Archive for the 'Coaching' Category

The Food Network had done a stellar job of creating star brands within its lineup. In some cases, such as Rachael Ray, the star brand outshines the Network. In this article, you’ll see how 2 stars in the network appropriate essentially the same positioning, yet clearly and powerfully differentiate themselves. 

 A Branding Lesson from Rachael Ray and Sandra Lee
by Leon Altman

The Food Network is built on smart branding – for the Network as a whole, as well as for its individual celebrity chefs/hosts.

Two of its biggest brands are Rachael Ray and Sandra Lee.
These two, in particular, provide an interesting branding lesson: you can occupy the same positioning within a niche, yet still have a brand that sets you apart.

The positioning these two stars occupy is one of authority in home-making convenience: quick and easy, quality meal preparation for busy women (mostly). Yet each has been able to carve out a separate and distinct brand within that same space.

Rachel Ray’s empire is build on the foundation of her very emphatic tagline – “30 minute meals.” The name says it all. Sandra Lee’s tagline is “semi-homemade meals” – preparing meals with the aid of pre-packaged ingredients. It is essentially the same positioning, but without the exact time period that Ray uses. The implication is the same: you’ll be able to prepare quality meals at home faster.

While both have been able to establish a sense of authority within the convenience field, interestingly, their authority does not come from industry credentials. The sense of authority they have been able to build comes from their unique personalities and presentation, as well as their individual stories….

To read the whole article, click>> 

For more info, click Branding

The Marketing Roadmap Mentorship program answers the needs of people looking for a complete 1 to 1 coaching program to build their business online.

marketing mentorshipThe program  includes the overarching concept that is central to building a business today online:Creating an authority brand. In this program you’ll…

-Determine exactly what your niche is
-Learn how to build a reputation as an expert or authority in your niche…
-Develop your Authority Branding statement
-Refine your targeting and messaging
-Develop and refine your unique value proposition, elevator pitch, elevator sentence, and your compelling message to the target audience.
-Develop a tagline that stands out and fits your brand

How the program works:
– 14 one-hour telephone sessions…
   …and assignments that will enable you to reach your goal faster.
– A personalized online roadmap for your success…
 -Plus my advice and recommendations
-You also have email access to send me questions ahead of each meeting.

For more information, click