-
Brand Aid
In an article at MarketingProfs.com, Mike O'Toole explains why small businesses instinctively understand the importance of developing brand equity: "It is the quality that motivates your customers to recommend their ...
-
Hardwired to Love BrandsMartin Lindstrom
Why are "mirror neurons" so relevant to marketers? Because they reveal why we're hardwired to imitate, cradle to grave. Mirror neurons explain why we sometimes do things that we ...
-
Five Steps to Building Brand Equity for the Small BusinessMike O'Toole
Everyone wants brand equity. But building it, when you are more likely to qualify for the Inc. 500 rather than the Fortune 500, can be a puzzle. Particularly when the ...
-
Popping the Top on Your Brand's Potential With Social Media: Q&A With Gary VaynerchukMack Collier
There's probably no better case study on how a business leverages social media to connect with customers and grow itself than Gary Vaynerchuk's Wine Library. Here, Gary shares the reasons ...
-
The Luxury Catch-22Martin Lindstrom
In the luxury brand business, stretching brands too thinly across market segments may gain short-term revenue increases, but it also almost guarantees long-term loss to the shareholders, brand owners, and, ...
-
Brand New Thinking: Put It in Cultural ContextTed Mininni
As marketing managers seek to keep their brands fresh and relevant, many are tempted to jump on the latest trends and fads. You know: online and major media advertising with ...
-
How to Unleash the Power of Brand Repositioning: A Four-Phase ProcessGregory Pollack
Many brands and companies today 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 Engagement GameMartin Lindstrom
Your media plan likely contains all the usual, well-known media options: TV and radio ads, print ads and outdoor advertising. We've all been going with these options for years, decades ...
-
Five Ways to Optimize Luxury Online Sales ChannelsSuzanne Hader
Considering the stakes, it's no surprise that the online sales channel is becoming increasingly important to the bottom line of top-shelf brands as consumers of luxury products and services continue ...
-
What You Don't Know Can Hurt Your Brand EquityKevin Joy
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. ...
-
Step Into The Spotlight!—'Cause All Business Is Show Business!Tsufit
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 ...
-
Blurring the Lines Between Advertising and EntertainmentTed Mininni
Since many traditional advertising platforms are static in nature, and consumers are becoming increasingly interactive in their preferences, companies must become increasingly adept at using a mix of new interactive ...
-
Present the Unexpected but Stay on Purpose: Lessons From The ApprenticeKathy Parsanko
If you saw the last episode of The Apprentice, you know that two teams of celebrity contestants were asked to create a campaign to help launch a new product, Dial ...
-
Racing Through Recession: Brand Lessons From the Daytona 500Ethan Whitehill
Every February for the last 50 years, stock car enthusiasts across the country have packed their sunscreen and descended on Daytona. This year, unfortunately, the economy also decided to head ...
-
The Power of Brand Repositioning: A Four-Phased ProcessGregory Pollack
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 ...
-
Living Branding = The Branded LifeMartin Lindstrom
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 ...
-
Four Insights on How to Build Your Brand With Today's Luxury CustomerSuzanne Hader
To inspire long-term relationships with this new breed of luxury consumer, you must understand how they want to relate to your brand.
-
MarketingProfs Podcast: Is Twitter a Valuable Tool, or Waste of Time?Paul Dunay
Is microblogging the latest fad or the next big thing? Microblogging is just like regular blogging, except it's limited to 140 characters. The leader in the space is Twitter.
To get ...
-
How Nike Women's Marathon Wins the Gold in Marketing to WomenMarti Barletta
This past weekend, Nike hosted its 4th annual Women's Marathon in San Francisco... and, friends, this is no ordinary marathon.
Yes, it's still 26.2 miles of courage and pain, but this ...
-
Micro Branding—Macro ResultsMartin Lindstrom
The better you are at involving your customers in the philosophy of your brand, the better they'll understand why you're special.
MarketingProfs uses single