• The AICPA (American Institute of Certified Public Accountants) states, “In order to gain a true market advantage, you must pursue differentiation approaches that are difficult for your competitors to duplicate.” The WE Do the Math® properties offer a sustainable competitive advantage and a clear promise of distinction that is impossible for competitors to duplicate.

 

• “Names and taglines that blend in and sound like all your competitors is a recipe for road-kill.” –Patrick McEnvoy, CPA Marketing Best Practices

• Names that blend in and sound like your competitors:

• Confuse the market

• Take more resources to build market awareness

• Confirm a low level of innovation

• Suggests commodities
  ~Karen Post, author, columnist, national speaker & branding expert

• “Life's short. Why not brand better? Singing the same old tired tune your competitors do will encourage your market to change the station. Following the tired tradition of your category will cost you a ton more to promote. If that’s not risk, I don’t know what is.” ~Karen Post, columnist, in Fast Company

 

•  “How to Make a Difference in four incredibly difficult steps: Be Bold. Be First. Be Different. Be Persistent.” ~Larry Bodine, Business Development Advisor, LarryBodine.com

 

• “When it comes to rising above the clutter of competitive messages, it pays to ratchet down the hyperbole and avoid such hackneyed and bankrupt phrases as ‘industry leader,’ ‘uniquely qualified,’ and ‘visionary,’ to name just a few. If your competition is promoting these expressions and you copy them you will only dilute the level of audience acceptance. An original and memorable tagline is key to standing out and gaining an equity position in the minds of your target audience.” Excerpt from “Advertising & PR: What’s the Difference?” by Jim Schakenbach, SCT Group, Inc.

 

• “I am one who believes that one of the greatest dangers of marketing is not that of misleading people, but boring them to death." ~Leo Burnett, ad genius, founder Leo Burnett Worldwide

 

• "A tagline should be a statement of such merit about a product or service that it is worthy of continuous repetition in advertising, is worthwhile for the public to remember, and is phrased in such a way that the public is likely to remember it." ~Charles L. Whittier, from his book, Creative Advertising

 

•  "…The correct and consistent use of strong taglines is an opportunity to seal your positioning in the consumer's mind. Often, a good tagline is quite simple. Within this simplicity, however, lies their greatest strength - a narrowly defined positioning." ~Elizabeth J. Goodgold, The Nuancing Group

 

• “Because the purpose of business is to create a customer, the business has two – and only two – functions: marketing and innovation. Marketing and innovation create value, all the rest are costs.” ~Peter Drucker, renowned author & management consultant

 

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1-800-CPA-MATH: The Benefits Add Up

 

• “Researchers have found that a properly managed toll-free number offers four principal benefits to a company: it confirms customer service orientation; it reduces customer service costs; it increases customer information; and it overcomes area code confusion. All of these factors relate to building strong, long-term relationships with customers while keeping costs low. The 800 number will continue to dominate, as consumers have been familiar with it for 30 years.” ~CBtollfreenews.com

 

• “A carefully crafted 800 vanity number, designed to capture the convenience-customer market facilitates word-of-mouth advertising better than any other vehicle. The ideal vanity number is one where all seven digits spell something out.” ~Sandra Murray, president of Response Marketing Group, in TeleServices News

 

•  The world at large has learned the value of a vanity number by way of the successes of 1-800-FLOWERS, 1-800-MUTUALS, 1-800-CONTACTS, 1-800-DENTIST, and numerous other high-profile toll-free numbers. It is no surprise to anyone that these businesses owe their overwhelming consumer recognition and success in large part to their memorable phone numbers.

 

• “(Only) a vanity 800 number is branded – triggering an elevated consumer response and a pronounced buying behavior.” ~Response Marketing Group

 

• In 2000, AT&T carried some 30 billion toll-free calls, accounting for over 50% of all voice calls across its U.S. network. More than 80% of American businesses use toll-free services, according to industry analysts. If a business doesn’t have a toll-free line, it is almost certainly losing market share.

 

• "91% of television commercials that use a toll-free number use the 800 prefix, 57% of which are vanity numbers. Additionally 79% of 15-second commercials with toll-free numbers use vanity numbers, as do 75% of 30-second commercials. It is a well-known fact that consumers will be extremely slow to acknowledge new toll-free prefixes.” ~4800use.com

 

• “Most consumers don’t have a clue when they hear a toll-free 877 or 866 number. They go home and dial 800, and end up with a mis-dial,” ~Judith Oppenheimer, the 800# authority in the U.S., says that the profusion of new toll-free numbers ends up confusing consumers

 

 

 

 

WE Do the Math®: Another Plus

 

The logo for WE Do the Math® incorporates the “+” plus sign, a very positive symbol. Examples of two companies who have harnessed the power of the plus are The American Red Cross and Hewlett Packard. A plus sign is immediately affirmative and suggests, “healing,” something incumbent upon the accounting industry today.