indian business consultant

The Basics of Branding

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<span style="font-family: Times, Times New Roman, serif; font-size: large;">Branding is one of the most important aspects of any business, large or small, retail or B2B. An effective brand strategy gives you a major edge in increasingly competitive markets. But what exactly does "branding" mean? How does it affect a small business like yours?</span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhyz5R9fKmj9GqwgjRPlk-7Mda8ansXnPvG2LFJiXbFcbzQhyh_B8B-MspRWi99tkQWieAaG1uPBr6a1mA4n0xctbd2il5LaYp8HpaoYngWmMB_8hopWBg53nJT2SEzH8xnIR1bU8XnllsM/s1600/corporate-branding.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhyz5R9fKmj9GqwgjRPlk-7Mda8ansXnPvG2LFJiXbFcbzQhyh_B8B-MspRWi99tkQWieAaG1uPBr6a1mA4n0xctbd2il5LaYp8HpaoYngWmMB_8hopWBg53nJT2SEzH8xnIR1bU8XnllsM/s1600/corporate-branding.jpg" /></a></span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;">Simply put, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from your competitors'. Your brand is derived from who you are, who you want to be and who people perceive you to be.</span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;">Are you the innovative maverick in your industry? Or the experienced, reliable one? Is your product the high-cost, high-quality option, or the low-cost, high-value option? You can't be both, and you can't be all things to all people. Who you are should be based to some extent on who your target customers want and need you to be.</span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;">The foundation of your brand is your logo. Your website, packaging and promotional materials all of which should integrate your logo communicate your brand.</span></div>
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The Basics of Branding

Branding is one of the most important aspects of any business, large or small, retail or B2B. An effective brand strategy gives you a majo...

Why So Many Companies Get Branding Wrong

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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhYZ0VRfUumFpgBTIFBEsfSJAbByl3BzmSPubdYXQcMPfbWVVYyzLNRcKPbFgngkBOSQzjJyHR3ux32_qPs2RUoKCmCxoeuC4IZ_5YKAYCTjAIraeZjyUXmc5N57DGAuCrwBHwIO5oRlN2r/s1600/BrandingWiteboard.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="296" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhYZ0VRfUumFpgBTIFBEsfSJAbByl3BzmSPubdYXQcMPfbWVVYyzLNRcKPbFgngkBOSQzjJyHR3ux32_qPs2RUoKCmCxoeuC4IZ_5YKAYCTjAIraeZjyUXmc5N57DGAuCrwBHwIO5oRlN2r/s1600/BrandingWiteboard.jpg" width="320" /></a><span style="font-family: Times, Times New Roman, serif; font-size: large;">Of all the assets any company owns, its brand is the single most valuable.</span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;">A brand is the only corporate asset that, managed properly, will never depreciate. Never depreciate. Those are magic words. Patents expire, software ages, buildings crumble, roofs leak, machines break, and trucks wear out. But a well-managed brand can increase in value year after year.</span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;">Despite this unique characteristic, branding has long been misunderstood. It seems soft and fuzzy. It’s often incorrectly defined. And (at least historically) it hasn’t been a hard, measurable internal metric like sales, market share, stock price, or price/earnings ratio that can be tracked on a spreadsheet or reported to the board. But neglecting a brand is both naive and short sighted for any company.</span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;">Too many business leaders believe branding is a discipline that lives in the marketing department. But it’s much broader than that branding includes everything a company does, from the logo on its letterhead, to the way it handles customer complaints, to whether its uniformed personnel keep their shirts tucked in. It’s easy to limit your perspective of branding to the verbal and visual expressions your company puts into the marketplace, but there isn’t anything that anybody within your organization does (or fails to do) that doesn’t affect at some level how your brand is perceived. Company leaders who ignore this do so at their peril.</span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;">Branding is anything but lightweight, but too few companies intentionally manage their brands as the valuable assets they are. Effective branding improves the visibility of and respect for a product, service, or company. It attracts attention and drives sales. It also enhances margins, as customers are willing to pay more for products and services from companies they know and trust. Branding can also improve the internal dynamics of an organization and influence both recruiting and employee turnover. And research now demonstrates that branding even affects financial metrics.</span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;">It’s easy to think about branding just in terms of the latest-and-greatest social media platform, viral video, or smartphone app. Doing so means missing the fundamental, timeless principles of the discipline that go well beyond the trendy and transient. It’s not like mathematics, engineering, or accounting, in which there are rules to be followed or regulations to be adhered to, but there are a significant number of commonsense, sometimes-counter intuitive truths </span><span style="font-family: Times, 'Times New Roman', serif; font-size: large;">based on how real humans interact in the real world that can make a significant impact on any business.</span></div>
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Why So Many Companies Get Branding Wrong

Of all the assets any company owns, its brand is the single most valuable. A brand is the only corporate asset that, managed properly,...

