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Marketing Articles: Brand Management

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  • by Ted Mininni
    Apparently, this whole idea of "talk track", attempts to relate the amount of "talk share" to growth in "market share". Interesting concept. more
  • by Andrea Learned
    For a few brands that are turning up the sensory side of their customer experience, what you see isn't necessarily all you What you hear may be part of what you get, Certainly, youth-oriented brands have long-since known the power of including just the right tune in their ad campaigns, ... more
  • by Mike Wagner
    When Tim Jackson landed in Australia he had his work cut out for him. Tim is Masi brand manager and he was "down under" to launch the That's not to say there were no Masi bikes being sold in Australia, but you'd need a to measure a market share that ... more
  • by Karl Long
    Ok, I've been biting my tongue about the world cup and the advertising dollars that seem to be getting flushed down the drain (Budweiser? Sponsoring the World Cup? In Vonage? Yeah, that makes a lot of Then I see this headline "World Cup Ratings Up Over U.S. TV broadcasts of ... more
  • by Andrea Learned
    The cover story for this week's Boston Globe Magazine says it "Single and Loving What the article's writer, Keith O'Brien, presents isn't some shocking new concept for any of you who live in the real world, right...? Still, marketers are having trouble even acknowledging there might be something other than ... more
  • by Mike Wagner
    And said branding was dead nearly two years Maybe so, but isn't so There seems to be enough left of branding to "irritate" Johnnie , agitate Alan and ignite Neil earthly branded I've met a few business leaders who wished branding were dead. "It's confusing. Everyone tells me it's important ... more
  • by Karl Long
    It's funny, but even though Web 2.0 is argued by many to be meaningless , designed to extract money from ...it really has come to encompass several hard to understand concepts. Ideas like Ajax, tagging, mashups...all the technologies that make Web sites seem more expressive, interconnected, and social. Web 2.0 ... more
  • by William Arruda
    The sense of smell is the most powerful sense we ...when it comes to evoking memories -- and many hotel chains and retail companies are using the sense of smell as a tool for building consistent, memorable brand I just read in that Japanese movie theatres are using 'scene-synchronized scents' ... more
  • by Ted Mininni
    "If you've ever wondered why your company just doesn't seem to connect with today's customer, tune in and get ready to be enlightened and entertained". more
  • by Jonathan Kranz
    Often when I see or read an ad, I try to "reverse engineer" the creative ...that resulted in the finished campaign before my eyes. As a veteran of countless, purgatorial hours of "creative" sessions, I don't find it difficult to imagine the conversations and counter proposals at these Take the ... more
  • by Sridhar Ramanathan
    Most CEOs and even VPs of marketing think messaging is about a good tagline. That's partially true, but a tagline is only a small portion of smart messaging work. more
  • Lessons in Experience Marketing: The 'Sideways' Wine Club
    by Dave Chambers
    Imagine a California wine club modeled after the movie "Sideways"? Sure, it sounds cool. But there are many inherent challenges -- the decay curve on the "Sideways" recall, for example, and the fact that marketing a sensory product online is always a challenge. Read the details in this case study. more
  • by William Arruda
    Starbucks announced that it will be adding books to music, movies, and (of course) coffee. They are well on their way to achieving their aspiration of being the 'third ...home, office, Starbucks. This is a logical brand I was speaking about Starbucks the other day at a conference and one ... more
  • by Mack Collier
    New Line Cinemas has gone from a position any studio would love to be in, to being on the verge of one that every studio And they've done so in about a month's Just a few weeks ago, Snakes on a , the August release from New Line starring Samuel ... more
  • by William Arruda
    I was reading an interesting article in , Living at Jet ...on the flight from CDG to LHR today. It talks about the speed at which we move and all that it means for us in the age of constant change and non-stop international travel. For someone who has 'global' ... more
  • by Ted Mininni
    The American Idol brand remain fresh, continue to reinvent itself a la Madonna for years to come, or will it fade away like so many of yesterday's top musical talent? more
  • by Ann Handley
    " Mike wrote a heartfelt valentine to Mom .... the original "brand manager" .... on his " Own Your Brand . His own Mom, he says, in essence taught ...the fundamentals of brand ownership. Mike I can still hear her voice in those brand-critical "moments of truth" every parent faces ... more
  • by William Arruda
    I just finished a speaking gig in Paris for Garnier Fructis. My presentation was all about the role of color in Garnier uses a highly differentiated color (pms 375c) for the Fructis product line to stand out from the competition. And it really does stand out. The next time you ... more
  • by Jim Kelly
    At the recent MarketingProfs Finders Keepers , I heard, among others, William Arruda speak on Branding, during which he touched upon Personal ...as a way to perceive and to evaluate one's unique worth within the marketplace, as well as to inform one's Mr. Arruda himself possesses a clearly articulated personal ... more
  • by Ann Handley
    In this age of Web 2.0, what better way to stand out than to forego the job-search sites completely and pound the virtual pavement My friend Chris Clarke, who writes at , landed himself a tasty position at the Ontario office of Thornley Fallis Communications almost single-handedly through his blog ... more
  • by Elaine Fogel
    As marketing communications professionals, we've often been accused by colleagues as being anal and OCD -- always so obsessed with proper standards, spelling, formatting, etc. In larger organizations, those communications standards manuals we create for employees may sit and collect dust. It's just another chore for staff to think about, ... more
  • by BL Ochman
    " A site that contains a melodramatic and droll video about a family whose credit card has been phished for a mysterious purchase in was launched by today to promote its online security The campaign is created by The Night , who no doubt hopes that the quirky site will ... more
  • by Ted Mininni
    Let's hope that professional sports continue to rebrand their organizations and espouse/renew their commitment to the values that legions of their fans hold dear. more
  • by Scott Petinga
    As the adage goes there's always a first time for So today all the advertisers out there who are responsible for allowing so much #@$& crap to get by can actually take a deep breath and relax as I focus my attention on what I consider to be one of ... more

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