Brand and Deal

In today’s fiercely competitive business landscape, building and maintaining a strong brand is essential to stand out from the crowd and create a loyal customer base. However, many companies risk damaging their brand’s credibility and reputation by neglecting the importance of brand positioning.

Poor positioning can erode a brand’s perceived value and trust in the eyes of consumers. Once a brand loses trust, it can be challenging to rebuild it. In this blog post, we will discuss the importance of strategic brand positioning and provide examples of how poor positioning can lead to brand erosion.

Create a Clear Value Proposition

A value proposition is a concise statement that explains what a brand offers and why it is better than its competitors. Failing to create a clear and compelling value proposition can cause a brand to struggle to differentiate itself from its competitors, which can lead to brand erosion. One example of this is Blackberry, which lost market share to competitors like Apple, Samsung, and HTC because they failed to explain the unique value of their products.

Consistency and Relevance

Consistency and relevance are the keys to successful brand positioning. Inconsistent messaging or trying to appeal to everyone can dilute a brand’s message and impact its perceived value. One example of poor consistency and relevance is Kodak, which struggled to keep up with digital imaging while maintaining its traditional film business. The result was a confused and inconsistent brand message that eroded its value.

Reputation Management

In today’s digital world, where customer opinions and feedback are easily shared, a brand’s reputation is everything. A company that fails to manage its reputation risks damaging its credibility and losing consumer trust. One example of this is Volkswagen, which intentionally installed cheat devices in millions of diesel vehicles to circumvent emissions regulations. This resulted in a massive scandal that damaged the company’s reputation and trust and, in turn, eroded its brand.

Emotional Connection

An emotional connection with customers can create a loyal and devoted customer base. Brands that fail to connect with their consumers on an emotional level risk losing them to competitors. One example of this is Sears, which once had a strong emotional connection with customers as a shopping destination for the whole family. However, as the retail landscape shifted, Sears failed to adapt, losing touch with its consumers’ emotional needs and, in turn, eroded its brand.

Customer Experience

A positive customer experience is the cornerstone of a strong brand. Brands that fail to deliver a consistently positive experience risk damaging their reputation and losing customers. One example of this is United Airlines, which received widespread negative attention when a passenger was forcibly removed from an overbooked flight. The incident caused irreparable damage to the company’s reputation and eroded its brand.

Avoid Brand Erosion

Building a strong brand takes time, effort, and a thoughtful strategy. Failing to consider the importance of strategic brand positioning can lead to brand erosion and the loss of consumer trust.

By:

• creating a clear value proposition,
• maintaining consistency and relevance,
• managing reputation,
• creating an emotional connection, and
• delivering a positive customer experience,

brands can build and maintain a strong brand that resonates with customers.

Remember, your brand is your most valuable asset, and investing in its development and protection is critical for long-term success.

As consumers, we are constantly bombarded with advertisements and market positioning from brands trying to get our attention. Often, these ads make grandiose promises and paint an idealistic picture of what our lives would be like if we purchased their product or service.

While many of us are used to taking these claims with a grain of salt, some of these promises can be so unrealistic that they can lead to customer disappointment. This, in turn, can cause serious harm to a brand’s reputation and bottom line.

Let’s take a look at a few examples of how setting unrealistic expectations can backfire on brands.

Weight Loss Supplements

Many weight loss supplements claim to offer dramatic weight loss results in a short amount of time with very little effort. However, as anyone who has ever struggled with their weight can tell you, it takes much more than just taking a pill or drinking a shake to achieve significant weight loss. When customers realize that these supplements are not living up to their lofty promises, they are often left feeling disappointed and cheated.

Beauty Products

Women and men alike are bombarded with advertisements for beauty products that promise to erase wrinkles, and make hair thicker, and skin softer. While some of these products may have some benefits, they often fall short of what they claim. When customers realize that they are not seeing the results they were promised, they may turn to social media to voice their disappointment, causing negative word-of-mouth for the brand.

Car Ads

Car manufacturers are notorious for their flashy ads, which often feature the car driving through rugged terrain or winding roads. While these ads can be exciting and visually compelling, they often give customers an unrealistic idea of what it’s like to own and drive a car. When customers realize that the car is not living up to the promises made in the ad, they may be left feeling disappointed and unsatisfied with their purchase.

