Dan Antonelli

So you know, I am confusion. Yeah, you want to look and say, okay, here's my top 10 competitors. Out of the top 10 competitors, five of them are using red, white, and blue. So red, white, and blue is already off the table. I can't use red, white, and blue because there's no way I can own it.

So you know, I am confusion. Yeah, you want to look and say, okay, here's my top 10 competitors. Out of the top 10 competitors, five of them are using red, white, and blue. So red, white, and blue is already off the table. I can't use red, white, and blue because there's no way I can own it.

So you start identifying where are the opportunities for us to build a brand that I can own the brand colors. So sometimes it's hard even just to do that. So you think about what are the three colors maybe that I can put together that I can own? Because maybe I can't own red. Maybe I can't own red and blue. Maybe I can own teal, red and blue or something like that.

So you start identifying where are the opportunities for us to build a brand that I can own the brand colors. So sometimes it's hard even just to do that. So you think about what are the three colors maybe that I can put together that I can own? Because maybe I can't own red. Maybe I can't own red and blue. Maybe I can own teal, red and blue or something like that.

So you start thinking about creatively what you can do. So you want to look at what strategies are they deploying? Are there a lot of mascots in this marketplace? Well, if there's 10 mascots in the marketplace, I don't want to put the 11th one out there.

So you start thinking about creatively what you can do. So you want to look at what strategies are they deploying? Are there a lot of mascots in this marketplace? Well, if there's 10 mascots in the marketplace, I don't want to put the 11th one out there.

So I want to think about a different strategy that no one else is doing so that I can be, again, ownable, so I can be remembered, not confused with somebody else. So you definitely want to do some research. And even for anyone who's listening, again, print out a picture of your van and compare it to the 10 people that you compete against and tell me where you live in that area.

So I want to think about a different strategy that no one else is doing so that I can be, again, ownable, so I can be remembered, not confused with somebody else. So you definitely want to do some research. And even for anyone who's listening, again, print out a picture of your van and compare it to the 10 people that you compete against and tell me where you live in that area.

does it look like the other 10 or does it look like something that's completely unique? And if it feels similar to what everyone else is doing- Change it. Yeah, change it. Then why would Mrs. Jones ever remember it, right? And I think that's the other thing too to always keep in mind is who are you marketing to, right?

does it look like the other 10 or does it look like something that's completely unique? And if it feels similar to what everyone else is doing- Change it. Yeah, change it. Then why would Mrs. Jones ever remember it, right? And I think that's the other thing too to always keep in mind is who are you marketing to, right?

Always keeping in mind that Mrs. Jones, she makes up 80 to 90% of the home purchasing decisions. So does your brand actually communicate to her? Is it actually something that she might connect to, something that she might remember, something that if she called you, what does she expect she's going to get? Because she's already afraid of who's coming to her home.

Always keeping in mind that Mrs. Jones, she makes up 80 to 90% of the home purchasing decisions. So does your brand actually communicate to her? Is it actually something that she might connect to, something that she might remember, something that if she called you, what does she expect she's going to get? Because she's already afraid of who's coming to her home.

How does the brand actually communicate to her and make her feel confident in who's going to show up at her house?

How does the brand actually communicate to her and make her feel confident in who's going to show up at her house?

You know, we're going to look at your competitors. We're going to talk to you about likes and dislikes that you like, but also with the notion of keeping in mind that who we're building a brand for isn't necessarily you as the owner. It's for the people that you are trying to sell to.

You know, we're going to look at your competitors. We're going to talk to you about likes and dislikes that you like, but also with the notion of keeping in mind that who we're building a brand for isn't necessarily you as the owner. It's for the people that you are trying to sell to.

So you want to think deeper along the lines of what is the actual brand story that we're trying to communicate and how does the brand support it? How does the brand visually tell that story? You think about the brand that we did for Amanda at Grasshopper. Her tagline is forward as a way of life. So you have the grasshopper. Grasshoppers can only move forward.

So you want to think deeper along the lines of what is the actual brand story that we're trying to communicate and how does the brand support it? How does the brand visually tell that story? You think about the brand that we did for Amanda at Grasshopper. Her tagline is forward as a way of life. So you have the grasshopper. Grasshoppers can only move forward.

They're the only insect that actually can't move backwards. So you have a message that goes along with that visual that connects to that consumer to have them understand that we as a company will do everything in our power to make your home comfort solutions. you know, work, move forward, right?

They're the only insect that actually can't move backwards. So you have a message that goes along with that visual that connects to that consumer to have them understand that we as a company will do everything in our power to make your home comfort solutions. you know, work, move forward, right?