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Marketing Quick Reads: Brand Management

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  • Jingles 101 with Dinah ShoreMarketing Inspiration
    If we said, "Two all-beef patties, special sauce, lettuce, cheese," you wouldn't miss a beat before replying, "Pickles, onions on a sesame seed bun." Some jingles are that effective. General Motors ...
  • How Caricatures Help Your BrandSmall Business
    Seth Godin points out a post at Boing Boing about a study suggesting that people are twice as likely to identify celebrities correctly when they are depicted as caricatures that ...
  • Selling with the StarsMarketing Inspiration
    In a post at Bloghound, Lois Kelly nominated Macy's for the best ad shown during the Emmy broadcast in September. The premise: A montage of famous people, everyone from Emeril ...
  • What Does Your Web Copy Say About You?Small Business
    According to Rick Sloboda, a senior copywriter with Webcopyplus, the words you use on your Web site should project the personality of your products, services and business. "They signify what ...
  • Moving Forward with Reverse BrandingSmall Business
    As consumers become increasingly savvy, traditional branding efforts that begin with the brand (e.g. Volvo) and create an association (e.g. safety) get more and more unwieldy. Hence the rise of ...
  • How to Help Customers Remember Your BrandSmall Business
    We all recognize some taglines. Think about “We try harder," “When you care enough to send the very best," and “The quicker picker-upper” (Avis, Hallmark and Bounty). The moment you ...
  • Would a Rose by Any Other Name Smell as Sweet?Small Business
    According to marketing strategist Michael Goodman, there are five common ways to name a brand or a company. The next time you're stumped when trying to think of a name ...
  • iWant an iPhoneSmall Business
    After a veritable frenzy of media hype, Apple’s new iPhone finally reached stores last week. The excitement seems to be justified: stylishly designed, it serves as smartphone, media player and ...
  • Trashing Your CompetitionSmall Business
    It’s easy to admire Apple’s stylish TV spots, which personify the Mac as a smart hipster bemused by the luckless PC’s endless problems. The ads highlight a Mac’s pros and ...

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