Tech Gadgets

Technology companies are constantly coming out with new gadgets that promise to make our lives easier and more convenient. However, many of these gadgets fail to live up to their promises, leaving customers feeling frustrated and disappointed. When customers feel like they have wasted their money on a product that doesn’t work as advertised, they are likely to leave negative reviews and spread the word to their friends and family.

Customer Disappointment Can Have Negative Consequences to Your Business

In today’s fast-paced and competitive market, it’s easy for brands to get caught up in the hype and make promises that they can’t keep. However, setting unrealistic expectations can ultimately backfire and lead to customer disappointment, negative word-of-mouth, and decreased loyalty.

Brands should focus on delivering high-quality products and services that live up to their promises, rather than making grandiose claims that are impossible to deliver on. By doing so, they can build a loyal customer base that trusts in the brand and values what they have to offer.

Let’s face it, branding is the backbone of any business. It’s what sets your company apart from the rest in a crowded marketplace. A strong brand identity is crucial for long-term success, and it’s something that requires the utmost attention to every detail, including your positioning.

In this blog post, we’ll focus specifically on bad positioning and how it can weaken your brand identity. We’ll dive deeper into this important aspect of branding and discuss some examples of companies that have dealt with weakened brand identity due to poor positioning.

First and foremost, it’s important to understand what we mean by “positioning.” In simple terms, it’s where your brand fits into the minds of your target audience. It’s how they perceive your brand and what it stands for in comparison to your competitors. So now that we have a better understanding of what positioning is, let’s talk about the potential impact of bad positioning. It can lead to diminished brand recognition and make it harder for customers to differentiate your products or services.

An example of a company that struggled with bad positioning is RadioShack. For many years, the company was a go-to destination for consumer electronics. However, as technology evolved, RadioShack failed to keep up and reposition its brand. The brand became diluted, and customers found it increasingly difficult to differentiate it from other electronics retailers like Best Buy or Amazon. The company eventually filed for bankruptcy in 2015. This is an example of how a lack of proper positioning can lead to the downfall of even longstanding brands.

Another company that fell victim to bad positioning is Kodak. For many years, they were the leaders in the camera industry with their innovative products and innovative technologies. However, as digital cameras became more popular, Kodak failed to reposition itself as a leader in the digital space. The result was a weakened brand identity, which eventually led to their decline in the camera market and eventual bankruptcy.

A company that successfully repositioned its brand is Apple. In the early 2000s, Apple’s Macintosh computers were known as high-end, expensive niche products. In 2006, they launched their “Get a Mac” ad campaign, effectively repositioning their brand to appeal to a wider audience. The campaign highlighted the benefits of owning a Mac over a PC, such as better performance, sleek design, and ease of use. This repositioning allowed Apple to position itself as a leading consumer electronics company, and it continues to thrive to this day.

Beware of a Weakened Brand Identity Due to Poor Positioning

To sum it up, bad positioning could be the downfall of any brand if it’s not addressed. It’s crucial to keep up with the changing market trends, and consumer preferences, and make sure your brand is positioned perfectly to appeal to your target audience. If you fail to reposition your brand when needed, it can become diluted, and that can lead to a weakened brand identity that’s forgotten in the minds of consumers.

Before repositioning your brand, always make sure to perform thorough market research and consult your branding experts. It’s never too late to reconsider your position, and it might just be the thing that sets you apart from your competitors.

Positioning is the process of identifying the unique value and benefits of a product or service. It aims to create a distinctive image of a brand in the minds of consumers. Unfortunately, ineffective positioning can lead to reduced sales and revenue, causing a major setback for any business.

Consumers may become uncertain and hesitant to make a purchase when they do not perceive any value or benefit from a brand. In this blog, we will discuss the impact of ineffective positioning on sales and revenue and examine examples of brands that have experienced this phenomenon.

Effective positioning requires a comprehensive understanding of a brand’s target audience and the value it seeks. Brands that cater to specific consumer needs and desires via effective positioning tend to experience higher sales and revenue. For instance, Apple Inc. has been successful with the iPhone because they have positioned it as a device that offers cutting-edge technology and a unique user experience. When consumers look at the iPhone, they are convinced that it offers them a lifestyle enhancement, pushing them to purchase the product even at a higher price point.

