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by Denise Barnwell

Donald Trump fired two contenders on one episode of The Apprentice.
I predicted The Donald would “trump” us all and fire every one in this uninspiring cast from the 2005 season. (I was wrong.)

Even though this season’s wanna-be’s were particularly painful to watch, real-life business lessons are few and far between on The Apprentice. But there was a marketing gem hidden beneath the bickering in the assignment to create a promotional campaign for Levi’s jeans.

It's all about the benefits! 
Did you catch how absolutely clear the Levi’s executives were about their brand identity? They asked for a creative campaign that would hammer home the message that Levi’s jeans that make the wearer look good, especially from the rear view. Levi’s is one of the most recognized brands around the world. The name is synonymous with blue jeans and quality. But the executives knew they can not rest on Levi’s laurels. Levi’s is NOT associated with flattering fit.

The marketing executives know they need a clear, consistent and compelling message that Levi’s jeans deliver the most-wanted benefit: a good-looking tush. Levi’s range of styles and sizes isn’t the benefit; those are the reasons the target customer will believe the benefit when it’s associated with the Levi’s brand! The winning team ‘got it’ and the losing team missed the essence of the branding strategy even though their presentation included a 7-foot poster of a scantily-dressed model.

What’s the lesson for your business? 
Well, do you know what the most-wanted benefits are for your target customers? Do you hammer home those benefits clearly, consistently and compellingly in all your marketing efforts? Do you have a marketing strategy for branding your company or the products and services you sell?

Unfortunately, most small business owners miss the forest for the trees, like the losing team on The Apprentice. You must start with the right strategy, one that revolves around a competitive point of difference.

Branding is the single most powerful marketing concept today. If you are an independent or solo business owner, a strong personal brand can give you a competitive edge. Turn your talent, skill and values into market place advantage with Brand Me, Inc. - a guide to create your Personal Brand identity.

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Read a related article: 5 Ways to Beat The Competition

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