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CONTENT TYPE: Article | TOPIC: Branding
Visual design is having a moment of prominence—and perhaps reckoning. Many companies no longer treat design like frosting for their messaging; often, the design is the message. But can marketers stand up for artistic design while still getting the ROI the C-suite execs expect?
CONTENT TYPE: Article | TOPIC: Marketing Strategy
We are living in a time of great disruption. Disruption in the market breaks paradigms. It creates as much opportunity as loss. It is easier for our minds to envision the downside of our losses than to see new opportunities. Though harder to spot, the opportunities are there.
The concept of "brand elasticity" refers to how sensitive customer preference is for a certain brand when it stretches beyond its positioning or expands into new categories. It's important to understand so you don't stretch a brand to its breaking point.
CONTENT TYPE: Infographic | TOPIC: Email
How do you sign off your marketing emails in a way that fits your brand—but still shows you're aware of what's going on during a tough time for your customers? Here's a chart with 30+ options, listed from best to worst, with brand-voice options both cheeky and formal.
CONTENT TYPE: Podcast | TOPIC: Branding
Kelly Hungerford of oral care brand Sunstar Global opens up about how she brought the company's European marketing organization into the digital era.
You need to know what's being said online about you, your brand, your competition, your industry, and other topics you're interested in. At first, Google Alerts might seem the most obvious choice, but it's notoriously unreliable.You have options, though, including these 4 alternatives.
CONTENT TYPE: Podcast | TOPIC: Search
Garrett Mehrguth, founder of Directive Consulting, explains why it's nearly impossible to rank for organic search terms, and shares tips on positioning your B2B brand for search.
CONTENT TYPE: Guide/Report | TOPIC: Branding
Are you ready to increase the effectiveness of your co-op marketing program? This guide contains everything you need to know. Sponsored by BrandMuscle.
CONTENT TYPE: Infographic | TOPIC: Branding
Business ethics and social responsibility are a top consideration of customers and employees alike in the age of growing socioeconomic inequality, climate change, and environmental concerns. Being ethical and socially responsible is simply good business.
It doesn't matter whether you believe climate change is the great existential threat of our time. "Green" or "eco" branding doesn't always cut it. So how do we do what's right for the planet while still bringing in a healthy profit? Here are four ways to cut through the noise.
CONTENT TYPE: Chart | TOPIC: Branding
How do people feel about some of the biggest logo changes of last year? Do they like the revamped version or the previous look?
To stand out, brands must convey their messages distinctly. A unique, visually appealing packaging design is an excellent attention-getter and differentiator, and it can deliver the right message to a targeted audience. Here's how to create a lasting positive impression through packaging.
Best-selling author, speaker, and marketing consultant David Meerman Scott offers insights from his latest book (co-authored with daughter Reiko Scott), "Fanocracy: Turning Fans Into Customers and Customers Into Fans."
CONTENT TYPE: Course | TOPIC: Branding
A brand is a value-generating machine. But actually generating revenue from that brand? That's not always easy. How much money your brand makes, and how valuable it becomes, is up to you and (more importantly) your customers. The key to success is knowing what your customers want... and delivering on it.
Jonah Berger and Stefan Berger offer listeners a sneak preview of their latest book, Cultural Velocity: Making Ideas Move. Together, they explain the five routes that brands can take to harness the power of culture to build relevance, drive conversations, and achieve growth.
Brand strategist and best-selling author Jeremy Miller shares insights from his latest book, Brand New Name: A Proven, Step-by-Step Process to Create an Unforgettable Brand Name.
The four most valuable global brands in 2019—Apple, Google, Amazon, and Microsoft—are all tech giants, according to recent research from Interbrand.
CONTENT TYPE: Podcast | TOPIC: Writing
Laura Belgray, founder of Talking Shrimp and co-creator of The Copy Cure, shares tips for writing copy that converts.
Brand strategist and author Lindsay Pedersen shares nine criteria for an ironclad brand strategy from her book Forging an Ironclad Brand: A Leader's Guide.
CONTENT TYPE: Article | TOPIC: Content
This article is for ambitious marketers. If you're one, you know that publishing the occasional blog post, though worthwhile, isn't enough to build authority. So, what can you do if you want to make a big-time dent in the infosphere? You need to do more—such as these five potent authority-builders.
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