On the other hand, brands with ineffective positioning fail to communicate the unique value and benefits of their products. The result is that they miss out on potential customers who may be willing to purchase their products if they have an accurate understanding of the value they offer. One such example is the now-defunct Blockbuster Video, which failed to effectively position itself as a convenient video rental service in the face of increasing competition from online streaming services like Netflix. Blockbuster failed to capitalize on the potential to cater to customers by being a convenient, one-stop-shop for home entertainment.

Another example is Blackberry, which was a dominating force in the mobile device industry. Blackberry’s BIS service was free, which was not the case with Apple. However, Blackberry failed to position itself in the same direction as Apple Inc. and lost an immense amount of sales and revenue to Apple, which had more effective marketing strategies and outcomes.

If brands fail to create the right messaging and deliver an on-point value-added story, this can have a detrimental effect on revenues. Ineffective positioning can end up being the main cause of lost revenue for a business. Companies need to understand their target market, their preferences, and their buying behaviors and tailor their positioning accordingly.

Avoid Having a Decrease in Sales and Revenue

Effective positioning is a fundamental aspect of any successful business. It outlines a brand’s unique value and benefits, understanding the target audience, so they clearly understand what they stand to gain from engaging with a product or service. When positioning falls short, it can have severe consequences, leading to lost sales and revenue.

Blockbuster Video and Blackberry learned this lesson the hard way.

However, at the same time, Apple succeeded in positioning the iPhone as a product that was worth every penny. So, it is essential for businesses to ensure that their messaging resonates with their target audience and that their unique value and benefits are communicated effectively. Only then can they hope to achieve increased sales and revenue and loyal customers.

Positioning is an important aspect of every business. It dictates how your customers perceive your brand, distinguishes you from your competitors, and forms a foundation for all your marketing efforts. But what happens when your positioning is poor?

This blog post will explore how poor positioning can cause you to lose market share, citing real-life examples of businesses that have suffered from such misaligned positioning.

Losing Your Competitive Edge

When you fail to position your brand effectively, the competition will take over. In 2002, Swiss Air was declared bankrupt after poor positioning led to an overextended fleet of aircraft, high staff costs, and low ticket prices. Rivals such as easyJet, Ryanair, and British Airways capitalized on Swiss Air’s weaknesses and secured their position in the market. By the time Swiss Air filed for bankruptcy, it had lost 50 percent of its passengers and had seen its market share plummet from 35 percent to 21 percent.

Missing Out on Your Target Market

Poor positioning also means missing out on the opportunity to connect with your target audience. In 2017, Pepsi’s Super Bowl ad titled “Live For Now” failed to impress its audience and was accused of trivializing important social issues. The commercial featured Kendall Jenner leaving her modeling job to join a group of protesters who were greeted by a police line, and she then hands a can of Pepsi to an officer as a conciliatory gesture. The ad was criticized heavily but also failed to connect with Pepsi’s young audience, leading to a backlash on social media and a 4 percent drop in the company’s stock price.

Losing the Loyalty of Your Customers

Poor positioning can also cause customers to lose trust in your brand. In 2010, Gap changed its logo and launched a new marketing campaign that failed to resonate with customers. The logo change was universally disliked, and Gap quickly announced that the change was abandoned due to strong negative feedback. However, customers continued to associate the new marketing approach with Gap’s perception. Consequently, Gap struggled to win back its lost customers and market share.

Failing to Deliver Value

Poor positioning can also lead to a failure in delivering value. In 2013, JCPenney underwent a major rebranding effort, replacing its everyday low-prices (EDLP) strategy with a more complicated and varied approach that used more coupon incentives and gimmicks. The new approach resulted in confusing shoppers, leading to a 27 percent drop in sales and a loss of $985 million over four years. The confusion and higher prices that resulted from new pricing techniques led to losing customers, who found more simple approaches from JCPenney’s direct competitors.

Decreases the Chances of Losing Market Share

Positioning is the bedrock of every company and an essential aspect of a successful brand. Poor positioning can have profound consequences leading to losing customers and losing market share. By examining past real-life examples, this blog post aims to highlight the importance of properly positioning to win customers and cement your brand in the minds of the consumers.

When done correctly, positioning can lead to loyalty, trust, and an increase in revenue, but when done incorrectly, the price can be steep. Therefore, it is vital to consider all aspects of positioning while creating an end-to-end strategy that’s sustainable and customers will appreciate.

