January 10, 2019 · Business, Company, Market America, Marketing

A few of the standard questions that pop up when you consider joining Market America’s team of developers with an Unfranchise of your own revolve around the topic of “brand.”


In the first place, what is a “brand,” and what does that imply? How do you cultivate a “brand”? What is the purpose of a “brand.” Is Market America obsessed with the idea of establishing and nurturing a strong brand for itself? And, finally, what can the Unfranchise developer do to help the company extend or nourish the “brand identity” that is seems to be so concerned about?


So, let’s start at the beginning. What is a “brand”?


That’s a good question because you cannot really hear, see, feel, taste or put your hands on a company’s brand. The brand, even Market America’s brand, may appear or seem to appear different to different people. It isn’t exactly a moving target, but a brand is more of a liquid than a solid. It is a semi-solid; it can change shape at any time, even though it is not something you can hold in your hand.


A brand is, essentially, a company’s reputation as experienced or seen by its customers – and by the people who could become its customers in the future if the brand was attractive enough to them.


A company’s reputation has always mattered, but it appears to matter these days on the order of 1,000 times more than it did before the advent of the Internet.


The Internet has catapulted the concept of a company brand from an important part of the company’s public relations efforts to a vital one. It used to be important. Now, it’s completely critical.


For Market America, the concept of a “brand” is even half of the company’s name. The word “Market,” means a place to buy and sell goods, but the word “marketing” is a specialized business term that refers to efforts made to convince consumers that a product or a service has some value to them.


Let’s say you were a food vendor. Marketing, in that case, would be efforts, through advertising or any other means, to convince consumers that they were hungry enough to eat or that they were missing out on something wonderful if they did not eat the food you sold.


Convincing someone they want to eat is marketing. Convincing them to specifically buy from your company is different. That is called sales.


The closer you get to the product itself – actually walking into the store or going onto the Internet to look for something to buy, the more the company’s efforts move – traditionally speaking – from marketing to sales.


Brand identity is all about the marketing aspect of a company. Under that category are things like, does the public trust this company to have reasonable prices? Does the public trust the company’s service department to back up warranties and the like? Does the company trust the company will have a good variety of products to choose from and trust the company to have those products in stock.


Does the public trust the company has their interests at heart or does the public feel the company is greedy and only looking out for themselves?


Now here, briefly, is why the brand is so important today. First of all, the reach of a company, like Market America, is now global. There are customers in countries who have very little idea of what choices might be available to them, which means the company’s reputation is all-important. If the first thing you think of when you think of a nutritional supplement or a cell phone or television was the two words “Market America,” then you can see what a great advantage strong brand recognition can give you.


On the flip side, the Internet is a very scary place for companies large and small, because customers can go online and write nasty things about you – and you can’t really stop them from doing that. So, if a rumor of something untrustworthy gets around, or a real problem gets around, the Internet can ruin a company’s reputation practically overnight.


So, one of the ideas if to have as strong a brand as you possibly can, so that if a problem does arise, the company has a lot of cushions that help it weather the storm.


With all that in mind, Market America understands that EVERYTHING you do contributes to the company’s brand, good, bad or indifferent.

And, guess what? Market America’s Unfranchise system is, practically speaking, a marketing miracle unto itself. This is a company that has absolutely reinvented the entire idea of a strong and valued company brand, because you actually get paid to shop at the company’s website through the cash back program, by amazing discounts and by developing your own Unfranchise business. This kind of “everybody wins” formula creates an astoundingly direct brand-to-sales pathway in which brand and sales work together. If you shop, you get discounts and cash back; if your referred customers shop, you balance sheet grows exponentially.


That means sales enhance brand. Marketing is simply built into the program, into the very system that the company has created.


Under development, these days are nuclear power plants that use molten salt as a coolant. But the molten salt is also the fuel the power plant burns, so that the reactor can never meltdown, because the lack of coolant (which is what causes reactors to overheat) also means the lack of fuel – so the thing can’t possibly meltdown. A lack of coolant means no more fuel, which means no more heat. The reactor simply shuts itself down automatically when there is a problem with the coolant.


Market America is similar, except in the opposite direction: As sales improve, the company’s brand improves with it. The two business factors, which seem to be in two different offices for every other company in the world, are one and the same at Market America, where, you could say, the brand really is involved in EVERYTHING you do. If sales are a built-in brand enhancer and brand enhancement is the same as sales, Market America could be said to have re-invented the wheel or, in fact, built a better mousetrap with its better business model.






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