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** Tip Of The Day –  Contents of the Clipboard

** Today in History –  Explosion rocks USS Enterprise

** Trivia

** Quote of the Day

** Woman in Business –  Brand Equity - Worth Safeguarding by Marcia Yudkin

** Grins – Blonde Logic

** Publications of Interest

** "Cooking for the Empty Nest" – Basil & garlic potatoes

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Contents of the Clipboard

With a mention of the Windows clipboard in another tip recently, questions about it have been rolling in. Most of the inquiries have basically been about what all goes on the clipboard. I've gotten several e-mails about this or that being saved on the clipboard or not. Pretty much anything you copy when using your computer is saved to the clipboard. As in everything, I mean any text, images, Web addresses, whole documents, folders, files and so on.

For example, if you make a screenshot on your computer using the Printscreen button, that will go to the clipboard until you paste it into your image editing program (like Photoshop). If you visit a Web site and want to share the URL with someone, copy it and it will go to the clipboard until you paste it into an e-mail. If you copy a picture you received in an e-mail, it will be on the clipboard until you paste it somewhere else.

The pattern is always the same. The data will stay on the clipboard until you paste it somewhere, until it is covered up by something else or until you shut down your computer. So, now you know where all of your information goes and yes, the Windows clipboard is a pretty cool thing!

Explosion rocks USS Enterprise

An explosion aboard the aircraft carrier USS Enterprise kills 27 people in Pearl Harbor, Hawaii, on this day in 1969. A rocket accidentally detonated, destroying 15 planes and injuring more than 300 people.

The Enterprise was the first-ever nuclear-powered aircraft carrier when it was launched in 1960. It has eight nuclear reactors, six more than all subsequent nuclear carriers. The massive ship is over 1,100 feet long and carries 4,600 crew members.

At 8:19 a.m. on January 14, a MK-32 Zuni rocket that was loaded on an F-4 Phantom jet overheated due to the exhaust from another vehicle. The rocket blew up, setting off a chain reaction of explosions. Fires broke out across the deck of the ship, and when jet fuel flowed into the carrier’s interior, other fires were sparked. Many of the Enterprise’s fire-protection features failed to work properly, but the crew worked heroically and tirelessly to extinguish the fire.

In all, 27 sailors lost their lives and another 314 were seriously injured. Although 15 aircraft (out of the 32 stationed on the Enterprise at the time) were destroyed by the explosions and fire, the Enterprise itself was never threatened.

The USS Enterprise was repaired over several months at Pearl Harbor and returned to action later in the year.

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Brand Equity - Worth Safeguarding by Marcia Yudkin

The state government of Vermont has taken aggressive steps to safeguard the state's brand equity. That's the monetary premium attaching to tourism or products linked (honestly or not) to this bucolic home of around 500,000 souls.

Does your company have brand equity? If so, people place more trust in your quality and a higher value on your offerings than on a no-name competitor's. If so, the cachet of your brand envelops any new venture you launch right from the start.

The general public believes "Made in Vermont" means "Made by humans, not faceless corporations." In contrast, according to brand experts, "Made in Connecticut" or "Made in Michigan" add no extra monetary worth to a product or service. If a state can be more than a state, you can stand for something too -- do you?

In building and guarding a brand, think first about what values you would like to stand for. Volvo has linked itself to safety, BMW to the driving experience, Mercedes to luxury, Saturn to no-haggle buying. Marlboro stands for rugged individualism, Hallmark for warm and thoughtful relationships, Steinway for performance-level quality.

Brands also have a personality. Nike is confident and active, Joe Boxer is kooky and unconventional, Starbucks is comfortable and cultured, Microsoft is geeky and no- nonsense. The personality is built up not only through advertising but also through product design, display design, Web site design, a company's public relations image and of course customer experiences in dealing with the company.

Price factors into brand identity too. Without looking at price tags, we know that a certain item sold at Neiman Marcus costs more than the comparable item at Kmart. Buyers reason in the opposite direction too. If they're not familiar with a brand and perceive the price as absurdly low, they'll create a bargain-basement image for the brand, while if they perceive the price as expensive, they'll imagine what they would get on buying as luxurious, aristocratic or masterful.

After you invest in creating a brand for your company, don't be quick to change it. Chances are, you'll tire of it years before the public does. Repetition and consistency imprint your company identity and image in the minds of potential and actual customers. Imagine how disturbing it would be to run across a yellow-and-red IBM sign in a childlike logo, or a flowery, garden-themed ad for the perfume Opium! With a coherent, stable brand identity, you'll enjoy more repeat business, greater customer loyalty, easier word of mouth and eventually lower marketing expenses.

You'll know your brand is worth something when you start seeing poachers, imitators and other unscrupulous types trying to trade off the investment in your brand. It's worth hiring a lawyer to shoot off a cease and desist letter, where that's legally warranted. After all, our fourteenth state isn't allowing folks manufacturing in Indonesia to claim a Vermont connection. You should be the only ones presenting themselves to the public as you.

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Marcia Yudkin <marcia@yudkin.com> is the author of the classic guide to comprehensive PR, "6 Steps to Free Publicity," now for sale in an updated edition at Amazon.com and in bookstores everywhere. She also spills the secrets on advanced tactics for today's publicity seekers in "Powerful, Painless Online Publicity," available from www.yudkin.com/powerpr.htm  .

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   A Little Humor to Start the Week 

Blonde Logic
=-=-=-=-=-=-=-=

Two blondes living in Oklahoma were sitting on a bench talking, and one blonde says to the other, 'Which do you think is farther away... Florida or the moon?'

The other blonde turns and says 'Helloooooooooo, can you see Florida ?????

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We got lucky when we heard the old Piedmont Hotel in Atlanta was getting a face-lift and its beautiful maple doors became available for sale as salvage items. We bought several and had them installed in our 19th-century home.

Showing a friend around the house, I pointed out, "You know, these doors are from the Piedmont Hotel."

He raised an eyebrow. "Most people just take the towels."

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A young man is paired up with a priest on the first hole at the golf course. When they make it to a long par three the priest asks, "What are you going to use on this hole son?"
The young man says, "An eight iron, father. How about you?"

The priest says, "I'm going to hit a soft seven and pray."

The young man hits his eight iron and puts the ball on the green. The priest tops his 7 iron and dribbles the ball out a few yards.

The young man says, "I don't know about you father, but in my church when we pray, we keep our head down."

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Riddle

Why is the letter D so important at a wedding?

Do you know the answer? If not, look for the solution later in this newsletter.

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Error, no keyboard. Press F1 to continue.

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Basil & garlic potatoes
 
11 medium potatoes -- thinly sliced
4 cloves garlic -- minced
2 teaspoons dried basil leaves -- crushed
1/4 teaspoon ground black pepper
1-3/4 cups chicken broth
 
In 3-quart shallow baking dish layer half the potatoes, garlic, basil, and pepper. Repeat layers. Pour broth over potato mixture. Bake at 350 degrees F. for 1 hour or until potatoes are tender.

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If you have a favorite recipe that you would like to share, please send it to mailto:bob@adv-marketing.com?Subject=RecipesBe sure to read back recipes of the week at:
http://adv-arketing.com/business/frtest.htm and Click on ?Recipe of the Week"

Yours in cooking - Sue

We cannot be wed without it.

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Copyright - 2008