What does it imply to be exceptional?

Brian Scudamore, CEO and Founder of 1-800-Acquired-JUNK?, who in 1996 was operating the million dollar plus business at the age of 26, stated it means, &quotYou’ve got to get out there and be loud and proud… You’ve got to stand out. You have got to have a brand that is really worth remarking about.&quot

He discovered much about this type of philosophy from the guide Purple Cow, written by 1 of his mentors, Seth Godin.

It is kind of like Sir Richard Branson’s current flying superhero-saving nurses publicity stunt to start Virgin Mobile Canada.

Like Branson, Scudamore takes dangers. He and his business want to make certain they get observed. After all, they’re &quotbuilding the Fed-Ex of Junk elimination.&quot He does know, nevertheless, that past the gorilla advertising, his strategies and his team of motivated workers and franchise partners are key to sustaining the brand. &quotIt’s all about the people,&quot he stated.

After altering the business name, from Rubbish Boys to 1-800-Acquired-JUNK (Scudamore was looking for a more professional name and was inspired by the Acquired Milk campaign and the 1-800-FLOWER design, where it does not matter where you are in the country, you can contact 1 number), Scudamore realized he would be able to develop a brand. It had never been carried out in the business.

&quotJunk elimination is not some thing new. It is been around permanently,&quot he stated. &quotBut, it is comparable to some other industries where manufacturers have arrive in and successfully dominated and produced a extremely branded business.

&quotLook at Starbucks. There used to be a mom and pop espresso store on every corner. You don’t see that any longer. It is all Starbucks.&quot

1-800-Acquired-JUNK is heading in that same direction. Perhaps you will never discover it on every corner, but July 2004 marked its 100th franchise. The company’s brief-phrase objective is to have 250 franchise partners with program-wide sales of $100M by the end of 2006.

And, its lengthy phrase objective is to be the World’s Biggest Junk Removal Business with a presence in ten nations by the end of 2012. &quotWe’re building some thing much bigger collectively than anyone of us could ever develop on your own,&quot stated Scudamore.

He is committed to keeping and strengthening this type of team work. The development of the business is dependent on it and it’s also what makes the brand unique. &quotWe’re only as great as we make ourselves out to be. If we’re out there not delivering on our on-time support and up-front pricing that we promise, then our brand does not develop. Individuals will start to look at us and say, ‘These men aren’t as great as they say they are.’

That is the problem with having this kind of a well-established brand and status you have to provide on your guarantees. You merely can’t hide from a disgruntled customer, especially not when you are wearing a large blue wig and standing beside a mobile billboard, waving to the early morning commuters as they pass by. The &quotHonk if you adore junk&quot signal will not help both.

By Christina Lee

Christina Lee is Editor of The Picture Architex Online Advertising Journal (http://www.theIMAGEarchitex.com). Go to the website for more content articles on branding and common advertising practices, opportunities, tips and ideas for small-sized company entrepreneurs, artists and producers.