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Marketing Quick Reads: Brand Management

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  • How Gucci's Luxury Shoe Sale Lured Customers WorldwideCustomer Insight
    In the mobile world, luxury brands must find creative ways to reach customers while maintaining a sense of hauteur. Jimmy Choo, for example, captured our imaginations by initiating @CatchaChoo, setting ...
  • Protect Profitability: Start Each Day With a Mission StatementSmall Business
    "Many business owners have dutifully written their vision and mission statements, working hard to craft statements with impact and importance," writes Marla Tabaka at Inc. "But what happens to those ...
  • Five Ways to Win Customers With Augmented RealitySocial Media
    You know you could benefit by adding one or another new technology to your branding efforts, but how exactly? Well, it helps to look at existing examples of the latest cool ...
  • Four Ways to Impress Customers With Social ResponsibilitySmall Business
    "It's a global trend," writes Geri Stengel at MarketingProfs. "Consumers want to buy from, employees want to work for, and other businesses want supplies from, socially responsible enterprises." So how ...
  • How Jimmy Choo Boosted Its Brand With CatchaChooSocial Media
    From April to June, luxury shoe vendor Jimmy Choo leapt into tennis-shoe production and social media with a splash: It dreamed up CatchaChoo, a "trainer hunt" that united the real ...
  • Unify Your Online Image: Present All Your Social Links at One SiteSocial Media
    When you think about it, the time you put into social media is an investment in your professional reputation: You're building (or cultivating) relationships, sharing knowledge, and providing opinions on ...
  • Two Ways to Be Indispensable to Your CustomersMarketing in a Downturn
    "One of the truly jarring dimensions of the Great Recession is the death sentence it has imposed on hundreds of brands, even whole companies, that were once familiar parts of ...
  • Five New Branding Lessons From Lady GagaSocial Media
    It's Lady Gaga lesson-time again. After all, she is a marketer who consistently goes viral. And her results ring loud: Gaga's the first artist to hit 1 billion YouTube views. ...
  • How Miracle-Gro Uses Email to Grow Offline SalesEmail Marketing
    "One click between email message and e-commerce is so ingrained for all of us—as both buyers and marketers—that it's almost nostalgic to think of using email solely to promote offline ...
  • Building a Brand on Twitter: Here's One New WaySocial Media
    Using Twitter for brand-building? Hardcore users know one personal account is a full-time job, so nurturing a bunch of client/brand accounts just might make you crazy! But lucky for us, applications ...
  • How Wheat Thins Mined Twitter to Surprise FansSocial Media
    The best path to the heart is still the stomach, and Nabisco apparently knows it. The company recently began mining Twitter to find customers who love its Wheat Thins crackers ...
  • Tips for Building a Hot Mobile AppMobile Marketing
    In April, Morgan Stanley analyst Mary Meeker issued her report on this year's Internet trends. It included this revelation: Mobile is a hit, and in the next five years, people will ...
  • Boost Customer Service With a Little Digital MagicMobile Marketing
    Ever wanted to share a snowman in springtime, send a love letter to a stranger—or surprise a loyal customer with a gift message? Get a load of Layar, which puts the ...
  • How Open Should You Be in Social Media?Social Media
    One of the challenges facing businesses today is deciding how open to be in online communities. Well, here's some good news: Openness in social media can vary. Businesses can start slow ...
  • Social-Media Rules of EngagementSocial Media
    You hear a lot of talk about the need for openness and transparency in the social-media space, but what does it really mean to be transparent? According to Charlene Li ...
  • Three Smart Ways to Extend Your Brand Customer Insight
    "Many of the successful new product introductions each year are brand extensions, such as Apple's iPhone, Godiva coffee, and Jeep strollers," one group of researchers recently wrote. However, not all ...
  • Gain Icon Status OvernightEmail Marketing
    "Adding social-media icons to your email campaigns … takes just a few seconds," writes Jim Hitch at the Emma blog, "but it can increase your reach and help you identify ...
  • Who Are You? Who Who Who Who?Social Media
    One of the toughest things about cracking the social-media nut is figuring out the right voice to use for your brand persona. To do that, you need an immediate sense ...
  • It's a Virtual Love Shack!Social Media
    In March, Facebook hosted 484 million unique visitors worldwide, up 22 million from February, per comScore. On average, people log in 11 times a month, meaning a big pile of ...
  • A Map to Build a Dream OnSocial Media
    Researcher Christophe Aguiton of Orange, a mobile carrier in France, praised the merits of maps in a recent speech: "They are practical things. But at the same time, a map ...
  • Make Your Brand a Video StarSocial Media
    Mitchell Harper of BigCommerce recently wrote a cool piece on Mashable detailing how companies can use YouTube to boost their brand SEO. Step One? Consider creating a YouTube channel, he ...
  • IM as Team SportMobile Marketing
    The Blackeyed Peas' will.i.am recently raised eyebrows during a concert in Florida when he freestyled, in real-time, anything users sent to his BlackBerry. You're thinking, "Whoa, that's a lot of people ...
  • Frankly, It's All in Your HeadSocial Media
    OK. Time to clear your mind and consider some findings from Tremor, a subsidiary of Procter & Gamble that focuses on word-of-mouth (WOM). Tremor is populated by cognitive scientists whose ...
  • Wade in These Waters With CareSocial Media
    In March, MarketingProfs ran an article about brand flubs in social media, starring Southwest Airlines and Heinz. Read the tale. Now we discuss a third brand's stormy social life: Nestle. Recently, ...
  • Mastering SEO in a Digital WorldSearch Engine Marketing
    In a recent post at the Online Marketing Blog, Lee Odden explains how a better understanding of search-engine optimization can help PR and communications professionals boost their results in a ...

Results for Marketing Quick Reads » Brand Management: 26 - 50 of 206
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