Branding

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• How To Successfully Extend Your BrandDaniel Edelman
  nderstanding the way consumers evaluate whether or not a brand extension "fits" with a core brand is central to the success of the brand extension. Often, marketers misunderstand the way ...
  Brand Equity, Branding, Market Research, Marketing Tips
• Making Brands Relevant Online (Part I) Mitch McCasland
  When a brand goes online, what expectations do consumers have? What information is anticipated? Motivating?
  Advertising, Branding, Online Marketing, Web Content, Website Design, Websites
• Do Corporate Brands Matter?Ray George
  ow can a company become a contender in a marketplace when its individual brands do not have comparable recognition and reach?
  Brand Equity, Brand Positioning, Branding, Targeting
• The Three Cs of BrandingWilliam Arruda
  Strong brands have something in common -- they all exhibit the “three Cs” of branding. Does your brand pass the Three C Test?
  Brand Equity, Brand Positioning, Branding
• The Seven Commandments of Great MarketingDavid Sudjian
  even commandments for marketing and brand building are being chiseled onto new stone tablets. Following them...well, religiously (!) is now essential for compelling customers to embrace your brand.
  Brand Positioning, Branding, Collaboration, Customer Engagement, Marketing Tips, ROI
• Career Building: A Great Approach to Branding?Jonathan Ward
  Companies are often not true to themselves when they establish their brand. So where do you start? Following are some guidelines to help you establish and grow a believable brand ...
  Brand Positioning, Branding, Career Management, Value Propositions
• Marketing During War TimeDoug Edge
  No matter your opinion of the ongoing war with Iraq, the reality is upon us. So what does it all mean for businesses?
  Advertising, Branding, Marketing Tips, Online Marketing
• The Positioning of PaulineMichael Fischler
  In the last installment of this series, our marketer was teetering--like Pauline in the old serials--perilously on the positioning precipice between corporate and product positions. Time to push her.
  Advertising, Branding, Customer Relationships, Positioning, Segmentation
• Integrate Design to Create Brand HarmonyGreg Hinzmann
  n all the talk about brand in business and marketing today, there is a distinct lack of discussion about one of the most powerful drivers of brand: Design.
  Branding, Collaboration, Logos, Taglines, Websites
• Why We Need Strong BrandsJeff Doemland
  What makes a company great? Truly great? What makes for a company that acts like a great leader?
  Brand Positioning, Branding, Customer Engagement, Positioning, Value Propositions
• Is Branding Dead?Tom Barnes
  The question raises ire in all but the most sanguine marketer.
  Advertising, Branding, Direct Marketing, Email Marketing, Telemarketing
• The Seven Deadly Sins of Brands OnlineMitch McCasland
  Too often, Mitch feels shame for the web. It saddens him that an article can still be written today on how the misuse of the web can risk damaging brand ...
  Advertising, Brand Equity, Branding, Collaboration, Website Design, Websites
• Killer Sacrifices: The Real Effects of Reduced MarketingKimberly McCall
  hat happens when a company abruptly ceases all marketing? What's to become of a brand, once beloved and nurtured, when its promotional support has evaporated?
  Advertising, Branding, Recession
• Moving From Words to Deeds to Restore Public TrustJudy Hopelain
  Corporate America – the brand – may well be grappling for years to come with the damage it suffered as a result of transgressions that surfaced last year. The challenge ...
  Brand Equity, Branding, Management, Value Propositions
• Sales and Marketing 2003: Sell Me The MoneyTom Barnes
  n 2003, it's time to jump into the trenches with the great unwashed: your sales people and your company's prospects.
  Branding, Collaboration, Copywriting, Market Research, Metrics, Sales, Targeting
• Why Customer Feedback Should Drive Your Marketing CommunicationsDebbie Weil
  Are you soliciting customer feedback? Are you listening to it carefully? Are you incorporating the feedback into your on and offline marketing communications? If you answered yes, yes and yes ...
  Branding, Copywriting, Creativity, Customer Advisory Programs, Customer Engagement, Testing
• Why Santa's Marketing Works Better Than Yours...Sean D'Souza
  Santa Claus Inc. is well and profitable, right through recessions, depressions and just about any economic scenario. The reason why his marketing works better than yours is because he uses ...
  Brand Positioning, Branding, Customer Relationships, Economic Crisis, Positioning Statements, Recession
• Au Contraire: B2B Branding Does Get ResultsJeff Kaumeyer
  An article a few weeks ago claimed that money spent by B2B marketers on branding is wasted because business customers know a great deal about supplier products and companies. Au ...
  B2B Marketing, Branding, Creativity, Customer Engagement, Market Research
• Cooling The Branding IronMichael Fischler
  Are you a B2B company, putting (or considering putting) significant effort and significant resources into developing a coherent brand for your product? Researching the marketplace and analyzing competing brands? Establishing ...
  B2B Marketing, Branding, Positioning, Testimonials
• Mona Lisa Your BrandingSean D'Souza
  Have you mistakenly trained your branding to fall over and play dead? Do you know how to use psychology to create branding that lights up with the voltage of a ...
  Branding, Creativity, Naming