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Marketing Articles: Brand Management

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  • Mission Control
    "We are bombarded with messages that tell us the how, why, should and must of business," says Karen Swim in a post at Words For Hire. "Much of the information is solid but blindly applying it can be deadly to your spirit and your business." She argues that your company's success ... more
  • Gimme That!
    Sales promotions that offer either price discounts or free goods (premiums) are often used to entice customers to buy products. But which is better? Every family has one or two bargain shoppers—always looking for discounted products, and priding themselves on never paying full price. So, logically, marketers would assume that ... more
  • by Paul Dunay
    The Internet has eliminated the barriers of geography, cost and time. Social tools like blogs and social networking sites are helping crowds form around very discrete But what is missing from these crowds are leaders. Like any social network that you may join you have those that join and just ... more
  • Case Study: How Travel Channel Effectively Engaged More than 2 Million Facebook Users
    by Kimberly Smith
    Imagine a world in which you persuade your customers to kidnap their friends so that you can then convince them it's in their best interest to visit your Web site. Virtually, it's already happening. And turning out quite well for the Travel Channel. more
  • A Tale of Two Innovations
    The next time your management team meets to determine the fate of a recently introduced product or service, consider a post by Scott Anthony at Harvard Business Online. He argues that superficial success, or underperformance, might not give a full picture of actual potential. To make his point, Anthony presents ... more
  • You Are Carnac the Magnificent
    "Predictive statements are all around us, " writes Adam Gordon in the introduction to his book Future Savvy. "[I]n the newspapers, on TV, at conference presentations, in industry reports, consulting documents, think tank studies, and so on. All claim to be valid, but the record shows that few are." This ... more
  • by Paul Dunay
    Here are the highlights of a Panel at the Media Convergence * Jeff Hayzlett .... Chief Business Development Officer, Eastman * Russ Klein .... President Global Marketing Strategy, Burger * Nicholas Utton .... CMO, E-Trade Role of the CMO faces evolution and reinvention unlike any of the peers of the ... more
  • by Paul Dunay
    Every once and a while you meet someone who inspires you to elevate your game to a whole new level and for me Doug Simon is that I first met Doug on a panel speaking about Web Video and he invited me to do a vlog with him. Candidly I ... more
  • Don't Worry, No One's Looking
    When Tate Linden of Stokefire began to see a number of obscure blog posts touting a heretofore unknown competitor as the world's "first naming company," he thought he should check them out. And in a post at the Thingnamer blog, he concludes that the company had likely paid for the ... more
  • Case Study: How Intrigue and Personalization Helped a Marketing Firm Connect With Handpicked Leads
    by Kimberly Smith
    Relationship-marketing firm Babcock & Jenkins didn't tell prospects what it could do, it gave them a taste. Its campaign, launched with a package of brownies from a mystery source, showed how it uses intrigue, personalization, humor, and the soft-sell to establish and advance client relationships. Results: A tasty 50% response ... more
  • You're the Top, You're the Louvre Museum
    No doubt about it: corporate images are important, and many companies work very hard to cultivate them. But how do specific corporate images (eg, an image of being innovative, trustworthy, socially conscious) affect customers' impressions of the products a company makes? In some instances, quite a lot. Research shows that ... more
  • Brand Aid
    In an article at, 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 friends or colleagues to you." And he says you don't need to be a Fortune 500 company to reap the ... more
  • Hardwired to Love Brands
    by Martin 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 can't explain. They can also be a source of valuable instruction for product marketers, able to turn a brand from ... more
  • Twitter for Timeliness
    "What are you doing?" Twitter asks. What an existential question! But from the company's roots as a slightly nosy oddity in 2006, users have responded in unexpected, and quite interesting, ways. Much of the conversation remains mundane ("high on coffee"). But it's also a handy place to:  share experiences (Newcomers Adjust, ... more
  • by Paul Dunay
    Here are a few companies in alphabetical order I thought had shown some real promise at the Web 2.0 Ascentium .... A model for the agency of the I spoke to the CMO, Romi Mahajan who explained 's go-to-market strategy to me. They are the nexus of a digital marketing ... more
  • Case Study: How an Unbranded Game and Mystery Prize Giveaway on Facebook Garnered Exposure for Sharp Electronics
    by Kimberly Smith
    Sharp Electronics may have led the LCD revolution, but consumers don't view it as an agent of change. As part of a multichannel campaign to change consumers' minds, Sharp turned to an innovative effort on Facebook. more
  • by Paul Dunay
    This is a recap of a presentation by Michael Lazerow of Buddy from the Web 2.0 Social Networks are clearly here to stay with almost of the population is using these sites of Social Network have all opened up their platforms which means that brands have cost effective access to ... more
  • Scratch That Niche
    Reaching a niche audience—and only those people—can be tricky. But in a post at his eponymous blog, Seth Godin proposes the inventive approach of piggybacking onto a product that your target market already wants. Say you have a rock band with a quirky sound, and people who like your music also ... more
  • by Paul Dunay
    Why do some ideas go viral and others don't? Here's one People who are "bored at work" are a network bigger than any major network, including CBS, NBC, and so on. If ordinary people see something online and start passing it around THEY decide what is popular out of main ... more
  • by Paul Dunay
    Two years ago less than half of all consumers used search to find a local business. But today that number is upward of However, most small businesses today still don't have a website in fact less than of small business owners are online. For them the problem is not just ... more
  • Case Study: How Lenovo Used New Media Along With Olympic Sponsorship to Establish Global Brand Awareness
    by Kimberly Smith
    Last month in Beijing, Lenovo leveraged its Olympic sponsorship to develop global brand awareness. Unique to its approach was its use of new media, which fortified its traditional marketing and created a new level of athlete and fan interaction. more
  • An Apple a Day
    "At some point just about every marketer is bound to look at something that Apple is doing and wish they could have done it for their own brands," says Rohit Bhargava in a post at the Influential Marketing Blog. But, he argues, the company's success relies on more than the ... more
  • by Paul Dunay
    Sometimes I have to admit it is hard to keep up with all the new advances in social technologies. And when I hear the buzz about certain technologies getting louder and louder it often times prompts me to seek out the help of a trusted Enter Jesse Stay .... Facebook ... more
  • Case Study: How a Telecommunications Company Enlisted the Quirkiness of an Offbeat Celebrity to Build Brand Awareness
    by Kimberly Smith
    GotVMail set out to raise brand awareness, promoting itself in a way that would both amuse its audience and set the company apart. What resulted was a viral video campaign starring Gary Busey. more
  • The Luxury Catch-22
    by Martin 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, well, consumers. So, set your limits for how much you really want to stretch your brand before you open your doors ... more

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