Fast Goop vs. Personal Service... Last week's Dispatch, Are You Thinking Outside the Bun? (Sep 10, 2002) about the importance of taglines, generated a bunch of interesting responses. Some readers questioned the value of slogans for personal service firms. David Berger, VP Latin America, Colliers International (Miami, FL) wrote, "The target audience for fast goop chains is the mass market. It is a relatively unsophisticated clientele that can be swayed by catch phrases. The target market for real estate service providers are individual decision makers responsible on a daily basis for multi-million dollar decisions."

Several readers expressed skepticism that a tagline carried much weight in practical terms. One international investor wrote, "These 'global' providers should build core competencies in more markets before further improving their branding." He continues by saying that -- outside major markets overseas like Berlin, Hong Kong, London, Paris, Sydney, Tokyo -- "we try to find the best local player, often with unsophisticated processes and procedures, but at least they can answer the phone and flip a switch.

"You can imagine the challenge of trying to manage a different service provider in each foreign market. Believe me, we have tried every possible avenue, but that is the state of the world. This would seem to be a great opportunity for these companies, as basic facilities maintenance and property management practices are not to be found." (The writer requested anonymity.)

Finally, Al Stabile, President of Exactus Portfolio Management Advisors, noted the importance of continued investment in your brand. (I like that!) "What is important is that, although the marketing giants have significant brand recognition, they continue to spend money on new ways to associate with their customers and potential new customers alike."

Building Your Brand... And speaking of investing in your brand, many thanks to GMACCM's TurboValue, this week's new sponsor of the PikeNet Dispatch. If you would like to sponsor a Dispatch or feature your web link prominently in the PikeNet Directory, send e-mail or call me at 415-485-6700. Thanks!

--Peter Pike pike@pikenet.com