Brand Management

• What You Don't Know Can Hurt Your Brand Equityby Kevin JoyPreview
  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 SchawbelPreview
  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 TsufitPreview
  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 IIPreview
  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. PollackPreview
  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 LindstromPreview
  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 TrimblePreview
  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. ShaefferPreview
  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 LindstromPreview
  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. PollackPreview
  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 MininniPreview
  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 LindstromPreview
  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 LindstromPreview
  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 CollierPreview
  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 PodderPreview
  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
• iPhone Debut Rivals Harry Potter Mania... But Will It Last? (Or, Why the iPhone Is Not a Phone)by Paul PaetzPreview
  Does the hype of the iPhone equal runaway success? Is the game already won? Or will there be an equal and opposite reaction when possibility and excitement about the future gives way to reality, and inevitable issues arise with service, availability, bugs in functionality and unfulfilled expectations? [Read the full story] Marketing Articles: Brand Management
• Green Bubbles Pop, Tooby John RooksPreview
  Housing booms, dot-coms, high-tech, bio-med, religious fervor, Republican or Democrat regimes, peace-war—all of it... all the best (and worst) bubbles have, or will, pop on their way back to the center. In terms of the "Greening of America," we are currently on the thesis end of the pendulum, with a fair amount more left to go to reach the apex. And then the backward slope begins. The bubble pops at the top. [Read the full story] Marketing Articles: Brand Management
• Successful Networking Through Personal Brandingby Dan SchawbelPreview
  Some 80% of available jobs are never advertised, and over half of all employees obtain their jobs through networking. The most important component of a successful job search is your network, consisting of friends, family, neighbors, acquaintances, teachers, and coworkers. [Read the full story] Marketing Articles: Brand Management
• BearingPoint's Paul Dunay: Marketer on a Mission to Demonstrate Differentiation, Positioning and Brandingby Suzanne LowePreview
  How rare is it to see a senior marketer from any professional service firm—even one as prominent as BearingPoint—leading a series of cutting-edge conversations that do not appear to be directed at just his internal colleagues? We checked in with Paul Dunay and learned the extent to which he has intentionally begun to "do things differently" and how positively it has benefited BearingPoint. Here is his story. [Read the full story] Marketing Articles: Brand Management
• Truth Is the New Lieby Mark ShipleyPreview
  In the old days, marketers could use hype and exaggeration to get noticed and people would simply accept it. Not anymore. Today, if you want consumers to pay attention, you had better be truthful. And if you want them to fondly remember your brand, you'd better be emotional. [Read the full story] Marketing Articles: Brand Management
• The Four Principles of 'Career Distinction'by William Arruda and Kirsten DixsonPreview
  Professional success today requires that you change the way you think about your career—by treating career management as an ongoing activity. Creating your personal brand helps you do so—with the ultimate goal of distinguishing yourself. But before you start working on building your brand, you need to adopt a new mindset—the "Career Distinction" mindset. [Read the full story] Marketing Articles: Brand Management
• Brand Engagement: Teach Your Customers Wellby Nick WredenPreview
  If you are flying from Los Angeles to Tokyo, you can learn how to say "how are you" in Japanese. The lesson is provided as part of the JAL in-flight entertainment in four language categories: numbers, dates, words, and dialogue. Other airlines also offer interactive audiovisual language programs, including Virgin Atlantic, Air France, and Singapore Airlines. It's all part of the trend toward brand engagement, one of the two great trends reshaping branding today and tossing such tired, 30-year-old theories like "positioning" to the dustbin of marketing history. [Read the full story] Marketing Articles: Brand Management
• Bridging Real and Virtual Worlds Through Marketingby David Schendowich, Sr.Preview
  Marketing within social networks and Virtual Worlds is becoming a viable means for reaching and influencing the attitudes and behavior of consumers in ways that was never before believed possible. In fact, marketers who have dabbled in Virtual Worlds recognize the enormous potential of the medium... but have ventured only far enough to reveal the tip of the iceberg. [Read the full story] Marketing Articles: Brand Management
• What Every Marketer Can Learn From Targetby Todd TerrellPreview
  Target as a retail operation has the perfect name. The retailer defined its target and hit the bullseye. [Read the full story] Marketing Articles: Brand Management
• Overlooked Brand Components—Every Touchpoint Counts, Especially Theseby Elaine FogelPreview
  As marketers, we often spend considerable time on developing creative logos and brand identities for our companies or organizations. We may ensure our Web site is well designed and easy to navigate, and our marketing collateral is top-notch. We may have sales manuals and charts or graphs to measure our ROI. We may conduct customer satisfaction surveys to see whether our products or services do what we say they will. But, it's also important not to overlook your physical space and the people who occupy it. The way your office looks, the way your staff conducts themselves and how they appear are important components of your brand. Every touchpoint counts, especially those detailed here. [Read the full story] Marketing Articles: Brand Management
• The Green Market Niche, Part 2: Who Killed the Electric Car (or How to Be a Good Greenwasher)by John RooksPreview
  Reflecting on past green products that were moving toward mainstream but failed, illustrates some of the challenges of legitimacy that innovation can face. On the other hand, monitoring those who have been notoriously self-serving and successful reveals marketing efforts to exemplify emotion, evade rationalization and drive profits. [Read the full story] Marketing Articles: Brand Management
• Branding Is for Cattle: What Really Matters to CEOsby David Meerman ScottPreview
  Many CEOs say that the way marketing happens in their organizations is ineffective. What's more, many CEOs believe that within the management teams and employees at companies they have worked in, marketers are focused on the wrong things. So what really matters to CEOs? [Read the full story] Marketing Articles: Brand Management
• How to Deal With Crisis—and Defend the Brandby David LemleyPreview
  How companies deal with negative experiences is just as important as creating positive experiences. In light of the recent pet-food poisoning cases, several companies have taken the lead in reassuring pet owners that they are being proactive in responding to concerns. Which is good: Reacting immediately and proactively is not an option. In fact, it's the right thing to do from both a humane perspective and from a brand-sustainability perspective. [Read the full story] Marketing Articles: Brand Management
• Book Summary: 'Citizen Marketers' by Ben McConnell and Jackie Hubaby Mack CollierPreview
  Who is a Citizen Marketer? The fan who creates his own poster and trailer for an upcoming movie is a Citizen Marketer. But a Citizen Marketer can also be the customer who creates an online community around saving a discontinued product, or the loyal customer who uses their bad customer service experience to bring about change within an organization. Above all else, Citizen Marketers are motivated by a sense of loyalty. The rise of social media tools has given citizen marketing its jumpstart into the business mainstream, and companies today must understand the what motivates their customers to make the transition to concerned Citizen Marketers, and who they are. [Read the full story] Marketing Articles: Brand Management
• Premium Store Brands: The Hottest Trend in Retailingby Nirmalya Kumar and Jan-Benedict E.M. SteenkampPreview
  Private labels started as cheap, inferior products and more recently became copycats. Today, best-practice retailers are using "premium store brands" to help position the retailer as a "brand." In fact, the emergence of the new premium private labels is the hottest trend in retailing. [Read the full story] Marketing Articles: Brand Management

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