Branding

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• Case Study: How a Franchiser Automated Its Marketing Support to Improve Efficiency, ProfitabilityKimberly Smith
  Global ink and toner supplier Cartridge World expanded its US presence to 650 franchisee-owned stores. But its marketing support lagged behind. Here's how the company turned things around: creating a ...
• Come As You Are
  A recent McDonald's ad sets a scene many of us see every day, but throws in a twist. Two cultured-looking men are reading at a table in a highbrow coffee ...
  Advertising, Branding, Marketing Inspiration
• Brand 'Em, and Let 'Em Roam Free
  We are exposed to people interacting with their favorite brands every day—for instance, commuters drinking bottled water. Might these glimpses of others using common brands influence our own brand choices? ...
  Brand Awareness, Branding, Customer Behavior
• Leverage the Voice of the ConsumerEvan Gerber
  There are a number of ways to measure the success of a Word-of-Mouth marketing campaign on the Web. Start by looking in the right place: where the target audience congregates ...
  Blogging, Branding, ROI, Voice of the Customer, Word-of-Mouth
• So You Wanna Be a Swan?
  "We're duped into believing that the pretty, the pristine, and the perfect get all the perks, all the breaks, all the glory," says Vicki Kunkel in her book Instant Appeal. ...
  Branding, Customer Behavior, Small Business, Surveys
• Four Reasons Why Your Brand Needs a Visual SystemGwyneth Dwyer
  What does your brand look like? Is it recognizable—in any medium? Or does it change its appearance and present a confusing array of visual styles? Most organizations understand the strategic importance ...
  Branding, Logos
• Five Ways to Fail at Attracting and Retaining Customers in 2009Michael DiFrisco
  Want to really impress your boss, your board, your employees, or your mom? Want to drive your customers to the competition? Then simply fall flat on your face in your ...
  Branding, Customer Retention, Feedback, Marketing Tips
• Case Study: How Branded Social Communities Help Sony Increase Consumer Engagement, Loyalty... and Sales!Kimberly Smith
  Sony Electronics rolled out a series of online, community-focused features aimed at providing value for (and connecting with) personal electronics users. The effort is paying off with high usage, increased ...
• Six Free Tools for Online Reputation ManagementDaniel Schawbel
  Gems of 2008: Online reputation management means tracking your brand and reacting when necessary. Brand monitoring can save you from a potential disaster when someone cites your name in an ...
  Branding, Google, Social Networking, Twitter
• How Packaging Your Offering Enhances Your BrandAnthony Cirillo
  Is your company packaging experiences? Are they sought—or are they sold? And, drilling the concept down one more level: have you ever looked at yourself and considered the package that ...
  Branding, Customer Engagement, Customer Experience, Economic Crisis
• A Toolbox for Brand Assessment and RepositioningBill Nissim
  To weather the current economic storm, companies must take a step back and assess their core business and brand for continued relevance. Dramatic changes in behavior by cash-strapped consumers have had ...
  Brand Positioning, Branding
• Case Study: How NHL.com's Online Campaign Helped Dodge Launch a New Vehicle, Exceed Sales ForecastsKimberly Smith
  Before any talk of bailouts, Chrysler called on 15 Web sites to help improve consumers' perception of the Dodge brand and launch its first crossover vehicle, the Journey. NHL.com cut ...
• Brand or Get Branded
  "You've heard the branding gurus' mantra," says Jane Schulte, author of Work Smart, Not Hard! "Brand or be branded. Well, it's true. If you don't go about the process of ...
  Branding, Small Business
• Statistics On Advertising During a RecessionPaul Dunay
  I think Seth Godin outlined marketing's Catch 22 best in his book The Purple (and I am paraphrasing When times are tough the tendancy is to conserve capital vs. when ...
  Advertising, Branding, Content
• Marketing Champion Q&A: Xerox VP Christa Carone Builds the Brand and ReputationRoy Young
  During the 12 years that Christa Carone has been with Xerox, the company has been on quite a roller-coaster ride, having gone through significant challenges back in 1999 through 2001/2002, ...
  Branding, Local Marketing, Marketing Challenges, Marketing Smarter, Reputation Management
• Crowds Have No Leaders!Paul Dunay
  The Internet has eliminated the barriers of geography, cost and time. Social tools like blogs and social networking sites are helping crowds form around very discrete But what is missing ...
  Advertising, Branding, Content
• Redefining the Role of the CMOPaul Dunay
  Here are the highlights of a Panel at the Media Convergence * Jeff Hayzlett .... Chief Business Development Officer, Eastman * Russ Klein .... President Global Marketing Strategy, Burger * ...
  Advertising, Branding, Content
• Six Free Tools for Online Reputation ManagementDaniel Schawbel
  Do you know what people are saying about you? Online reputation management consists of tracking your brand and reacting when necessary. Sometimes it's tedious. But brand monitoring can save you ...
  Branding, Google, Reputation Management, Social Networking, Twitter
• Top Lessons Learned in Consumer-Generated AdvertisingNeil Perry
  Marketers have recognized the immense creative talent that resides outside of Madison Avenue. They've recognized that, with Consumer-Generated Advertising, properly executed, they can generate quality, consumer-relevant content at a fraction ...
  Advertising, Branding, Marketing Tips, Videos
• Brand Aid
  In an article at MarketingProfs.com, Mike O'Toole explains why small businesses instinctively understand the importance of developing brand equity: "It is the quality that motivates your customers to recommend their ...
  Brand Positioning, Branding, Small Business