Brand Management: How-to articles covering the latest marketing tactics, tips, and strategies.
The New Branding: Five Tips for Creating Shareable Brand ExperiencesPeter BeckToday, branding is not about slapping logos on various media. To grow, your brand needs to be providing consumers with disruptive—that is, memorable and sharable—experiences.
Tasty Naming Lessons Delivered to You by Meal Kit CompaniesMark SkoultchiMeal kit companies can teach you more than just how to cook. This analysis of the names of the brands in that industry provides insight into creating memorable and evocative ...
How Job Candidates Evaluate Potential EmployersAyaz NanjiJob candidates say the factors most damaging to a potential employer's brand are a reputation for poor work-life balance and excessive turnover, according to recent research from MRINetwork.
How to Craft a Brand Positioning Strategy in Four StepsNaida AlabataBrand positioning is the foundation of a strong marketing and branding strategy. Learn how to create an impactful positioning statement and use it to help define your brand in the ...
How to Establish Thought Leadership on Emerging Social PlatformsLorel Wilhelm-VolpiPromoting your content on the right platform at the right time can make all the difference in establishing your brand as a thought leader. Here are four steps to help ...
How to Launch a New Brand: Five Tips for an Unforgettable DebutStewart HodgsonFollow these five steps to create a memorable and effective brand that will help your company stand out from the competition.
Three Paths for Surging Ahead of the CompetitionEllie MirmanMarket leaders often take one of three paths to beat the competition. See which strategy can work best for your brand.
Brand Loyalty Programs: Satisfaction and Engagement TrendsAyaz NanjiSome 71% of consumers who are members of loyalty programs say membership is a meaningful part of their relationships with brands, according to recent research from Bond Brand Loyalty.
The Companies With the Best (and Worst) Reputations With US ConsumersAyaz NanjiE-commerce giant Amazon.com has the best overall reputation with US consumers among well-known companies, according to recent research from The Harris Poll.
'Don't Chase the New, Innovate the Old': Four Lessons From NikeSoon YuInnovating existing products and services rather than chasing the shiny and new is a smart use of resources and energy. And it has a far higher chance of success. It ...
Brand Management: Podcasts containing in-depth interviews with smart marketers from all walks of life.
Don't Wait, Get Your Brand 'Crisis-Ready' Now: Melissa Agnes on Marketing Smarts [Podcast]by Kerry O'Shea GorgoneCrisis management master Melissa Agnes offers a sneak preview of her MarketingProfs virtual conference presentation, Crisis Ready: A Strategy for Building an Invincible Brand in an Uncertain World.
60+ Boutique Hotels, 1 Unique Brand: Kathleen Reidenbach of Kimpton on Marketing Smarts [Podcast]by Kerry O'Shea GorgoneKathleen Reidenbach, chief commercial officer for Kimpton Hotels & Restaurants, shares lessons in managing a global brand for a hospitality company with more than 60 boutique properties all over the world.
Loyalty in the Time of Couponing: Barry Kirk on Marketing Smarts [Podcast]by Kerry O'Shea GorgoneBarry Kirk, vice-president of marketing for Maritz Motivation Solutions, shares tips on developing effective loyalty programs and discusses strategies for building "cult loyalty" for your brand.
How to Become a Merchandising Rock Star: Andrea Syverson on Marketing Smarts [Podcast]by Kerry O'Shea GorgoneBranding and merchandising expert Andrea Syverson explains how brands can become merchandising rock stars, how B2B and B2C brands alike can use merchandising to address customer pain points, and how "verbifying" your brand can help you to focus your marketing ...
Your Brand in Three Notes: David Meerman Scott and Juanito Pascual Talk Sonic Branding on Marketing Smarts [Podcast]by Kerry O'Shea GorgoneBest-selling author and marketing expert David Meerman Scott and musician Juanito Pascual, co-founders of sonic branding studio Signature Tones, discuss how a "sonic logo" and custom music can help you connect with your audience.
