Brand Positioning: How-to articles covering the latest marketing tactics, tips, and strategies.
Rethink Your Branding to Create Crazy Love From CustomersTom ShapiroEmotions are powerful, and your customers cannot make buying decisions without them. To take your brand from good to ridiculously amazing, focus your marketing on building emotional connections with customers.
LinkedIn Showcase Pages: Target Your ContentHana AbazaIn contrast to LinkedIn's Company Pages, its Showcase Pages are focused on one aspect of your business. The idea is to create a dedicated space for your prominent brands, products, ...
Results-Driven Marketing Creative in Four Steps, Part 2: Building a Creative ConceptCameron AveryThe creative concept helps define the very core of your marketing message. It underpins your campaign content, and encapsulates the major themes to be communicated to your target audience.
Get Rid of Your Lousy 'About' Page Once and for AllSonja JobsonYour "About" page is one of the most popular destinations on your website. Leaving your "About" page in sub-par condition is costing you more than you think. So why have ...
What Are the 'Simplest' Brands in the World?Ayaz NanjiGlobal consumers rank European-based discount supermarket retailer ALDI as the "simplest" brand in the world—meaning its products and pricing are seen as straightforward and it is viewed as very trustworthy/easy ...
Brand Dracula: Four Branding Lessons From the UndeadMichael DiFriscoBela Lugosi's portrayal of the creepy count continues to inform all depictions of vampires on screen and in books. Because of that consistency and memorability, Dracula can teach us lessons ...
Most Valuable Global Brands: Apple, Google, and Coca-ColaAyaz NanjiFor the first time in the history of Interbrand’s 100 Best Global Brands report, there is a new No. 1 brand: Apple.
Reducing Your Rates: How Low Should You Go?Kate ToonYou send a great proposal, but now the client says your costs are too high. Should you reduce your rates to win the job, or should you stick to your ...
Mark Twain's 10-Sentence Course on Branding and MarketingTom BentleySamuel Clemens created the cherished celebrity known as Mark Twain as surely and craftily as he created Huck Finn. The man had "platform" a century before the concept had circulation.
Ensure That Strategy, not Tactics, Drives Your Social MediaRachel DiCaro MetscherBefore you can use a new channel, you must create a strategy around it. But many marketers struggle to create strategies. So, how can you begin to chart a successful ...
Brand Positioning: Podcasts containing in-depth interviews with smart marketers from all walks of life.
The Language of Brand Love: Loveworks Author Brian Sheehan Talks to Marketing Smarts [Podcast]by Kerry O'Shea GorgoneAuthor Brian Sheehan discusses his latest book "Loveworks," the characteristics of beloved brands, and how you can create a "sensual experience" for your prospects and customers.
Entrepreneurial Spirit: The Founders of Barefoot Wine Talk to Marketing Smarts [Podcast]by Kerry O'Shea GorgoneMichael Houlihan and Bonnie Harvey started Barefoot Wine in a laundry room and grew it into one of the top US wine brands. They talk about how their approach to selling wine disrupted the industry, and what others can learn ...
Employees as Brand Advocates: IBM's Ethan McCarty Talks to Marketing Smarts [Podcast]by Kerry O'Shea GorgoneIBM's Director of Social Strategy and Programs Ethan McCarty talks about how (and why) the company selects and showcases the social media posts of employees from across the organization.
Tasteful Branding: Supermarket Superstar Chris Cornyn Talks to Marketing Smarts [Podcast]by Kerry O'Shea GorgoneFood branding expert Chris Cornyn serves up marketing advice for would-be food entrepreneurs—including on the Lifetime reality series "Supermarket Superstars."
Does Your Brand Have a Visual Hammer? Laura Ries on Marketing Smarts [Podcast]by Matthew GrantThis week's guest , Laura Ries, believes in tying a brand's core message (the "verbal nail") to a striking visual image (the "visual hammer"). Her premise is straightforward: To leave a lasting impression on the mind of customers and potential ...
Brand Positioning: Online seminar broadcasts from the best minds in marketing
- Brand Yourself: Busting the Nine-Second BarrierBroadcast on 3/14/2013 with KiKi L'ItalienThis PRO seminar will teach you how to establish a cohesive personal brand, have better personal relationships, and live the life you were meant to live.
- How to Become a Trusted Brand and Industry LeaderBroadcast on 1/17/2013 with John MorganIn this PRO seminar, you'll learn how to position your brand as a go-to authority in your industry. We'll discuss how to increase your visibility and explore the critical difference between marketing and branding (and how an understanding of that difference can help you).
