New York SBDC Research Network

Sometimes the hardest thing—conceptually—for marketers to do is to separate their brand from their product. "Product is king." "All people really care about is the product." "Price and product—that's it." "Our brand is our product—they're one in the same." I've heard it all before, and from some very successful people. But it's all an illusion. None of it is true. When people choose brands, they are projecting an extension of themselves onto the brand. The brand augments their identity, just as their choice of friends, music, and fashion does. Consumers will literally brand themselves by identifying with your brand. It's personal. It's emotional. Here's what a brand really does To develop a brand, you need to understand how it works and what it does. You need to separate your brand from your product, and think of it as its own entity. Read more from MarketingPros

There was a recent discussion on a listserv I monitor about what a florist might do who is suffering in the recession. One participant suggested "expanding their offerings beyond just flowers...some gifty/crafty stuff to compliment the flowers and get feet through the door and create incremental volume." Good idea, that. One of my favorite resources is looking at the Economic Census for the Product Lines documents. The one for Retail Trade (NAICS 44-45) can be found here . For NAICS code 45311, found on page 173, you'll see that of the 22,750 florists in 2002: 3719 sell candy, 1209 sell other food stuff or 4061 selling some sort of grocery item (some sell both) 9268 sell some sort of kitchenware 603 sell jewelry 364 sell books 4810 sell games and toys Again, these are 2002 numbers - the 2007 numbers don't exist yet - but it does provide some guidance for how an entity might diversify its line. There are similar product line reports for: NAICS 22: Utilities NAICS 42: W