Hallmark Harley
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 HALLMARK 100TH ANNIVERSARY HARLEY DAVIDSON GOLD ORNAMENTS $25.00 Time Remaining: 10h 53m Buy It Now for only: $40.00 |
 Hallmark Keepsake Ornament 2010 Harley Quinn Batman limited edition $16.99 Time Remaining: 29d 6h 30m Buy It Now for only: $16.99 |
 Harley Davidson Give Tanks Collectible Tank Set 2006 Tis The Season To Give $49.99 Time Remaining: 11h 12m |
 Harley Davidson Keepsake Ornament 2010 V rod red $9.99 Time Remaining: 18h 38m |
 1999 HALLMARK KEEPSAKE HARLEY DAVIDSON HERITAGE SPRINGER ORNAMENT NICE $8.50 Time Remaining: 22h 51m |
 Harley Davidson University Sterling Silver Mens Ring Size 9 $199.00 Time Remaining: 1d 2h |
 Hallmark 2011 Happy Harley Days $4.95 Time Remaining: 28d 9h 31m Buy It Now for only: $4.95 |
 Harley Davidson Police Medallion 4 pc Tumbler Set $39.99 Time Remaining: 1d 2h |
 Limited Edition Collectible Pewter XLH Sportster 1200 Replica $129.99 Time Remaining: 1d 2h |
 Harley Davidson Univ Sterling Silver w Blk Onyx Ladies Ring Size 6 10th Anniv $239.99 Time Remaining: 1d 2h |
 Lot of 4 Hallmark Harley Davidson Ornaments Street Bob1200 NightsterRocker C $39.99 Time Remaining: 1d 2h 40m |
 2000 Hallmark HARLEY DAVIDSON FAT BOY series ornament $7.99 Time Remaining: 4d 8h 20m Buy It Now for only: $7.99 |
 Harley Davidson 2006 Collectible Gas Tank Set $60.00 Time Remaining: 1d 2h 52m Buy It Now for only: $70.50 |
 Harley Davidson 2004 Collectible Gas Tank Ornamets $60.00 Time Remaining: 1d 2h 52m Buy It Now for only: $70.50 |
 HALLMARK 2007 2006 FXDBI DYNA STREET BOB KEEPSAKE ORNAMENT $5.99 (1 Bid) Time Remaining: 1d 3h 50m |
 Hallmark Keepsake 1991 FXDB Sturgis Miniature Harley Davidson Motorcycle $2.28 (6 Bids) Time Remaining: 1d 5h 3m |
 2004 Harley Davidson Collectible Tank Set Easthampton Harley Davidson Very Nice $56.00 (8 Bids) Time Remaining: 1d 5h 27m |
 NIB HALLMARK KEEPSAKE HARLEY DAVIDSON 1971 FX 1200 SUPER GLIDE ORNAMENT $9.99 Time Remaining: 29d 23h 40m Buy It Now for only: $9.99 |
 Hallmark Christmas Ornament Series Harley Davidson 2009 Softail NIB $8.99 Time Remaining: 1d 8h 2m |
 Hallmark Keepsake Harley Davidson Motorcycle 2008 Softail Rocker C datted 2009 $14.95 Time Remaining: 1d 8h 17m |
 Hallmark Harley Davidson 2006 FXDBI Dyna Street Bob Motorcycle Ornament NIB $14.99 Time Remaining: 1d 22h 54m |
 2000 HALLMARK HARLEY DAVIDSON FAT BOY MOTORCYCLE ORNAMENT $5.99 Time Remaining: 2d 1h 26m |
 2004 Hallmark HARLEY DAVIDSON MOTORCYCLE 02 VRSCA VRod $14.99 Time Remaining: 22d 10h 10m Buy It Now for only: $14.99 |
 NICE HALLMARK KEEPSAKE ORNAMENT HARLEY DAVIDSON BARBIE $5.99 Time Remaining: 2d 4h 50m |
 Limited Edition Collectible Pewter XLH Sportster 1200 Replica $29.99 Time Remaining: 2d 5h 29m |
 3 Hallmark Holiday Wedding Day Harley Davidson Barbie Christmas Ornaments $3.99 Time Remaining: 2d 6h |
 HALLMARK HARLEY DAVIDSON 11 2009 ORNAMENTS 2008 FXCWC SOFTAIL ROCKER MOTORCYCLE $8.00 Time Remaining: 2d 7h 26m Buy It Now for only: $12.99 |
