Brand Management articles by the best and brightest in the field

• The Luxury Catch-22by Martin Lindstrom
  In the luxury brand business, stretching brands too thinly across market segments may gain short-term revenue increases, but it also almost guarantees long-term loss to the shareholders, brand owners, and, well, consumers. So, set your limits for how much you really want to stretch your brand before you open your doors to the public. [Read the full story] Marketing Articles: Brand Management
• Four Lessons for Fostering Employee Brand Ambassadorsby Elaine Fogel
  Marketers spend gazillions on branding. But what is often missing is a focus on the people who carry the brand around every day: The front line folks who answer phones, sales reps who follow leads, the custodians.... Every word they utter is part of your brand. Yet, how many of them are aware of that? [Read the full story] Marketing Articles: Brand Management
• Brand New Thinking: Put It in Cultural Contextby Ted Mininni
  As marketing managers seek to keep their brands fresh and relevant, many are tempted to jump on the latest trends and fads. You know: online and major media advertising with new imagery... new slogans and taglines... new product packaging... all playing to the latest pop-cult phenomena, hot colors, and new vibes. But is that really the solution? The short answer is "no." [Read the full story] Marketing Articles: Brand Management
• Seven Infectious Diseases of B2B Marketing - and Their Curesby Kathryn Roy
  There are 7 problems so rampant in B2B companies that they seem infectious, passed along as marketing people switch companies or work with contagious agencies. Treatment, however, is available. Here are the 7 diseases, their symptoms, probable causes, and suggested remedies. [Read the full story] Marketing Articles: Brand Management
• How to Unleash the Power of Brand Repositioning: A Four-Phase Processby Gregory J. Pollack
  Many brands and companies today are constantly reinvigorating their businesses and positioning them for growth. There is a constant need to innovate, reinvigorate, update, recalibrate, or just simply fend off the competition in an effort to better explain "why buy me." To move forward, companies and brands need to first take a look at their current brand positioning. But for a moment, it makes sense to go back to the brand drawing board to answer the question, "Just what is brand positioning, anyway?" [Read the full story] Marketing Articles: Brand Management
• What You Don't Know Can Hurt Your Brand Equityby Kevin Joy
  Ultimately, brand protection is all about vigilance. By regularly monitoring the use of brands online, organizations can ensure prior infractions don't recur and can rapidly identify when new incidents arise. In a world where an organization's brand can represent half, or more, of the company's equity, it's an investment of time and resources that's well made. [Read the full story] Marketing Articles: Brand Management
• Three Small Tips to Juice up Your Personal Brandingby Dan Schawbel
  What goes unnoticed by many can be an keen advantage for the few. By taking steps to not only build a personal brand but also seek new ways to circulate your name, you will be more successful. Here are three easy (and easily overlooked) things you can do to juice up your personal branding. [Read the full story] Marketing Articles: Brand Management
• Step Into The Spotlight!—'Cause All Business Is Show Business!by Tsufit
  There's so much that business can learn from showbiz: Not to step onto the stage with a lousy script. How to give a blockbuster performance. How to get your face in the newspaper without robbing a bank. But, before you can even think about how to develop box-office appeal for your business, you gotta know what part you're playing. [Read the full story] Marketing Articles: Brand Management
• Unreal Marketing: Violating the Axioms of Authenticityby James H. Gilmore & B. Joseph Pine II
  As a marketing professional, do you proclaim your offerings to be real or authentic? If so, you may find your customers calling them (and you) fake. So stop it: Don't just say you're real; be real. [Read the full story] Marketing Articles: Brand Management
• The Power of Brand Repositioning: A Four-Phased Processby Gregory J. Pollack
  So many brands and companies are constantly reinvigorating their businesses and positioning them for growth. There is a constant need to innovate, reinvigorate, update, recalibrate, or just simply fend off the competition in an effort to better explain "why buy me." To move forward, companies and brands need to first take a look at their current brand positioning. But for a moment, even a brief moment, it would make sense to go back to the brand drawing board to answer the question, Just what is brand positioning anyway? [Read the full story] Marketing Articles: Brand Management
• Living Branding = The Branded Lifeby Martin Lindstrom
