Red Fire Branding Summary

Marketing Article Review: Red Fire Branding: Create a Hot Personal Brand and Have Customers for Life Regina Adu-Boahene
Grand Canyon University: MKT-607 (MKT-607-O500)
December 23, 2014

Main Thesis
In order to succeed in business you must understand the needs and wants of new and existing customers. Branding is used to get the attention of customers and keep them coming back for more. The beginning stages of branding can be time consuming, uncomfortable and difficult. In the article titled “Red Fire Branding: Create A Hot Personal Brand And Have Customers For Life”, Arthur Liz Goodgold (2011) shares her thoughts on the importance of branding and how others perceive you based on the interactions you have with customers. Needless
A list of Arthur Goodgold’s clients include the World Trade Centers, Sharp HealthCare, Quaker Oats, Pfizer, and Univision. Arthur Goodgold decided to write this book to share why branding is more than just a logo. Goodgold covers stages from the beginning to end which include naming a brand, choosing the color of the brand and how to create a powerful business card. Goodgold’s point of writing this books is to get the reader tuned into the good, bad and the ugly in the marketing world. This book is also useful to any corporation that may be considering re-branding or for any company that may be facing an uphill battle for survival in the
As with any marketing textbook, the Arthur gives four components that are critically important when marketing a brand.
Clearly defined target – target those who specifically fit the characteristic of the brand you are marketing.
Frame of reference – Understand your competition and remember that customers are always looking for an alternative. Thinking outside the box can ensure that you stay one step ahead of the completion
Emotionally based promise – The goal is to create a strong brand to ensure that customers will chose your brand over those who are considered competitors.
Fact-based support for point of difference – putting your brand to the test and doing plenty of research will help you understand what your position is in the marketplace.
Critique of the