Branding

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• Hardwired to Love BrandsMartin Lindstrom
  Why are "mirror neurons" so relevant to marketers? Because they reveal why we're hardwired to imitate, cradle to grave. Mirror neurons explain why we sometimes do things that we ...
  Brand Awareness, Branding, Videos, YouTube
• Yodle: Managing the Long Tail for the Long Tail!Paul Dunay
  Two years ago less than half of all consumers used search to find a local business. But today that number is upward of However, most small businesses today still don't ...
  Advertising, Branding, Content
• Five Steps to Building Brand Equity for the Small BusinessMike O'Toole
  Everyone wants brand equity. But building it, when you are more likely to qualify for the Inc. 500 rather than the Fortune 500, can be a puzzle. Particularly when the ...
  Brand Awareness, Brand Equity, Brand Positioning, Branding, Marketing Tips, Small Business
• Popping the Top on Your Brand's Potential With Social Media: Q&A With Gary VaynerchukMack Collier
  There's probably no better case study on how a business leverages social media to connect with customers and grow itself than Gary Vaynerchuk's Wine Library. Here, Gary shares the reasons ...
  Branding, Facebook, Social Media, Twitter, Video Blogs, Videos
• The Luxury Catch-22Martin Lindstrom
  In the luxury brand business, stretching brands too thinly across market segments may gain short-term revenue increases, but it also almost guarantees long-term loss to the shareholders, brand owners, and, ...
  Brand Awareness, Branding
• Command & Control Branding: Not Dead Yet?Paul Dunay
  For years, classic brand strategy has always been about the creation of a single message that can be used with all of your constituents; investors, employees, senior management and customers ...
  Advertising, Branding, Content
• Brand As A DialogPaul Dunay
  An interesting study from the University of Texas recently showed that the typical information posted on social networking sites .... favorite books, movies, music, and quotes; major; hometown; and similar ...
  Branding, Content
• Brand New Thinking: Put It in Cultural ContextTed Mininni
  As marketing managers seek to keep their brands fresh and relevant, many are tempted to jump on the latest trends and fads. You know: online and major media advertising with ...
  Brand Positioning, Branding, Customer Engagement, Customer Experience
• How to Unleash the Power of Brand Repositioning: A Four-Phase ProcessGregory Pollack
  Many brands and companies today are constantly reinvigorating their businesses and positioning them for growth. There is a constant need to innovate, reinvigorate, update, recalibrate, or just simply fend off ...
  Brand Positioning, Branding, Targeting
• The Engagement GameMartin Lindstrom
  Your media plan likely contains all the usual, well-known media options: TV and radio ads, print ads and outdoor advertising. We've all been going with these options for years, decades ...
  Advertising, Branding, Customer Engagement
• The End of Command & Control BrandingPaul Dunay
  For years, classic brand strategy has always been about the creation of a single message that can be used with all of your constituents; investors, employees, senior management and customers ...
  Branding, Content
• Five Ways to Optimize Luxury Online Sales ChannelsSuzanne Hader
  Considering the stakes, it's no surprise that the online sales channel is becoming increasingly important to the bottom line of top-shelf brands as consumers of luxury products and services continue ...
  Branding, Channel Marketing, Online Marketing, Websites
• Oh Behave! Hidden Forces that Shape Irrational BehaviorPaul Dunay
  When marketers design a marketing campaign .... we typically design them for "rational" buyers. But do buyers act rational? And what about When we make decisions we think we're in ...
  Advertising, Branding, Content
• Don't Interrupt What Interests People .... BE What Interests People!Paul Dunay
  I can't get an idea out of my mind that I think is profound for this social media age. Recently I blogged about giving your customers and prospects the opportunity ...
  Advertising, Branding, Content
• Market to Change Customer Behavior, Not AttitudesPaul Dunay
  Harvard Business School professor John Quelch once said, "The purpose of marketing– should be geared to changing and reinforcing customer actions rather than customer attitude." I recently revisited this quote ...
  Advertising, Branding, Content
• What You Don't Know Can Hurt Your Brand EquityKevin Joy
  Ultimately, brand protection is all about vigilance. By regularly monitoring the use of brands online, organizations can ensure prior infractions don't recur and can rapidly identify when new incidents arise. ...
  Brand Equity, Branding, Marketing Smarter, Online Marketing
• Media Buying Needs to Evolve!Paul Dunay
  Thinking about buying media? Well, it's no longer just about ad space or traditional print. Today media has to "sing and dance." It has to have a tight connection to ...
  Advertising, Branding, Content
• Niche-o-nomics for TechnologyPaul Dunay
  More and more these days it seems that the raw material for technology firms is less and less the silicon chip (oh so 1990). Instead, the has replaced those tiny ...
  Branding, Content
• Step Into The Spotlight!—'Cause All Business Is Show Business!Tsufit
  There's so much that business can learn from showbiz: Not to step onto the stage with a lousy script. How to give a blockbuster performance. How to get your face ...
  Branding, Personal Branding
• Blurring the Lines Between Advertising and EntertainmentTed Mininni
  Since many traditional advertising platforms are static in nature, and consumers are becoming increasingly interactive in their preferences, companies must become increasingly adept at using a mix of new interactive ...
  Advertising, Branding, Interactive Marketing, Social Media