Revitalizing a 150-Year-Old Brand: Simon Perkins of The Orvis Company on Marketing Smarts [Podcast]by Kerry O'Shea GorgoneSimon Perkins, director of brand marketing at The Orvis Company, tells the story of how the oldest mail-order retailer in the United States evolved into an international outdoor lifestyle retailer with more than $340 million in annual sales.
How to Become Hyper-Relevant—Build a 'Free Range' Brand: Nicole Ertas on Marketing Smarts [Podcast]by Kerry O'Shea GorgoneMany 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 ...
Mastering 'The Physics of Brand': Dan Wallace, Aaron Keller, and Renee Marino on Marketing Smarts [Podcast]by Kerry O'Shea GorgoneThe 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 ...
Brand Engagement for B2B: Avenue CEO Bob Domenz on Marketing Smarts [Podcast]by Kerry O'Shea GorgoneAvenue CEO Bob Domenz discusses brand activation and engagement for B2B organizations.
How to Pull Off a B2B Rebrand While Growing Sales and Fighting Slavery: CMO Alicia Tillman on Marketing Smarts [Podcast]by Kerry O'Shea GorgoneSAP 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.
Brand Management: Online seminar broadcasts from the best minds in marketing
- A PR Primer for Marketers: Five Steps to Bigger BuzzBroadcast on 5/17/2018 with Katelyn HolbrookIn this Teach Me How seminar, you'll learn about five simple, yet effective, ways to drive positive media coverage, establish thought leadership, and build brand buzz. You'll get practical advice on how to deploy public relations tactics in your organization and see real-world case studies that demonstrate how other brands have succeeded with PR.
- Building and Unleashing Your Personal Brand in the Digital AgeBroadcast on 3/30/2017 with Mark W. SchaeferIn this PRO seminar, you'll learn the secrets to professionally standing out based on acclaimed author and speaker Mark Schaefer's new book, KNOWN: The Handbook for Building and Unleashing Your Personal Brand in the Digital Age. You'll learn how to approach your Web presence so you can create the proper authority, reputation, and audience to realize your potential and achieve your goals, whatever they might be.
- Stand Out: How to Develop Breakthrough IdeasBroadcast on 7/21/2016 with Dorie ClarkIn this PRO seminar, Dorie Clark will explain where to look for breakthrough ideas that set you apart and how to promote them successfully. We'll also share how to cultivate an innovation mindset and how to become more adept at spotting emerging opportunities.
- The Presentation Revolution: Build, Design, and Deliver Compelling PresentationsBroadcast on 11/19/2015 with Scott SchwertlyIn this PRO seminar, you'll learn presentation secrets to help you build, design, and deliver fire-breathing, wing-flapping, roar-bellowing presentations that will have your audience hanging on your every word. We'll walk you through a step-by-step approach focusing on engrossing content, captivating storytelling, and the arresting design needed to deliver a top-notch presentation.
- How to Integrate Your Brand's Story Into Your Marketing ArsenalBroadcast on 2/5/2015 with Jennifer KaneIn this PRO seminar, we'll move beyond the hype of storytelling and share the essential components of all good stories. You'll receive hands-on, practical advice on what to do after your story is developed and how to strategically weave it into your content marketing plan. We'll also discuss best practices on how to publish and distribute your story to increase audience engagement and improve your ROI.
- How to Build a Thriving Brand CommunityBroadcast on 11/20/2014 with Dorothéa Bozicolona-VolpeIn this PRO seminar, we'll share the essential components for building and maintaining an online community, and how to get buy-in from your organization to get started.
- Running the Gauntlet: Essential Business Lessons to Lead, Drive Change, and Grow ProfitsBroadcast on 1/23/2014 with Jeffrey HayzlettThis PRO seminar, taught by Jeffrey Hayzlett, will reveal how to run and drive change through marketing and business, from getting ready to creating and sustaining momentum.
- Take on the World: Compete Globally with Customer Experience ManagementBroadcast on 10/17/2013 with Liz HighThis PRO seminar is not just relevant for the global marketer, as you'll also learn how customer experience innovation in one market propels a company's competitiveness and growth across the globe.
