Tag Archives: Brand

Collaboration May Be The Answer You Are Looking For To Be Successful With A Product

Collaboration May Be The Answer You Are Looking For To Be Successful With A Product
By Andrew R. Spriegel

Here is a product that we have just started to commercialize successfully after 7 years of sitting on the shelf because it was 2 complicated. It is a drip-less baster that required tooling, $50,000+

We had received several licensing deals on the baster from numerous companies but all of the companies were offering pennies on the dollar, so we turned them down.

I was introduced to a marketing professional this year and we spoke about the products I have at various stages of development. When he looked at the baster he said “you don’t have to license the baster, you only have to license the valve!”

This is why collaboration is critical. We gave the marketer a percentage of sales and went from a position of weakness with the baster to a position of strength with just the valve.

At the Chicago Home and Housewares show this year we offered companies a non-exclusive license to make and use the valve for a royalty on each valve sold. Of all the companies we approached only one wasn’t interested. We showed the companies this video http://www.WonderValv.com and they realized without the valve their baster would leak and the basters with the valve wouldn’t…If we hadn’t brought someone else on the baster would still be on the shelf gathering dust.

youtube=http://www.WonderValv.com/watch?v=JaNH56Vpg-A

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The worst voice of the brand *is* the brand by Seth Godin

The worst voice of the brand *is* the brand
By Seth Godin
April 3, 2011

We either ignore your brand or we judge it, usually with too little information. And when we judge it, we judge it based on the actions of the loudest, meanest, most selfish member of your tribe.

When a zealot advocates violence, outsiders see all members of his tribe as advocates of violence.

When a doctor rips off Medicare, all doctors are seen as less trustworthy.

When a fundamentalist advocates destruction of outsiders, all members of that organization are seen as intolerant.

When a soldier commits freelance violence, all citizens of his nation are seen as violent.

When a car rental franchise rips off a customer, all outlets of the franchise suffer.

Seems obvious, no? I wonder, then, why loyal and earnest members of the tribe hesitate to discipline, ostracize or expel the negative outliers.

“You’re hurting us, this is wrong, we are expelling you.”

What do you stand for?

Reprinted with permission from the author

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Do you make these mistakes marketing your product?

Do you make these mistakes marketing your product?
by Andrew R. Spriegel
February 23, 2011

ANDHOW INNOVATIONS, LLC is finally ready to sign the non-exclusive licensing agreements and make money on our product!

The product is a dripless baster.  Here is the initial prototype:

 

Baster Valve

Baster Valve Inserted into the Tube

I don’t know why it took me seven years to figure out how to market my business partner’s and my invention.  My business partner is Howard Loewenthal, a principal engineer at Invacare Corporation. We developed a dripless baster that we have attempted to market and sell for years.

Here is a video of a typical baster in operation:

http://www.youtube.com/watch?v=_kUYyJ5ACYA

Here is a video of the ANDHOW INNOVATIONS, LLC dripless baster

http://www.youtube.com/watch?v=4rs5c96jKes&NR=1

We tried over and over to sell the baster with the check valve, we were in a position of weakness.  Last year we received a licensing offer from Merry Chance, a Chinese Company, that was below our expectations. In spite of our desire to so settle a deal, we turned down the offer and it dawned on me!!!

We don’t have to sell the baster!!….We just have to sell the valve!!!

INSTANTLY WE WENT FROM A POSITION OF WEAKNESS TO A POSITION OF STRENGTH!  Either you license out valve and have a dripless baster or pass and sell a baster that LEAKS!

Introducing the:

In comes Van Washburn from FIT-Brands www.fit-brands.com to handle the marketing and a new video:

www.wondervalv.com

Off to the Housewares Show in Chicago next month, we will keep you posted on the outcome!

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Using “Constant Contact” to Market Abstract Art

Using “Constant Contact” to Market Abstract Art
By Lynne Taetzsch

(Andrew Spriegel) – I asked Lynne to write this article because not only does she create amazing art but she also does a great job at marketing her work.  Her artwork and art books are collected worldwide.  “Constant Contact” is a paid service provider that helps their customers build stronger customer relationships with professional-looking email newsletters.  Lynne uses “Constant Contact” to promote her business.

