The One Thing Your Brand Should Focus On
21/10 2009
As somebody working in marketing it is very likely that you are drowning in everyday problems. And if you’re like most other companies, it’s also very likely that the solutions you’re working on deal with yesterday’s problems rather than capturing the opportunities of tomorrow.
Things hardly get easier as solutions are plentiful. You don’t have to look further than down this page to be bombarded with the latest fixes that will make your brand better. But how do you know what’s the right remedy for your brand’s competitiveness?
For simplicity’s sake there’s one thing your brand can focus on: Creating momentum.
Momentum is what psychologists call the smallest unit of time perceivable by humans. It lasts about 0.06 seconds. In physics, momentum is the product of two physical entities – mass and speed – and means ”directed thrust”.
Momentum can also occur in marketing communications, at the point of contact between people and a brand. For example, the time it takes for a person to look at an ad is 1.7 seconds.
Contrary to what most people think, the point is not to turn the 1.7 seconds into 2.7 seconds with your brand. It’s about turning the 1.7 seconds to something much stronger: a lasting experience. From this respect, the 1.7 seconds is not that different from love at first sight.
Creating a lasting experience from what used to be low brand involvement has become harder, however. Brands of today are increasingly being judged by what they do, not what they say. Brands therefore have to appeal not only to senses but create new the ways for people to both think and act.
When thinking about innovative solutions for your brand, think about what made the Trojan horse successful. As you might remember from history class, the Greeks tried to enter Troy for over a decade with massive brute force but without accomplishing anything. The effective solution became a wooden horse that the Trojans instantly let inside. The rest is history.
In a world where conventional brand building fails, momentum is the force a superbrand needs, and the best tool for creating it is unconventional creativity – powered by powerful insights about how to turn something inside people’s heads, rather than just turning heads. Make this happen, create your own Trojan horse.
Leon Phang
Leon Phang is a Planner at Jung von Matt Stockholm, an advertising agency. He is the current chair of Account Planning Group in Sweden, an organisation that develops the interests of Swedish account planners. He also blogs about advertising and branding on The Planning Lab and has worked with several superbrands.
With a veritable army of Forex robots, buying and selling courses, strategies and pundits invading the net and ever newer techniques and indicators readily available it can make it hard to select the most excellent strategy that fits you. But in the end your buying and selling style must – and eventually will – reflect the sort of man or woman you are otherwise it won’t operate.
If you are a ‘hands on’ kind of particular person, who likes to realize the nuts and bolts of how something works, then – poor you – you may possibly have to have to tread the long and torturous path of learning how to analyse the markets yourself. Here are some tomes to graft: for quite a few the bible of TA is Martin Pring’s “Techncial Analysis Explained”, but also test the popular “The Elliot Wave Principle” by Frost and Prechter, to catch those turns. Prefer buying and selling the news? Just Google it to come across web sites related to fore.
If you are too busy to spend all day chart-gazing then you could attempt an automated trading technique. The Meta Trader platform provided by most mainstream brokers allows you to pre-programme your charting package to automatically take trades on your behalf. Wallet-friendly Forex broker’s are out there there, just Google it to discover the greatest for you particularly with competitive spreads and a rebate on trading costs.
Or you can leave the tricky work of buying and selling down to somebody else: Forex Robots are totally hands free of charge and require no prior knowledge to operate. There are numerous articles on the internet covering the unique systems available it can be uncovered quickly on internet. Make certain you do your research – there are some great robots out there but also a lot of very poor ones as well. From what I have heard the better robots such as the ‘F.A.P’ range developed by Marcus Leary, seem to boast regular returns of anything up to 20% per month – which if true is pretty good.
Whichever system you decide to use, even so, there are some fundamental investment decisions you can’t avoid having to make without the aid of artificial intelligence.
And these decisions mainly boil down to income management, and regardless of whether or not to continue trading.
After upon a time on Wall Street traders made millions buying and selling beans using a 10 day moving common but test doing that now and see what happens! Ultimately nearly each approach or robot has a lifespan but how can you tell if its most effective days are over just before you shed all your revenue utilizing it?
One particular helpful approach is to chart your strategy or robot’s returns as an equity curve in excel or some other analysis package and analyse the equity curve to make decisions about no matter whether or not to continue trading. For example you could run a 50 day or 200 day moving common through your equity curve and when returns fall below the MA you switch off the method and wait until it comes back up over the MA ahead of switching it back on. In fact you can use most of the chartist’s regular tools such as momentum, trend-line analysis and chart patterns to analyses your equity curve and this gives you further objective decision making tools.
Another very good idea is to diversify, so that you have numerous tactics working simultaneously, that way if 1 fails the other’s will make up for the losses.
Cash management is the other fundamental area where traders can win or shed vast amounts. It can be tempting, for example, to enhance your trade size after a winning streak – but be careful – it is generally when strategies reach their peak performance that they are most vulnerable to having a sudden draw-down, just as peaks in the markets commonly come at the latter stages of a trend. Again you require a definite tactic for financial resources management with rules about how you manage risk. Don’t leave it up to your emotions – and never ever fall into the trap of thinking you have discovered a ‘golden goose’ because there isn’t an individual out there – you’re just playing the odds remember.
http://www.project-reason.org/forum/member/42701/
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