Brand Building Workshop

We have a little pop culture and consumer education test for you tonight.

If you need to wipe your nose, what do you reach for?

You probably answered Kleenex, not tissue.

How about this one — plop, plop, fizz, fizz?

You may remember it as part of an old ad campaign for Alka-Seltzer.

That’s the idea of branding.

It can be the key to success for a business or a lost opportunity.

About 40 Marquette County businesses attended a Brand Builder seminar hosted by the Mining Journal this morning.

More than 60 people learned how important it is to have existing and new customers think of their product or service with little or no visual prompting.

Heather Stollar of Brand Builders points out that it’s a good idea to have a media mix — some kind of advertising or marketing presence in traditional print media, traditional broadcast media and the Internet.

Building a brand doesn’t happen overnight.

It took decades for some brands to catch on.

Others, such as Nike’s ‘Just Do It’ campaign, seem to take on a life of their own.