Lesson #4: Every Entrepreneur Needs a Little Brand Aid
Lesson #4: Every Entrepreneur Needs a Little Brand Aid
Think about it: what parent would not want their kids to grow up to be the next Albert Einstein? From the company’s name to the rest of its promotional strategy, Aigner-Clark created and implemented a brilliant branding strategy that helped her innovative concept achieve the success that it did.
“Everyone asks, ‘How did you come up with the name?’” says Aigner-Clark. “The truth is, I just sat down and thought of it. We didn’t test market it or anything.” Despite not having put any research into the name ‘Baby Einstein,’ Aigner-Clark is quick to acknowledge how crucial it became to her company’s success.
“I believe the name of our company was incredibly important to our success,” she says. “When I first created it, I didn’t think I was creating a company just the name of a video. However, the name Baby Einstein caught on very fast and became the generic name for baby videos.”
Einstein might not have watched playful videos with puppets as a child, but that has not stopped thousands of parents from buying the Baby Einstein series in the hopes that the videos will aid in the development of their children. None of the company’s promotional literature was ever so bold as to claim that their products were specifically engineered to make babies smarter. But with a name like Baby Einstein, the powers of association leave little up to chance.
Aigner-Clark’s branding strategy seemed to have hit the jackpot. Right around the time of the release of her Baby Mozart video, a highly publicized study came out that detailed the positive relationship between exposure to classical music at a young age and the development of a child’s intelligence. “It seemed like our timing was perfect!” she exclaims.
Aigner-Clark was quick to seize hold of the opportunity that came from that study. Immediately, she was able to say that what she had believed for so long was now scientifically true. Baby Einstein was then positioned to appear to be the leader of the infant developmental media industry. This area, however, is more a marketing one than a development one. And Aigner-Clark has been a true innovator when it comes to making her company appear to be in line with what parents really want.
“I’ve read a lot of research, but I’m not a scientist in a lab. I’m a mom in a home,” she says. “And so I think I can expose my kids to really wonderful things for a very short period of time before they are hit with a lot of things from the outside world and peers. And I like to believe that this exposure to classical music, poetry, and language will have an impact on them and hopefully help them to develop an appreciation for these kinds of things.”
Aigner-Clark was saying the things parents wanted to hear, and making the products parents thought their kids needed to see. In some circles, any parent who was not showing their kids Baby Einstein videos was even seen as a bad parent. That was the true mark of the success of Aigner-Clark’s branding strategy.
Lesson 4 Every Entrepreneur Needs a Little Brand Aid
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According to Clark, the secret to Baby Einstein’s success has been “a good concept and a brilliant branding strategy.”
Think about it: what parent would not want their kids to grow up to be the next Albert Einstein? From the company’s name to the rest of its promotional strategy, Aigner-Clark created and implemented a brilliant branding strategy that helped her innovative concept achieve the success that it did.
“Everyone asks, ‘How did you come up with the name?’” says Aigner-Clark. “The truth is, I just sat down and thought of it. We didn’t test market it or anything.” Despite not having put any research into the name ‘Baby Einstein,’ Aigner-Clark is quick to acknowledge how crucial it became to her company’s success.
“I believe the name of our company was incredibly important to our success,” she says. “When I first created it, I didn’t think I was creating a company just the name of a video. However, the name Baby Einstein caught on very fast and became the generic name for baby videos.”
Einstein might not have watched playful videos with puppets as a child, but that has not stopped thousands of parents from buying the Baby Einstein series in the hopes that the videos will aid in the development of their children. None of the company’s promotional literature was ever so bold as to claim that their products were specifically engineered to make babies smarter. But with a name like Baby Einstein, the powers of association leave little up to chance.
Aigner-Clark’s branding strategy seemed to have hit the jackpot. Right around the time of the release of her Baby Mozart video, a highly publicized study came out that detailed the positive relationship between exposure to classical music at a young age and the development of a child’s intelligence. “It seemed like our timing was perfect!” she exclaims.
Aigner-Clark was quick to seize hold of the opportunity that came from that study. Immediately, she was able to say that what she had believed for so long was now scientifically true. Baby Einstein was then positioned to appear to be the leader of the infant developmental media industry. This area, however, is more a marketing one than a development one. And Aigner-Clark has been a true innovator when it comes to making her company appear to be in line with what parents really want.
“I’ve read a lot of research, but I’m not a scientist in a lab. I’m a mom in a home,” she says. “And so I think I can expose my kids to really wonderful things for a very short period of time before they are hit with a lot of things from the outside world and peers. And I like to believe that this exposure to classical music, poetry, and language will have an impact on them and hopefully help them to develop an appreciation for these kinds of things.”
Aigner-Clark was saying the things parents wanted to hear, and making the products parents thought their kids needed to see. In some circles, any parent who was not showing their kids Baby Einstein videos was even seen as a bad parent. That was the true mark of the success of Aigner-Clark’s branding strategy.
Lesson 4 Every Entrepreneur Needs a Little Brand Aid
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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Cheryl MatthynssensCheryl is a life skills coach, licensed Chemical Dependency Counselor and a 20 year entrepreneur. Cheryl's dedication to achieving a life of balance led to her expanding her teaching from the simple managing of life's daily challenges to adding financial well being as well. A direct marketer with DrinkACT, she is gaining ground in the online community with her concepts of making sure business owners, entreprenuers and employees have well rounded life styles. She opened up a small affiliate site - The Balance Guide- to help others find resources for mental and emotional well being. Visit Cheryl's blog to see more of the diversity beyond business she has began offering online at www.thebalanceguide.blogspot.com - Visit Cheryl Matthynssens's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
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