Archive for November, 2008

What Is Brandtailing?

Posted by admin on November 15th, 2008

To understand what brandtailing is we first must break down the definition of each of the root words.  What is a brand?

A Brand is a collection of images and ideas representing an economic producer; more specifically, it refers to the descriptive verbal attributes and concrete symbols such as a name, logo, slogan, and design scheme that convey the essence of a company, product or service. Brand recognition and other reactions are created by the accumulation of experiences with the specific product or service, both directly relating to its use, and through the influence of advertising, design, and media commentary. A brand is a symbolic embodiment of all the information connected to a company, product or service. A brand serves to create associations and expectations among products made by a producer. A brand often includes an explicit logo, fonts, color schemes, symbols and sound which may be developed to represent implicit values, ideas, and even personality. The key objective is to create a relationship of trust.

A good brand name should:

  • be protected (or at least protectable) under trademark law
  • be easy to pronounce
  • be easy to remember
  • be easy to recognize
  • be easy to translate into all languages in the markets where the brand will be used
  • attract attention
  • suggest product benefits (e.g.: Easy-Off) or suggest usage (note the tradeoff with strong trademark protection)
  • suggest the company or product image
  • distinguish the product’s positioning relative to the competition.
  • be attractive
  • stand out among a group of other brands

What about retailing?

Retailing consists of the sale of goods or merchandise from a fixed location, such as a department store or kiosk, or by post, in small or individual lots for direct consumption by the purchaser.[1] Retailing may include subordinated services, such as delivery. Purchasers may be individuals or businesses. In commerce, a retailer buys goods or products in large quantities from manufacturers or importers, either directly or through a wholesaler, and then sells smaller quantities to the end-user. Retail establishments are often called shops or stores. Retailers are at the end of the supply chain. Manufacturing marketers see the process of retailing as a necessary part of their overall distribution strategy. Online retailing, also known as e-commerce is the latest form of non-shop retailing.  This method is used every day via the internet and online stores.

How does all this relate to brandtailing.  In a few different ways.  Brandtailing is the associated retailing of products that have a strong dominiate brand.  Some companies are known primarily for their brand.  This brand is dominate and represents a well known and trusted product.

For instance, name a toothpaste? What’s the first name that comes to mind?  Name a soda?  Name a fast food restaurant. Which company was dominate?  Companies spend tons of money branding themselves so you will think of them first. So brandtailing is either a retailer making the consumer think of them first and focusing on selling their brand, which happens to be a product or a competitive company piggybacking onto a larger company and shifting the consumer to think of them instead.

High Definition Systems:

· 720p video resolution for clear crisp images (1080p is on the horizon)

· High quality audio reproduction

· Advances in hardware and firmware, enable better encoding and decoding

· High quality computer image sharing to far side

· Backward compatible with legacy systems

Connectivity:

· Cost effective wide bandwidth availability and improved internet connections

· As an option – Priority connectivity to guarantee mission critical calls at additional cost

· MPLS and Quality of Service options can be deployed within current networks with firewalls

NOTE: ISDN lines are being phased out by most companies. On the rare occasions that you need to connect with someone using ISDN, I would recommend a conference service provider that can connect your IP system to the far side by means of a bridge and ISDN gateway at a metered rate.

Introduction to Video Conferencing

Posted by admin on November 13th, 2008

Any new technology follows a business implementation curve that has become an industry expectation.

As the new technology develops, the acceptance and quality are low, and the expense and difficulty are high. As the quality increases and the expense decrease we see a large swell in acceptance and popularity. Cell phones are a prime example of this phenomenon. So the question becomes, where is video conferencing on this timeline/curve?

Since 2000, the modern video conference system has become somewhat common place. It was still plagued by unreliability of the hardware, or codec, which has the responsibility of encoding voice, video and data and decoding the same signal from a compatible far end codec. During this same period, IP connectivity was completely unpredictable, so it was always recommended to use ISDN lines, just as you would use a phone line to make a phone call.

ISDN lines and long distance charges continued to make these calls cost prohibitive, and the quality was good, not great.

Part 2 Coming tomorrow…

Elements Of A Professional Video Production

Posted by admin on November 3rd, 2008

The market influx of video cameras and video recorders along with video websites like You Tube and Meta Cafe and others have launched a whole new generation of people interested in video production and producing videos. The price of many high end video cameras and high definition video cameras has made the availability of professional quality video production higher than in times past. This in itself does not guarantee a high quality finished product. There are a number of elements that a professional videographer will take into account when producing a production. This goes far beyond just shooting the video.

One of the most important elements of a professionally produced video production is the quality and technique of providing good lighting. Many so called production specialists pay no attention to the element of quality lighting on the subject. Often overlooked this is a crucial part of any video shoot.

Another often overlooked aspect of a video production is the sound. Often a after thought, having clean and clear audio is crucial to the entire video. Without good sound the entire production could be compromised.

Enough cannot be said about the quality of the editing. Another very important factor in any well done video production is making sure the editing of the production is smooth, without meaningless graphics and distractions. Proper pacing in the video is crucial to the eye and overall view of the video once it is completed. Is the pace fast and choppy, or slow, smooth and flows with the music or voice over.

The last but not the least important aspect of the shoot is the video itself. Are you shooting just to fill time or is your shot on purpose, fulfilling a crucial role in the production. A secret of producing a quality production and making sure it is pleasing to the eye is the composition of each shot. If you view each shot as a still and can communicate