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Copyright 2007 by Arcadium Group, LLC. All Rights Reserved
About What We Do
What We Do
Market share is never based on merit, but on the power of the brand name in the consumer's mind.
In the long run, a brand is not necessarily a higher-quality product, but rather a higher-quality name and what that name stands for in the consumer's mind.
That's why the most important branding decision you'll ever make is what to name your product or service.
At the Arcadium Group, we'll help you
Focus
your product's unique value proposition and determine the best name for your brand because in the long run a brand is nothing more than a name that differentiates you from your competitors.
Focus, Simplify, Execute
On Focus: "The easiest way to destroy a brand is to put its name on everything... if the market is moving out from under you, stay where you are and launch a second brand. If it's not, stay where you are and continue building your [existing] brand" ... Al Ries
Because no single brand name can mean all things to all people, keeping your brand focused , and its value proposition simple , is the surest way to generate true differentiation in your customer's eyes.
Keeping your brand's message simple also makes it easier for your sales channel to articulate why your products or services are better than anyone else's.
As we all know, customers (and sales forces) don't like complexity in their lives.
Having to figure out what's special about your company's brand over your competitor's just makes them look for the simpler (or lower price) solution.
At the Arcadium Group, we'll help you simplify your brand's message and develop a marketing plan that can be executed simply, efficiently and profitably.
At the end of the day,
execution
is the key to everything in business.
And execution is also where most companies fall short in their efforts to achieve their strategic goals.
Because we'll keep you focused on the execution of your brand management strategy, (like a personal trainer pushing you to the next level) we're confident that both of our companies will succeed in anything we set out to achieve together. That's the Arcadium Group's brand value promise to you!
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