  There is a new wave of branding that aims to occupy every minute of the customer's day with an unbroken theme of branded experience rather than the momentary brand rush of purchase. Experiential brand building is taking on new and all-encompassing dimensions. IKEA, for example, is no longer just a flat-pack-furniture and homewares store. It's a construction company that builds IKEA houses, based on the IKEA promise of easy living and affordable design. Welcome to the world of living branding—a new breed of 24/7 brands that are likely to occupy more and more of our lives, from our waking moments to when we retire to bed. [Read the full story] Marketing Articles: Brand Management
• 18 Strategies and Tools for Naming Your Business or Productby Scott Trimble
  Naming. Doesn't matter what you're naming—your product, your business, your Web site or heck, even your child, your choice is important. Here are a flock of—actually, 18—ideas, strategies, and tools to make your name discovery a little easier. [Read the full story] Marketing Articles: Brand Management
• Five Keys to Using Innovation to Acquire and Retain Customers (Part 3 of 3)by Leland D. Shaeffer
  In Part One and Part Two of this series, the author discussed using "voice of the customer" (VOC) in defining innovative core products and services. The focus was on breakthroughs in the basic product, on hitting the home runs. Here, we take a different perspective—using innovation to acquire and retain customers once the core product or service is defined. [Read the full story] Marketing Articles: Brand Management
• Micro Branding—Macro Resultsby Martin Lindstrom
  The better you are at involving your customers in the philosophy of your brand, the better they'll understand why you're special. [Read the full story] Marketing Articles: Brand Management
• Partnership Brand Marketing—It's About Distribution Channelsby Gregory J. Pollack
  Today many companies and brands are engaging in "Partnership Marketing," "Marketing Alliances," "Strategic Partnerships," and even "Partnership Brand Marketing" programs. But often they boil down to just promotions, perhaps maybe even on a larger scale. But the true success of partnership brand marketing lies in its power to open up new and alternative channels of distribution for both the companies and the brands involved. [Read the full story] Marketing Articles: Brand Management
• Repackage, Rebrand & Relaunch? Or Do We Need to Dig Deeper?by Ted Mininni
  Leading consumer-products companies are looking to rebrand, repackage and relaunch... often too frequently. Sometimes, the effort is merely putting a bandage on a deeper sore. It's far less painful to assess lagging sales in a superficial manner than it is to dig deeper into company practices, customer-service issues, and the actual product mix being offered—not to mention how customers are experiencing the brand and whether that brand is delivering on its promises. In fact, companies that really want to dig for the truth ought to seek answers to these questions... . [Read the full story] Marketing Articles: Brand Management
• Blazing Trails to Brand Leadershipby Martin Lindstrom
  How come some brands are great, while others manage to be just good? Is there a trick up the sleeves of those great brands—a trick that good, sustainable brands can adopt to become equally well-known? The answer is yes. [Read the full story] Marketing Articles: Brand Management
• Naked Brandingby Martin Lindstrom
  Does sex sell? You bet it does. But there's another essential element that goes hand-in-hand with sex. And that's controversy. [Read the full story] Marketing Articles: Brand Management
• How to Brand Yourself in a Competitive Job Market: Q&A with William Arrudaby Mack Collier
  An increasingly competitive job market in recent years has led to the birth of the idea of "personal branding," as jobseekers look for ways to stand out to potential employers. One of the leaders of this burgeoning space is William Arruda, coauthor of the bestseller Career Distinction. Arruda's philosophy centers on identifying and communicating the unique value you can bring to an employer. If done correctly, your reputation and credibility will help you stand out from the crowd, and create an environment in which job opportunities come to you. [Read the full story] Marketing Articles: Brand Management
• Navigating the Emerging 'VirtuReality' Marketby Ray Podder
  Last month, Kwik-E-Mart's opened around the country. You know, the one from the imaginary world of The Simpsons? What's more, the Geico Cavemen have their own sitcom, and fictitious TV-character blogs like Monk's are things that real viewers can comment on. You don't have to be a Twitter-head or a Second-Lifer to see the melding of your real and virtual experiences into one. What's this mean for marketers? [Read the full story] Marketing Articles: Brand Management

