Image: Hello Kitty Band-Aid        

Corporate Challenge: You have products in different categories, and you want to increase sales for all of them.

Ironbound Strategy:  Creating value forcustomers and employees positions your brand for growth.  Creating value for society skyrockets your brand.

Ironbound Action: When Johnson & Johnson first developed the Band-Aid in 1920, they realized it was going to be one of the most profitable inventions of that era.  Initially they did not sell it. They gave it away for free to all troopers in theBoy Scouts of America. Giving away your best new invention for free is initially costly, however Johnson & Johnson was able to get their brand name  inside the houses of most American families, which is a tremendous feat in marketing. The Johnson & Johnson brand became one of the most trusted brands of its time, and has grown to become a household name globally. Public awareness for one product raises notoriety for all products in the same brand, even if they are in different product categories. Creating value for society always pays off.

Image:Yelp Features on the  Apple Watch

Corporate Challenge: Should your company invest in developing an Apple Watch App? Yes, but real estate is more precious on a watch than a phone. Loyal customers are more likely to uninstall the app if it does not generate enough value.  

Ironbound Strategy:  Develop the Watch app to significantly create value forcustomers, employees, or society, so that early users keep your app installed.

Ironbound Action: California based Yelp created a fully featured yet minimalist app that helps restaurants position their establishments to nearby mobile customers who benefit from the efficient recommendation.  An app is an extension of a brand. Developing a limited app, makes the brand seem limited.  Mobile users want to be limitless. Developing an app that creates value for customers and society, such as Yelp, results in more people carrying your brand on their phone and watch, which increases the company’s brand value.

Image: The Walt Disney Company

Corporate Challenge: Your company needs an advertising strategy that will positively engage the brand with customers.

Ironbound Strategy:  Position your advertisement to create value for society.  If necessary,  invent the advertising space.

Ironbound Action: California based Walt Disney Company recently partnered with Dole Produce to place Disney, Marvel, and Star Wars insignia on healthy fruits and vegetables. Disney has been committed to battling childhood obesity, and healthy living. Part of their advertising budget  will be directed towards helping children choose healthy alternatives to junk food. Companies have a responsibility to improve society. In this strategy, Disney can increase its visibility in a new ad space, while helping to improve the lives of all children.

Image: Apple Wallpaper

Corporate Challenge: You want to make your country great.

Ironbound Strategy:  Use the influence of your brand to create better value for customers, employees, and society.

Ironbound Action: California based Apple Inc has been donating iPads to every student at 114 of America’s most underfunded schools through the ConnectEd program. By reaching out to the most economically devastated schools, Apple will significantly impact the future of each community, with access to the world’s knowledge. Every company has the capacity to create value for society. Helping the next generation of consumers always pays off. Going the extra mile makes your brand look extra awesome.