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Visit Kelly on Static from Static control expert Dr. Kelly Robinson, president of Electrostatic Answers; Kelly has 27+ years of experience in problem-solving and consulting.

Visit Tim's Web Lines to handle and wind your paper, film, foil, and similar products. Take advantage of Tim’s 25+ years just like over 100 converters have.

Visit Mark's Coating Matters from fluid coating expert Mark D. Miller; Process improvement and project management for precision roll-to-roll coating applications.

Visit Marketing Mojo for dynamic marketing insights from Stephanie Millman that inspire new ideas on how to stay on top of your customer’s mind.

Visit Yo’s Yarns to share the thoughts, impressions, experiences, and news that impact the converting industry. . . or anything else that happens to be on her mind!

Visit Tom's Poly Ploys, where Tom will be writing on various topics that the typical polymer processor would encounter on the job.

The Source of Your Mojo

At the center of your marketing mojo is the topic of brand. The term, “brand” has evolved significantly over the years; originally defined as a “mark” such as branding cattle to now encompassing the entire identify of your product, service and/or company. Your marketing mojo is strongly wrapped up in what people think and feel about your brand when they encounter it. It is because of this you will be better served to think of your brand as a personality-- one that needs to demonstrate and reinforce the strengths of your brand every time your customers and prospects encounter it.

How do you do it? Let’s tackle the first step right now. 

Step one. Define your market messages. What differentiates you in the marketplace? What does your brand stand for? Is it innovation? Leadership? Low-priced leader? Dependability? Excellent customer service? Take some time to roll up four words that best describe your brand. Here’s an example: Budget rental cars. Inexpensive, accessible, dependable, adequate service (not going to wow you). You won’t expect much service or luxury, but Budget differentiates itself with price and delivers its market promise… low price.

Take this first step. I’ll walk you through the next one next time. Get in touch with your Marketing Mojo by starting with these core messages of your brand. And stay tuned. Step two awaits you.

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