Defining the changing role of the advertising agency

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<span style="font-family: Times, Times New Roman, serif; font-size: large;">Depending on the set-up of your internal marketing teams, the answer can take many forms and, if you’re like most marketers, the answer could include some of the following:</span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhzuXi7jK90up_Je9-QQrHBjrXbv1PSJX3tru-fTs3-34b3MSd5PUEJV1_J40MKXHcteaRHSWeGwUmr4nxtN1k5wEmWz0OZr6pZSg-W12rL7dkTYxQEpYn2TTs7wkMamfr_dYO9uKS5knMM/s1600/small-business-advertising.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="180" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhzuXi7jK90up_Je9-QQrHBjrXbv1PSJX3tru-fTs3-34b3MSd5PUEJV1_J40MKXHcteaRHSWeGwUmr4nxtN1k5wEmWz0OZr6pZSg-W12rL7dkTYxQEpYn2TTs7wkMamfr_dYO9uKS5knMM/s1600/small-business-advertising.jpg" width="320" /></a></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;">* Strategy planning and development</span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;">* Research</span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;">* Brand and campaign development</span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;">* Promotions</span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;">* Advertising production across multiple media</span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;">* Testing and measurement</span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;">* Media planning and buying.</span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;">Even Wikipedia defines the role of the ad agency in very familiar terms – “a service business dedicated to creating, planning and handling advertising for its clients…”</span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;">The reality is, the world’s changed and marketers have to rethink why they hire ad agencies and the roles they want them to play in their businesses. Only then are marketers really able to define the success metrics that matter and partner with the right agencies that make the most sense for their individual needs.</span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;">In many cases the role of an agency evolves organically, rather than being planned and managed which can lead to stress and frustration on both sides. So if that’s got you thinking, here are ten questions to consider to help define the role of your agencies more clearly</span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;">1. Does the agency have a clear understanding of your objectives?</span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;">2. Do your internal teams have a clear understanding of the agency’s mandate?</span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;">3. Has the role of the agency evolved since you hired them as a result of new marketing channels?</span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;">4. Have your marketing requirements changed or evolved significantly since you hired your agencies?</span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;">5. If you have multiple agencies – are boundaries and responsibilities clearly defined?</span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;">6. Are your agencies collaborating or are they working in silos?</span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;">7. Are you frustrated that your agencies aren’t addressing some aspects of your business requirements?</span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;">8. Are there challenges or unwelcome surprises around time spent and costs incurred?</span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;">9. Are any of your incumbent agency contracts operating on the same contract that was negotiated more than five years ago?</span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;">10. Have your agency or internal marketing teams changed significantly in the last few years?</span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;">Clearly defining the role of ad agency at the outset of the relationship, and at regular intervals during its term, can save you and your team time, money. Many of the issues you have faced with your incumbent agencies in recent years could likely be solved if you had a clear up to date definition of what their role really was. Benefits of clear definition include:</span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;">* Alignment of objectives</span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;">* Clear definition of success metrics</span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;">* Defined roles and expectations of both marketer and agency</span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;">* Defined roles amongst multiple agencies</span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;">* Improved collaboration between agencies</span></div>
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Defining the changing role of the advertising agency

Depending on the set-up of your internal marketing teams, the answer can take many forms and, if you’re like most marketers, the answer c...

Stochastic oscillator

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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhiQAcXLTP4KdhC__BIlgCmpFrz7KK9k3A3onsoEfIuIzBALsOeQAphoiV13dgW3HXIFp3g-sHUbE1MhQdcreN5WT4X28govRCkGyb_g6rzI7FzYZ_tF8dLyMnya-6NfGPp5fuoGEArD2Au/s1600/penny-stocks-cfds.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="243" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhiQAcXLTP4KdhC__BIlgCmpFrz7KK9k3A3onsoEfIuIzBALsOeQAphoiV13dgW3HXIFp3g-sHUbE1MhQdcreN5WT4X28govRCkGyb_g6rzI7FzYZ_tF8dLyMnya-6NfGPp5fuoGEArD2Au/s1600/penny-stocks-cfds.jpg" width="320" /></a></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;">The Stochastic Oscillator is another indicator which is useful for trading the most volatile stocks. This strategy utilizes the Stochastic Oscillator on ranging stocks, or stocks which lack a well-defined trend. </span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;">Volatile stocks often settle into a range before deciding which direction to trend next. Since a strong move can create a large negative position quickly, waiting for some confirmation of a reversal is prudent. </span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;">The stochastic Oscillator provides this confirmation. When the price lacks clear direction, and is moving predominantly sideways, sell near the top of the range once the Stochastic moves above 80 and then drops back below. Place a stop just above the high that just formed with a target at 75% of the way down the range. Take long positions near the bottom of the range when the Stochastic drops below 20 and then rallies above it. Place a stop below the recent low and target 75% up the range.</span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;">Trades are taken as soon as the price crosses the Stochastic trigger level (80 or 20). Do not wait for the price bar to complete by the time a 1-minute, 2-minute or 5-minute bar completes the price could run too far toward the target to make the trade worthwhile.</span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;"><b>The Bottom Line</b></span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;">Volatile stocks are attractive to traders because of the quick profit potential. Trending volatile stocks often provide the greatest profit potential, as there is a directional bias to aid the traders in making decisions. Keltner channels are useful in strong trends because the price often only pulls back to the middle band, providing an entry. The downside is that once the trend ends losing trades will occur. Monitoring price action and making sure the price is making a higher high and higher low before entering an uptrend trade (lower low and lower high for downtrend trade) will help mitigate this defect. </span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;">Volatile stocks don't</span><span style="font-family: Times, 'Times New Roman', serif; font-size: large;">always trend they often whip back and forth. During a range when the stochastic reaches an extreme level (80 or 20) and then reverses back the other way it indicates the range is continuing and provides a trading opportunity.</span></div>
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Stochastic oscillator

