Since our founding in 2000, we've produced tens of thousands of marketing resources. (So many that even our editors have a hard time keeping up!) That's why we've set up our resource page so you can search, refine, and find exactly what you're looking for. Start by filtering our full library to make your results more relevant. Or, enter a search term first to pinpoint just what you need.
CONTENT TYPE: Article | TOPIC: Marketing Strategy | ELEMENT: Management
What do your employees actually think about your brand? Do they trust your leadership team? And when they talk about the company publicly, does what they say support or undercut your marketing goals?
CONTENT TYPE: Podcast | TOPIC: Branding | ELEMENT: Strategy
Branding consultant and former Global Director of Creative Strategy at Coca-Cola Daryl Weber shares insights from his book, Brand Seduction: How Neuroscience Can Help Marketers Build Memorable Brands, and offers tips on how to forge emotional connections with your audience.
Many once-dominant brands find it tough to stay relevant today. Brand strategist Nicole Ertas offers tips for building a "free range" brand that reaches various types of buyers. She also discusses new buyer archetypes and how to appeal to each type.
CONTENT TYPE: Chart | TOPIC: Branding | ELEMENT: Strategy
Consumers in the United States say Google and Netflix are the most "simple" brands, according to recent research from Siegel+Gale.
A brand's name can make or break a business. Naming expert Mike Pile of Uppercase Branding shares his secrets for winning the high-stakes name game.
Consumers generally value competence more than morality when choosing between service providers, but the effect is weakened if the less competent provider is seen as an underdog, according to recent research published in the AMA's Journal of Marketing.
CONTENT TYPE: Article | TOPIC: Events | ELEMENT: Plan
The experience economy gives us the opportunity to do more than just sell goods and services; we can now create unique memories and experiences for our customers—and in the process achieve competitive advantage.
The co-authors of The Physics of Brand share insights from the book on building a valuable brand. Authors and marketing experts Dan Wallace, Aaron Keller, and Renee Marino discuss who drives the majority of buying decisions, how you can connect with influencers to amplify your message, and the importance of creating memorable brand experiences.
Avenue CEO Bob Domenz discusses brand activation and engagement for B2B organizations.
SAP Ariba CMO Alicia Tillman discusses the company's rebranding campaign and commitment to ending forced labor throughout the supply chain, and how B2B buyers and B2C buyers are not so different.
CONTENT TYPE: Article | TOPIC: Branding | ELEMENT: Strategy
"Enriching benefits" have a strong influence on how much consumers admire a brand. Such benefits inspire consumers, moving them to action and engendering loyalty toward the brand.
CONTENT TYPE: Article | TOPIC: Content | ELEMENT: Strategy
The digital, multi-device era has disrupted traditional brand storytelling—fragmenting story plots and making genuine engagement rare. But here's how brands can still tell captivating stories that bridge channels and devices.
CONTENT TYPE: Article | TOPIC: Customer Loyalty | ELEMENT: Strategy
Lasting brand admiration is achieved when your business becomes part of who people are (think "Mac people") and what they stand for. That kind of relationship isn't accidental or the result of good fortune.
Beyoncé is a shining example of how a public figure and a brand can intertwine. But it's not just individuals who can learn a great deal from the renowned and meticulously built Beyoncé brand; companies can, too.
CONTENT TYPE: Article | TOPIC: Marketing Strategy | ELEMENT: Strategy
It's exciting to be part of a growing business. But growth can also be stressful, especially for Marketing. In fact, sometimes growth can cripple your business if you do not have the resources to adequately support it.
Enablement. Enticement. Enrichment. Those three E's are the very foundation of brand admiration. And they are important for any brand in any industry. So how should they be fostered?
CONTENT TYPE: Article | TOPIC: Branding | ELEMENT: Management
An instant is all it takes to threaten your business's sterling reputation online. These five reputation management tools are some of the best for tracking mentions, discovering influencers, and managing online reviews as they happen.
Becoming known as an eco-friendly brand isn't easy. Especially when so many brands present themselves as environmentally minded, and make so much noise on social and traditional media, even if their actually practices don't follow suit.
How would customers react to your company's mistakes and missteps if it had long ago made sure to invest in becoming an admired brand? Certainly not the way they would to the mistakes of a brand they didn't admire.
Just how valuable is brand admiration, and what impact does it have on your brand's bottom line?
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