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  They Say Everybody Has One 

  Brand Management

  Point of fact: One of the most alluring things about Facebook is its infinite capacity to find us a new distraction—be it Farmville, virtual gift-giving or browsing through an old flame's recent family photo shoot (major creepiness factor, BTW). Second point of fact: Some companies know this about Facebook, and are already ... more
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  B2B Search Is From Mars 

  Brand Management

  …and branding is from Venus. Right? That's what quite a few B2B marketers still believe, says Ben Hanna in a post at Business.com's B2B Online Marketing blog. "Many diehard pros specializing in one or the other of these areas still struggle to understand, find value in, or even imagine, using ... more
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  Marketing Execs Dish on Budgets, Social Media, and Favorite Gurus, Brands, Publications 

  Brand Management

  Social media is an essential marketing tool that most companies are embracing in 2010: 70% of senior marketing executives surveyed are planning new social media initiatives during the year, according to a new survey from Marketing Executives Networking Group (MENG) and Anderson Analytics. more
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  Good, Good, Good, Good Vibrations 

  Brand Management

  Dudes: Are you ready to give off some fresh new surfer vibes? Search engines are constantly looking for new signals they can use to improve the quality of the results they provide to Internet surfers, says Eric Enge in a recent post at Search Engine Watch. "Search engines continue to ... more
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  Charm 'em Like Rhett and Scarlett 

  Brand Management

  Let's face it: If your marketing approach consists of sporadically touting your company's greatness via the overpopulated social mediaverse, you're about to get absolutely nowhere—except ignored. Or hated. Blacklisted, even.  Frustrated with today's confusing social-media etiquette? Well, don't be! There are sassy methods for making your outreach simply ooze old-fashioned Southern ... more
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  Move Over, Night Rider 

  Brand Management

  We like to emphasize that mobile is probably the most personalized technology available so far in the 21st century. And these days, finding ways to incorporate yourself into users' daily rituals is crucial to maximizing brand exposure on their up-close-and-personal handhelds. That's one reason for taking a look at GM's new ... more
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  Stay Trendilicious! 

  Brand Management

  Looking to make your brand trendier? Get a load of Trendistic, a clear and simple way to watch the ebb and flow of buzz on Twitter. A visit to the Trendistic homepage gives you a quick glimpse at what keyword is hottest on Twitter right now. In addition to the most current ... more
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  Mix It Up, Baby 

  Brand Management

  In May 2009, Omniture and The CMO Club asked 102 CMOs to rate the relative effectiveness of digital-marketing media. The vast majority (78 percent) gave top marks to email marketing, but a sizable minority (33 percent) reported success in emerging social-media channels, too. That's because, these days, consumers "engage with a ... more
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  Brands With the Most Engaged, Loyal Customers 

  Brand Management

  At a time when consumers are searching for value in every purchase, Amazon, Google and Bing, Expedia and Kayak, and Scottrade took highest honors in 2009, among online providers, for successfully engaging consumers and creating loyal customers in their respective categories, according to the 2010 Brand Keys Customer Loyalty Engagement ... more
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  When Pizza Turns a New Leaf 

  Brand Management

  It'd be an understatement to say 2009 was a tough year for Domino's Pizza, what with the awkward employees-abusing-food scandal. A quick recap: two bored employees recorded themselves doing unpleasant things with food, and the video wound up on YouTube. Domino's responded swiftly enough, both terminating the employees and releasing an apologetic YouTube video ... more
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  I Chat for a Good Cause 

  Brand Management

  The Great Recession has certainly not spared nonprofit organizations. With contributions down an average of nine percent, many charitable organizations have been forced to cut services. Some even face closure. Fortunately, though, the news is not all bad. "With the right marketing mix, savvy nonprofits are able to leverage social-media marketing ... more
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  Stronger Brands Recover From Recession Faster 

  Brand Management

  The world's most valued brands are recovering from the recession faster than the Standard & Poor's 500 as a whole: the BrandZ* Top 100 brands have returned a 28% higher yield than the S&P 500, and are becoming profitable ahead of the market, according to Millward Brown. more
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  Now There's an Owl for That 

  Brand Management

  Sweet news, hardcore Twitter users! Hootsuite—the Twitter management tool developed with marketers in mind—just released an app for the iPhone. That means you can now access the handy features of Hootsuite in any old roost! We first covered Hootsuite shortly after Canadian company Invoke Media launched the adorable owl-themed service. It made ... more
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  Online Searches for Life Insurance Up 15% 

  Brand Management

  Consumers are using the Web more than ever to research insurance policies and request quotes: Searches containing the term "life insurance" grew to a record high of 16.6 million queries in 2009, up 15% from the previous year, according to a study from comScore. more
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  What Can Celebrities Do for You?  

