Branding

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• You're Only as Strong as Your Weakest Brand TouchpointScott Davis
  After years of paying lip service to the importance of marketing while engineering and design ruled the roost, technology companies are learning that maybe they need to be more like ...
  Branding, Customer Experience, Customer Service, High-Tech Marketing
• A View From the Top: Career Insight From Prophet Senior Partner Scott DavisWilliam Arruda
  What gets a resume more than a 10-second glance? What's the surest way to impress during an interview? Scott Davis, Senior Partner at Prophet and author of two widely acclaimed ...
  Branding, Career Management, Collaboration, Job Search, Marketing Inspiration
• How Far Will Brand Extensions Stretch?Ted Mininni
  Brand extensions represent a way to leverage a brand's assets and equity to market new products, increase sales and hopefully, profits. While there can be significant strengths to brand extension ...
  Brand Awareness, Brand Positioning, Branding
• The Real Gold Goes to the BoldKara Dullea
  Freestyle may describe a particular type of competition in this year's Winter Olympics, but it more aptly defines the attitudes, mindset and personalities of the games' most controversial and media-savvy ...
  Advertising, Branding, Sponsorship
• Branding: All You Need Is LoveWilliam Arruda
  As a marketer, you are quite aware of the connection between branding and emotion. Countless books and articles have been written about it in the past few years. It's clear ...
  Branding, Marketing Inspiration, Personal Branding, Targeting
• New Resolutions for Brand ManagersMitch McCasland
  Even with January behind us, a brand manager is still full of the promise of the New Year. Sure, things didn't go perfectly during 2005. But it's worth taking note ...
  Benchmarking, Brand Awareness, Branding, Measurement, Sponsorship
• Senior Management: The Secret Weapon in Getting Your Brand NoticedBarry Silverstein
  One of the toughest challenges you face as a brand marketer is, very simply, getting your brand noticed. You have to worry about not just your direct competitors but all ...
  Brand Awareness, Branding, Management
• Discovering Needs, Wishes, Wants, Desires: The Marketing Research ChallengeRobert Kaden
  The way research is practiced today taps into the consumer spontaneous attitudes. While this may be all that is needed for many of our studies, it's rare that tapping into ...
  Brand Positioning, Branding, Customer Behavior, Market Research
• Congratulations—Someone Hates Your Brand!Rick Nobles
  Did you get a letter from someone who was offended by your latest TV spot? Did someone send you an email saying you suck? Do you have a group of ...
  Brand Loyalty, Brand Positioning, Branding
• Why You Should Elevate Partnership Brand Marketing to the Strategic LevelGregory Pollack
  The power of partnership brand marketing brings two companies and brands together—each with its own brand equity and its own distribution channel strength. Whether teaming a car manufacturer with a ...
  Advertising, Brand Equity, Branding, Channel Marketing, Collaboration
• The Breakaway Brand Process: How Great Brands Are Built to WinBarry Silverstein
  A breakaway brand is a great brand that is built to be a winner over the long term. Time after time, a breakaway brand leads its category, generates high awareness ...
  Advertising, Brand Positioning, Branding, Market Research, Targeting
• The Value Chain: From Building Brand to Building IntegrityTim Kitchin
  Value chains are replacing brands are the most powerful weapon in the marketing arsenal. While still widely perceived as source of risk, value-chain transparency actually offers brand owners an opportunity to ...
  Brand Positioning, Branding, Sponsorship, Word-of-Mouth
• Design: The New Corporate Marketing StrategyTed Mininni
  While business executives quite correctly view that innovation built into new products and services is important, few have understood that the cornerstone of groundbreaking innovation is design. And even more ...
  Branding, Customer Experience, Marketing Strategy, Positioning Statements
• How to Brand a Midsize B2B CompanyKathryn Roy
  Branding is more complicated than it first appears. It is also much more than finding a clever name for something. Here are the key branding points to remember as demonstrated ...
  B2B Marketing, Brand Awareness, Branding, Naming
• Have You Filled Your Marketing Funnel?Michael Perla
  At its essence, the marketing funnel is an effective tool to use in evaluating what activities you are successfully executing along your closed loop marketing process—branding, targeting, closing deals, and ...
  Advertising, B2B Marketing, Brand Awareness, Branding, Lead Generation, Sales, Targeting, Word-of-Mouth
• Creating a Winning Organization and CultureJeffrey Mucci
  A company's name can command a tremendous amount respect and equity with customers. Likewise, employees who possess a great amount of pride in working for a world-class organization can be ...
  Branding, Collaboration, Management
• Before You Write: Your 10-Point ChecklistJonathan Kranz
  The secret to successful copy is in all the thought, work and research you do before you write a single word. In the following 10 tips, Kranz lifts the curtain ...
  Benchmarking, Branding, Copywriting, Direct Marketing, Measurement, Targeting, Testimonials
• The Brand's the Thing: Making M&A WorkKen Fenyo
  As a rule, pre-merger expectations don't measure up to long-term results. Up to 70% of merged companies don't achieve their predicted revenue synergies -- a problem that's further complicated when ...
  Brand Positioning, Branding, Collaboration, Targeting
• Three (Plus One) of the Best Marketing Books of 2005: Start Reading HereJack Covert
  With the start of autumn and a new school year comes a renewed emphasis on learning. That's true for those of us who haven't ridden a big yellow bus for ...
  Branding, Copywriting, Creativity, Customer Acquisition, Marketing Inspiration
• A Nation of Dog Lovers: Reaching Out to Pet OwnersLisa Johnson
  Pets are the new people. We've all seen celebrities prancing around with tiny dogs in tutus, or we've read a magazine spread featuring actors and their four-legged companions. Pets are ...
  Advertising, Branding, Social Networking, Targeting