Brand Management: See all 231 marketing articles

Brand Management case studies, deconstructing real life examples and illustrating lessons learned

• How a Technology Firm Used Social Media to Build Awareness for Its Web-based Monitoring ProductRadian6
• How a Young Company's History-Making Soccer-Jersey Sponsorship Increased Sales, Brand Recognition and MoreXanGo, LLC
• How a CEO Uses Twitter to Convey the 'Sole' of His CompanyZappos
• How Weekly Reader Boosted Renewals by Altering Its Direct Marketing Package and CollateralWeekly Reader
• How Sherwin-Williams Used Digital Collateral for a Newly Launched Product to Engage Retailers and ConsumersSherwin-Williams Company, Krylon division
• A Niche E-tailer Sizes Up Glamour... One Customer at a Time, Boosting Sales with a Personalized Web Site ExperienceSydney's Closet
• How a Bed & Breakfast Inn Boosted Its Bookings with One Video AdMorning Glory Inn
• How a Consumer Electronics Company Leveraged the Power of Community to Uncover Market Preferences and Build Excitement for a New Product LineEastman Kodak Company
• How a Web-based Company Increased Leads 90%—and Sales 23%—via PPC-Visitor Profiling, Landing Page PersonalizationCompany: Continental Warranty
• How MyFax Upped Customer Engagement, Achieved a 79% NetPromoter ScoreMyFax
• How a Finance Director Left Her Day Job and Launched an 'Engaging Brand' Online via a Podcast and BlogThe Engaging Brand
• How a Small-Business Consultant Leveraged a High-Profile TV Commercial to Generate New Traffic and Win New BusinessLocalZing
• How a Retail Company Increased Web Sales Order Value 60% via Automated PersonalizationPersonal Creations
• How a Marketing Consultant Significantly Increased His Client Base via Social MediaL&G Business Solutions
• How a Consultant's Internet Radio Show Led to New Business, New Sources of RevenueCRM Essentials LLC
• How a Viral Campaign Gave OfficeMax Brand Recognition, Drove ShoppersOfficeMax, Inc.
• How an Ice Cream Company Increased Revenue More Than 8% a Year With Low-Cost BlogsDenali Flavors
• How Major League Baseball Doubled Fan Research Without Increasing CostsMajor League Baseball
• How a B2C Web Site's Landing-Page Tests Resulted in a 67% Jump in ConversionsBabyCenter
• How Digital Asset Management Helped a Videogame Manufacturer Efficiently Market Its 1,000 TitlesUbisoft

