When C4L gave us the challenge of creating a new brand in 7 days we said “let’s go”.

With Bournemouth set to have super fast internet via fibre optic cables, our client C4L, (the Deloitte Technology Fast 50 company) were keen to make their mark. The brief to create a new brand for this new super fast broadband service was not only tight in deadline but it also has an increadibly competitive landscape. Entering into the market where big fish like BT, Virgin Media and SKY are fighting for customers, we needed to box clever.
With the in-house teams shortlist of names; BEAR, BULLET and JUCIE broadband we first knew a name could make or break this brave new business launch.

Following an evening workshop with Ross Thornley, the South’s branding expert innovator led them through a process and into a market changing name. It was his plan to create a whole new category for the internet connection. Enter FIBREBAND, no longer will users be looking for broadband providers if they wish to experience the unimaginable speeds fibre optic cables offer, they will be asking for FIBREBAND.
This ticked so many boxes from protectability, multi lingual understanding, domain name availability and word defining opportunities.

We are proud to show the value of expert innovation coupled with great design principles will ensure the best possible chances of success.

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E-newsletters are a great place to present your company and to show off what you have achieved. And it is only natural that you want to tell your readers all about the amazing things going on like new products, new clients, new technologies, new contracts or just a great service.

On the one hand, a regular newsletter is the ideal place for this type of information; after all, you want to remind people why they should come to you and / or stick with you. On the other hand, like with so many things in life, you should be careful not to overdo it. When gathering ideas for a newsletter you should always put yourself in the position of the reader and ask yourself the famous WIIFM? “What’s in it for me?” In other words, what’s the benefit for people who have agreed to be emailed by you on a regular basis? (yes, they should agree in some way to receive your marketing communications!).

Treat the contacts in your database as people that are special; because they are. They are the people who want to engage with you. So, give them something special from time to time; invite them to an event and offer reduced (free?) tickets; give them access to materials (e.g. white papers) which others can’t get their hands on; let them have something – e.g. a special offer – which others can’t buy or before others can buy it. These are only examples but I’m sure that if you look at your business and your client base you will find a lot more little treats for your faithful newsletter recipients. Exclusive is the word. So – what’s in it for them?

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1. Target

You are not all things to all people. Decide on your niche – narrow your focus and broaden your appeal.

2. Be different
If your competitors are doing it, don’t. Find a way to stand out from an overcrowded marketplace where advertising and products can look the same.

3. Build a team
Don’t hire an employee to fill a position. Employ a person to be part of a team to build your business.

4. Be fast
Time is the most precious commodity. When delivery is expected Friday, show up Thursday afternoon. Return calls and emails asap.

5. Say thank you
A lot. Tell your customers and employees how much you appreciate them. Better yet, do it the old fashioned way: take pen to paper and write them a note.

(more…)

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