Stage Two: Return
your name salesman
Once the found name, the image can be still reinforced thanks to a
slogan. That is particularly useful if for various reasons it is not
possible for you to have a carrying name (already existing name,
forced marketing,…). In this case, affix a slogan with your name.
Consider the following examples, pertaining to large companies of
world Internet: Cisco “Let us build generation Internet (SM)”, IBM
“the software is in the middle of the E-business (TM)” or France
Telecom “Welcome in vie.com”
It is then essential to use this slogan in all your communications.
It becomes your trademark and as such can also be protected
according to cases' by one (TM), (SM) or (R). Who will be your
partner: ABC-councils or Alain Dupont, “With you in the world of the
E-trade” or 123-Company or Michel Durand, “the creator of the
preceded sites”.
Use your slogan still and still. Do not take down any more the
telephone while answering “Pascal Dupond your service” but rather
“Pascal Dupond, developer of the stars. How then I to help you?”
Your slogan must become your second name, it must replace in the
spirit of your customers your own name, which is not an enough
salesman.
Stage Three: Be the first
If I ask you who am the
first man to have walked on the Moon, I think that you will answer
me without hesitating Neil Armstrong, but if I ask you for the name
of the second or the third? Who is the first manufacturer of routers
on Internet: Cisco, which is second, not the least idea. Nobody
retains the name of the seconds or the third, just the first. Be
thus the
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