- Welcome to the Collaborative EconomyBroadcast on 9/19/2013 with Jeremiah OwyangAltimeter's latest research will show how corporations must not only stay relevant, but also lead the charge in their own communities. This PRO seminar will share three ways corporations must shift their business (and marketing) to adapt to today's collaborative economy.
- MarketingProfs University: Building the Living, Breathing BrandBroadcast on 6/13/2013 with Tamsen WebsterThis PRO seminar will teach you how to make your brand work for you by going beyond taglines and slogans and giving it the eyes, ears, and legs it takes to become an integral part of your customers' lives.
Brand Management: Tutorials — tactical marketing know-how in just 10 minutes from subject matter experts
- Take 10: Personal Branding Strategy—How to Get FamousReleased on 1/1/2016 with Jeremy MillerIn just 10 minutes, you'll learn how to grow your personal brand by scaling your influence. We'll share steps on how to stand out online, engage your audience, and enhance your reputation. You'll learn how to grow your audience, and leverage content-creating habits that drive results.
- Take 10: How to Successfully Describe Your ServicesReleased on 10/23/2015 with Gillian ValleeIn just 10 minutes, you'll learn how to craft a top-notch services description that can help you win more business.
- Take 10: Three Ways to Make Sure Your Press Release Gets NoticedReleased on 9/18/2015 with Nash RigginsIn just 10 minutes, we'll walk you through three simple steps to ensure your press releases make it to print. You'll learn how to craft a newsworthy angle, adhere to universal journalistic guidelines, and give editors just the right amount of spice to help your press release stand out from the rest.
- Take 10: How to Develop a Dynamic Creative Briefing DocumentReleased on 1/2/2015 with R. Stephen RayfieldIn just 10 minutes, we'll discuss the key components of a creative briefing document. You'll be able to take what you learned and develop a document that provides solid direction and parameters to your agency, internal marketing communications team, and/or any other group that has a hand in developing your product or brand campaign.
- Take 10: How to Create an Emotional Connection with a CustomerReleased on 5/9/2014 with Christine M. BarneyIn just 10 minutes, you'll learn three easy steps to determine the type of brand you are, build your brand's reputation, and tune in to your customers' needs. Armed with this knowledge, you'll guarantee the customer experience matches the brand promise and turn fence-sitters into evangelists.
- Take 10: Three Critical Steps to Launching Your Audio BrandReleased on 4/25/2014 with Colleen FaheyIn just 10 minutes, you'll learn how to identify your brand's key values and you'll discover how to turn these values into a musical vocabulary unique to your brand.
- Take 10: How to Build a Socially Savvy BrandReleased on 2/15/2013 with Heidi CohenIn just 10 minutes, you'll learn how to define all aspects of your brand, from colors to images, sound, video, the tangible and intangible elements, and more.
- Take 10: How to Create a Customer Advocate ProgramReleased on 10/19/2012 with Michael BritoIn just 10 minutes, you'll learn how to create customer advocates and how to leverage them in a way that will help your bottom line!
- Take 10: Six Ways to Turn Your Brand Into Eye Candy for Your ConsumersReleased on 6/1/2012 with Nick WestergaardIn just 10 minutes, you'll learn how to proactively prepare your brand for this social visual revolution and ensure that you have a sexy and cohesive brand image that's ready for consumption by your audience.
- Take 10: How to Effectively Use Traditional Marketing in the Digital AgeReleased on 4/6/2012 with Elaine FogelIn just 10 minutes, you'll learn how you can use traditional marketing (print advertising, direct mail, etc.) as the perfect complement to your digital marketing strategy.
Brand Management: Marketing downloads for the busy professional
- 62 Best Practices of Top Business BloggersThis 24-page guide will provide you with valuable nuggets of wisdom that will help you supercharge your business blog. You’ll learn directly from a long list of strategies that have proven effective for top business bloggers.
- The Three Cs of Successful PositioningIn this 15-page guide, you'll learn how to research the three Cs, their importance, and their impact on the positioning process. Just as positioning is the foundation for successful marketing, understanding the three Cs is the foundation for a positioning strategy that will set you apart from your competitors.