 2010 Hallmark Batman Harley Quinn Limited Quantity DC Comics Christmas Ornament $22.97 Time Remaining: 2d 4h 54m Buy It Now for only: $22.97 |
 Hallmark Keepsake Ornament Harley Davidson 1971 FX 1200 Superglide 2002 $10.00 Time Remaining: 2d 8h |
 Harley Davidson Police Medallion 4 pc Tumbler Set $39.99 Time Remaining: 2d 9h 12m |
 Ltd Edition Harley Davidson Univ Pewter Statue $89.00 Time Remaining: 2d 9h 12m |
 HARLEY DAVIDSON 112 Authentic Die Cast Metal Replica ELECTRA GLIDE $59.99 Time Remaining: 2d 9h 12m |
 Harley Davidson Sportster Plastic Replica $39.99 Time Remaining: 2d 9h 12m |
 HALLMARK 2010 VRSC V ROD MUSCLE ORNAMENT 2011 NIB HARLEY MOTORCYCLE MILESTONES $9.90 Time Remaining: 20d 20m Buy It Now for only: $9.90 |
 Harley Davidson University Mens 18K Gold and Platinum Ring Size 11 $1,799.00 Time Remaining: 2d 9h 12m |
 Harley Davidson Mini Gas Tank Ornaments Display Case 2004 Daytona Beach Holiday $40.00 (3 Bids) Time Remaining: 2d 10h 25m |
 Harley Davidson Barbie Christmas Ornament 2001 $9.99 Time Remaining: 2d 10h 27m |
 1971 FX 1200 SUPER GLIDE HARLY DAVIDSON ORNAMENT $12.00 Time Remaining: 2d 23h 15m |
 New Hallmark Harley Davidson VRSC V Rod Muscle Motorcycle Ornament $9.99 Time Remaining: 21d 12m Buy It Now for only: $9.99 |
 HARLEY DAVIDSON FAT BOY ORNAMENT $8.00 Time Remaining: 2d 23h 15m |
 2008 Jolly Rider Harley Davidson Motocycles Hallmark Orn $6.99 Time Remaining: 2d 23h 26m Buy It Now for only: $10.00 |
 2011 Harley Davidson 1991 FXDB Sturgis MINIATUREHallmark Orn $2.99 Time Remaining: 2d 23h 54m |
 HALLMARK KEEPSAKE ORAMENT 2011 2010 VRSC V ROD MUSCLE SERIES 13 NIB $6.95 Time Remaining: 3d 1h 15m |
 Hallmark 2008 Harley Davidson Jolly Rider Santa $11.95 Time Remaining: 22d 6h 2m Buy It Now for only: $11.95 |
 HALLMARK HAPPY HARLEY DAYS Harley Davidson Motorcycles by Wilson 2011 MIB $2.99 Time Remaining: 3d 7h 45m Buy It Now for only: $3.99 |
 HARLEY DAVIDSON HALLMARK 1947 SERVI CAR MINIATURE ORNAMENT 3 NMIB $12.99 Time Remaining: 3d 8h 1m Buy It Now for only: $14.99 |
 HARLEY DAVIDSON HALLMARK BARBIE 1 NMIB 2000 $5.99 Time Remaining: 3d 8h 3m Buy It Now for only: $6.99 |
 HARLEY DAVIDSON HALLMARK 105TH ANNIVERSARY MINIATURE ORNAMENTS NMIB $14.99 Time Remaining: 3d 8h 3m Buy It Now for only: $16.50 |
 HARLEY DAVIDSON HALLMARK 1933 FLATHEAD MODEL VLD MINIATURE 6 NMIB $9.99 Time Remaining: 3d 8h 4m Buy It Now for only: $11.99 |
 Hallmark 2010 Harley Davidson 2009 Tri Glide Trike Orn $24.95 Time Remaining: 3d 10m Buy It Now for only: $24.95 |
 New 2001 Harley Davidson Die Cast 1947 Servi Car Hallmark Keepsake Mini Ornament $4.99 (1 Bid) Time Remaining: 3d 8h 21m |
 HALLMARK ORNAMENT 1971 FX 1200 SUPER GUIDE HARLEY DAVIDSON MOTORCYCLE MILESTONES $19.95 Time Remaining: 3d 8h 27m |
 Harley Davidson tank set 2004 $19.99 Time Remaining: 3d 10h 27m |
 Harley Davidson Give Tanks2004 North Country set $25.00 (1 Bid) Time Remaining: 3d 17h 52m |
