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| Trendletter > Current
Trendletter |
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The Trendlines Group — March 2007 Trendletter
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FROM THE TOP: BRAND PRESENCE
Paul Steiner, the CEO of Kapro, built the innovative
hand tool company from a small kibbutz operation to a major
global player. Even with factories in Israel and
China and sales and distribution centers in the United
States, Israel, and China, Kapro isn’t
the biggest company in its field. Kapro competes head-to-head
with multi-billion dollar corporations -- and wins. What has
this company in the Galilee learned about branding?
Well, lots of things. Kapro talks not just about
brand, but also about “brand presence.” Brand
presence goes beyond brand awareness. Brand
presence is simply the coherent, powerful presentation
of a brand through its brand attributes and/or products. Brand
presence can overpower the best known brands. The secret
of brand presence is simple: it’s “being
there,” it’s about being a dominant presence
at the site of the sale -- whether that site is the
boardroom or the backroom.
Brand presence is established with coherent product
presentations of brand-consistent product design, packaging
and positioning. Kapro establishes brand presence
at trade shows, in sales presentations and in product displays.
Brand presence only occurs when you are brand-focused
and step beyond one-by-one individual product or service
sales. Sales presentations demonstrating brand presence
win in any sales environment from the corporate boardroom
to a retail store. And that’s how the smaller,
more creative, brand-focused guy slays the corporate giants.
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What
is The Trendlines Group? Israel's
premier business development and marketing
consulting firm. We provide a range of
business development, seed investing, and
marketing communications services.
Building on our experience, we research and analyze markets
and opportunities to understand your business.
From that understanding, we develop a plan and
then help you implement it. We think our six-factor
formula sums it up well:
Experience + Research + Analysis = Understanding --> Planning --> Implementation.
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We are very pleased
to announce the "arrival" of
our new Trendlines brochure. We refined our message, reviewed
our services, and refreshed our look. Our brochure is
just the first of a number of our corporate ID pieces undergoing
a (not-so-extreme) makeover.
Something to note: This is our first brochure to include
Hebrew text. Our previous brochure had Hebrew only
in the headings..
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In the second
of a two-part series, Amir
Inbar of Mediclever looks at reimbursement in
Germany. (This article is also available in Hebrew.)
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It's the premier housewares
marketplace: the International
Home & Housewares Show. It's the place to see the latest
products, design innovations and innovators, and the latest
merchandising techniques.
This year's show is March 11-13 in Chicago,
Illinois.
Consultant Debbie Yerushalmy, Trendlines
America President Mark Dollinger, and Chairman D.
Todd Dollinger will be on hand at the Show. If
you can't get to the Show, let Trendlines be your eyes and
ears there. If you are going to the Show, we can help you
optimize your time there by attending meetings or walking
the Show with you.
SHOW STATS
60,000 housewares
professionals ... 2,000 exhibitors
from over 30 countries ...
nearly 15,000 U.S. buyers ... over 6,000 non-U.S.
buyers
The Trendlines Group represents the show sponsor, the International Housewares
Association (IHA), in Israel.
Speaking of trade shows, do you have a copy of our very own Going
to a Trade Show publication?
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| The 2nd Annual Haifa
Life Science seminar Innovation through
Collaboration: Expanding
Market Opportunities, Technological Exchanges & Community
Building will
be held on March 29, 2007.
PROGRAM HIGHLIGHTS
Keynote Addresses
Succeeding in a Life Science-Based
Global Economy: Key Ingredients for Success, Jonathan Fleming, Managing Partner, Oxford Bioscience
Partners
Scientific Trends: Research & Commercialization
in the Global Health Care Market
Panel Discussions
Panel 1: Raising Capital Keynote Panel:
What Are U.S. and Israeli Investors Looking for Today? Panel 2: Accessing
Corporate Venture Capital, Industry Alliance Partners,
NIH Funding and Licensing Opportunities
PROGRAM DETAILS
Date & Location: Thursday, March 29, 2007, Samuel Neaman
Institute, Technion, Haifa
Cost: NIS 250
Registration: No later than March
20
Details:
Milana Bar, 04.853.1439
The Trendlines
Group is among the program's sponsors.
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INITIATIVES FROM MATIMOP |
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Matimop (The Israeli Industry Center for R&D) has
recently announced two initiatives for Israeli companies
seeking to cooperate with foreign companies.
Italy: R&D
grants are
available for Israeli-Italian
joint projects.
Projects can be
from the following areas:
medicine, public health and hospital organization; biotechnology; agriculture
and food science; new energy sources and natural resource use; environment; applications
of informatics to education and scientific research; communication;
space; information technologies,
data communication, software; any other areas of mutual interest. Applications
are due by April 19, 2007. For
information, contact
Ilana Gross, project officer at Matimop,
03.511.8184.
China: Matimop has a new
initiative for establishing business
development cooperation between Israeli and Chinese
companies.
Its objective is to assist young
Israeli high-tech companies involved in developing novel
technologies in forming joint ventures with large Chinese
industrial companies for commercialization of new products.
For information, contact Haya
Miller, deputy director of Matimop, at 03.511.8107.
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A raise for Clarizen ...
Helix
Medical Systems improves ultrasound scanning ...
IDesia to
develop for Aladdin ...
Kamada begins Phase III trials ...
$1 million from OCS to NiliMedix ...
$4.5 million order for Rabintex ...
Top Image
solution to Diaego ...
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The Federation of Israeli
Chambers of Commerce is sponsoring a one-day seminar
on "Successful Business on the U.S. Market." The
half-day event will feature attracting investments,
legal pitfalls, applying for visas, and more. The
seminar will be held March 11 at the Chamber's
Tel Aviv offices (84 Hahashmona'im). For details,
contact
03-563-1020.
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©2007 Trendlines International Ltd. All rights reserved.
Trendlines International Ltd. | Shorashim | M.P. Misgav 20164 | Israel
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