- Ten Best Practices for Performing Competitive TeardownsBroadcast on 7/26/2012 with Sean CampbellYou'll learn the do's and don'ts of acquiring competitors' solutions, methods to perform the teardown effectively and fairly, and how you can use the results to improve your marketing and sales collateral.
- How to Hammer Your Brand Into the Minds of Your ConsumersBroadcast on 7/19/2012 with Laura RiesIn this PRO seminar, you'll learn about the ten types of visual hammers, why you need one, and how to find the perfect one for your brand.
- How to Get the Most Out of Your Facebook AdsBroadcast on 5/17/2012 with Eshwar BelaniLearn how to dramatically improve the effectiveness, reach, and ROI of your Facebook campaigns and how to use ad targeting and optimization tools outside of Facebook to create, launch, and test thousands of ads targeted at just as many (if not more) micro-segments.
- Scaling Social Business: How Brands Can Build Their Business Now (and Position for What's Next in Social Media)Broadcast on 5/13/2010 with Jeremiah OwyangThis presentation with one of marketing's most forward-thinking leaders addresses how companies should be looking at their current social media strategy and objectives, with an eye on the future.
- Harnessing a Portfolio of Brands: The Harrah’s StoryBroadcast on 2/21/2008 with Kevin O'Donnell, Lisa MarcheseWhat happens in Vegas stays in Vegas, or at least, that's what most people like to believe ... In this seminar, however, we unlock the doors to this legendary city of sin and invite you behind the scenes to hear how the largest casino operator in the world uses brand to compete and win in the fiercely competitive and ever-changing market that is Las Vegas.
- Small Business Series: How to Set Prices the Smart WayBroadcast on 8/17/2007 with Michael GoodmanPricing strategy is the sleeping giant of marketing strategy. The marketing mix element with perhaps the greatest potential to affect the bottom line and properly position a brand or a company with its target audience—yet the one most often relegated to a simple financial or sales decision, without regard for its impact on the brand. This seminar will address the role of pricing as a marketing tool, and ...
- Ten Cravings of Generation X and Y: Satisfying This Young and Lucrative MarketBroadcast on 7/26/2007 with Lisa JohnsonToday's 18-to-40-year-olds are savvy, sophisticated, and immune to conventional marketing strategies. But the buying habits of this lucrative market can be anticipated—and this seminar will reveal what works. Lisa Johnson, author, consumer expert and CEO of the Reach Group, uses her groundbreaking qualitative research, plus dozens of interviews with maverick thinkers to identify this connected generation’s new rules for engagement.
- How to Build Your Customer Experience Framework in Five Steps, with Columbia Business School Professor Bernd SchmittBroadcast on 5/18/2006 with Professor Bernd SchmittIn this seminar, Bernd Schmitt introduces the five-step Customer Experience Management (CEM) framework, a comprehensive tool for managing the customer experience and connecting with customers at every touch-point.
Brand Positioning: Tutorials — tactical marketing know-how in just 10 minutes from subject matter experts
- Take 10: Craft the Perfect Call to ActionReleased on 12/13/2013 with Lois BrayfieldIn just 10 minutes, you'll learn how to strategically create a call to action your customers will care about and will pay attention to.
- Take 10: Striking The Balance Between Merchandising and Branding for Your Ecommerce WebsiteReleased on 6/7/2013 with Brent NiemuthIn just 10 minutes, learn how to appeal to basic human instincts and create an online experience that will delight anyone who visits your site while encouraging sales.
- Take 10: How to Build a Socially Savvy BrandReleased on 2/15/2013 with Heidi CohenIn just 10 minutes, you'll learn how to define all aspects of your brand, from colors to images, sound, video, the tangible and intangible elements, and more.
- Take 10: Six Ways to Turn Your Brand Into Eye Candy for Your ConsumersReleased on 6/1/2012 with Nick WestergaardIn just 10 minutes, you'll learn how to proactively prepare your brand for this social visual revolution and ensure that you have a sexy and cohesive brand image that's ready for consumption by your audience.
- Take 10: Four Ways to Monetize Local Daily DealsReleased on 5/18/2012 with Amy FowlerJust like everything else, there's a right way and a wrong way to add daily deals into your marketing mix. In just 10 minutes, you'll learn the right way to make daily deals lucrative for your business.