(Lynne Taetzsch) When I first started accumulating the email addresses of art lovers interested in my abstract paintings, I kept it as a “group” in my email address book.  But of course, as the list grew, there was no way to send a group email without my message being blocked from many mailboxes.  Plus, as I changed computers and software, it was hard to manage that list.

(Andrew Spriegel – I am one of Lynne’s fans and I have the painting below in my law firm.  The photos are great but the don’t give a true perspective of  the amazing textures and vibrancy of the colors in her works)

(Lynne Taetzsch) Constant Contact came to the rescue.  It offers safe emailing to any size group of business prospects.  People who receive Constant Contact email trust their brand and know they can easily opt out of getting any more emails from me if they so choose.

Constant Contact allows me to maintain my email lists on their site, dividing them into any number of specialized groups.  I have one for “art lovers” for example, for those who have expressed an interest in my art; and another for “art collectors,” those who have purchased my art.  I also have a list for “designers & galleries” in case I want to send a special message to the trade.

Once my lists are up to date on Constant Contact, I can easily send a group email, selecting from any number of pre-designed formats including a newsletter or plain business letter.  I can also insert images of my art and links to any number of pages on my website.  Once I’m completely satisfied with the project, I can then select the email groups I want to receive the message and schedule the date and time to send it.

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Innovators and Genius in Ohio: Andrew R. Thomas PhD

Interview with New York Times Best Selling Author Andrew R. Thomas PhD
by Andrew R. Spriegel
January 24, 2010

Where did you receive your PhD?

University of Bucharest, Academy of Economic Studies, in International Business. A substantial portion of the funding was provided by the U.S. State Department under a Fulbright Scholarship.

How did you become an author?

After I left the transportation business, I wrote my first book on global business strategy. I enjoyed the process – as well as having authored – so I wrote another one; and then another, and another…

How many books have you published?

Authored, co-authored, or edited 15.

What awards have you won?

The Berry-AMA Prize for the best book in marketing for 2010 (The Distribution Trap).

In 2008, my book Direct Marketing in Action was a finalist for this same award.

In 2003, The Rise of Women Entrepreneurs: People, Processes, and Global Trends selected as Harvard Business School’s Working Knowledge Recommended Book on Entrepreneurship.

In 2002, Global Manifest Destiny: Growing Your Business in a Borderless Economy selected as Harvard Business School’s Working Knowledge Recommended Book on Global Marketing.

I am most proud that in 2006, I was selected as the Phi Eta Sigma Student’s Choice Award for Favorite Faculty Member at the University of Akron.

What is the American Marketing Association’s Berry Award?

The Berry-AMA Book Prize for the Best Book in Marketing recognizes books whose innovative ideas have had significant impact on marketing and related fields.  Created by distinguished author and professor Leonard L. Berry and his wife Nancy F. Berry through generous contributions to the American Marketing Association Foundation (AMAF), the prize was awarded for the first time in Fall 2002.

Please tell me about your new book “The Distribution Trap”?

The premise is simple: too many inventions today are left in the hands of others to determine their value in the marketplace. This flawed business approach has enabled Mega distributors to rise up in every sector and control those same sectors. This has lead many innovative products and services to become commodities almost overnight.

What does it mean “marketers of innovations should control the channel themselves”?

To create something requires a huge investment in time, money, thought, sweat, and tears. It flies in the face of reason that once the invention is created, control over the sales and distribution of that invention is given over to a third party, which has no stake and very little real interest in whether it succeeds or fails. It is not logical. But it is what the management “gurus”, business professors, and other thought leaders have told inventors they must do to be successful.

I understand you are quite the world traveler.

I’ve been fortunate to have traveled and conducted business in more than 120 countries on all 7 continents.

How much do you use social networking?

Not much. I do have a LinkedIn account and a Facebook account, although I check them every few days. I prefer a personal visit or a phone call.

