Branding At 50 Paces

What color shirt does Tiger Woods wear almost every Sunday? Golfers around the world know this one: RED!

Now, here's a more obscure test for middle-aged golfing fans: What color does Gary Player wear almost every weekend? Answer: For 30 years, Gary Player has been known for his black shirts and slacks.

Why is that important? Because branding makes a difference!

Here's a true story. Recently, I needed a small gift to repay a favor from a friend, who I know enjoys cigars. I asked another friend for a recommendation and instead of giving me a name, Bill Honsowetz walked me across the parking lot to his car and gave me two beautiful cigars. I asked him why and his response was that the cigars (for people who enjoy them) were part of his marketing program.

Well. I'd never heard anything quite like that, but I gave the cigars to Jeff and to my surprise, he was delighted and immediately asked me where I got them. I told him the story, and within two weeks, Bill had a new business client. Hmmm....

The point is NOT about cigars, folks! 

Copyright (c) 2003, all rights reserved. U.S. Library of Congress ISSN: 1529-059X From The Innovative Professional's (TIP's) Letter Sunday June 22, 2003 Written & Published by Philip E. Humbert, PhD Contact him at: www.philiphumbert.com or email Coach@philiphumbert.com