Have you ever stumbled upon a brand and found yourself confused about what it stands for? Maybe you landed on their website and couldn’t quite grasp their value proposition. Or perhaps you saw an advertisement for a product that seemed totally unrelated to what you thought the brand was all about.

Whatever the case may be, one thing is clear: when a brand’s positioning is unclear or inconsistent, it can leave customers feeling lost, frustrated, and, ultimately, less likely to do business with that company. In this blog post, we’ll dive into the dangers of customer confusion and how it can cost you valuable business.

Let’s Start with the Basics

What is brand positioning? Simply put, it refers to a company’s unique positioning in the market. It’s the value proposition that sets them apart from competitors and makes them appealing to a particular audience. When a brand’s positioning is strong and consistent, it’s easier for customers to understand what they represent and why they’re valuable. But when a brand’s messaging is inconsistent or unclear, customers can easily lose sight of that value proposition and choose to take their business elsewhere.

For example, consider the fast-food industry. There are dozens of different fast-food chains out there, each with its unique value propositions. But imagine going to a McDonald’s and seeing advertisements for a new line of high-end gourmet burgers. That’s not what most people associate with McDonald’s, and it could leave them confused about what the chain stands for. If they’re looking for a gourmet burger, they might be more likely to choose a competitor, like Five Guys or Shake Shack, whose messaging is more consistent with their product offerings.

Another example comes from the tech industry. Let’s say you’re in the market for a new laptop, and you’re researching different brands. You stumble upon a website for a brand you’ve never heard of before, and their homepage is filled with vague language about “revolutionary design” and “cutting-edge performance.” It’s all a bit too abstract, and you’re not sure what they’re actually offering. Meanwhile, you visit a competitor’s website, and they’re transparent about the specific features and benefits of their laptops. They have a clear value proposition that’s easy to understand. Which brand are you more likely to choose? The one with clear messaging, of course.

So what can brands do to avoid customer confusion? First and foremost, they need to make sure that their brand positioning is crystal clear. This requires a deep understanding of their target audience, their competitors, and their unique value proposition. Once they have that solid foundation in place, they need to ensure that every touchpoint with customers is consistent with that positioning. From their website to their advertising to their product offerings, every aspect of the brand needs to be aligned with that messaging.

It’s also essential for brands to listen to customer feedback and course-correct if necessary. If customers are consistently confused about what a brand stands for or what value it offers, that’s a red flag that the brand positioning needs to be revisited. Brands that are willing to adjust their messaging based on customer feedback will ultimately be more successful in the long run.

Avoiding Creating Customer Confusion

In today’s crowded marketplace, it’s more critical than ever for brands to have a clear, consistent value proposition. Customers don’t have the time or energy to try to decipher what a brand stands for, especially when there are so many other options available to them.

By ensuring that their brand positioning is clear and consistent, brands can avoid the danger of customer confusion and stay relevant in today’s competitive landscape. So take the time to really think through your brand messaging. It could be the difference between success and failure.

A great positioning strategy is key to the success of any business. It helps to set your brand apart from your competitors and creates an emotional connection with your target audience.

However, even with the best positioning strategy, if you fail to communicate it effectively to your audience, all your efforts will prove ineffective. In this post, we will explore the importance of effective communication in making your positioning strategy work and why you need to ensure clear and engaging messaging.

Clear Messaging

Your messaging should be clear and concise. You need to be able to outline your positioning strategy and ensure that it’s easy to understand. Avoid technical jargon and use simple language that your audience can easily grasp. Ensure that your message is clear, unambiguous, and devoid of any contradictions, as this will prime your audience for the next phase of engagement.

Engaging Content

Your message should be compelling and engaging to your target audience. You need to be able to pique their interest and capture their attention. Use storytelling skills to create a narrative that resonates with your audience. Use visuals to support your message. Infographics, videos, images, or animations can help to convey your message in a more interactive and engaging way.

Consistent Message

Your message should be consistent across all platforms. Whether it’s your website, social media, advertisements, or brand messaging, ensure that there is consistency in your message. This is crucial in making sure that your message is clear and not confusing to those who engage with your brand in different places.

Open and Honest Communication

Effective communication is not only about what you say but also how you say it. You need to be open, honest, and transparent with your target audience. This fosters trust and helps to build better relationships with your customers. Make sure that you are always keeping your message real. This will make it easier to build brand loyalty and help to retain your customers.

