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Marketing Quick Reads: Brand Management

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  • 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 Insight
    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 Insight
    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 Insight
    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 ...
  • The Benefits of a Blogger Book ClubMarketing Inspiration
    When it came time to promote Personality Not Included, Rohit Bhargava had the clever idea of inviting fellow bloggers to send him five questions about the new book. Apparently they ...
  • How to Stand Out When Your Product Doesn'tSmall Business
    When your product or service is loaded with proprietary extras, it isn't difficult to differentiate yourself from the company down the street. But how do you stand out if your ...
  • Help Your Customer Live the FantasyMarketing Inspiration
    Maki, the blogger behind Dosh Dosh, begins a post on selling dreams to your target audience with this quote from William Feather: "The philosophy behind much advertising is based on ...
  • Is Your Newsletter a Must-Read?Small Business
    In a Web 2.0 world of blogs, podcasts and social networks, the humble newsletter might lack sex appeal. And while the notion of a newsletter might not be overtly enticing, ...
  • Creating Your Company's Own Online RealitySmall Business
    "While many business owners are beginning to understand that information is the currency of the Internet," says Rick Sloboda of WebCopyPlus," few act on it." Yes, your business has the ...
  • Blogging the eBay WaySmall Business
    If you witnessed the recent uproar over eBay's decision to restructure its fees, you know that website's users can be an opinionated crowd. And you can bet the company put ...
  • Three Traits of a Leading BrandSmall Business
    "How do leading brands stand out?" is a question we've all asked ourselves, and Valeria Maltoni recently asked it again in a post at her Conversation Agent blog. "In many ...
  • Partner Your Product with CareCustomer Insight
    Marketers often entice customers to buy a product by offering a free gift with the purchase. They might, for example, offer a free half gallon of milk with the purchase ...
  • Green with LoveSmall Business
    In the weeks leading up to Valentine's Day, candy aisles across the nation usually take on a distinctly pink, white and red palette. But this year, notes Drew McLellan of ...
  • The Name GameSmall Business
    Stroll over to MarketingProfs' Know-How Exchange and you'll find that small business owners ask one question with remarkable frequency: What should I call my company/product? Sometimes they already have ideas ...

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