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5 Colors and What They Say About Your Brand

Filed under: Tip of the Day

Brand IdentityEverywhere you look it seems companies are altering something about themselves, whether it’s fine-tuning their logos, changing their names or slogans, or just shifting their business models. Take Apple for instance. In the late-90’s, Steve Jobs and Co. were nearly bankrupt until they shifted their focus to mobile technology. Now, thanks to products like the iPhone, iPod and iPad, they’re ruling the world as the most popular brand.

A strong brand identity is crucial to any business’s future, and the June issue of Advantages magazine has a great story on how to make your brand — and your client’s brand — a powerhouse. Check out this article now for great expert advice, and in the meantime, here are 5 colors and what they say about your brand’s logo:

  • BLUE: It’s arguably one of the most popular choices for a brand color, as it puts people at ease (think about the ocean and blue skies, ahhh). Blue also expresses authority, trust, intelligence and wisdom.
  • RED: It actually increases your heart rate, so it’s no surprise that red is a passionate and visceral color. Red expresses action, desire and power.
  • PURPLE: If you’re trying to be mysterious and rich, go for this popular hue. Purple also seems to exude royalty and elegance. This is a great color for showing creativity.
  • BLACK: Companies use this color if they want to appear prestigious, valuable and sophisticated. Like the dress, it’s a classic.
  • GREEN: You don’t have to be an environmental company to go green. This color says calmness, serenity, health and wealth.

Tell us … what is your color? Post in the comments!


    How Do You Pronounce GIF? Like the Peanut Butter

    Filed under: Uncategorized

    GIF vs. JIFEver since I was in college in the mid- and late-’90s, the debate has raged on how to pronounce those little animated loops that were so prevalent in the early days of the ‘Net (remember The Hamster Dance?!). My nerdy lifestyle afforded me ample access to computer geeks, from designers to developers, and no one could agree on how to pronounce a ‘GIF’ file … was it an animated gif (hard ‘g’), or an animated jif (soft ‘g’)? For me, I’ve always maintained that choosy designers choose GIF … choosy moms, on the other hand, choose JIF, the sandwich spread. (I mean, how can you compete with choosy moms?!)

    However, the creator of the Graphics Interchange Format (GIF), Steve Wilhite, recently accepted a Webby Award that he punctuated with a 5-word acceptance speech:

    It’s pronounced JIF, not GIF.”

    And just like that, I — and millions just like me, who choose to pronounce the hard ‘g’ — was wrong. Or was I? If you took to the Web right after this announcement, it was afire with rhetoric ranging from comical to defiant, but all seemed to support the hard g. On Twitter, this announcement began trending giving rise to new hashtags like #hardg, #softg and #gifgate. Some of the best-ofs from Twitter:

    • @shanselman If I lose a job or tank an interview because I hard-G the word Gif, so be it. We’ll be homeless. I WILL NOT BE MOVED. #hardg?
    • @Articul8Studio Nothing gets pronounced “jif” in our office, whether it be file formats or peanut butter. #hardG
    • @derekdevries It doesn’t matter how the “father” of GIFs pronounces it, like every aspect of the lexicon it matters how the public pronounces it. #hardg
    • @XControlled My gunior high school years would’ve been jreat if more jirls would’ve been interested in joing out with me. #gifgate
    • @shahruz How do you pronounce GOB? #SoftG

    Seeing an opportunity to ride the wave of hoopla, the creative folks at Jif — the sandwich spread made of peanut butter — created their own animated gif (er, jif) in response to the announcement. Read Katherine Leonard’s blog called “Jif Newjacks the GIF” to see Jif’s clever take.

    And in the meantime, we want to know: Where do you stand on the JIF vs. GIF debate?


    6 Tips For Hiring The Right First Employee

    Filed under: Tip of the Day

    Hire the Right EmployeeYou would think that with plenty of unemployed people looking for jobs there would be a huge pool of qualified people to choose from. That might be true, but according to a recent survey (read the Counselor PromoGram article here), more than a third of company’s struggle to find qualified employees. Hmmm … either there’s a serious lack of good talent out there, or company’s aren’t vetting well. Regardless, you have to be incredibly diligent in finding the right employee, especially if that employee will be your very first one.

    In the June issue of Counselor magazine, Shane Dale interviews Lori Davila, author of How to Choose the Right Person for the Right Job Every Time, on the right approach to hiring the right first employee. Read the article here, and in the meantime here are 6 tips:

    1. Consider the Virtual Route
    2. Write a Detailed Job Description
    3. Look in the Right Places
    4. Put Candidates To the Test
    5. Browse Social Media Profiles
    6. Be Practical, Not Emotional

    4 Ways to Connect with Customers Through New Media

    Filed under: Tip of the Day

    Rules of EngagementDid you know: Customers who engage with companies over social media spend 20% to 40% more money with those businesses than other clients?

    Yes, it’s a brave new world, folks, and unless you’re out there working the interwebs you’re missing out big time. This month’s Counselor story titled “Rules of Engagement” focuses on how distrubutors can boost their sales by utilizing 4 innovative means to better market to clients. Click here to read the story … and in the meantime, here are the 4 basic tips: (Click the link for more explanation)

    1. Get Your Game On
    2. Video Makes a Marketing Star
    3. Survey Says …
    4. APP-ointment Buying

    3 Tips on How to Rebrand Your Company

    Filed under: Tip of the Day, Uncategorized

    Earlier this week I wrote a blog about the importance of brand management in times of crisis and used an example of an epic brand meltdown on a business Facebook page. That business — Amy’s Baking Company Bakery Boutique & Bistro — did incredible harm to its reputation simply because they had no brand management plan. (And, some might argue, common sense.)