Feedback and Improvement

Lastly, it is crucial to seek feedback from your target audience. Listen to what they have to say about your message. This feedback should not only help you to improve your messaging strategy, but more importantly, it shows your customers that you value their opinions. It is also a fantastic opportunity to connect with your customers to build a better relationship.

Ineffective Communication is Bad for Business

Effective communication is the backbone of any successful positioning strategy. Without it, your message ends up being lost in translation, leaving your target audience confused and frustrating your efforts to differentiate your brand from your competitors.

Ensure that your messaging is clear, understandable, and engaging, and make it a priority to create open and honest communication channels. Seek feedback from your target audience and make improvements where necessary. Remember, your communication is a direct reflection of your brand, and how you communicate is a critical factor in determining its success.

As a business owner, you want to ensure that your brand is well-received by your target audience. However, ignoring cultural, social, or ethical sensitivities can lead to a public relations nightmare and cause damage to your brand’s reputation.

In this blog post, we will highlight some examples of how failure to adapt to cultural sensitivities can harm your brand’s reputation.

One classic example of failing to adapt to cultural sensitivities is the infamous KFC TV commercial that aired in Australia. The commercial featured a white man sitting at a cricket match surrounded by a crowd of passionate West Indian supporters.

The man was struggling to eat a piece of KFC chicken with his hands when suddenly, the entire crowd stood up and started dancing and singing a reggae song. The audience perceived this as a reflection of cultural insensitivity, and rightly so, which led to a barrage of negative comments on social media. The company apologized and withdrew the controversial advert.

Another example is the fashion retailer H&M facing outrage for a racially insensitive advertisement. The ad featured a black boy wearing a hoodie with the words “Coolest Monkey in the Jungle.” The phrase was considered derogatory because of its historic connotations of oppression and racism used against black people. The backlash was swift and severe, prompting the company to remove the photo and apologize.

Similarly, multinational corporation PepsiCo’s decision to feature Kendall Jenner in their ad proclaiming unity in times of political unrest was widely criticized. The ad appeared to trivialize the Black Lives Matter movement. The campaign was promptly pulled, leading to a significant loss of profits and damaging their reputation.

Failure to appreciate cultural sensitivities can also prove to be troublesome in international business. HSBC’s “Assume Nothing” marketing campaign in 2009 portrayed the bank’s commitment to diversity. However, the ad portrayed an increasingly common stereotype of a Chinese person. Experts believe that the campaign could reinforce racial and ethnic biases, portraying individuals from one culture as being fundamentally different than people from other cultures.

Awareness and sensitivity towards cultural differences are critical for the success of a business. Brands must understand their audience and adapt marketing strategies and their communications to meet the cultural, social, and ethical expectations of their target market.

Adapt to Cultural Sensitivities

Ignoring cultural sensitivities is an easy trap to fall into in today’s global marketplace. Therefore, it’s necessary for businesses to invest in cultural sensitivity training and exercise due diligence when advertising their products and services.

An inclusive and culturally sensitive approach is key to maintaining the brand’s image and reputation in both domestic and international markets. Therefore, it’s essential to prioritize cultural awareness and sensitivity in developing marketing strategies and communications to enhance brand image and reputation.

When it comes to positioning strategies, many businesses are quick to adopt a price-centric approach as they see it as a way to entice customers while keeping competitors at bay. However, this strategy can quickly turn into a race to the bottom, impacting long-term brand value and profitability.

In this blog post, we will explore why price-centric positioning can sometimes be detrimental to a brand and the importance of considering other factors that make your brand unique.

Price-Centric Positioning Leads to Reduced Brand Value

While low pricing may initially attract customers, it doesn’t always mean that they will remain loyal to your brand. By focusing solely on price, you risk reducing your brand value as customers associate your brand with cheapness and may not consider it a top-quality product. In other words, your brand becomes commoditized, and you stand to lose customers to competitors who offer more value-added services.

Price-Centric Positioning Can Lead to Reduced Profitability

While you may win over price-sensitive customers with lower prices, it is important to note that these customers are often less loyal. They may quickly abandon your brand for competitors who offer better prices, leading to reduced revenue and profitability. Additionally, constantly lowering your prices to beat competitors may lead to reduced margins and unsustainable profits in the long run.

