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Brand Force

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This is Fred Ball for Zions Bank, speaking on business.

Have you heard the term “branding”? These days, you don’t have to be a marketing expert to know that branding is what really separates a company or product from its competition. Think about the brand of car you drive; the brand of clothing you wear; your favorite foods. You’ve chosen those brands because they offer certain benefits.

As consumers, we know which brands we want to buy. But as a company owner or marketing professional, how do you develop a brand and make it appealing to consumers?

Well, Bob Fotheringham, Bruce Jensen and Hal Christensen have the answer. The three marketing veterans have formed Brand Force Inc. and developed a process for identifying brand strengths and strategies to create greater customer appeal and loyalty. It’s a process, the three say, that helps ensure all of a company’s resources are focused on growing the brand. They say Brand Force is something any market-driven company should consider before further investing in advertising and other promotional efforts.

Bob, Bruce and Hal created their Brand Force process after spending 30 years in the advertising agency business as partners at FJC&N, one of the region’s most successful firms. While working there, they began spending more of their time on building brands because it was the most valuable thing they could do for their clients.

Now since founding Brand Force little more than a year ago, Bob, Bruce and Hal have gathered a lengthy list of clients from across the country and in Utah. They’ve built brands for companies involved in everything from producing food to providing public transportation.

Bruce told me that branding is the most powerful way to differentiate your product or company from your competition. Strong brands have an almost-unfair advantage in the market place. Those who do not build a brand run the risk of becoming a commodity. Those who do understand brands and build their business around a compelling brand strategy tap into one of the greatest powers in the world of business. And that’s what Brand Force Inc. is all about.

For Zions Bank, I’m Fred Ball. I’m speaking on business.

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