In the realm of marketing, there's a timeless debate: Is it better to have a few perfect ads or a consistent stream of good-enough communications? The answer lies in a simple, yet provocative phrase: "Bad breath is better than no breath." While this might sound unappealing at first, it highlights a critical truth about marketing: frequency and consistency often have a greater impact than occasional bursts of brilliance. Here’s why maintaining a steady flow of marketing communications is more important than creating the perfect ad.

“Every business system is perfectly designed to get the results it gets.” This quote from W. Edwards Deming PhD highlights a fundamental principle in business management, emphasizing that the outcomes of ANY system are not accidental but are a direct result of how the system is designed. Franchise systems are not different. The structure, rules, support provided, and even the selection criteria for franchisees should be designed to produce specific results. If a franchise system is not yielding strong results, it might suggest issues in its design or business model.

In the competitive world of franchising, success often hinges not only on the strengths of your own franchise but also on how well you understand and respect what your competitors have achieved. Franchising, by its nature, fosters a dynamic environment where multiple businesses within the same industry vie for market share and customer loyalty. While competition can be fierce, a mindset of respect towards your competitors' Respect Your Competitors accomplishments can be a powerful catalyst for growth and improvement.

While eye-catching marketing (“the Sizzle”) can attract attention and generate initial interest, it is the quality and consistency of the core offerings (”the Steak”) that ultimately determine long-term success. To develop a truly successful franchise system, it is crucial to strike a balance between creating appealing marketing campaigns and ensuring the foundational elements of the business are robust and dependable. The Sizzle without the Steak is just noise.

In today's competitive business landscape, many companies fall into the trap of equating their brand with their marketing efforts. While marketing is an essential aspect of brand development, it's important to recognize that a brand encompasses much more than just advertising campaigns and promotional materials. A strong, enduring brand is built on a foundation of quality, consistency, and customer experience. Here's why a brand is so much more than just marketing, and how businesses can focus on the broader elements to create a truly powerful brand identity.

The Power of the Brand Pyramid is its ability to deliver brand strength and energy through strategic focus. When done right; it is the most important tool in a Brand Builders tool chest. It is also the most important lens to review all Brand activities. It is, by far, the pair of glasses I use to evaluate Brands and understand their growth possibilities.

If you're thinking of franchising your business, there are many things to consider: how big a market it can serve, how scalable it's likely to be and what kind of training system would be best for new franchise owners. Finding answers to those questions will help you decide whether franchising is right for your situation—and if so, what type of franchise model would be ideal. In this article we'll explore some of the pros and cons of franchising in more depth.

When you're ready to franchise your business, it's important to be aware of all the costs involved. While franchising can bring you increased revenue and exposure, it also requires a large investment up front. If you don't have the funds available for these upfront costs, it might not be worth moving forward with franchising.

Nick Lopez and Gary De Jesus talk about his time playing football and studying at Harvard to mastering brand development at Procter and Gamble. Today, Gary is one of the most influential marketing minds in franchising, as he has helped countless iconic national companies perfect their brand.

How to Build a Blue Ocean Franchise Brand. I discuss with Franchise Founders podcast hosts Dan Claps and Christian Dadulak fundamentals aspects of developing a brand that separates itself from competition.

If you're thinking of franchising your business, it's important to ask yourself some key questions. Is your product or service already established in the market? Are you willing to devote time and money to developing the system? Can you clearly define your brand? How many potential franchisees are there? Have you taken the time to find a quality franchisor?

If you're thinking of franchising your business, it's important to ask yourself some key questions. Is your product or service already established in the market? Are you willing to devote time and money to developing the system? Can you clearly define your brand?

In 1990, Bonnie Raitt recorded her smash hit Something to Talk About. There are a couple of lines in the song that go; “Let’s give them something to talk about. A little mystery to figure out.” These two lines, although the song writer did not intend it to do so, represent a critical principle of driving Word of Mouth; Schema Disruption.

If a marketing campaign is launched and there is no one around to hear it, does it make an impact?  For many years now, marketers have been screaming that television is dying and it ability to reach and grab customers is waning.  I am not here to argue this point.  My point is, the same argument against television as an effective marketing vehicle, can be used against most, if not all, marketing mediums.  If a customer does not perceive or engage in your message, does it make a sound?

Developing deeper relationships with customers should be a key priority for every Franchisor and Franchisee. Common sense dictates the greater the emotional bond a brand can develop with a customer, the stronger the loyalty to the brand.

If you want to build your business, sometimes you need to be unselfish. Give your customers real gifts without perceived strings attached. Include reciprocal altruism in your marketing mix and give the true gift of knowledge to the people you care most about; your customers and your clients.