When you choose a book to read, whether it’s at the book store, the library, or online, chances are you pick it up, rifle through the pages, read the back flap and probably the inside flap too. Before we invest our precious time into reading something, we want to make sure it’s going to be worth the investment.
When you see the familiar triangle shaped logo of Mercedes Benz, what comes to mind isn’t just a car. You think of luxury, quality and reliability; a company known for creating excellent vehicles, and a company that has garnered respect from the auto industry.
We’re all familiar with brands such as Mercedes, Coke, McDonalds and even Kleenex. In fact, the brand is so pervasive, in many cases, Kleenex has become the word people use for tissue. And branding is just as important in the service industry as it is for products.
Imagine living in a world where you purchase an ad in the yellow pages of your local phone book, but are promised that only the people looking for financial advisors will be the ones to get the phone book with your ad in it, and your price is based on that percentage of people. This scenario is a reality with tools such as Google AdWords and LinkedIn advertising.