Promoting the Window Film Brand Versus The Company Choice?
There are many differences in opinion between promoting a specific brand or brands of window film versus promoting an individual company's name in the marketplace.
Certainly when I was a 3M guy; I'd tell dealers that they should focus on leveraging that 3M brand and logo rather than their individual company name. 3M Dealers would have to spend a large amount of $$ and still never grab the same level of top of mind awareness that the 3M logo can generate. This is a double edged sword.
Too much reliance on their brand equals a weakening of the dealer's individuality or freedom to market superior performing films.
Just because they say it or write it doesn't make it so!
I frequently pick on the reality versus the perception concerning their film characteristics and certainly hit hard about misleading claims like prestige film working better at angles or that truly bogus 97% heat rejection; but the 3M brand remains powerful.
Now let's look at the true window film market leaders in technology and actual sales dollars.
Brands like Vista, LLumar, Solar Gard and Armorcoat.
We prefer highlighting the brand individuality and that brand's specific performance; features, advantages and benefits.
Their differences really do matter!
Vista Films have that type of optical clarity and performance and quality that leads the industry. When we advertise locally we always lead with the VISTA Brand and the FormulaOne brands and to a lesser degree the LLumar brand.
Some films simply offer stronger choices!
Some are just stronger!
Our Window Film USA efforts clearly enunciate the various world leading brands. No mystery concerning re-boxing, repackaging or private label pretense. There are differences in window film performance, aesthetics, adhesive quality, clarity, scratch coating and durability.
Sure there are cheaper films, no name brands and knock-off films but caveat emptor! (Buyer Beware!)
There are a great many independent window film dealers who disagree with me completely.
They believe that the brand of film should be left out of the marketing equation and the dealer's name should be the only "brand" identified or promoted via their advertising.
Some worry because their preferred film is represented and diluted with too many dealers, agents representing the exact same film.
We promote the Vista Brand and of course we promote our Advanced Film Solutions as the expert installation company that can identify the nuances between the various window films.
877-428-3456
Certainly when I was a 3M guy; I'd tell dealers that they should focus on leveraging that 3M brand and logo rather than their individual company name. 3M Dealers would have to spend a large amount of $$ and still never grab the same level of top of mind awareness that the 3M logo can generate. This is a double edged sword.
Too much reliance on their brand equals a weakening of the dealer's individuality or freedom to market superior performing films.
I frequently pick on the reality versus the perception concerning their film characteristics and certainly hit hard about misleading claims like prestige film working better at angles or that truly bogus 97% heat rejection; but the 3M brand remains powerful.
Now let's look at the true window film market leaders in technology and actual sales dollars.
Brands like Vista, LLumar, Solar Gard and Armorcoat.
We prefer highlighting the brand individuality and that brand's specific performance; features, advantages and benefits.
Their differences really do matter!
Vista Films have that type of optical clarity and performance and quality that leads the industry. When we advertise locally we always lead with the VISTA Brand and the FormulaOne brands and to a lesser degree the LLumar brand.
Some films simply offer stronger choices!
Our Window Film USA efforts clearly enunciate the various world leading brands. No mystery concerning re-boxing, repackaging or private label pretense. There are differences in window film performance, aesthetics, adhesive quality, clarity, scratch coating and durability.
Sure there are cheaper films, no name brands and knock-off films but caveat emptor! (Buyer Beware!)
There are a great many independent window film dealers who disagree with me completely.
They believe that the brand of film should be left out of the marketing equation and the dealer's name should be the only "brand" identified or promoted via their advertising.
Some worry because their preferred film is represented and diluted with too many dealers, agents representing the exact same film.
We promote the Vista Brand and of course we promote our Advanced Film Solutions as the expert installation company that can identify the nuances between the various window films.
877-428-3456
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Posted by Mike Feldman at 8/13/2009 2:43 PM 
Categories: Consulting Coaching, Vista, Huper Optik
Tags: brand selling window film versus company name
Categories: Consulting Coaching, Vista, Huper Optik
Tags: brand selling window film versus company name
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