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Marketing Articles: Brand Management

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  • McCafé? McProfits!
    Looks like the recent $100 million ad blitz for the McCafé seems to be working. The McDonald's experiment in the specialty coffee arena may now have bumped Dunkin' Donuts from the No. 2 spot. But how? more
  • by Beth Harte
    Have you heard about the Denny's ? What about the Denny's Creature ' campaign? No? That's okay; I didn't either. It's probably a sign of the times that I am too old to appreciate staying up until 2AM and heading to Denny's for some grub after a night That said, ... more
  • Seed That Video and Reap Its Harvest
    Good news for all you budding Spielbergs out there: YouTube this month made it possible to automatically seed freshly uploaded videos across popular social networks like Facebook and Twitter, and even news and feed aggregator Google Reader. This means you no longer have to wait for your (undoubtedly stunning) viral somethin'-or-other ... more
  • Case Study: Generating Serious B2B Buzz With Dead Bugs... and Video
    by Kimberly Smith
    Entrepreneurs, by definition, don't play it too safe. So for a company that serves startups and small businesses, what better way to launch a rebranding campaign and generate buzz than doing something novel and risky—but being wicked smart about it. Which is where the bugs come in. more
  • Be a Pocket Millionaire
    Right in time for the much-anticipated iPhone OS 3.0 Software Update debut on June 17, AdMob has introduced a slew of ad units that will help enterprising advertisers make the most of mobile marketing. Among the cool features to check out:  Mobile social networking, which lets users access your ... more
  • by Paul Barsch
    Chinese brands have come a long way since the days of Mao where coats and boots came in two colors and consisted of dubious quality. Rising in complexity and caliber, brands such as Haier and are not content to rule the middle kingdom and instead seek to invade new markets. ... more
  • Commercial Break: Get a Mac, Bean Counter
    In this regular Daily Chirp feature, William Arruda shares some of his favorite television ads. And he offers up a lesson for how the ad relates to your personal brand. Today, he looks at one of the Get a Mac ads, a series that began in 2006 and is still ... more
  • So This is What You Look Like!
    A cool thing is happening through sites like blogging service Xanga, review site Yelp, and Twitter. Some of their faithful users have started attending meet-ups, where folks who interact online and live in the same geographic area can actually meet—in person! What a concept. Now, here's the really good news: These ... more
  • Summer's Coming: Make Lemonade
    "The economic downturn spells bad news to most marketers," says Jack Trout in a post at the Branding blog, "but a slump also presents an opportunity to build brands." He takes a back-to-basics approach to his brand-building, and recommends a few down-home strategies that might help turn your lemons into ... more
  • No Chocolate in the Peanut Butter!
    "There are many similarities between social media marketing and email," says Ross Kramer in an article at MarketingProfs, "but they are two distinct marketing channels and they should be used separately to enhance or magnify, not just promote, each other." Kramer outlines a process for complementary strategies that play to the ... more
  • My So-Called Marketing Life: How Do I Extend the Reach of My Brand?
    by Sue Duris
    Although she has been successful in promoting and extending corporate brands, the author entered into another chapter of her life a few years ago: re-energizing an acting career. Eventually, she came to see marketing herself as an actor as the same as marketing any other product or service. She revisited ... more
  • Facebook Freebies Demystified
    So you say you're still a bit iffy about investing in Facebook's panoply of paid brand offerings (virtual gifts, banner ads, homepage takeovers)? Not to worry: we've done some legwork for you, and turned up some freebies at the site that could actually serve your marketing plan to a "T." ... more
  • by Paul Barsch
    Walt Disney's Experimental Prototype Community of Tomorrow (EPCOT) was a project of grandiose scale and lofty ideal. And while Disney passed away before his project became reality, EPCOT offers marketers four key takeaways (maybe more) in how to define problems, build on success, maintain flexibility and overcome Walt Disney was ... more
  • 'White Swan' Marketing, or How to Focus on What Works
    by Jonathan Salem Baskin
    When the latest marketing answers fail to produce the results you expect, maybe it's time to start asking different questions. You don't need me to tell you that we're in a crisis of confidence: Consumers don't believe or act on the information we give them in the ways we'd hope, so ... more
  • Just Ask the Man Who Owns One
    You've probably made a practice of asking customers to review your products, but are you using their praise to its full advantage? "Recently," says Kelly Lorenz at the Bronto blog, "I have seen an uptick in retailers utilizing customer reviews to sell products in their emails." Why? Because user-generated reviews ... more
  • Commercial Break: Nestle's Sweet Dreams You Can't Resist
    In this regular Daily Chirp feature, William Arruda shares some of his favorite television ads. And he offers up a lesson for how the ad relates to your personal brand. Today, he looks at Nestle's "Sweet Dreams You Can't Resist." more
  • Baby, You Can Tweet My Car
    Last month, talk of Volvo invaded the blogosphere when the company embedded live Tweets into a YouTube banner ad for its XC60 model. The feed kept viewers abreast of live coverage of the NY Auto Show, then gave them the option to follow Volvo on Twitter. It's a simple enough ... more
  • Too Smart to Lose
    Last year, Southwest Airlines refused passage to two young women for obnoxious behavior. The ladies immediately went out and told the press they weren't permitted aboard because they were "too pretty to fly"—sparking a media-driven feeding frenzy on Southwest's precious brand equity. It didn't matter that it wasn't true. It ... more
  • Pimp My Mag
    When we discuss content designed to help your customers, we usually focus on whitepapers and social-media channels like blogs. A custom magazine is another way to connect in a meaningful way, but before you embark on such an ambitious project, consider tips like these from Joe Pulizzi at Junta42:  ... more
  • Case Study: How a Single Modification to a Web Site's Functionality Significantly Upped Natural Search Traffic, Sales
    by Kimberly Smith
    Customer reviews are powerful, held in high regard by consumers—and search engines, which love keyword-rich content. But the technology that serves up reviews on a product page makes them all but invisible to those engines. By getting around that conundrum, Diapers.com scored big. more
  • Selling Pork in the Age of Swine Flu
    The MarketingProfs customer-service team received an interesting message recently from a pork producer in Mexico. "At this moment we are suffering the worst crisis ever in the national pork industry... [and] we have no further blood to bleed out," wrote Carlos, a pork processor and retailer. He asks: Could marketing ... more
  • Commercial Break: The Softer Side of Sears
    In this new Daily Chirp feature, personal-branding guru William Arruda digs into his vast collection of classic TV advertisements and teases out a related lesson for modern-day personal branding. First up: a 1993 Sears campaign. more
  • Put a Bug on That WOM!
    Clearspring Technologies, which has helped everybody from WaPo to UCSF bring their branded wares to the mainstream, has put out a new tool that tells you how popular your widgets are on social networks. The ConnectedAds tool can follow the movement of your branded widget across 80 different social networks, ... more
  • BTW: We Should Meet IRL
    "For too long, too many marketers have underestimated the value of email's impact on offline retail," say Lisa Harmon and Alex Madison in a post at the Email Experience Council blog. If you focus entirely on generating online sales, they argue, you might be missing out on bricks-and-mortar opportunities. They've ... more
  • Hold the Plastic
    Susan Boyle wowed the world when she recently debuted on "Britain's Got Talent." What are the lessons in her success for marketers? more

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