Brand Management: See all 52 case studies

Brand Management online seminar broadcasts from the best minds in marketing

• Using Facebook to Market Your Offering, Enhance Your Brand, and Develop CommunityAttendee rating:  - Jun 26, 2008
• Harnessing a Portfolio of Brands: The Harrah’s StoryAttendee rating:  - Feb 21, 2008
• Jack Trout on Worldwide Positioning: An Encore PresentationAttendee rating:  - Nov 28, 2007
• Creating Profitable Marketing Partnerships with NonprofitsAttendee rating:  - Aug 23, 2007
• Brand Metrics: Three Pathways to Measure ROIAttendee rating:  - Apr 5, 2007
• Killer Web Content: Make the sale. Deliver the service. Build the brand.Attendee rating:  - Dec 6, 2006
• Evaluating Marketing Mix TradeoffsAttendee rating:  - Oct 5, 2006
• Eleven Big Ideas, with Seth GodinAttendee rating:  - Aug 8, 2006
• Partnership Brand Marketing: How to Connect Your Brand to Other Brands to Win CustomersAttendee rating:  - Jan 12, 2006
• The Anatomy of Buzz: Lessons in Word-of-Mouth Marketing, with Emanuel RosenAttendee rating:  - May 26, 2005
• Branding On-line: What Works and Why?Attendee rating:  - Apr 7, 2005
• Killer Web Content: Make the Sale and Build the Brand, with Gerry McGovernAttendee rating:  - Dec 8, 2004
• Brand Building Basics: Profit from Your Company’s Greatest AssetAttendee rating:  - Nov 10, 2004

Brand Management: See all 13 seminars

Brand Management mini articles distilling bite-sized advice (from our Get to the Point newsletters)

• What You Can Learn From Starbucks' MistakesMarketing Inspiration
  Comedians used to make jokes about cities with a Starbucks on every corner. It seemed ridiculous at first, but we've gotten so used to their ubiquity that the closure of...
• Feel the Brand LoveCustomer Behavior
  Launching new products can be an attractive growth strategy. Many companies see brand extensions as a lucrative way to increase revenue and build their customer base. Thus, marketers take a...
• Employees Say the Darndest ThingsSmall Business
  You've heard about companies that block access to social media sites like YouTube and Facebook, a decision grounded in the belief that employees will waste time or—worse—leak proprietary information. But...
• Wine Enthusiast, Sans CheeseSmall Business
  Marketing isn't a one-size-fits-all proposition, and Brian Clark of Copyblogger makes the case for being true to your brand in a post about Gary Vaynerchuk and his online show Wine...
• Shameless Marketing StuntMarketing Inspiration
  No one looks forward to the Walk of Shame—that early morning journey back to your place after a one-night stand. In most cases, you're wearing the same clothes from the...
• Inspiration from the Swat TeamMarketing Inspiration
  In the South, where it starts to feel like summer in April and the heat doesn't abate until November, flyswatters are indispensable. They don't, however, get much branding love from...
• Come Sell With MeB2B Marketing
  What's a solid marketing strategy to initiate during the downturn? Expand overseas! According to Jeremy Quittner, there's no time like the dismal present to explore—and enter—B2B international markets. His recent BusinessWeek...
• Do You Have a Wienie?Marketing Inspiration
  In a post at the Hear 2.0 blog, Mark Ramsey tells a story about the "Carousel of Progress" built by Walt Disney and his imagineers for the 1964 World's Fair....
• Product Upgrades: Who Buys?Customer Behavior
  Advertising has to appeal to a wide range of consumer types. That's why marketers adopt so many different strategies for different audiences: consumers vary in what motivates them. Now, some researchers...
• Do You Really Want a Logo That Only Costs $100?Small Business
  In a post at his blog, David Airey discusses the strange phenomenon of companies that think they can get a great logo on the cheap. Among the not-unusual postings he...
• Being Green: It Ain't EasySmall Business
  In a blog post, Beth Ziesenis recalls working at a Colorado dude ranch, and being asked to put placards in guest rooms urging water conservation. They were intended to save...
• Be a Shape-ShifterCustomer Behavior
  Did you ever notice how many products or packages are rectangular? Think tissue box. Think cereal box. Think books. Think paper bags! The list is endless. Apparently, there's a good...
• Laugh 'Til You CryMarketing Inspiration
  The U.S. Campaign for Burma has attracted a wide range of talent for PSAs protesting the country's oppressive military dictatorship. Many of its videos—say those from Sarah Silverman and Jason...
• What Will You Do if Your Brand Gets Jacked?Marketing Inspiration
  In a post at his blog, Jeremiah Owyang discusses the case of artist Nadia Plesner, who produced a t-shirt depicting an impoverished child holding a Louis Vuitton bag and a...
• Looking Good, Fancy FaceCustomer Behavior
  OK, we're a shallow society. We admit it. Image does matter. And now, researchers are showing that even the typeface you choose for your ads can affect a consumer's experience and behavior....
• Branding Tips from the Queen of BurlesqueMarketing Inspiration
  Though she might be better known for her marriage to rocker Marilyn Manson and her ubiquitous appearance on best-dressed lists, Dita von Teese has been a driving force in the...
• This Ain't Your Dad's Corporate BlogB2B Marketing
  Everybody's doing it, but you've held back. Frankly, you're afraid you just don't have enough to say to do a company blog. Congratulations! You've taken the first step toward forming...
• Baby Steps to Blogging SuperstardomSmall Business
  In a recent post at his blog, Seth Godin explains how you can use a blogger's sensibility to improve your other writing—from ad copy to thank-you notes. But the post also...
• Don't Be a TwitMarketing Inspiration
  If you've embraced Web 2.0, you're probably using Twitter, a networking service that broadcasts messages of up to 140 characters through a variety of channels. As with any new form...
• A Case of GeniusSmall Business
  "Case Studies are the marketing version of Aesop's Fables," says Drew McLellan. "Stories told to make a point or teach a lesson that demonstrates the value of your product or...

