.-._.-._.-._.-._.-._.-._.-._.-._.-._.-._.-._.-._.-._.-._.-._.-._

G E T P R O F I T A B L E U P D A T E!

March 1, 2001

The "Get Profitable Update" is an internationally published

e-newsletter delivering original, valuable and usable marketing

information, success tips, and business strategies that you can

use immediately to increase your revenues and profits.

A FREE, bi-monthly newsletter dedicated to helping you ...

... Make More Profit!

Email: info@getprofitable.com Web: http://www.getprofitable.com

=================================================

You are receiving this because you signed up for it at the

GetProfitable.com website or you asked to be on the list.

----------------------------------------------------------------

PLEASE FORWARD THIS ISSUE

----------------------------------------------------------------

If you haven't already done so, please forward this issue to one

or two of your friends or business associates. Thanks so much!

----------------------------------------------------------------

PRIVACY STATEMENT: We will never ever sell, rent or distribute

your address to anyone. Period. Promise.

==================================================

IN THIS ISSUE:

MARKETING: Question from My Home Page-

Using Your Logo in Branding Your Business

ENTREPRENEUR: Leadership Qualities

WEBSITE PICKS: Check out www.dotell.com

"This website provides a service or product that allows you

to phone in a voice recording that is distributed to

prospects or customers via the Internet."

(Do you have a great web site to recommend to our readers?

If so, please email kevin@getprofitable.com)

INTERNET UPDATE: Asia to Become World's Largest Internet Market

================================================================

A Word from Our Sponsor

Have a FREE Heartwarmer with Your Morning Cup of Coffee and

discover how to start your day with a positive uplifting story.

"I love them. My stress just melts away," says Mary Beth.

As seen in People Magazine.

Email: join@heartwarmers.com or go to this website for a

welcome gift: http://www.heartwarmers.com/join

http://www.heartwarmers.com/join </a>

================================================================

MARKETING

================================================================

Question From Home Page: USING YOUR LOGO IN

BRANDING YOUR BUSINESS

Kevin:

"I think I know the answer to this question, but I'm running

it by you anyway since you're the branding expert.

I am spending a lot of money on my web site and in other

marketing efforts to really build The Publicity Hound brand.

If people know me for only one thing, I want it to be

The Publicity Hound.

The logo at the top of my web site is the same logo that's

at the top of my newsletter. I have always heard that you

should never tinker with your logo. In other words, if my

logo is The Publicity Hound, all on one line in #265 blue

and Bangle font, that's the way it should ALWAYS appear,

regardless of whether it's on stickers attached to the out-

side of envelopes or on expensive marketing materials.

(Except when I have no option other than black and white.)

I'm having notepads created that include '10 Magical Phrases

You Should Use With the Media.' My graphics designer stacked

the words 'The', 'Publicity' and 'Hound' on top of each other

at the top of the notepad, because the notepads are rather

narrow.

Another graphic designer split it up to read 'The Publicity'

on the first line and 'Hound' on the second line when she was

making up stickers for me.

Do you agree that the logo should not be bastardized like

this? Or am I being too picky? I prefer having the logo look

smaller, but not bastardized, versus having it in larger type

but taking up 2 or 3 lines.

I'm a perfectionist, to be sure. But both these women some-

times think I drive them nuts. I will be selling the notepads

as a product. Should I stand my ground on this? Your decision

prevails."

Joan Stewart, a..k.a. "The Publicity Hound"

http://www.PublicityHound.com

Joan,

This is an excellent question! To give you the most definite

and authoritative answer, I double-checked with Wayne

Kosterman (IdentityCenter.com) THE expert in visual corporate

identity.

Wayne agreed that this is a common problem with companies as

they grow and become confronted with visual brand application

issues. A small company typically only needs or uses maybe

two or three applications (letterhead, card, envelopes,

collateral marketing materials, etc.) and won't really run

into this problem.

But the larger you get, the more you are confronted with

brand application issues like a sign on the front of your

building that has a restricted size or surface, website, ad

specialty, etc. The goal is to maintain the integrity of

your principal brand relationship but one relationship can't

always work in every application. Like the problem you have

currently.

The proper way to handle this is to have an experienced

graphic designer develop the "four" defined applications of

the way you deliver the name and symbol relationship for your

company.

The four applications are:

1) Symbol dominant

2) Name dominant

With each of these two you have

3) Horizontal relationship and,

4) Vertical relationship.

What you do is to solve the four relationships and establish

some kind of guideline when you want to use one or the other

ahead of time in a standards manual. By documenting the

application issue, you will relieve the tension problem be-

tween the name and symbol ahead of time. You can then give

this to the graphics people who will be applying your brand

in the varied applications you get confronted with.

Basically Wayne's advice is that:

1) You solve the relationship between the name and the

symbol first yourself

2) Then you document it, therefore you have it forever

to use when issues like this arise.

One note and word of caution: as you grow your business this

becomes infinitely more important to you and it is not an

area you want to skimp. It is a one-time investment that

will last for many years and so you want it done right. The

point is to make sure you choose the right corporate identity

/graphic designer who understands these issues and will help

you solve them successfully for the long term brand building

good of your company.

For more information feel free to give me a call at

801-459-9589 or email me at kevin@getprofitable.com or, give

Wayne a call at 630-752-1200 or you can email him at

wk@identitycenter.com and tell him I sent you. He will give

you a special referral discount.

Have a profitable day.