  Brand Management

  If you tune in to Access Hollywood or flip through the pages of Us magazine, you'll see features on the clothing, accessories, jewelry and cosmetics favored by trend-setting celebrities. In many cases, these products were provided as "gifts" from companies eager for the editorial coverage that a celebrity's interest can ... more
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  Confidence in Corporate, Sales Messaging Weak 

  Brand Management

  Although companies know they need a marketing message that stands out in the marketplace, 62% of executives rate their company's message as average to poor and only 38% say their company has a differentiated story, according to a survey from Corporate Visions. more
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  Lessons of the Little Mermaid 

  Brand Management

  You're probably familiar with the story of The Little Mermaid. In this classic tale of unrequited love, a girl exchanges her voice for the chance to be close to a prince. It's a parable about finding the right voice amid the melee. Faced with a plentitude of uncertainties about social media, ... more
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  All Together, Now, Brand! 

  Brand Management

  As the marketplace continues to change and evolve, there's a possibility that you've developed a new vision for your company and a new commitment to your industry. Perhaps, in the process, you have even determined that you need a new name or a new way of talking about what you ... more
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  Disconnects Plague Loyalty Programs 

  Brand Management

  Even as more marketers adopt loyalty and rewards programs to improve sales, they are failing to fully engage their customers: Most consumers surveyed (54%) say the barrage of irrelevant messages, low-value rewards, and impersonal engagement don't particularly engender loyalty, according to a survey from the CMO council. more
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  Mobile Advertising ROI: What Works, What Doesn't 

  Brand Management

  Animated ads are the fastest-growing and most-effective mobile ad format among both brand and direct-response focused campaigns, enabling marketers to tell a more complex message without the necessity of a click, according to a study from Quattro Wireless. more
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  I Knew You'd Be There for Me 

  Brand Management

  Belgian beer label Stella Artois has added a splash of engagement to its marketing strategy with Le Bar Guide. Developed by Acrossair, Le Bar Guide is a free app that points users to the nearest bar serving Stella. Run searches by ZIP Code, or switch the augmented reality feature on—and have ... more
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  Ride the Wedding-Dance Wave 

  Brand Management

  Last summer, a happy couple sent ripples through the Net when their video, JK Wedding Entrance Dance, hit YouTube. The video depicted a wedding entourage dancing down the aisle to Chris Brown's "Forever," concluding with the bride cutting the rubber in the general direction of her nervous, but giddy, groom. Great ... more
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  Give 'em What They Want Today! 

  Brand Management

  "Retailers have complained incessantly about unfair competition from e-commerce stores," writes Mark Riffey at the Business is Personal blog, "but not enough have done something about it." Online shopping is undeniably convenient and efficient. After all, customers can browse, comparison-shop and make purchases from the comfort of their favorite chair. But—despite ... more
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  Look Who's 10: Happy Birthday MarketingProfs! 

  by Ann Handley

  Brand Management

  This year marks the 10-year anniversary of MarketingProfs. The site was founded a decade ago by CEO Allen Weiss, a marketing academic, as a place where his fellow "prof"-essors and marketing "prof"-essionals could learn from each other. more
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  It's All in How You Say It 

  Brand Management

  Your own keyword analytics data is the most valuable marketing asset of your company, says WordStream’s Larry Kim in an article at MarketingProfs. The data contained in the keyword report from your Web-analytics application—which tells you how people are finding your site through paid and organic search—comprise a far more effective ... more

