span></div>
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<span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>Simple</span></div>
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<span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>Understandable</span></div>
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<span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>M - Memorable</span></div>
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<span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>Distinctive</span></div>
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<span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>Timeless</span></div>
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<span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>A - Appropriate</span></div>
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<span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>Relevant</span></div>
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<span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>Consitent</span></div>
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<span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>G - Genuine</span></div>
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<span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>Original</span></div>
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<span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>Unique</span></div>
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<span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>E - Eye Catching</span></div>
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<span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>Clever</span></div>
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<span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>Interesting</span></div>
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<span class="Apple-style-span" style="font-size: small;"><b>Quote of the day: “<i>About the time we can make the ends meet, somebody moves the ends.“ </i>Herbert Hoover </b></span></div>
Richard Farnhamhttp://www.blogger.com/profile/14408348015455639574noreply@blogger.com0tag:blogger.com,1999:blog-9201093259237797589.post-27578570330252595692011-08-19T16:02:00.000-07:002011-08-30T16:14:38.644-07:00WHAT'S IN A NAME?<div style="font: normal normal normal 12px/normal 'Minion Pro'; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; text-align: left;"><span class="Apple-style-span" style="font-size: small;">As marketing consultants and graphic designers we seldom get to offer input on company names. When clients come to us, they almost always have a name in mind, and often have already registered that name with the proper bureaucracies. This is unfortunate because the company name is by far the most visible feature of any company and thus provides the greatest opportunity to make an effective and positive impression.</span><br />
<div style="font: normal normal normal 12px/normal 'Minion Pro'; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; min-height: 14px;"><span class="Apple-style-span" style="font-size: small;"><br />
</span></div><div style="font: normal normal normal 12px/normal 'Minion Pro'; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><span class="Apple-style-span" style="font-size: small;">A successful brand is always associated with a recognizable name. <b><i>The more the name can say about the company, the more effective a tool it can be in establishing the brand. </i></b>To the extent feasible, without getting verbose or confusing, the name should incorporate the elements of who, what and how and be interesting and invite further investigation. </span></div><div style="font: normal normal normal 12px/normal 'Minion Pro'; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; min-height: 14px;"><span class="Apple-style-span" style="font-size: small;"><br />
</span></div><div style="font: normal normal normal 12px/normal 'Minion Pro'; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><span class="Apple-style-span" style="font-size: small;">In our market place on the Big Island in Hawaii it seems nearly every company is named “Kona This” or “Big Island That” or “Aloha Something.” Not necessarily bad, but in the former case it’s redundant as your market already knows where they are. In the later case it’s marginally descriptive, very overused, and usually suspect, not unlike “Honest Bob’s Used Cars.”</span></div><div style="font: normal normal normal 12px/normal 'Minion Pro'; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; min-height: 14px;"><span class="Apple-style-span" style="font-size: small;"><br />
</span></div><div style="font: normal normal normal 12px/normal 'Minion Pro'; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><span class="Apple-style-span" style="font-size: small;">Other Names may incorporate the names of the owner or principal(s), not necessarily a bad idea if the company is primarily the people involved, as is often the case in professional and service businesses. “John Doe, Attorney at Law,” “Smith Plumbing” or “Bob’s Painting,” however, do little to convey more than minimal information, and have no marketing value at all.</span></div><div style="font: normal normal normal 12px/normal 'Minion Pro'; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; min-height: 14px;"><span class="Apple-style-span" style="font-size: small;"><br />
</span></div><div style="font: normal normal normal 12px/normal 'Minion Pro'; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><span class="Apple-style-span" style="font-size: small;">Better Names might say something about what the company does, plus how it does it, and how it may be different or better than the other guy. Better names may also incorporate an element of curiosity, or multiple meaning, or interesting alliteration. Yet the name still needs to be “short and sweet”, or in other words, easy to say, understand and remember.</span></div><div style="font: normal normal normal 12px/normal 'Minion Pro'; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; min-height: 14px;"><span class="Apple-style-span" style="font-size: small;"><br />
</span></div><div style="font: normal normal normal 12px/normal 'Minion Pro'; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><span class="Apple-style-span" style="font-size: small;">Some of the best names in use today contain some or all of these elements and have become part of the national lexicon. Names like Google, Under Armour, Pay Pal, Jiffy Lube, You Tube and Farnham Associates Marketing Solutions.</span></div><div style="font: normal normal normal 12px/normal 'Minion Pro'; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; min-height: 14px;"><span class="Apple-style-span" style="font-size: small;"><br />
</span></div><div style="font: normal normal normal 12px/normal 'Minion Pro'; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; min-height: 14px;"><span class="Apple-style-span" style="font-size: small;"><br />