The Stochastic Oscillator is another indicator which is useful for trading the most volatile stocks. This strategy utilizes the Stocha...

Trading the Most Volatile Stocks

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<span style="font-family: Times, 'Times New Roman', serif; font-size: large; text-align: justify;">Volatile stocks are prone to sharp moves, which requires patience in awaiting entries, but quick action when those entries appear. As with any stock, trading volatile stocks that are trending provides a directional bias giving the trader an advantage. </span><br />
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<span style="font-family: Times, Times New Roman, serif; font-size: large;">Certain indicators can be used to trade volatile stocks but the trader must also monitor price action watching if the price is making higher swing highs or lower swing lows relative to prior waves to determine when indicator signals are taken, and when they are left alone. Here are two technical indicators you can use to trade volatile stocks, along with what to look for in regards to price action.</span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;"><b>Keltner Channels</b></span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;">Keltner channels put an upper, middle and lower band around the price action on a stock chart. The indicator is most useful in strongly trending markets when the price is making higher highs and higher lows for an uptrend, or lower highs and lower lows for a downtrend.</span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;">During a strong uptrend the price will "ride" the upper Keltner channel and pullbacks will often barely reach the middle band, and not exceed the lower band. </span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;">The mid-band is </span><span style="font-family: Times, 'Times New Roman', serif; font-size: large;">therefore a potential entry point. A stop is placed roughly half to two-thirds of the way between the mid-band and the lower band. An exit is placed just above the upper band. Apply the same concept to downtrends. The price often tracks the lower Keltner channel line and pullbacks will often reach the middle band but not exceed the upper Keltner line. The middle line therefore provides a short-entry area, a stop is placed just inside the upper Keltner line and a target is below the lower Keltner line.</span></div>
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Trading the Most Volatile Stocks

Volatile stocks are prone to sharp moves, which requires patience in awaiting entries, but quick action when those entries appear. As wit...

Trading Volatile Stocks with Technical Indicators

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<span style="font-family: Times, Times New Roman, serif; font-size: large;">Volatility is the dispersion of returns for a given security or market index. It is quantified by short-term traders as the average difference between a stocks daily high and daily low, divided by the stock price. </span><br />
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<span style="font-family: Times, Times New Roman, serif; font-size: large;">Trading the most volatile stocks is an efficient way to trade, because theoretically these stocks offer the most profit potential. </span><br />
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<span style="font-family: Times, Times New Roman, serif; font-size: large;">Not without their own dangers, many traders seek out these stocks but face two primary questions: How to find the most volatile stocks, and how to trade them using technical indicators? (See "The Four Most Commonly-Used Indicators for Trend Traders.")</span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;"><b>How to Find the Most Volatile Stocks</b></span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;">Finding the most volatile stocks isn't complex, and doesn't require constant research or stock screening. Instead, run a stock screen for stocks that are consistently volatile. Volume is also essential when trading volatile stocks, for entering and exiting with ease.</span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;">Stock Fetcher is an example of a filter you can use to track very volatile stocks.</span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;">Applying the above filters, Stock Fetcher will pick stocks with average moves greater than 5% per day (between the open and close) over the last 100 days. Furthermore, if you are only interested in stocks, adding a filter like "exchange is not Amex" helps avoid leveraged ETFs appearing in the search results.</span></div>
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Trading Volatile Stocks with Technical Indicators

Volatility is the dispersion of returns for a given security or market index. It is quantified by short-term traders as the average di...