Brand Management: See all 39 quick reads

Brand Management marketing downloads for the busy professional

• Small Biz How-To Guide: Positioning, Naming & Taglines
  Spot-on positioning leads to names that attract customers and taglines that sing. Get your small business on the track to marketing success.
• SWOT Analysis How-To Guide
  This comprehensive, step-by-step how-to guide will help you assess the position in the market of your product or firm, by identifying the product's Strengths and Weaknesses, by considering the potential Opportunities the product has in the marketingplace, and by assessing the potential Threats posed by either the competition or the marketplace.
• Lead Generation How-To Guide
  Great product, great sales team, great marketing collateral - now what? People to sell to, of course. Put your lead generation tactics under the microscope with this enlightening how-to guide. Get more and better qualified leads, faster today.
• B2B Direct Marketing How-To Guide
  Direct marketing is one of the fastest changing disciplines within marketing today. What worked 10 years ago, isn't working today. Heck, what worked last week sometimes doesn't even work today, so keep your skills sharp with his How-To guide, focusing on the B2B market.
• Market Forecasting Template
  This guide will give you a mini-seminar on the art and the science of forecasting. Learn the four different ways to create forecasting models and choose the ones that best suit your needs. Then follow these easy-to-follow steps to creating a model where you too can predict the future.
• Benchmark Survey: Voice of the Customer
  Link directly to the raw (aggregate) data in this 2006 survey of the ways companies are incorporating the voice of the customer into their marketing, their product development, and their management. With access to the raw data, you can view the results, and even filter them to see how a subset of companies in your country or industry answered. In this way, you can interpret the data in the most meaningful way for your business.
• Trade Show Marketing Template
  Trade show marketing is a high-risk, high-reward endeavor. This Template provides a sytematic look at trade show marketing. It walks you through selection and promotion, to follow-up and measurement. This step-by-step guide will insure your trade show marketing is effective, efficient, measurable, and successful.
• Competitive Analysis Template
  A thorough competitive analysis is a critical component of a solid marketing plan. It is an exercise that will provide you with valuable insights to guide the development of your business strategy. This 20-page template will make the project quick and easy, and you can end up with a leg up on your compeition.
• Branding and Brand Equity
  There isn't a single marketing topic that has dominated the last decade of the field of marketing than Branding. And, although it's certain you have at the very least put your toe in the water of the great Branding Lake, you will get nothing but good advice, confirmation of your strategies and tactics, and probably even some new ideas from this Marketing Guide.

Brand Management: See all 9 downloads