</span></div><div style="font: normal normal normal 12px/normal 'Minion Pro'; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><span class="Apple-style-span" style="font-size: small;">Following is an outline on how to WHIP up an effective company name.</span></div><div style="font: normal normal normal 12px/normal 'Minion Pro'; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; min-height: 14px;"><span class="Apple-style-span" style="font-size: small;"><br />
</span></div><div style="font: normal normal normal 12px/normal 'Minion Pro'; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; min-height: 14px;"><span class="Apple-style-span" style="font-size: small;"><b><i></i></b></span></div><div style="font: normal normal normal 12px/normal 'Minion Pro'; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>NAME = W. H. I. P.</span></div><div style="font: normal normal normal 12px/normal 'Minion Pro'; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; min-height: 14px;"><span class="Apple-style-span" style="font-size: small;"><br />
</span></div><div style="font: normal normal normal 12px/normal 'Minion Pro'; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>W - <b>Who</b> are you? <b>What</b> do you do?</span></div><div style="font: normal normal normal 12px/normal 'Minion Pro'; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>H - <b>How</b> do you do it? <b>How</b> are you different and/or better?</span></div><div style="font: normal normal normal 12px/normal 'Minion Pro'; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>I - Does your name <b>Invite</b> further investigation?</span></div><div style="font: normal normal normal 12px/normal 'Minion Pro'; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>P - Does your name <b>Peak</b> customer/client interest?</span></div><div style="font: normal normal normal 12px/normal 'Minion Pro'; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; min-height: 14px;"><br />
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</span></div><div style="font: normal normal normal 12px/normal 'Minion Pro'; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; min-height: 14px;"><span class="Apple-style-span" style="font-size: small;"><br />
</span></div><div style="font: normal normal normal 12px/normal 'Minion Pro'; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><span class="Apple-style-span" style="font-size: small;"><b>Quote of the day: “<i>In modern business it is not the crook who is to be feared most, it is the honest man who doesn’t know what he is doing.” </i>William Wordsworth </b></span></div></div>Richard Farnhamhttp://www.blogger.com/profile/14408348015455639574noreply@blogger.com0tag:blogger.com,1999:blog-9201093259237797589.post-84414064134102841682011-08-18T18:03:00.000-07:002011-08-30T16:15:10.677-07:00BRAND OUT FROM THE CROWD<div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;">Very few concepts in the business lexicon are as misundetstood as the concept of brand. Often thought of as a company’s image as may be representated by its logo or possibly its logo combined with a catchy slogan, the brand is really much more. It is nothing less than <b><i>a company’s identity as defined by its owners and principals and as percieved by its customers and clients.</i></b></span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px; min-height: 14.0px;"><span class="Apple-style-span" style="font-size: small;"><br />
</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;">Brand can be thought of as having two components. The first is image, the component created by the company and including the tangibles such as name, logo, slogan and marketing graphics, and intangibles including mission, vision and goals.</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px; min-height: 14.0px;"><span class="Apple-style-span" style="font-size: small;"><br />
</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;">The other component, and equally, if not more, important is experience. This is how the company is perceived by its customers and clients. It includes such concepts as understanding, credibility, connection, motivation and loyalty.</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px; min-height: 14.0px;"><span class="Apple-style-span" style="font-size: small;"><br />
</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;">The term brand, in and of itself, connotes neither good nor bad. Companies that have established a recognizable brand, either through planning and execution, or through simple longevity may or may not be regarded positively in the business and consumer communities. Companies with well known brands such as Apple, Google, Ikea, Nike and Mercedez Benz would be considered by most people as solid, reliable and worthy of their business. Companies with equally well know brands such as Lehman Brothers, Countrywide Mortgage, Circuit City and Blockbuster, on the other hand, not so much. </span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px; min-height: 14.0px;"><span class="Apple-style-span" style="font-size: small;"><br />
</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;">Therefore, when we talk about branding, we are really talking about positive, successful branding, creating an identity that is widely recognized, but also widely respected and appreciated. We all want to “Brand Out from the Crowd,” but hopefully in a good way.</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px; min-height: 14.0px;"><span class="Apple-style-span" style="font-size: small;"><br />
</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span><b>BRAND = IDENTITY</b></span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px; min-height: 14.0px;"><span class="Apple-tab-span" style="white-space: pre;"><span class="Apple-style-span" style="font-size: small;"> </span></span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>I. IMAGE (Definition)</span><br />
<div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>1. Mission - What you want to achieve.</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>2. Vision - How you plan to achieve it.</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>3. Goals - Steps in accomplishing the plan.</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>4. Name </span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>5. Logo</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>6. Slogan</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>7. Graphics</span></div><div><br />
</div></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>II. EXPERIENCE (Perception)</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>1. Understanding</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>2. Credibility</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>3. Connection</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>4. Motivation</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-tab-span" style="white-space: pre;"> </span>5. Loyalty</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px; min-height: 14.0px;"><span class="Apple-style-span" style="font-size: small;"><br />
</span></div><div style="font: 12.0px 'Minion Pro'; margin: 0.0px 0.0px 0.0px 0.0px;"><span class="Apple-style-span" style="font-size: small;"><b>Quote of the day: <i>“Success is not about being the best solution, but about being the </i><span style="text-decoration: underline;"><i>only</i></span><i> solution.”</i></b></span></div>Richard Farnhamhttp://www.blogger.com/profile/14408348015455639574noreply@blogger.com0