Archive for May 6th, 2010

Taking money from widows and orphans (and retirees) … I’m talking the Feds, not Goldman Sachs

May 6, 2010

Appropriately, much attention is starting to get focused on the likely TRIPLING of the marginal tax rate on dividends (see the WSJ article below). 

Right now, the top rate on ordinary dividends is 15%.  The current Senate budget resolution calls for the rate to jump on January 1 to the pre-Bush ordinary income tax rate of 39.6%.  In 2013 — when the ObamaCare tax collection mechanism gets revved up — you can add another 3.8%, pushing the high marginal rate up to a whopping 43.4%

That’s for rich folks.  But what about the widows, orphans, and retirees?

Many folks don’t realize that the current 15% dividend tax rate only applies to folks in the upper tax brackets — starting, for married folks, at $67,800.  Married folks below that threshold are in the zero, 10% or 15% marginal tax brackets — their current tax rate on ordinary dividends is ZERO !  That’s right, ZERO.

So, if their dividend tax rate for low-earners also gets upped to their ordinary income tax rates, most of them will be paying 15%.  Statistically speaking, that’s significantly different from zero.

Going after the dividend receiving fixed income retirees … hmmm… I think they call that an unintended conseuence.

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Excerpted from WSJ: The Dividend Tax Bill Arrives, April 29, 2010

As the big tax increase day of January 1, 2011 approaches, the Democrats running Congress are beginning to lay out their priorities. Get ready for bigger rate increases than previously advertised.

Last week the Senate Budget Committee passed a fiscal 2011 budget resolution that includes an increase in the top tax rate on dividends to 39.6% from the current 15% — a 164% increase. This blows past the 20% rate that President Obama proposed in his 2011 budget and which his economic advisers promised on these pages in 2008.

(See “The Obama Tax Plan,” August 14, 2008, by Jason Furman and Austan Goolsbee: “The tax rate on dividends would also be 20% for families making more than $250,000, rather than returning to the ordinary income rate.”)

And that’s only for starters. The recent health-care bill includes a 3.8% surcharge on all investment income, including dividends, beginning in 2013. This would nearly triple the top dividend rate to 43.4% in Mr. Obama’s four years as President. We suppose the White House would call this another great victory for income equality.

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Dividends which are payouts from business earnings are already taxed once at the corporate rate of 35%. The individual dividend tax is a second levy on that same income, and at a rate of 43.4% would take the total tax on each dollar paid in dividends to something like 60 cents.

You can expect fewer businesses either to offer or increase dividend payouts, which means less dividend revenue for the government.

The punitive tax rate on dividends combined with the deductibility of interest on borrowing also increases the tax code’s bias toward debt over equity. But aren’t we supposed to be living in a new era of healthy deleveraging?

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Full article:
http://online.wsj.com/article/SB10001424052748703709804575202481173165478.html?mod=djemEditorialPage_h

It’s your brand that determines your advertising, not the other way around

May 6, 2010

Key Takeaway: Flashy ads. Pretty packaging. Bright colors. For those who have not taken the Homa Trilogy, this may be what comes to mind when marketing is brought up in conversation.

For the well informed marketer, however, it is crucial to understand that these tactics all need to work together in order to add value to your brand (and ultimately increase profitability).

As you think about creating your next advertisement, be sure that it allows viewers to develop (or reinforce) a single, overarching, and consistent brand identity.

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Excerpted from Businessweek, “How to Create Better Advertising” by Steve McKee, April 16, 2010

Conventional wisdom says the secret to great advertising is developing a big idea for a campaign. In reality, the trick is developing a campaign for a big idea.

As a young company takes root and expands, it begins to establish its brand. With each passing day, the things it does enhance (or detract from) the value of that brand.

The world’s best marketers understand that as valuable as their products and services are, products and services come and go. Brands, however, live on indefinitely.

Apple’s (AAPL) animating idea is innovation. Whether it’s the design of the iPhone, the functionality of iTunes, the customer experience in the Apple Store, or the light humor of the “Mac vs. PC” ads, the company is all about providing pleasant surprises to its customers. As a result, Apple has a legion of loyal followers and is able to command premium prices for its offerings.

Foundation for Lasting Success

For Wal-Mart (WMT), the idea is savings—a concept the company has so effectively owned over the past 48 years that it became the world’s largest retailer. Occasionally it loses sight of its originating idea, but it always returns to the core.

What these and other dominant companies know is that sustainable success is built on the foundation of a singular idea, around which everything they do is oriented. Advertising is just one of those things.

It’s hard to argue with happiness. It’s hard to be against happiness. And it’s hard to find anyone who doesn’t like happiness. Coke has decided to equate its brand with happiness, and orients its product, packaging, and promotion in that direction. (Ever see a “Happiness Machine”?). In a fast-paced, pressure-filled world, anyone can take a moment to “Have a Coke and a smile.” (If that old slogan sounds familiar, it only proves the point.)

Happiness. Motivation. Innovation. Performance. Imagination. Savings. These aren’t advertising ideas; they’re business ideas that have advertising implications. If you want your advertising to be more effective, ensure that it’s rooted in the idea that animates your company. If you’re not sure what that idea is, it’s probably related to why you got into business in the first place. Rediscover your animating idea, make sure it’s still sound (see “How Solid Is Your Brand?”), and orient everything you do around it—including (but not limited to) your advertising.

Edit by JMZ

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Full Article:
http://www.businessweek.com/smallbiz/content/apr2010/sb20100416_222501.htm?chan=innovation_branding_top+stories