Google and Harald Anderson - Smart Branding Move

Last week I wrote about Harald Anderson, and predicted that he will
be the new marketing super-star. And I mentioned it's not enough
anymore to just be an expert in your area of expertise. Person
should be gutsy, and s/he should be able to take a stand and defend
her/his vision, even if it contradicts the opinion of the
established authority...

Well, here is the next branding move made by Harald (and you have a
chance to learn from it). He just wrote an Open letter to Google
addressing a strangely precise adwords ads showing up along the
email message that you can read within your gmail account.

(You can read the whole letter in the previous post)


Harald raise quite a few valid privacy concerns in his open letter.
However let's look at this move from the branding perspective. Do
you think Google has a strong name recognition? Sure it does. Do
you think people are a little frustrated with Google dance and the
way their sites are de-indexed or vanish from the first pages of
search results? It doesn't matter how trashy peoples sites might
be, they still want to see their sites on the first search result
pages, right?

So this open letter will evoke interest from web publishers, it
will be re-published on many blogs and websites. The result? Not
only the viral effect will be achieved for the url that Harald
included in his letter. If this letter will spread wide enough,
Harald will be able to position himself as a sort of
"Google opposition" guy.

And that means that Harald will be associating himself with a
well-known and widely recognized Google brand (in a slightly
anti-Google way). Don't you think it will help Harald to boost the
name recognition for his own brand?

So what can you learn from this branding move? Harald is the search
engine optimization expert, so it's certainly very beneficial for
his brand to build the association with powerful search engine.

(btw, if you scroll down to the third post, you will be able to find
download instructions for his excellent multi-media e-book on
search engine optimization)

What powerful brand do you have in your line of business that you
might want to associate yourself with?

It could be either pro-move (in other words, you find something
that you admire about the brand, and use some smart idea to let the
world know about your admiration) or it could be various degrees of
anti- move, it doesn't matter what direction do you choose.

What does matter is the ability to put a sub-conscious anchor in the
minds of your target market that will help them remember your brand
when the authority brand is mentioned.

Ok, now let's talk about another brand recognition move. If you
want to be able to communicate with newsletter publishers,
subscribe to their lists. It doesn't mean that you will be able to
get the publishers to promote your stuff right away, but you can
start building relationship with those guys.

And may be later on (if your product is really good) they will
agree to send an offer to their lists about your product, this will
certainly help you in building the name recognition for your brand.

For example, I receive dozens of JV requests each day. If the
person is NOT on my list, and he's asking me to JV with him, what
do you think the chances are that I even consider his offer? Yep,
chances are nill (unless this is the request from the well-known
marketer).

On another hand, if people are on my list, and they are
communicating with me, and responding to my requests (for example,
send me the answers for the product review I conduct or give me the
testimonials), then I'm going to give more consideration to their
JV requests.

Not long ago I was approached by a young guy, his name is Ebong.
Ebong was smart enough to mention that he's my subscriber. Not so
smart part was that he didn't try to build a relationship with me
first, and jumped straight into trying to interest me in his offer.
He's obviously new at the in.ternet mar.keting game, so I decided
to give him a slack.

I've never heard of him before. But because he's my subscriber, I
took time to review his package. It was actually good, especially
for the price he's asking for it.

Sure, his sales letter is a little bumpy, and the page layout could
be improved, especially around bonus item. But hey, he's just
started, and it's much better to polish the things along the way
then wait until everything is perfect.

He recognizes that there is a lot of room for improvement in his
sales letter, yet he doesn't have much experience yet to make it
better. That's one of the reasons why he's offering some very good
e-books and scripts with master resale rights just for a few bucks.
"Membership Juggernaut" alone costs $70, without resell rights, it
allows you to manage all the aspects of running
membership site (very hot topic now).

Sure, there are many membership scripts out there, but only a few
of them actually work. And he has included many more products like
this. But he's not asking for the whole package even half of what
it would cost you to get any of those products separately. So you
can turn around and easily sell the same package for many times the
price he's asking for it (mini-sites are
provided for each product, so just give them new face and get a
nice profit.)

Of course, I also requested special discount for the subscribers of my InterPreneur newsletter. They will get extra 10% off. Though you're not the subscriber of my newsletter yet (I hope you will subscribe today), I decided to give you discount too, as a gesture of my good will. So here you have it - a win-win for both sides. The young man will be encouraged by actually seeing some
sales, no matter how small the price he's selling the product for,
and you get the whole shebang literally for penny on a dollar.

Go check it out:

http://www.1ezhost.biz/massive_mrr_package.html

To Our Success!
Oleg Ilin

P.S. If you think this information was useful to you, then you might want to subscribe to our newsletter, and get more gifts and members-only discounts:
http://www.online-business-protection.com

Feel free to pass this post to your firends, they will thank you.

Oleg Ilin