 HALLMARK KEEPSAKE 2006 HARLEY DAVIDSON FXDBI DYNA STREET BOB ORNAMENT $16.95 Time Remaining: 23d 5h 13m Buy It Now for only: $16.95 |
 Hallmark Heritage Springer Harley Davidson Ornament 1999 MIP $17.00 Time Remaining: 4d 2h 41m |
 H1 Racer Skys The Limit 14 Hallmark 2010 $7.50 Time Remaining: 4d 4h 25m |
 HARLEY DAVIDSON GIRL MIRROR $7.99 Time Remaining: 4d 4h 37m |
 HARLEY DAVIDSON YOUNG RIDERS SERIES COLLECTIBLE FREE WHEELING $10.99 Time Remaining: 4d 5h 4m |
 Hallmark Harley Quinn Batman Limited Quantity Special Edition 2010 Ornament $19.54 Time Remaining: 12d 5h 37m Buy It Now for only: $19.54 |
 2010 VRSC V Rod Muscle Harley Davidson 13 Motorcycle Milestones Hallmark 2011 $7.50 Time Remaining: 4d 6h 14m |
 Hallmark Keepsake Four Tonka Ornaments Mighty Front Loader 1956 Suburban Pumper $19.99 Time Remaining: 4d 8h 54m |
 2008 Hallmark Ornament XL 1200N SPORTSTER NIGHTSTER Harley Davidson Motorcycle $9.99 Time Remaining: 4d 9h 43m |
 2001 Hallmark Keepsake Ornament 1947 SERVI CAR Harley Davidson Motorcycles $6.99 Time Remaining: 4d 9h 46m |
 HARLEY ROCKER C SOFTAIL 2009 HALLMARK ORNAMENT MIB $8.98 Time Remaining: 4d 20h 33m |
 Hallmark 2011 1991 FXDB Sturgis Harley Davidson Miniature Motorcycle Ornament $12.95 Time Remaining: 6d 23h 34m Buy It Now for only: $12.95 |
 Harley Davidson 2006 Collectible GAS TANK Christmas Ornaments in Display Case $29.99 Time Remaining: 4d 21h 55m |
 Harley Davidson Keepsake Ornament 2002 VRSCA V Rod 6TH in series NEW IN BOX 2004 $14.95 Time Remaining: 4d 23h 24m |
 1999 Hallmark Keepsake HARLEY DAVIDSON HERITAGE SPRINGER ORNAMENT 1ST SERIES NIB $17.95 Time Remaining: 4d 23h 25m |
 r 2001 Hallmark Keepsake Ornament HARLEY DAVIDSON series 3 1957 XL Sportster NIB $17.95 Time Remaining: 4d 23h 25m |
 2008 Harley D2008 XL 1200N Sportster 1200 Nightster 10 seriesHallmark Orn $16.65 Time Remaining: 26d 4h 47m Buy It Now for only: $16.65 |
 r 2000 Hallmark Keepsake Ornament HARLEY DAVIDSON 2ND SERIES Fat Boy NEW 2000 $17.95 Time Remaining: 4d 23h 26m |
 Hallmark 1999 Heritage Springer Harley Davidson Motorcycle Milestones Ornament $9.99 Time Remaining: 5d 17m |
 Harley Davidson Soar with the Eagle Live to ride Collector Beer Stein 1998 $20.00 Time Remaining: 5d 5h 47m Buy It Now for only: $45.00 |
 Hallmark Keepsake Four Majestic Wilderness Ornaments Shoeshoe Rabbits in Winter $19.99 Time Remaining: 5d 6h 12m |
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The Power of Your Company Identity
Graphic designers frequently play a prominent role in launching or repositioning a company. When they create a look (or new look) for a company's stationery, brochure, ads and web site, this often goes by the name of an "identity package." Don't let this convenient term mislead you into believing that a company's identity consists of merely the logo and look. No, every company has an identity or image in the minds of its customers comprised of at least nine other factors besides the graphic look.