Brand Management: See all 133 items

Brand Management articles by the best and brightest in the field

• The Two Laws of Branding From the Inside Out by Arie Opps
  If your unique brand attributes aren't all bubbling to the surface vying to be the No. 1 attribute, then you don't have a branding problem, you have a business problem. In other words, it's your business—not the brand—that isn't offering anything of unique value. more
• Achieving Relevance: Understanding and Connecting With Constituents by Brandon Walsh
  Much more than just "your customers" or "your audience," your constituents are all the people for whom your work is meaningful—the internal and external populations whose interest, participation, and advocacy are important to your stability, growth, and long-term success. How do you connect with them? more
• Of Brand Hijacks and PR Nightmares: A Tale of Two Brands and One Flub by Angela Natividad
  You've heard about recent well-publicized PR nightmares for two major brands (Heinz and Southwest). How could those situations have been handled differently? Here are some ways. more
• How Not to Build Your Personal Brand: Top 9 Personal-Branding Mistakes by William Arruda
  The author sees a lot of personal-branding disasters—efforts that diminish brand value rather than increase it. Here are the nine personal-branding mistakes I saw continually repeated in 2009. Avoid them so you can build a powerful and compelling brand that increases your brand equity. more
• Branding in the Age of Social: Gaining Insight Through Research  by Eric Norman
  Do you have a clear picture of your organization's strengths and weaknesses, and of the opportunities and threats in the marketplace? Is your position vis-à-vis your competitors clear and compelling? Does anyone else in this vast universe know or care? What brand signals echo back from the noise in the ... more
• The 10 Most Common Pitfalls of Brand Licensing by Pete Canalichio
  Combining your product with top brands is an incredible way to escalate growth. If you are looking to drive revenue, enter new markets, or reposition your product, brand licensing can lead to dramatic results. As with any new endeavor, however, pitfalls abound. more
• Innovation Matters: Balancing Sustained vs. Disruptive Innovation by Eric Zeitoun
  While we struggle to emerge from a full-blown recession, marketers know all too well that advertising and (unfortunately) innovation are the first budgets that are most likely to get cut. So how can marketers continue to innovate? more
• What Stonyfield, Method, and Green Mountain Roasters Know (and You Should, Too)  by Ted Mininni
  New vision and approaches can add significantly more value to brands over their competitors. Some brands can easily become commodities. Unless they choose otherwise. more
• 10 Best and Worst Internet Company Names of the Decade by Laurel Sutton
  Like the internet phenoms they trumpeted, Internet company names of the last decade have been, by turns, wildly inventive, deeply troubled, breathtakingly silly, serviceable (if dull)—and, occasionally, brilliant. Here are the trends and names that rose to the top (and sank to the bottom). more
• What Every CMO Should Know About Music by Ruth Simmons
  Sir John Hegarty, the man behind the Levi's jeans and Lynx deodorant ads, once claimed, "Music is 50% of an ad's success." Yet even today very few metrics are regularly applied within the planning and creative processes to measure the value of music and sound to a brand's marketing. more
• True Stories: A Cautionary Tale of Rebranding Gone Astray by Liz Conlin
  Most of the branding articles that you read are happy, glowing tales of how an agency rebranded a client and turned that client into a superstar brand with double-digit growth. Well, this is not one of those stories. We often learn more from our mistakes than from our successes. more
• Brand Control to Major Tom: The New Rules of Brand Management by Roger Sametz
  The notion that you can manage your brand by making and distributing messages and materials that you want "out there" is becoming quaint. And though the new age of extreme participation is a challenge, you as brand manager haven't lost all control—and you CAN influence what you can't control. more
• Personal Branding Predictions: Top 10 for 2010 by William Arruda
