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Lesson #4: Every Entrepreneur Needs a Little Brand Aid
Article Overview: According to Clark, the secret to Baby Einstein’s success has been “a good concept and a brilliant branding strategy.”
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Free Download - Julie Aigner-Clark Quotes By Julie Aigner-Clark |
Lesson #4: Every Entrepreneur Needs a Little Brand Aid
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: What Stage Entrepreneur Are You?
The Value of Branding
Annansi in Entrepreneur Magazine’s December issue
Find Your Unique Selling Proposition USP
The Power of a Brand Name and how to make your own brand powerful
Related Forum Posts
Dan Kennedy Marketing Methods
- We haven't sent out the physical letter yet as the person owning the list wanted to make modifications to the letter that we knew would work well but the List owner had a point - it didn't reflect her personality so her clients would know it didn't come from her.
Lesson learned for me. We're back to the drawing board with the list owner more involved in the development of the letter and emails.
I should have known better being a Business Analyst in my day job that you never leave the end-user out.
So Evan we haven't had the opportunity to test any of it yet but it's been a fun process for me to stand back and look at.
Young Entrepreneur Organization - All You Need To Know
- The Young Entrepreneur Organization (YEO) is a global community of entrepreneurs. This non-profit organization aims to make its members successful in their business through networking and training programs. This article tells you all you need to know about the Young Entrepreneur Organization, and the opportunities it makes available to young entrepreneurs from across the world.
Young Entrepreneur Organization: Facts.
1) The Young Entrepreneur Organization has 5,000 members in 35 countries across the world. 2) The organization was founded in 1987. Since then, it has helped many aspiring entrepreneurs with training facilities and getting in touch with the right people.
3) The average age of the members of Young Entrepreneur Organization is 34 years.
4) In order to be eligible for the membership of Young Entrepreneur Organization, you need to be under the age of 40; and be the founder or partner in a business that has annual sales of more than $1 million.
World Entrepreneurs Organization: A part of the Young Entrepreneur Organization, the World Entrepreneur Organization and takes the message of Young Entrepreneur Organization to many additional places around the world. This organization is especially active in the area of education and training for entrepreneurs.
Young Entrepreneur Organization: Objectives.
1) To foster entrepreneurship.
2) To support Young Entrepreneur Organization members by providing them the chance to network and grow.
3) To provide resources to its members so that they can benefit the economy through innovative business ideas.
4) According to Young Entrepreneur Organization, you get to share your story with those who have had similar experiences, and thus gain insight into the best principles of entrepreneurship.
Young Entrepreneur Organization: Facilities.
At the Young Entrepreneur Organization, you get to meet and share views with like-minded people and fellow entrepreneurs. In order to facilitate a free exchange of ideas and growth for its member, the Young Entrepreneur Organization provides the following facilities to members.
1) Forum: Join the forum of the Young Entrepreneur Organization and start networking with entrepreneurs from across the world. Each forum group has 12 members who come together regularly to share their experiences and discuss issues related to entrepreneurship.
2) Mentor: In conjunction with the World Presidents’ Organization, the Young Entrepreneur Organization guides and counsels young entrepreneurs through a mentor program by the best business leaders.
3) Social Innovation: The Social Innovators Program involves Young Entrepreneur Organization member who wish to do something for about social issues. It helps members become socially aware citizens and gives them the opportunity to do something for their community.
4) Marketplace: The marketplace allows members to post business offers and receive replies from other members.
These are just some of the facilities you will get if you become part of the Young Entrepreneur Organization. Others, like meeting prospective clients through trade shows, and special tools to network and meet with the right people are also part of the YEO facilities.
Re: Partner with Sony Pictures.Coca-Cola and Toyota
- I've truly always been amazed by small businesses who have big name company's listed on their websites with whom they have done work for or partnered in the Past.
Has anyone on the Forum has such a partnership with large organizations or Brand name companies?
Would you mind sharing how you were able to set up the partnership without giving away names of people you work with?
How to create BUZZ?
- As a small startup we need to be able to create Buzz around our product, but we haven't had tons of success. Despite being written up in the Toronto Sun, Metro News, Entrepreneur Start Ups Magazine and listed as a resource in Entrepreneur Magazine people in Toronto still don't know about us.
Any ideas on what I can do to get people talking? Preferable ones that don't have a large price tag attached? Any ideas would be appreciated. Our URL is included in my signature.
Re: Top 50 Lists
- Hi Evan,
How about "Top 50":
-Inventor Blogs To Watch
-Franchising Blogs To Watch
-Business Book Review Blogs
-Women Entrepreneur Blogs
-Young Entrepreneur Blogs
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