Vol. 4 , No. 7     February 17, 2004


In this Newsletter:

  1. Branding and Brand Equity: Clarifications on a Confusing Topic
  2. How to Host a Successful Webinar
  3. Strong Finish: Writing Effective Conclusions
  4. SWOT Team on Compensation—Should Results Matter?
  5. Seven Simple Clues to Recognize a Great Salesperson
  6. The Prepaid Card Makeover
  7. What Makes for a Great Web Site?


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Debbie MacInnis and C.W. Park
Branding and Brand Equity: Clarifications on a Confusing Topic

Think you know branding? Well, be prepared to change your thinking.

In marketing, no topic seems to cause as much confusion as branding. Many routinely throw out terms like “brand,” “brand equity,” “branding” and “brand strength,” without telling you what they mean and without considering how they meaningfully relate to each other. Some people even say a brand is a "promise" you keep.

In part one of this four-part Premium Subscription series, the authors aim to set the record straight.

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Todd Davison
How to Host a Successful Webinar

You’ve decided to add Webinars to your marketing mix. You know your target audience and set your goals. You want plenty of qualified leads.

But then come a number of even bigger questions: What will entice customers to attend? When should we hold it? Who is the speaker? How and when do we promote it?

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Amy Gahran
Strong Finish: Writing Effective Conclusions

If you’re writing a white paper, issue brief, article, analysis, or report, what’s the best way to conclude that document?

Many people miss the point about what a conclusion is supposed to do. Once you understand this, good conclusions practically write themselves. There is a secret to writing an effective conclusion!

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A Note to Readers

What Is Branding, Anyway?

Greetings, discerning readers!

This week, we kick off our Premium Subscription series with the first of an insightful four-part series on branding by our own Debbie MacInnis and her co-author, C.W. Park. “Branding” is one of those amorphous marketing terms that’s used to refer to everything from a product’s “relationship” with its customers to the “feel” it conjures up in our hearts and minds.

So just what is branding, really? And how can you effectively “brand” your own company’s products and services? Those are the sorts of fundamental and vital questions this series answers.

Elsewhere in the issue, Amy Gahran tackles one of my favorite topics – writing – with a highly instructive and useful piece on penning effective conclusions. Ever feel like your memos, proposals and white papers end as flatly as a bad date? Amy shows you how your conclusions can pack some passion.

Speaking of Amy, she is running a fun contest in her contentious.com blog. She’s trying to build consensus for a catchy nickname for RSS feeds – “ideally something that will spark the public imagination and encourage vast numbers of people to start using RSS feeds,” she says. Check it out and cast your vote today.

Let me know what you think of this week’s issue! As always, your feedback is both welcome and appreciated.

Until next week,

Ann Handley


Last Issue's Top 5

  1. 10 Steps to Measuring Web Site Success
  2. Teen Marketing? Fo’ Shizzle Dizzle
  3. There’s No Quick Fix in Job Hunting
  4. Branding on a Budget: An Interview With Brad VanAuken
  5. The Four Seasons of Publicity
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Yvonne Bailey and Hank Stroll
SWOT Team on Compensation—Should Results Matter?

This week, the SWOT team seeks answers to: Should the compensation of executives and middle management be tied to the success of marketing and sales efforts?

Also this week, read your answers to last week's thorny question: What's the best metric to track to measure the effectiveness of a Web site?

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Jeff Thull
Seven Simple Clues to Recognize a Great Salesperson

How do you distinguish top sales professionals from the less-dynamic candidates? Look for these clues on how to spot great sales professionals.

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Gary Goldhammer and Linda Zimmer
The Prepaid Card Makeover

For the customer, prepaid retail cards usually offer incentives, convenience and may speed checkout if implemented correctly.

But the cards are getting stale because they have been adopted by countless companies, from Petco to Baja Fresh. What's the key to convincing customers that your card is different, and isn't just an extra thing to schlep?

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Gerry McGovern
What Makes for a Great Web Site?

It's no secret: what makes a great Web site is focus and clarity of purpose. Of course, that's easier said than done.

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Publisher:Allen Weiss

Content: Ann Handley


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