Brand Equity

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• Don't Take the Twitter Joke Too Far
  On February 3, Kenneth Cole used Twitter to send the following message: "Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is now available online ...
  Brand Equity, Humor, Small Business, Twitter
• The Three Pillars of Social Media Readiness
  As we strive to maintain impressive brand personas in the world of social media, unforeseen challenges can arise—from the inside out. It pays to bear in mind that things invisible to the ...
  Brand Equity, Collaboration, Social Media
• Three Tips for Building a Stronger Brand
  You can't reflect too early or too often on the meaning of your brand, which can change at the chirp of a Tweet. "'Brand' is one of those words," Chris ...
  Brand Equity, Marketing Tips, Social Media
• Many Brands Don't Track Social Media Conversations
  Despite anticipated increases in 2011 digital and social marketing budgets, only 30.0% of marketers say they have a strong understanding of social media conversations happening around their brands, according to ...
  Brand Equity, Customer Relationships, Marketing Budgets, Research Summaries, Social Media
• How Coupons Discount Your Brand
  "The recession has caused lots of companies to panic," writes Laura Ries at Ries' Pieces. "And when companies panic, they print coupons and throw up sale signs. Look in your ...
  Brand Equity, Recession, Small Business
• Six Ways to Maintain Your Brand's Voice While Using FreelancersAmanda Maksymiw
  Do you use freelancers to keep up with the online content boom, despite your fear of compromising your brand? Here are six simple steps to keeping freelancers in line with ...
  Brand Equity, Collaboration, Creativity, Hiring Outside Resources, Marketing Tips, Writing
• Six Ways Organic Search Can Make You Smarter About Your BusinessJim Yu
  In an Internet business environment that expects immediate results, online marketers have overlooked the power of SEO, or organic search, as a top revenue-generating channel. It can also teach you ...
  Brand Equity, Lead Generation, Marketing Smarter, Marketing Tips, Online Marketing, Search Engine Marketing, SEO
• Practical Social Media Tips for 2011
  With the end of the year comes the compulsion to synthesize what we've learned about the ebb and flow of social media in 2010. Toward that end, John Antonios, writing ...
  Brand Equity, Marketing Tips, Personal Branding, Social Media
• Three Reasons Long-Term Domain Registrations Make SenseBrant Kelsey
  If you market your business online, chances are you've bought more than one domain name over the years. It's important to periodically review all your domains, even the old ones ...
  Brand Equity, Marketing Smarter, Marketing Tips, Naming, Search Engines, Websites
• Top Retailers Sold on Facebook, Twitter for Marketing
  National retailers are marketing via social networking channels—particularly Facebook, but also Twitter—at increasing levels, integrating their online and physical properties via those channels and using their rapidly increasing fan and ...
  Brand Equity, Facebook, Research Summaries, Social Networking, Twitter
• Brands' Mobile Apps Frustrate Users
  Nearly four in ten mobile users (38%) say they're dissatisfied with most of the apps currently available from their favorite brands, and 69% agree that if a brand's mobile app ...
  Brand Equity, Branding, Mobile Marketing, Research Summaries
• Seven Reasons Why Leading With Price Will Kill Your Advertising, Your Branded Offers—and Your CompanyDan Hill
  Leading with price in your messaging suggests your brand has nothing else to say or show for itself. And that's not good for a host of reasons.
  Ad Copy, Advertising, Brand Equity, Brand Loyalty, Customer Behavior, Pricing
• Digital Media Combos Drive Sales, Brand Favorability
  Exposure to impressions of organic search results, paid search results, and online display advertising—and specific combinations of such media—produces both a measurable lift in brand favorability and likelihood to purchase, ...
  Brand Equity, PPC Campaigns, Research Summaries, SEO
• Brands Caught Astroturfing Risk Losing Customers
  Most marketers say online "astroturfing"—the practice of generating fake online product reviews and testimonials—is unethical, and many would consider not buying from a brand if they discovered the brand was ...
  Brand Equity, Customer Behavior, Research Summaries, Testimonials
• Shattering Five Branding MythsMaria Ross
  When people think of branding, they often think of just a logo or business card. Or they think of the opposite extreme, such as Apple, and so assume they will ...
  Brand Equity, Brand Positioning, Branding, Logos, Marketing Tips, Value Propositions, Website Design
• How to Get Your Message Heard in a Crowded MarketKathryn Roy
  Many companies in crowded markets continue to go head to head against vendors with similar (or better) products. It's scary to narrow your focus to a smaller set of prospects, ...
  Brand Equity, Customer Behavior, Product Management, Product Marketing, Segmentation
• Brand and Marketing Audits—The Forgotten NecessityBrett Milne
  A brand audit enables a firm to lay a solid foundation for management and oversight. The following approach to brand auditing is based on a robust audit methodology that focuses ...
  Brand Equity, Branding, Customer Engagement, Marketing Smarter
• Three Smart Ways to Extend Your Brand
  "Many of the successful new product introductions each year are brand extensions, such as Apple's iPhone, Godiva coffee, and Jeep strollers," one group of researchers recently wrote. However, not all ...
  Brand Equity, Customer Behavior, Marketing Tips
• Who Are You? Who Who Who Who?
  One of the toughest things about cracking the social-media nut is figuring out the right voice to use for your brand persona. To do that, you need an immediate sense ...
  Brand Equity, Brand Positioning, Social Media
• Social Media Brand Passion Index Measures the Love
  Consumers love Costco—and are more passionate about that love than they are for any other supermarket in the US, according to the newly launched NetBase Brand Passion Index, which measures ...
  Brand Equity, Research Summaries, Social Media