How your market perceives your company should be deliberate, calculated and coherent rather than accidental and confused. Think about how you'd like your company to be perceived along these dimensions. Then investigate whether or not actual perceptions match your intent - and adjust your marketing to reinforce the qualities you want your customers to associate with you.
Components of Company Identity
1. Values. Do you stand for stability, like Prudential insurance? Innovation, like 3M? Educational curiosity, like the Discovery Channel? Social consciousness, like Ben & Jerry's Ice Cream? Child-friendliness, like McDonald's? Rugged individualism, like Marlboro cigarettes? Personal freedom, like Harley-Davidson motorcycles? Serendipity and tradition, like the local hardware store whose owner knows where everything is and has parts and tools dating back to the previous century?
2. Personality. If the company were a vegetable, which one would it be? If it were a cartoon character, would it be Bugs Bunny, Wonder Woman, Road Runner or Dick Tracy? If it were someone in a high school yearbook, would it be Most Likely to Succeed, the Homecoming Queen, the Nerd or the Class Clown? From the company's personality can flow ad campaigns, kinds of special events to sponsor, company colors and typefaces, corporate gift selection, even the talent chosen to record company voice mail messages.
3. Behavior. Your company's image includes not only how you promote yourselves but also how you act toward customers and the public. Things like how you answer the phone, how you greet shoppers, how cheerfully you correct mistakes or accept returns, how aggressively you negotiate contracts all become bound up in one composite image.
4. Price. How much you cost in comparison to competitors often becomes part of your image. If you're tempted to keep price out of the equation until someone expresses a desire to buy, think twice. When you're candid about pricing, you cut down on the number of "tire-kickers" you need to deal with. Above all, make sure your pricing fits with the other components of your image.
5. Range. Customers should understand the spectrum of products and services that you sell. If you handle only, say, commercial cleaning accounts and not residential, or only, say, bookings of locally based and not nationally prominent speakers, make sure your specialty becomes part of your company image. If it's not part of your company name or company slogan, include your focus in your ads, brochures, sales letters and other promotional pieces.
6. Geographical roots. Where did your company come from? If you're a locally owned family business competing with multinational giants, make sure people know that. If you're selling nationally but rooted in a picturesque corner of the country, make hay out of that. The state of Vermont determined that companies linked to it were able to charge more for their products than companies headquartered elsewhere, and it took steps to make sure outsiders don't try to horn in on its brand equity.
7. Longevity. Moody and Regan, a printing company in Waltham, Massachusetts, wisely and impressively uses as its tag line, "Established 1898." Whenever you've been around much longer than competitors, you can profitably incorporate that into your image.
8. Slogan. Which brand "tastes good like a cigarette should"? Which car is "the ultimate driving machine"? What product are you not supposed to "leave home without it"? Even local or specialized companies can achieve this kind of awareness with their clientele.
9. Benefits. What do buyers get when they purchase from you? Most companies provide intangible, emotional benefits (Volvo cars: safety; Hallmark cards: friendship; Victoria's Secret: sensuality) as well as tangible, practical ones (Burger King: inexpensive, satisfying meal; Boston Pops: a fun night out; Kodak: photos with true-to-life colors).
When both you and those who buy from you know clearly what these benefits are, and when those benefits match the other dimensions listed above, you undoubtedly have a comprehensive, effective company image. Congratulations!
About the Author
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