  How will the world of personal branding, and business, evolve in the coming year? Here are William Arruda's top 10 predictions for 2010. more
• Problem Solved: How Much B2B Branding Is Too Much? by Claire Coyne
  How much B2B branding is too much? You want to incorporate your B2B brand message into every encounter with prospects and clients. But how do you do that without overdoing it? more
• Protecting Corporate Brands One Keystroke at a Time by Bill Unrue
  Brand identity is one of the most valuable assets that all organizations—from healthcare providers to financial institutions—seek to protect. But the ease of employee access to the Internet from the office exposes the corporate network, which is your brand identity online, to every website your employee visits. more
• 'The Open Brand': How Brands Can Thrive in a Consumer-Driven World by Sean Howard
  "The Open Brand" is a power-packed framework and guide for how brands can thrive and participate in a world where the consumer is the creator. Here's a Q&A with one of the authors. more
• Five Tools for Tracking, Measuring, and Evaluating Your Personal Brand Online by William Arruda
  The best kind of personal branding combines real-world communications with virtual visibility and community-building via social media. Online brand-building enables you to reach beyond the people you can connect with in person and allows you to measure the impact of your actions. Since online personal-branding efforts are easier to track and measure, ... more
• Social Media and Your Personal Brand: Five Steps to Building Your Brand in Bits & Bytes by William Arruda
  The ubiquity of social-media tools has made personal branding even more pervasive, powerful, and efficient. Personal branding has moved online. Many Web 2.0 tools designed for building community and fostering lively discussion—such as LinkedIn, blogs, Facebook, and Twitter—are ideal for career-minded professionals who seek to increase their visibility, demonstrate their ... more
• What's the Color of Your Personal Brand? by William Arruda
  Color is powerful. It's an important personal-branding tool, so use it wisely and consistently to support your personal-branding activities. To make the most of your color, follow these five rules. more
• Four Four-Letter F-Words That Stall Your Career by William Arruda
  If you want to get ahead in your marketing career, stop using four-letter words that begin with the letter "F." No, we aren't talking about THAT word. (Although cursing your boss is probably not going to get you very far, either.) But the F-words here are far more lethal, more destructive, ... more
• My So-Called Marketing Life: How Do I Extend the Reach of My Brand? by Sue Duris
  Although she has been successful in promoting and extending corporate brands, the author entered into another chapter of her life a few years ago: re-energizing an acting career. Eventually, she came to see marketing herself as an actor as the same as marketing any other product or service. She revisited ... more
• 'White Swan' Marketing, or How to Focus on What Works by Jonathan Salem Baskin
  When the latest marketing answers fail to produce the results you expect, maybe it's time to start asking different questions. You don't need me to tell you that we're in a crisis of confidence: Consumers don't believe or act on the information we give them in the ways we'd hope, so ... more
• Four Best-Practices for Renovating Your Brand—Before It's Too Late by Fred Geyer
  Why do brand leaders wait until their brands are at the breaking point, at risk of joining the likes of Radio Shack and 7Up? Instead, renovate your brands while it is strong and growing. Spot changing market dynamics and address them as opportunities... before they have time to develop into ... more
• What's the 'Return on Sound'? Build Long-Term Emotional Equity by Applying Sound Strategically by Noel Franus
  What's your Return On Sound? Budgets may be tight and long-term planning may feel out of reach, but a few simple principles can help lay the groundwork for long-term brand value for "sonic identity." Music and sound create significant long-term brand power. That effect comes by design, and it starts ... more
• Special Report: How the 'Obama for America' Campaign Used Digital Media to Turn Ordinary Citizens Into Campaign Evangelists by Kimberly Smith
  How did the Obama for America campaign do it? By its adherence to several game-changing strategies. more

