Branding

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• Put Your Site Search to Work and Improve Your Targeted Marketing, Part 1Shaun Ryan
  If you're like most online marketers, you may not realize that some of the technologies that power your website can be critical tools for improving the effectiveness of your marketing ...
  Branding, Customer Relationships, E-Commerce, Email Lists, Keywords, Online Marketing, ROI, Websites
• Summer's Coming: Make Lemonade
  "The economic downturn spells bad news to most marketers," says Jack Trout in a post at the Branding blog, "but a slump also presents an opportunity to build brands." He ...
  Advertising, Brand Positioning, Branding, Recession
• Make the Most of the Slow Season
  "When the slow season strikes," says Kimberly Smith in an article at MarketingProfs, "it's time to put some energy into pumping up that brand." She runs down a list of ...
  Branding, Customer Acquisition, Customer Engagement, Customer Relationships, Customer Retention, Small Business, Word-of-Mouth
• My So-Called Marketing Life: How Do I Extend the Reach of My Brand?Sue Duris
  Although she has been successful in promoting and extending corporate brands, the author entered into another chapter of her life a few years ago: re-energizing an acting career. Eventually, she ...
  Brand Positioning, Branding, Networking, Social Networking, SWOT, Thought Leadership, Website Design
• 'Mainstream' Is Not a Target Market
  Mainstream is not a target market. In fact, by trying to blandly appeal to everyone, you wind up not really appealing to anyone in particular. Yet, in many companies, "niche" ...
  Branding, Humor, Marketing Challenges, Marketing Strategy
• Commercial Break: Nestle's Sweet Dreams You Can't Resist
  In this regular Daily Chirp feature, William Arruda shares some of his favorite television ads. And he offers up a lesson for how the ad relates to your personal brand. ...
  Advertising, Brand Positioning, Branding, Creativity, Personal Branding, Videos, YouTube
• Google: New Media Meets Old Media
  Google has always been considered a giant in the online world—it's even been said it rules the Internet. But one medium it hasn't ventured into is television. Until now, that ...
  Advertising, Brand Awareness, Brand Positioning, Branding, Google, Marketing Strategy, New Media, Television, Web Browsers, Websites, YouTube
• Selling Pork in the Age of Swine Flu
  The MarketingProfs customer-service team received an interesting message recently from a pork producer in Mexico. "At this moment we are suffering the worst crisis ever in the national pork industry... ...
  Brand Awareness, Brand Positioning, Branding, Challenges Q&A, Customer Relationships, Economic Crisis, Email Marketing, Public Relations
• Commercial Break: The Softer Side of Sears
  In this new Daily Chirp feature, personal-branding guru William Arruda digs into his vast collection of classic TV advertisements and teases out a related lesson for modern-day personal branding. First ...
  Advertising, Brand Awareness, Brand Positioning, Branding, Career Management, Creativity, Personal Branding, Television, Videos, YouTube
• Stream a Little Stream of Me
  Email remains one of the least-expensive and highest-converting online marketing techniques out there, but few would argue it isn't past-due for a trendy facelift. Thankfully for the intrepid marketer, there ...
  Branding, Email Marketing, Interactive Marketing, Online Marketing, Social Media, Videos, Word-of-Mouth
• Hold the Plastic
  Susan Boyle wowed the world when she recently debuted on "Britain's Got Talent." What are the lessons in her success for marketers?
  Brand Awareness, Branding, Community, Digital Marketing, Social Media, Television, Videos, Websites, YouTube
• Look at Me. Now, Focus.
  These days, companies are scrambling to stay competitive. Is there a silver bullet out there that can help? Something to get you through these tough times? According to Geoffrey Moore ...
  B2B Marketing, Branding, Collaboration, Positioning
• How to Become 'Their Brand': Engaging Today's Fickle CustomersManila Austin
  Marketers today understand that consumers think, feel, and react in ways different from June Cleaver some 50 years ago. We use descriptors like fickle, indecisive, and disloyal to describe the ...
  Branding, Community, Customer Engagement, Customer Relationships, Feedback, Market Research, Personalization, Personas, Segmentation
• Four Best-Practices for Renovating Your Brand—Before It's Too LateFred Geyer
  Why do brand leaders wait until their brands are at the breaking point, at risk of joining the likes of Radio Shack and 7Up? Instead, renovate your brands while it ...
  Brand Equity, Brand Positioning, Branding, Customer Engagement, Segmentation
• Personal Brands RULE on Social NetworksPaul Dunay
  On Facebook you can't be a Friend of a brand but you can be a Fan of a brand. While it sounds like a subtle difference, it is actually an ...
  Blogging, Branding, Content, Facebook
• How to Measure Engagement on Twitter—and Savor the Tweet Smell of SuccessJim Sterne
  If you are on Twitter to represent your company, your boss will probably soon ask you to prove the value that your tweets have to your business, if he or ...
  Branding, Customer Engagement, Keywords, Measurement, Social Media, Twitter, Word-of-Mouth
• Orange Crush
  When Tropicana unveiled entirely new packaging for its Pure Premium orange juice early this year, the company received an unexpectedly vocal response from a small cadre of customers. According to ...
  Branding, Marketing Inspiration, Product Marketing
• When the Crowd Attacks
  On Friday 2/27, Skittles surrendered itself to the Zeitgeist. Visits to Skittles.com led users directly to Wikipedia (later changed to a Twitter search for "skittles," then to the official Facebook ...
  Branding, Facebook, Interactive Marketing, New Media, Social Media, Twitter, Word-of-Mouth
• Your Marketing Stimulus Package: Invest Now in Building BrandKevin Randall
  Every day we are bombarded with bad news about the economy: dismal corporate earnings, budget cuts, advertising gone dark, clients and agencies and people coming and going, and a sense ...
  Brand Positioning, Branding, Economic Crisis, Marketing Tips
• The 411 on 420
  You log on to your computer and discover—splashed across the news section of your homepage—a candid snapshot of your celebrity spokesperson inhaling from an enormous bong. Quick, what do you ...
  Branding, Marketing Inspiration