    Of course, once the smoke clears and the dust settles, Amy’s might want to investigate on how they can rebrand their business. Because, well, they’re gonna need it. And that’s where ASI comes in! So, Amy’s, take note … here’s a great video by Counselor that provides 3 important tips for rebranding your company. Enjoy!

    1. Establish Goals
    2. Refresh Your Image
    3. Make It Public


    3 Tips for Managing Your Brand During Crisis

    Filed under: Tip of the Day

    Crisis Tips for your BrandCall it what you will — I prefer Social Media Train Wreck of the Year — but if you haven’t been paying attention to what’s happening with the Facebook business page of Amy’s Baking Company Bakery Boutique & Bistro, then you’re missing out on a valuable lesson on how not to manage your brand during crisis.

    Quick backstory: the restaurant was recently featured on an episode of Kitchen Nightmares but quickly dumped by Chef Gordon Ramsey because the owners were “too difficult” to work with. Ensuing backlash on the company’s Facebook page resulted in the owners taking to the keyboard to defend themselves in a, well, not-so genial manner. Nasty comments from users were met with even nastier responses from the owners until an all-out, ALL-CAPS war commenced, complete with F-bombs, physical threats and bad grammar — a trifecta of brand destruction.

    It’s u-g-l-y ugly, and if you want a great play-by-play of what happened, check out Buzzfeed’s coverage of it.

    Of course, now the owners are claiming they were hacked and weren’t responsible for the posts, which are now gone. Whether or not they were hacked, well, I guess we’ll have to wait until the “FBI computer crimes unit” is done with their investigation. But all this got me to thinking, how should one prepare for a possible PR disaster? I searched the ‘net this morning and found a good, succinct post by Startups FM that breaks it down to three main precautions:

    1. Make Reputation Management a Priority. In the case of Amy’s Baking Company, they never anticipated the kind of traffic their Facebook page would get from their fame (or infamy), and it shows.
    2. Pay Attention to the Messages You Are Sending. Once the Facebook chatter got too overwhelming, Amy’s should’ve just stopped allowing comments through Facebook settings. Instead, they (or the hackers?) chose not only to engage trolls, but to threaten them with physical violence, cusses and misspellings.
    3. Hire a Reputation Management Pro. In the case of Amy’s, anyone hired after this meltdown will surely earn their pay.

    8 Best Beer Cities in the USA

    Filed under: Fun

    BeerFor those who know me, just mention the word beer and you’ve got my attention (unless, of course, it’s immediately preceded by the word “Lite”). That’s why when I saw the headline “8 Best Beer Towns in America” online recently I got giddier than Norm Peterson during Happy Hour.

    Having lived in the Philly area a decade now, I know this town knows beer. And knows it well. From the annual Philly Beer Week to the multitude of established, well-respected brands in the area (Yards, Sly Fox, Nodding Head), I was curious if the City of Brotherly Love had made it onto CNN’s Top 8. Lo and behold, Philly’s there and representing hard at #6! Here’s the complete list:

    1. Portland, OR
    2. San Fran, CA
    3. San Diego, CA
    4. Boston, MA
    5. Denver, CO
    6. Philly, PA
    7. Bend, OR
    8. Asheville, NC

    And please send us your thoughts on the list. Did they get the list right? What cities or towns are missing?


    8 Surefire Ways to Fail

    Filed under: Tip of the Day

    Advantages MagazineStaggering fact: In 2012, there were 442 billionaires in America. (That was billionaires with a B, just for the record.)

    Obviously, these 442 folks know how to succeed, but what about those of us who need a little guidance in our quest for success? This month’s Advantages Strategy column “8 Surefire Ways to Fail” provides not the paths to success, but the paths to failure. Avoid these and you’ll be on the right path!

    1. Shortsightedness
    2. Inaction
    3. Contentment
    4. Instability
    5. Doubt
    6. Going It Alone
    7. Dishonesty
    8. Arrogance

    Got any others to add to the list? Let us know by commenting on this post now.


    Check Out the New-and-Improved ASICentral Search

    Filed under: site updates

    Google Custom SearchNever discount the importance of a good website search engine. You can have the greatest content in the world, but if someone comes to your site and your search is shoddy, they may just abandon their experience altogether. I’ve done it in the past, and will continue to do it if I can’t find quickly the content I’m looking for. In this day and age, time is money and if your site search is not yielding great results you’re either a) employing poor SEO practices, or b) employing a poor search engine (Or both!).

    In the past, ASICentral.com’s site-search results haven’t been what we would’ve desired, and we’ve tried several ways to improve it, including increased concentration on SEO. However, a recent addition of Google Custom Search as our site search engine has really helped improve the experience.

    If you have a few minutes, take a look for yourself and let us know what you think in the comments area. Just click the image above to go to ASICentral.com and start searching. Chances are you’ll see a big improvement in the experience!


    4 Tips on How To Increase Your Company’s Online Presence with Search Engine Marketing

    Filed under: Tip of the Day

    Search Engine MarketingWikipedia defines search engine marketing — or SEM — as: a form of internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) through optimization and advertising.

    Sound complicated? Well it’s not, and you might already be doing some without even knowing it! This month’s Stitches magazine State of the Industry 2013 is packed with tons of great information on everything from how to diversify your customer base and lead-generation strategies to posting good content and, yes, even how to optimize your website through SEM! Don’t miss this feature, and in the meantime, here are the 4 tips:

    • Add meta page titles once your site is functional
    • Take charge of your company’s website
    • Create and post videos
    • Learn how to manage your SEM strategy

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