See all Marketing Articles

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

• How IBM Offset the Impact of a Down Economy on Event AttendanceIBM
  CASE STUDY: How can you confront today's economic headwinds? See how IBM avoided a looming disaster and reached safe harbor with the help of customers and partners. more
• Generating Serious B2B Buzz With Dead Bugs... and VideoGrasshopper.com
  CASE STUDY: Entrepreneurs, by definition, don't play it too safe. So for a company that serves startups and small businesses, what better way to launch a rebranding campaign and generate buzz than doing something novel and risky—but being wicked smart about it. Which is where the bugs come in. more
• How a Single Modification to a Web Site's Functionality Significantly Upped Natural Search Traffic, SalesDiapers.com
  CASE STUDY: Customer reviews are powerful, held in high regard by consumers—and search engines, which love keyword-rich content. But the technology that serves up reviews on a product page makes them all but invisible to those engines. By getting around that conundrum, Diapers.com scored big. more
• Four Steps to Spurring B2B New-Product Awareness and Sales via TwitterCOOP Ale Works
  CASE STUDY: Twitter isn't the first tool that comes to mind in the B2B marketing toolbox. But COOP Ale Works deftly used it to generate buzz among potential consumers of its specialty brews—creating a level of demand that retail establishments, such as bars, couldn't ignore. more
• How the Obama Presidential Campaign Leveraged Mobile Marketing to Generate Support, Increase Participation and OutreachObama for America
  CASE STUDY: Mobile marketing offers a sense of immediacy and intimacy that few other media can. Such timely connection is what the Obama for America Presidential campaign leveraged to establish deeper relationships with supporters. Here's how. more
• How OfficeMax Helped an Education-Focused Charity Increase Funding and Classroom AdoptionsOfficeMax
  CASE STUDY: OfficeMax teamed with nonprofit Adopt-A-Classroom to create an annual event to recognize and reward standout teachers for their dedication and sacrifice. This year, OfficeMax stepped up its marketing for the program, upping classroom adoptions +800%. more
• How NHL.com's Online Campaign Helped Dodge Launch a New Vehicle, Exceed Sales ForecastsNHL.com
  CASE STUDY: Before any talk of bailouts, Chrysler called on 15 Web sites to help improve consumers' perception of the Dodge brand and launch its first crossover vehicle, the Journey. NHL.com cut through the clutter and delivered the brand message. Here's how. more
• How Travel Channel Effectively Engaged More than 2 Million Facebook UsersTravel Channel
  CASE STUDY: Imagine a world in which you persuade your customers to kidnap their friends so that you can then convince them it's in their best interest to visit your Web site. Virtually, it's already happening. And turning out quite well for the Travel Channel. more
• How Intrigue and Personalization Helped a Marketing Firm Connect With Handpicked LeadsBabcock & Jenkins
  CASE STUDY: Relationship-marketing firm Babcock & Jenkins didn't tell prospects what it could do, it gave them a taste. Its campaign, launched with a package of brownies from a mystery source, showed how it uses intrigue, personalization, humor, and the soft-sell to establish and advance client relationships. Results: A tasty 50% response rate. more
• How an Unbranded Game and Mystery Prize Giveaway on Facebook Garnered Exposure for Sharp ElectronicsSharp Electronics Corporation
  CASE STUDY: Sharp Electronics may have led the LCD revolution, but consumers don't view it as an agent of change. As part of a multichannel campaign to change consumers' minds, Sharp turned to an innovative effort on Facebook. more
• How Lenovo Used New Media Along With Olympic Sponsorship to Establish Global Brand AwarenessLenovo
  CASE STUDY: Last month in Beijing, Lenovo leveraged its Olympic sponsorship to develop global brand awareness. Unique to its approach was its use of new media, which fortified its traditional marketing and created a new level of athlete and fan interaction. more
• How a Telecommunications Company Enlisted the Quirkiness of an Offbeat Celebrity to Build Brand AwarenessGotVMail Communications, LLC
  CASE STUDY: GotVMail set out to raise brand awareness, promoting itself in a way that would both amuse its audience and set the company apart. What resulted was a viral video campaign starring Gary Busey. more
• How a Technology Firm Used Social Media to Build Awareness for Its Web-based Monitoring ProductRadian6
  CASE STUDY - How does a social-media monitoring company build excitement for its flagship product? In the case of Radian6, it leveraged (you guessed it) social media and the medium's inherent word-of-mouth properties. Here's how. more
• How a Young Company's History-Making Soccer-Jersey Sponsorship Increased Sales, Brand Recognition and MoreXanGo, LLC
  CASE STUDY - Here's how a unique Major League Soccer sponsorship helped a new beverage product score big in both sales and brand recognition. What's more, here are three lessons you can apply to your own sponsorship efforts. more
• How a CEO Uses Twitter to Convey the 'Sole' of His CompanyZappos
  CASE STUDY: While others are still hashing out whether their CEO should be Twittering, blogging, or Plurking, Zappos Tony Hsieh has been using Twitter for over a year. Here, he reveals what he gets out of micro-blogging, and why he thinks it's important for his company and others to embrace social media tools. more
• How Weekly Reader Boosted Renewals by Altering Its Direct Marketing Package and CollateralWeekly Reader
  CASE STUDY: Weekly Reader, a publisher of materials for elementary and secondary schools, needed to improve direct mail renewal rates, which had been trending downward. A simple redesign and copy change worked to increase the response rate and orders for the fall school year. more
• How Sherwin-Williams Used Digital Collateral for a Newly Launched Product to Engage Retailers and ConsumersSherwin-Williams Company, Krylon division
  You have a snazzy new product and need marketing collateral to show it off. You want to rally your sales force around it, and at the same time excite the retailers who'll carry it. Print won't do. But digital will. more
• A Niche E-tailer Sizes Up Glamour... One Customer at a Time, Boosting Sales with a Personalized Web Site ExperienceSydney's Closet
  Five years ago, Sydney's Closet sold only plus-size prom dresses. Since then, however, the company has significantly expanded its lines, and it sought to segment its customers to help deliver content and offers that would be specific to their interests and needs. Here's its approach. more
• How a Bed & Breakfast Inn Boosted Its Bookings with One Video AdMorning Glory Inn
  As a B&B in the highly competitive historic Pittsburgh area, the Morning Glory Inn needed a way to attract more recreational and business travelers. Its Web site, the Yellow Pages, and direct mail initiatives continued to bring in some new customers. But here's how the inn boosted its online visibility through rich media, and learned three valuable lessons on the way. more
• How a Consumer Electronics Company Leveraged the Power of Community to Uncover Market Preferences and Build Excitement for a New Product LineEastman Kodak Company
  When it chose to enter the saturated inkjet market 20 years late, Eastman Kodak had a few surprises up its sleeve. Still, the company found it also needed a little marketing ingenuity if it was to gain market share. more

