Big Business Branding On A Small Business Budget

(PDF Transcript)

Super Profitable - Low Cost Branding Strategies You Can Use Today

Branding yourself as the 'Go To Guy' or the 'Go To Girl' is key to your success. Getting your brand to stick in your customer's mind is a challenge with any size budget. Discover the secrets of branding on a small budget.

Terry:
Welcome to the Brand Building Information Session. Today we are very lucky to be talking to Lee Schissler of CarillionUSA.com. Lee is the managing director of Carillion USA, which, as a matter of interest, Carillion rhymes with million, and it's a fighter in the Star Wars action series. So, I'll let you take it away, Lee. I'd first like to start out by saying thanks very much for taking the time to talk to us today.

Lee:
Sure, Terry. I'm glad to do it.

Terry:
Maybe you can start off by telling us what is Carillion USA and where did the name come from?

Lee:
Actually, Carillion means four bells or the bell tower. You see them at churches or on college campuses. The four bells stand for the four Ps of the marketing mix. That was the origin of the name. I have found out from some teenagers in the recent years that follow Star Wars that told me it is a large starship on Star Wars. I didn't know that at the time.

Terry:
One company name - many meanings.

Lee:
Exactly.

Terry:
What's your background, Lee? Where did you come from?

Lee:
Well, I was born at a very early age, and my mother was with me when it happened. My background is actually in packaged goods marketing. I have my master's degree from Northwestern University in Chicago. I spent some time in degree in packaged goods working on national brands for a large, international agency. My branding roots go way back to the early days in Chicago and New York.

Branding has gone through a lot of changes. The first agency I worked at was Ted Bates Worldwide, where the whole issue of the USP was originated. Those were the roots that I grew up in, in the business. Through the years I've evolved to service sector marketing. Around the mid-90's, when the Internet came on board, marketing and an integration of branding both online and offline marketing became a key focus.

That's a little bit of my background through Carillion and through the advertising and marketing business through the years.

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