AmperBranding®

The place where Spiroisms meet Brand Architecture!

AmperBranding®

The place where Spiroisms meet Brand Architecture!

So let’s start by defining what a “brand” is…


The word “BRAND” is derived from an old English word that meant “burning stick” – enabling owners of livestock to burn their brand onto the hide of animals to claim ownership and provide others with a way to clearly recognize that ownership. Even in a herd of livestock, the “brand” was distinctive – differentiated from other brands – and therefore recognizable. The brand also communicated relative value. The livestock carrying a certain brand identified them as coming from a highly respected herder who grazed his livestock in a certain area of the low country where the grass was extra green, and the meat from that livestock tasted better than from other livestock – so the herder’s brand identified that livestock as more valuable than others. And as more and more people in the village tried the meat, found it more tasty than meat from other livestock, talked about it with friends, tried the herder’s meat several times and consistently found it more tasty, the evidence of distinction made the livestock with that herder’s brand highly prized and they commanded a much higher price than other livestock. Today that beef would be called “Low-Country Beef,” recognized by consumers as more tasty – because the evidence, “I’ve tried it several times and it’s always very tasty,” “I saw an article in a magazine about it,” “My friends tried it and liked it,” is compelling – and consumers believe that “From low-country grazing comes tastier beef,” so that beef with that brand commands a 15% premium at the meat counter.

“Amper”– is short for ampersand, which happens to be the device that joins Spiro and the associates together in the name Spiro & Associates. There is great power in “and” it can do so much and add a great deal to your brand. AmperBranding is a trademarked process by which we evaluate your positioning, advertising and marketing based on today’s buying market…based on today’s economic conditions…based on all the external factors that are in the marketplace that work for and against your brand. It’s like getting poked with a burning stick, only it hurts a hell of a lot less and will earn you more.

And, what the hell is an “Amper”…

And, what the hell is an “Amper”…


“Amper”– is short for ampersand, which happens to be the device that joins Spiro and the associates together in the name Spiro & Associates. There is great power in “and” it can do so much and add a great deal to your brand. AmperBranding is a trademarked process by which we evaluate your positioning, advertising and marketing based on today’s buying market…based on today’s economic conditions…based on all the external factors that are in the marketplace that work for and against your brand. It’s like getting poked with a burning stick, only it hurts a hell of a lot less and will earn you more.

So do you need AmperBranding®?


Paranoia comes so easily to us in the business world, doesn’t it? With so much press about the importance of brands, it’s easy to get itchy about your own. Are we growing our brand? Is it working for us? Is it time to invest in a round of brand development? Do I get a side of low-country beef with it if I do? Well hold on: A full-on brand development project is a big deal, not to be entered into on a whim. It will require a commitment – probably a significant one – of time and that most precious commodity: faith. There are research tools, such as the Strategic Brand Assessment, which can help you determine the state of your brand. But there are also clues, admittedly unscientific but easy to spot, which may indicate that, yes, now is the time to focus on brand development. Many of the clues are related, so they’ll usually crop up in bunches. If your answer is “yes” to more than a couple of these questions, this could be the right time to consider a serious AmperBrand® overhaul!

10 Unmistakable Clues

  • Connector.

    Have you lost market position…and did you really ever have one?

    If you were number one 10 years ago and are number three now, there may be a number of things to fix. Tinkering around the edges won’t get you back to the top spot. Start with your brand. You may have become complacent and caught up in the fracas of the boom…you may have ignored all those details because you were so busy working in your business that you didn’t have time to work on your business.

  • Connector.

    Are your marketing investments delivering diminishing returns?

    You’ve done what you think is media advertising, direct mail, and SEO. You’ve invested in CRM and new collateral…some of it even created by your favorite nephew who has a bootlegged copy of Photoshop. But no matter how much you spend, you get just about the same results. Sure, the world of media and social media is changing. But could the big problem be your message? New executions and new media won’t fix it. Time to pay attention to your brand.

  • Connector.

    Are you dissatisfied with your logo?

    Everyone gets tired of their logo at some point, just like we get tired of the same old clothes. In most cases you’re probably best advised to leave it alone (the logo, not the wardrobe). But if your logo doesn’t seem to fit who you are, and you don’t quite know why, it’s time to ask yourselves what your brand’s all about. And you’d best figure it out before you redesign the logo. Simply stated you may just need a logo evolution. Now may be time to reinvent your brand.

  • Connector.

    Are you dissatisfied with your name?

    Your name is kind of like your logo; if it doesn’t fit you need to know why. A partner in the firm has left, or better yet you’ve added a partner, then it is definitely time to update the name. Funny thing, in the course of brand development you may decide it makes sense to retain your name, but you’ll find yourselves becoming a company if it fits better.

  • Connector.

    Has there been change in your business strategy?

    Your brand strategy is the “face” of your business strategy. So it almost goes without saying that a significant change in business strategy should provoke a long hard look at your brand. Ask yourself, what am I doing to set myself apart from my competition? What is my USP (unique selling proposition) and does my brand reflect that?

  • Connector.

    Have you acquired new companies or shed divisions?

    When your company acquires new ones or divides, it may mean a shift in business strategy or it may not. Regardless, it may mean you’ve left your brand behind. It may be time to reevaluate who you are with the assistance of The Brand Architects® at Spiro.

  • Connector.

    Is your business a dying breed?

    If your category is dying, you can’t necessarily blame poor performance on your brand. But if your sales growth doesn’t match your category’s growth – and it hasn’t in awhile – it could be time to overhaul your brand. We are working with companies right now that are redefining their brand and in some instance redefining their category!

  • Connector.

    Has your market changed around you?

    Get your head out of the ground…look around your market…what do you see? Lots of new players, new developments and new customers in your market? Or, your competition is gone and no one has filled the void. Your brand may be well-positioned to take advantage. Or it may not. Time to figure it out.

  • Connector.

    Has your management restructured?

    Brands belong to the people, but brand development begins at the top of the food chain. When there’s a lot of change at the top, there’s bound to be some confusion below. A strong brand development process is a great way to get everyone on the same page. It would be smart to have your brand help define what your positioning is.

  • Connector.

    Has your company turned 20 years old?

    OK, this one belongs to my friend Richard Leblanc who’s been doing leadership training a long time. Richard swears a high percentage of established companies that come to him for his leadership expertise are about 20 years old. Why? His hypothesis is that at about the 20-year mark many companies find they’ve lost their focus, the market has changed around them and maybe there’s been some senior management change. Whatever. Maybe it’s like the 17-year locust or seven-year itch. But I’m guessing that if your company’s about 20, some of the other nine clues are making themselves evident and you need a bit of AmperBranding®.

So where does your company stand?

Healthy brand or unhealthy? For most successful companies, working on brand building – understanding it, delivering on it, communicating it, measuring it – is an all-the-time thing. If your organization has a clear vision of your brand and is acting on it, you’ve probably already stopped reading. If not, you’ll probably find yourself nodding yes to a number of the clues; it may be time to AmperBrand®. Call the Brand Architects at Spiro & Associates today for an opportunity to have your brand poked with a burning stick.

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GET AmperBranded®.

GET AmperBranded®.