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Marketing Articles: Brand Management

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  • Daft Punk Plays Here
    It's not just the recession; the digital revolution has wreaked havoc on traditional music retailers, who can rarely match online juggernauts like iTunes or eMusic on price or convenience. "As of April," reports Amy Kaufman at The Wrap, "there were 185 record stores in the LA area, down from 259 ... more
  • Color Me Beautiful
    If we asked you to name the company associated with the term "Big Blue" you'd probably reply "IBM" without a moment's hesitation. And in an article at MarketingProfs, William Arruda says that color is one of the most important components in your branding toolbox. "[S]ome organizations are so consistent and ... more
  • Get Out On That Dance Floor!
    "It seems to me that this is the time when marketers should be pushing the envelope, yet it seems like most aren't," says DJ Francis in a post at the iMedia Connection blog. Instead, he says, they are buying into several recession-marketing myths that could do them more harm than ... more
  • Five Tools for Tracking, Measuring, and Evaluating Your Personal Brand Online
    by William Arruda
    The best kind of personal branding combines real-world communications with virtual visibility and community-building via social media. Online brand-building enables you to reach beyond the people you can connect with in person and allows you to measure the impact of your actions. Since online personal-branding efforts are easier to track and measure, ... more
  • Top 100 Brands Worldwide
    Coca-Cola is the most valuable brand in the world for the ninth consecutive year, according to the latest Interbrand/BusinessWeek brand-value ranking. Rounding out the Top 5 list are IBM, Microsoft, General Electric, and Nokia, in a repeat of last year's results. more
  • Industry Reputations Take a Beating
    The reputations of several industries—car manufacturers and banks prominent among them—plummeted in the last year. more
  • Stand Up to Stand Out
    According to Madison Riley and Brooks Kitchel of Kurt Salmon Associates, retailers often respond to sluggish sales by slashing prices and hoping to beat the competition on value. But there's a problem. "Contrary to the common practice of deep discounting in troubled times," they argue, "competing on compelling products is ... more
  • When the Honeymoon Is Over
    "Are you on an SEO honeymoon?" asks Ben McKay in a recent Search Engine Journal post. You know you are, he says. when you can think of simple ways to increase your client's search-engine rankings and garner fast results. But what happens when you've picked all the low-hanging fruit? "You've ... more
  • by Paul Barsch
    Http:// more
  • Yum! That Smells Good!
    Here's a juicy tidbit to chew on: One of the reasons Facebook is such a force in the social scene is that it makes it easy to catch up with friends without actually having to talk to them. Yep, you got it: Your Newsfeed outfits you with their latest photos, blog ... more
  • Case Study: How IBM Offset the Impact of a Down Economy on Event Attendance
    by Kimberly Smith
    How can you confront today's economic headwinds? See how IBM avoided a looming disaster and reached safe harbor with the help of customers and partners. more
  • Find Out What It Means to Me
    In a post at, Andrew Kordek acknowledges the ongoing push for relevant email campaigns—sending the right message to the right person at the right time. But despite these discussions, he worries that email marketers stop short of demonstrating true R-E-S-P-E-C-T for the people on their email lists. "Are you ... more
  • Social Media and Your Personal Brand: Five Steps to Building Your Brand in Bits & Bytes
    by William Arruda
    The ubiquity of social-media tools has made personal branding even more pervasive, powerful, and efficient. Personal branding has moved online. Many Web 2.0 tools designed for building community and fostering lively discussion—such as LinkedIn, blogs, Facebook, and Twitter—are ideal for career-minded professionals who seek to increase their visibility, demonstrate their ... more
  • Take a Deep Breath
    "The business environment is shifting so fast these days that I'm continuously seeing companies jump from one idea to the next in some kind of frenzied attempt to force results to happen on their time line," says Ardath Albee at the Marketing Interactions blog. "If something doesn't work immediately, they ... more
  • Quiet on the (Twitter) Set!
    Recently, TubeMogul reported that Twitter refers some of the least-fickle viewers to video sites, with tweeties watching videos 36.91 percent longer than those referred by Facebook, and 49.98 percent longer than those referred by Digg. Got dreams of broadcasting live to this eager bunch? Now you can! Ride the statistical wave ... more
  • by Steve Woodruff
    Http:// more
  • How's This for Passing the Buck?
    One year ago, Lynda Partner wrote—but did not publish—a blog post that eviscerated a software company for taking liberties with her email address, and then treating her complaint with stunning indifference. "Why publish it now, you ask? This week I got more spam from this same company," she says. "It ... more
  • Stellar Viral Videos, Pt. II
    Last week, we showed you some cool makeup vids as an example of how viral videos can rack in the mega-bucks. This time, we offer a sample of how a consistent, useful and compelling online video campaign can serve your brand amazingly well. Consider "Will it Blend," a fascinating online ... more
  • Lessons From a Cardboard Box
    Mark Brownlow of Email Marketing Reports says he learned a thing or two while working in a cardboard-box factory as a teenager. "The first was the importance of proofreading," he says. "There are not a lot of alternative uses for 200,000 boxes advertising ‘Premium banannas.’ " Another lesson was the ... more
  • What's the Color of Your Personal Brand?
    by William Arruda
    Color is powerful. It's an important personal-branding tool, so use it wisely and consistently to support your personal-branding activities. To make the most of your color, follow these five rules. more
  • Take This Plan and Shove It!
    "Lately," says Ken Magill in a post at DIRECT, "I regularly get messages from frustrated email managers whose bosses are trying to prod them into doing something self-destructive." It seems they're dealing with upper management who believe that doubling frequency will double profits, and that anything is fine as long ... more
  •  Ladies' Choice
    "Hey!" says comedian Sarah Haskins, as she dumps an array of Yoplait, Activia and Dannon onto a table at the beginning of a viral video. "Why am I holding all this yogurt? Because I'm a woman. And yogurt is the official food of women." Marisa Meltzer uses a post ... more
  • Are You Socially Acceptable?
    One reason social media sites have caught on like wildfire among users is that, by and large, they operate on basic principles of social decency. Now, be honest: Do your social-media skills match the subtle standards set at sites like Twitter and YouTube? Not sure? Well, here are a few site-inspired rules ... more
  • Stay and Play, OK?
    OK. Quick fable: Prior to a trip to Nebraska, Dave Carroll checked his $3500 Taylor guitar with United Airlines. (If you've been online at all recently, you know where this is going.) The guitar suffered serious damage, and Carroll spent months pursuing the issue via the usual channels of complaint—to no ... more
  • Turn That Downturn Upside-Down
    "Downturns provide significant opportunities for calculated growth by smart and aggressive firms," notes a post at the Gerson Lehrman Group (GLG) blog. But it also offers this caveat: "Global expansion, to be successful, must be calculated, targeted, and backed by willingness to persist." To help you outmaneuver competitors who retrench ... more

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