Brand Management: See all 64 case studies

Brand Management online seminar broadcasts from the best minds in marketing

• Getting Brand Exposure with an iPhone App: Easier (and Cheaper) Than You ThinkAttendee rating:  - Dec 10, 2009
• The New Consumer and Social Media: Energizing Your BrandAttendee rating:  - Sep 10, 2009
• Building and Sustaining Brand Communities: This Ain’t Your Mama’s Discussion ForumAttendee rating:  - Aug 13, 2009
• Twitter Power: How to Dominate Your Market One Tweet at a TimeAttendee rating:  - Jul 2, 2009
• What Matters Now in Branding: Ten Ideas to Get RefocusedAttendee rating:  - May 21, 2009
• 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 18 seminars

Brand Management marketing downloads for the busy professional

• LinkedIn Success Stories
  LinkedIn is used by 55 million professionals as a place to network, trade advice, and demonstrate business expertise. See how 11 companies, including PR firms, advertising agencies, and software companies, are using LinkedIn to show expertise, generate leads, and conduct research.
• Mobile Marketing Success Stories
  Mobile marketing campaigns can be inexpensive, easy to execute, and very profitable. See how 8 B2B and 11 B2C companies are using SMS, mobile websites, mobile ads, Smartphone applications, and Bluetooth marketing to achieve huge results.
• Facebook Success Stories
  When it comes to social networking sites, Facebook boasts the most loyal visitors on the Web. So it's easy to see why successful brands are embracing it as a platform to connect with customers. Facebook Success Stories gives you the real scoop on how 21 companies, including Adobe and Dunkin' Donuts, are pushing the social media marketing envelope using Facebook's tools and apps.
• A Step-by-Step Guide to a Social Media Program: Everything you need to know about establishing your strategy, policy and team
  The adage “think before you speak” has now become “think before you write.” In this age of instant messaging, businesses need to wield their online words thoughtfully. Check out MarketingProfs “A Step-by-Step Guide to a Successful Social Media Program” to learn how to create your social media strategy, policy and team.
• Customer-Centric Innovation: How Companies Engage Customers in Product Development and Radical Innovation
  Engaging your customers can help increase satisfaction, loyalty, and brand awareness. This research report will help you understand the role of customers in product development.
• Twitter Success Stories: How 11 Companies are Achieving Their Marketing Objectives—140 Characters at a Time
  Twitter’s brief tweets let you communicate with friends and family. But did you know that those 140 characters can also build your business? Read Twitter Success Stories: How 11 companies are achieving their marketing objectives, 140 characters at a time.
• The Obama Playbook: How Digital Marketing and Social Media Won the Election
  Want to create a veritable army of customer-advocates to champion your brand? The Obama Playbook: How Digital Marketing and Social Media Won the Election shows you how the Obama campaign masterfully used new media to build awareness, engage prospects, and start a movement. It takes you step-by-step through the new media strategies of the campaign and provides actionable guidance on how you can modify each to benefit your business. Both entertaining and useful, it's an invaluable resource for the savvy marketer who wants to take full advantage of the amazing powers of new media.
• Benchmark Research: Marketing in the Economic Crisis
  These economic times have everyone concerned and asking, "How does this effect marketing?". Well we surveyed our very own members to help give marketers a sense of how others are dealing and adapting to these tough times.
• 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 17 downloads