Branding

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• Should Average Joe Name Your Product?Drew McLellan
  The Super Bowl seemed like the national debut of the notion that agencies don't have all the smarts and you might just get a good idea by running a contest ...
  Advertising, Branding, Content
• Marketing to Employees: Hearing a 'McCalling'Ted Mininni
  A recent McDonald's ad caught the eye of Business Week writers recently. "It's Not a McJob, It's a McCalling" caught my eye since internal branding and team building are ever ...
  Branding, Content
• Can Blogging Work as a Marketing Tool?Lewis Green
  Yes, it can. My two most recent clients hired because of what they read on my blog and at my Web site. That is significant because for marketing to be ...
  Blogging, Branding, Content, Sales
• Cause Marketing That's More Than a Pink RibbonAndrea Learned
  Let's say you are searching for an appropriate cause that your brand can passionately and authentically support (i.e. it needs to be a fit with what you already stand for). ...
  Branding, Content
• Six Strategies to Make Your Newsletters Work HarderDeborah Rapacz
  Brands that deliver general interest newsletters filled with tips, tools, and advice—but not unique, brand-differentiating content—should re-think their approach. Progressive brands are making advances in their approach, tightening the focus ...
  Brand Positioning, Branding, Customer Engagement, Newsletters, Writing
• Pond's Starts Over With 'The Starter Wife'Marti Barletta
  Let's give it up for Unilever! This company has not made any false moves on the marketing-to-women front, and the "presenting" sponsorship for its Pond's brand is another smart strategy ...
  Brand Positioning, Branding, Women, Word-of-Mouth
• Brand Engagement: Teach Your Customers WellNick Wreden
  If you are flying from Los Angeles to Tokyo, you can learn how to say "how are you" in Japanese. The lesson is provided as part of the JAL in-flight ...
  Brand Positioning, Branding, Customer Engagement, Customer Experience
• The Five (Wrongheaded) Complaints Against AdvertisingJerry Kirkpatrick
  The complaints against advertising are seemingly endless, limited only by the creativity of its critics. But advertising is fundamentally benevolent, the author says. Advertising is a communication technique that attempts ...
  Ad Copy, Advertising, Branding
• Branding Is for Cattle: What Really Matters to CEOsDavid Meerman Scott
  Many CEOs say that the way marketing happens in their organizations is ineffective. What's more, many CEOs believe that within the management teams and employees at companies they have worked ...
  Branding, Management, Measurement, ROI
• Five Key Characteristics of Web BrandsGerry McGovern
  The Web brand is useful, clear, simple, interactive, and most importantly, "Google has knocked Microsoft off the top spot and been named the most powerful global brand of 2007," Gemma ...
  Branding, Content
• Wanted: Leadership and People SkillsTed Mininni
  How can management -- from CEOs, CMOs and the rest of the alphabet soup of corporate executives -- run successful companies if they lack people skills?
  Branding, Collaboration, Management
• How to Deal With Crisis—and Defend the BrandDavid Lemley
  How companies deal with negative experiences is just as important as creating positive experiences. In light of the recent pet-food poisoning cases, several companies have taken the lead in reassuring pet ...
  Branding, Customer Experience, Customer Service, Email Campaigns, Writing
• Store Brands Give National Brands a Run for the MoneyTed Mininni
  If you missed there was an excellent article in the March 20th MarketingProfs newsletter dubbed Premium Store The Hottest Trend in . The authors, Nirmalya Kumar and Jan-Benedict E.M. Steenkamp, ...
  Branding, Content
• Premium Store Brands: The Hottest Trend in RetailingNirmalya Kumar, Jan-Benedict E.M. Steenkamp
  Private labels started as cheap, inferior products and more recently became copycats. Today, best-practice retailers are using "premium store brands" to help position the retailer as a "brand." In fact, ...
  Branding, Positioning, Value Propositions
• Keeping the Brand Healthy: The Annual Brand CheckupMark Shipley
  An annual review of your brand can take several forms. The full-blown brand audit, in many cases, is complete overkill. Unless there are obvious signs that your brand is under ...
  Branding, Collaboration, Customer Experience
• The Personal Brand Champion of the WorldNick Wreden
  He could stop traffic in Moscow, Tokyo, Nairobi, Shanghai, and Mumbai. Kings, presidents, and prime ministers worldwide would take his call. He outshines Madonna, Mick Jagger, and Meryl Streep. Although ...
  Brand Awareness, Branding, Marketing Inspiration, Personal Branding
• Round Two of the MarketingProfs Book Club: Q&A With Al and Laura RiesChristina "CK" Kerley
  We're back for another round, bookworms. And in this segment we're discussing branding with the brand masters themselves: the inimitable Al and Laura Ries. What will we be doing this segment? ...
  Brand Awareness, Brand Positioning, Branding, Creativity
• Be All That You Can Be: The Company Persona and the Magic of 'Language Alignment'Frank Luntz
  Walk through any bookstore and you'll find dozens of books about the marketing and branding efforts of corporate America. The process of corporate communication has been thinly sliced and diced ...
  Ad Copy, Advertising, Brand Awareness, Branding, Personas, Taglines, Targeting
• Scent Branding: Smell of Success?Leigh Duncan-Durst
  Some of you may think "scent marketing" and identify with a company like Yankee Candle, which understands the power of scent—but today's technology goes beyond melted wax, potpourri, and fragrant ...
  Advertising, Branding, Marketing Strategy
• Outing Second Life: Q&A With Digitas's Greg VerdinoAnn Handley
  Gartner recently predicted a drop off in Second Life hype, followed by a stablization and eventual trend toward sustainable growth in this burgeoning metaverse. Meanwhile, bloggers and other social media ...
  Blogging, Branding, Second Life, Word-of-Mouth