Kevin M. Clark

================================================================

ENTREPRENEUR: LEADERSHIP QUALITIES

================================================================

A CEO is supposed to be focused on setting a vision and putting

a strong team together. Whether or not he/ she knows the bus-

iness in detail - I think the energy, leadership and focus are

the key characteristics. Boeing went through tough times under

Bill Allen who was later admired and noted as one of the best

CEOs in Boeing's history. I ran across a list of principles

Bill Allen laid out when he became CEO in 1945:

- Must keep temper always - never get mad

- Don't talk too much - let others talk

- Don't be afraid to admit that you don't know

- Don't get immersed in detail - concentrate on the big

objectives

- Be definite - don't vacillate

- Above all else, be human - keep your sense of humor -

learn to relax

- Be just, straight forward, invite criticism and learn to

take it

- Be confident. Having once made the move, make the most

of it

- Bring to task enthusiasm and unlimited energy.

This still sounds like good advice to me. Thanks to Greg

Coluccio for this input.

================================================================

WEBSITE PICKS: FOR THE SMALL/HOME BUSINESS PERSON

================================================================

WEBSITE PICKS: Check out http://www.dotell.com

A service that allows you to phone in a voice recording

that is distributed to prospects or customers via the

Internet. Worth checking out. Thanks to Justin Souter for

submitting this great website pick!

================================================================

It has recently been reported that a group of business exec-

utives believed that Asia is expected to take over the United

States to become the world's largest Internet market by the year

2004.

According to the article issued by XINHUA NEWS AGENCY, Asia has

phenomenal growth potential in Internet use in the coming four

years, with a total population of 182 million Internet users in

2004. Paul Cheung, senior vice-president of the Pacific Century

CyberWorks (PCCW), predicted that Asia's business-to-business and

business-to-customer market will amount to 62 billion U.S.

dollars and 5.3 billions dollars by the year 2004. An inter-

esting note is that business executives attribute the fast growth

of Asia's Internet sector to the dominant shifting of the

Internet terminal access device from personal computers to

mobile phones, since mobile phone is more independent, more

trusted and easier to use.

Nigel Litchfield, senior vice-president of Nokia Mobile Phones

in Asia Pacific, said that by the year 2002, the projected glo-

bal cellular subscribers from Nokia will reach 1.2 billion, with

web handsets in use to amount to 800 million, while the pro-

jected PCs with web browser can only reach 400 million.

Globally, mobile Internet users will hit 100 billion by the end

of 2002, according to Litchfield.

In Asia, I-Mode users in Japan will reach 18 million people in

the coming two years.

"Across all countries in Asia, we have not seen any sign of

slowdown in Internet penetration on Internet-related appli-

cations or business, Pratik Gupta, head of the Solomon Smith

Barney's (SSB) Asia Pacific Internet Research, said. "On the

contrary, the Internet's growth continues to surpass all our

expectations in Asia."

To capture the Asian Internet space, Cheung stressed the sus-

tainable development of IT companies. "Sustainability means

revenue and profits, and viable business model means

'not-me-too', " Cheung said.

What does this mean to you? If you haven't already started to

think of your e-business as "going global", you might want to

think of the international market that will access your website

and the potential market opportunity that encompasses.

================================================================

If you have a question about Marketing or Branding call

1-800-877-5963 toll free in the United States or 1-801-459-9589

outside the United States or email kevin@getprofitable.com or

go to our website GetProfitable.com for more free information.

================================================================

Pick up a Copy of Kevin's HOT New Book

++ NOW PUBLISHED as an E-BOOK, ONLY $14.95 ++

================================================================

"How To E-Brand Your Dot.Com Business"

Revolutionary Breakthrough Branding Formula

Shows Every Internet Entrepreneur

How To Differentiate Your e-Business,

Gain a Competitive Advantage,

and Turn Your Web Site Into an Internet Moneymaker!

REVIEW BY ARTHUR KRAFT, Ph.D., DEAN, COLLEGE OF COMMERCE AND THE

CHARLES H. KELLSTADT GRADUATE SCHOOL OF BUSINESS,

DEPAUL UNIVERSITY:

"The perfect how-to book for dot.com entrepreneurs. It provides

a no-nonsense guide to effective strategy for Web-based firms.

You are given secrets for successful e-branding."

Which would you rather have...a one-time customer or a

lifetime customer?

Discover the Five Simple Steps to Successfully e-Brand Your

Business Online!

Check it out at either:

http://www.getprofitable.com/BooksandTapes.html

http://www.booklocker.com/bookpages/kevinclark01.htm

Soon to be sold at Amazon.com

================================================================

FREE ARTICLES FOR YOUR PUBLICATIONS

================================================================

I have many articles available for reprint that you can use in

your print or on-line publication, or company newsletter. You

may use articles written by me that you see in my Get Profitable

Update. All you have to do is print the article in its entirety

along with the byline at the top and the following identifier

paragraph at the end:

Feel free to forward this issue of the Get Profitable Update

e-newsletter to others as long as you forward it in its

Kevin M. Clark

================================================================

Kevin M. Clark is an Entrepreneur Of The Year Award Recipient

and small business marketing consultant, branding specialist,

and speaker to many nationally acclaimed groups. Sign up for

his free valuable newsletter

http://www.GetProfitable.com/Newsletter.html

You can contact Kevin at: mailto:kevin@getprofitable.com

================================================================

Back issues available at...

http://www.getprofitable.com/archieves

================================================================

Submit Questions: questions@getprofitable.com

================================================================

TO UNSUBSCRIBE:

To unsubscribe, go to the following URL and enter your e-mail

address. If you use more than one e-mail address, be sure to

enter the same one that you used when you subscribed.

http://www.getprofitable.com/unsubscribe-gp.html

================================================================

WANT TO CHANGE THE E-MAIL ADDRESS WHERE GET PROFITABLE

UPDATE IS DELIVERED?

http://www.getprofitable.com/change-email-gp.html

================================================================

Written by Kevin M. Clark,

"Entrepreneur of The Year Award Recipient," (Regional

Winner) and President of Clark Marketing Group, Inc.

================================================================