Branding

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• The Listening BrandMitch McCasland
  Many brands see advertising as an effort to draw attention to themselves and away from competitors. But the approach that builds relationships most requires that brands listen, too. If advertising ...
  Advertising, Branding, Customer-Centric, Customer Relationships, Economic Crisis
• Why Passionate Employees MatterHarry Hoover
  Companies spend millions of dollars each year developing mission and vision statements, identifying their brand, and then communicating their brand promise through various media. Well, employees are the primary “media” ...
  Branding, Collaboration, Customer Experience, Customer Retention, Management, Marketing Inspiration
• The Customer Evangelism ManifestoBen McConnell
  What do Krispy Kreme and Harley-Davidson have in common? They are among the many companies still thriving in the midst of an American economic meltdown. Why? Because they have methodically ...
  Brand Loyalty, Branding, Collaboration, Customer Retention, Word-of-Mouth
• Viral Marketing, Email Style (part 2)Lynda Partner
  Previously, Lynda defined viral marketing and suggested why you should consider using it. Now, she offers a list of 13 best practices for successful viral email marketing.
  Branding, Copywriting, Email Campaigns, Email Marketing, Logos, Measurement, Referrals, Testing, Word-of-Mouth
• Understanding Users through Brand ResearchChristine Perfetti
  Mitch McCasland is an expert in brand strategy. He has worked with the big guns--Proctor & Gamble, Dr. Pepper/Seven-Up, and Verizon/GTE. Here, he tells how account planning techniques can benefit ...
  Branding, Copywriting, Creativity, Customer Behavior, Websites
• Not All Sponsorships Build Your BrandBrent Pickett
  From the Olympic Games, to the London Symphony Orchestra, to local dog shows... there seems to be no limit to what companies can sponsor in an effort to build their ...
  Brand Awareness, Branding, Sponsorship, Targeting
• The Brand Connection – The Link Between Corporations and the Executives that Lead ThemWilliam Arruda
  In this day of celebrity brands, and branded cities, it is not only becoming common, it is becoming essential, for senior executives to build and communicate their personal brands to ...
  Branding, Management, Personal Branding
• Building a Living Global BrandLaurel Delaney
  Global branding. Sounds like a “beast” to some, but it’s the buzzword in e-marketing for the new millennium. Can you afford to do what it takes to get your brand ...
  Brand Positioning, Branding, Customer Acquisition, International Marketing, Logos, Naming, Online Marketing, Targeting
• Charting A Road Map to Advertising ResultsJeff Propper
  Manage your advertising risk by subscribing to a tried-and-true "methodology." Learn from the successes (and mistakes) of those who have gone before you.
  Advertising, Branding, Creativity, Management, Market Research, Measurement, Positioning, Testing
• Is Nature a Marketing Guru?Sean D'Souza
  Technology rules. Yeah, for about five minutes -- then natural instincts take over. Are you stupid enough to fight Mamma Nature?
  Advertising, Branding, Customer Relationships, Targeting
• Will Sears Be More Like Target Than Kmart?Cathy Halligan
  Developing the silver-bullet brand strategy in the context of an overall brand architecture strategy is critical. This entails far more than just organizing the brands as individual performers. Like...what?
  Brand Positioning, Branding, Customer Service, Value Propositions
• If You Can See It, You Can Brand ItAnish V. Koshy
  You can't package it, but you can view it -- albeit in a cluttered marketplace. So how can you brand it?
  Brand Positioning, Branding, Sponsorship, Thought Leadership
• Are Your Messages Remembered Long-Term?
  Better sales through chemistry. That's right. By understanding chemical reactions you can deeply imbed messages in your customer's minds.
  Advertising, Branding, Customer Engagement, Direct Marketing, Email Marketing
• Like a Virgin: Is Your Marketing as Fresh as Madonna's? Sean D'Souza
  Madonna Incorporated consistently reaps profits even after 18 years on the trot. Here's what you can learn from the chameleon of pop music.
  Branding, Customer Retention, Logos, Naming, Newsletters
• More Than Employees: Brand EvangelistsWilliam Arruda
  Trying to maintain a consistent brand image is hard. Don't just rely on your advertising, packaging, etc. A true brand communications program should also consist of these six steps.
  Branding, Collaboration, Management, Marketing Smarter
• How to Commit Brand Suicide Sean D'Souza
  There are lots of ways companies kill their brand names. It's easy. We'll show you how.
  Brand Positioning, Branding, Positioning
• Why Twins Have the Same Surname (and Different First Names)Sean D'Souza
  Unlike parents, who know this instinctively, businesses often end up giving the same name to multiple (and widely differing) products without realizing the negative impact on the brand.
  Brand Awareness, Brand Positioning, Branding
• The New E-Marketing RulesAllen Weiss
  This is an updated version of our debunking article. The point: There are no new e-marketing rules...just people who think there are.
  Branding, Customer Advisory Programs, Customer Engagement, Customer Relationships, E-Commerce
• New Marketing Models: Easy in Theory, Difficult in PracticeAllen Weiss
  Visionaries and gurus told us the Internet would change marketing as we know it. Regis McKenna is now forecasting the end of brands. Is the world coming to ...
  B2B Marketing, Brand Loyalty, Branding, Channel Marketing, Online Marketing, Pricing