The Importance of a Value Proposition

Instead of focusing on price alone, consider developing a value proposition that highlights what sets your brand apart from the competition, such as superior quality or excellent customer service. A well-crafted value proposition can help differentiate your brand in a crowded market and attract customers who are willing to pay more for your products.

The Role of Emotional Branding

Emotional branding focuses on creating a strong emotional connection between your brand and your customers. By adopting this approach, your brand becomes less reliant on price, as customers see your brand as more than just a product, but a lifestyle or a community. This connection makes it less likely that price-sensitive customers will switch to competitors, leading to increased loyalty and profitability.

Examples of Brands That Successfully Avoided Price-Centric Positioning

One example of a brand that successfully avoided price-centric positioning is Apple. While the company’s products may not always be the cheapest on the market, they are perceived by customers to be of high quality and are associated with innovation and creativity. This perception has helped Apple become one of the most valuable brands in the world, with a loyal customer base willing to pay a premium for its products.

Beware of Price-Centric Positioning

While price-centric positioning may seem like a quick win, it can lead to reduced brand value and profitability in the long run. It is important to consider other factors that make your brand unique and develop a value proposition that highlights what sets it apart from competitors.

Emotional branding can also go a long way in creating a strong emotional connection with your customers, making it less likely that price-sensitive customers will switch to competitors. To sum it up, adopting a more holistic approach to branding and positioning can lead to increased profitability and success in the long run.

In the fast-paced world of marketing, it’s easy to get caught up in the desire for immediate success and quick wins. However, when it comes to positioning, a short-term focus can have long-term consequences.

Your brand’s positioning is crucial to its success, and consistency is key. In this blog post, we’ll explore why your positioning strategy should be a long-term plan and provide examples of brands that have succeeded through consistency.

Build Trust with Consumers

Changing your brand’s positioning too frequently can confuse consumers and erode trust. Customers want to know what your brand stands for and what to expect from it. Consistency in your brand’s positioning builds trust with consumers and helps them feel more comfortable with your brand. Think about Apple, for example. From the beginning, its brand positioning has been centered around innovation and being a leader in technology. This consistency has led to a high level of trust among their customers, making Apple one of the most successful consumer technology companies in the world.

Establish a Strong and Memorable Identity

Consistency also helps your brand establish a strong and memorable identity. If you’re constantly changing your brand’s positioning, it becomes challenging for consumers to remember who you are and what you stand for. On the other hand, consistency in your brand messaging and positioning makes it easier for customers to remember and identify your brand. Look at Coca-Cola. Coca-Cola’s brand positioning has always been around happiness, friendship and sharing moments. This consistent message has helped Coca-Cola maintain world-renowned brand recognition and awareness.

Save Time and Money

When you change your brand positioning frequently, it can lead to a substantial waste of time and money. Crafting a new messaging strategy and repositioning your brand can be expensive and time-consuming. On the other hand, investing in a consistent brand positioning strategy can save you both time and money, as it allows you to build on what you’ve already created. Consider Nike. Nike’s positioning strategy has always been focused on empowering athletes. They have never deviated from this message, and they have been able to build off of it to create one of the world’s most recognizable brands.

Adapt to Changing Markets While Maintaining Consistency

While it’s essential to build a long-term positioning strategy, it’s also crucial to be able to adapt that strategy to meet changing market needs. However, the message of your positioning strategy can remain the same, such as Johnnie Walker, who is positioned as an iconic, luxurious brand that has been around for centuries while also adapting its ads and campaigns to stay relevant to recent market changes.
We are living through unique times. The pandemic has taught people how to value the little things, forging stronger bonds with family, community, and mental wellness. Brands that address these changes and align future marketing strategies accordingly will maintain consistency and gain customer loyalty.

Avoid Having a Short-Term Focus on Your Positioning

Consistency is key when it comes to brand positioning. Building a strong and consistent message helps build trust with consumers, establish a memorable identity, save time and money, and create a foundation for future growth. By focusing on a long-term positioning strategy, you can adapt to changing market needs while remaining true to your brand’s core message. Remember examples such as Apple, Coca-Cola, Nike, and Johnnie Walker as they have used a long-term and consistent positioning strategy that has helped them establish themselves as successful and recognizable brands.