If you had to live your life over what would you do differently?

I have never had that question asked to me before. And, I’ve never thought about it, until now. I am totally cool with my life and everything that’s happened to me.

The success rate for inventions is estimated to be less than one half of one percent; I attribute that a high percentage of failures can be attributed to poor marketing.  Would you agree?

I would. From my experience, the way an invention is marketed and sold is so often much more important than the quality of the invention itself.

 

Andrew R. Thomas PhD

Title: Assistant Professor of Marketing and International Business
Department: Department of Marketing
Office: CBA 321
Phone: (330)972-7119
Fax: 330-972-5798
Email: art@uakron.edu
Website: http://www.AirRage.org

The Berry-AMA Book Prize recognizes books whose innovative ideas have had significant impact on marketing and related fields.

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The Pet Rock was more than a gag or fad it was a brilliant marketing strategy

The Pet Rock was more than a gag or fad it was a brilliant marketing strategy

By Andrew Spriegel
January 16, 2011

Nothing is as easy or as simple as it seems.  How times have you heard someone say “A guy made millions selling pet rocks.”

Marketing, Marketing and More Marketing

In inventing, retail and service businesses, success or failure often depends on marketing.

Gary Dahl, a Los Gatos, California advertising professional was in a bar in 1975 with his friends who were complaining about their pets.   Dahl, as a joke told his friends that he considered dogs, cats, birds, and fish messy, not well-behaved and they cost too much money,  he had a pet rock.  His “pet” was clean, well-mannered, easy to care for, required no expensive foods required no feeding, bathing, walking, grooming, was well-behaved, had an even temperament, would not grow elderly or pass away or become sick.  They were the perfect pets, and Gary joked about it with his friends.  However, he soon took the idea seriously, and went home and started to write an instruction manual for a pet rock.  The manual was full of jokes and gags that referred to the inanimate rock as a pet.

Dahl quit his job to launch Rock Bottom Productions, the company that sold the pet rocks for $3.95 per “pet”.   Marketing, packaging and shipping the pet rock like live pets, in cardboard, pet carrier boxes, with straw for the rock to rest on and breathing holes.  Large volume sales only lasted about six months, however sales made Dahl a millionaire.

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Innovators and Genius in Ohio – Daniel Moneypenny

Innovators and Genius in Ohio – Daniel Moneypenny
Daniel Moneypenny
by Andrew R. Spriegel
January 14, 2011

Daniel Moneypenny has transformed the English language into a revenue proposition, and he has done so on behalf of some of the world’s most powerful corporations. Daniel is a master of positioning statements, tagline, corporate & product naming, ad campaign development, along with his full spectrum ideation services for Fortune 50 & 100 clients.

Daniel is President and Chief Creative Officer of his branding/ideation firm, Emaginit that he founded over 25 years ago. Countless clients worldwide rely on emaginit for Moneypenny’s unique branding, potent phraseologies, and marketing stratagems. On any given day, he can create 100-200 branding entities for a specific client. These C-Suite clients have provided hundreds of written testaments to the effectiveness of his unconventional approach – from Dow AgroSciences and Pepsi to Time Warner.

Daniel has traveled far and wide developing branding & ideation elements. Exxon says he’s “extraordinarily gifted in turning a phrase into a great advantage.” Citicorp calls him a “man of ambition and integrity.” Procter & Gamble calls him the “Swiss Army Knife” of creative consultants.” Daniel cuts through immense information clutter to reach targeted audiences with a keen ability to connect viable words/phrases to products and new companies. In an over-communicated marketplace, his has an extraordinary skill, one that virtually ensures market share. He led Diebold’s ATM hardware and software branding launches across 26 countries. In addition to spearheading Amway’s branding efforts by developing 47 consecutive successful branding assignments throughout Europe, Japan and domestically. Emaginit continues to build its vast database, that currently holds in excess of 1,000,000 branding entities. He believes that intellectual property will become the new currency. So much so, emaginit is launching its own IP division to insure conception to consumption continuity.

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