Vol. 4 , No. 8     February 24, 2004


In this Newsletter:

  1. How to Measure Brand Equity
  2. The Year for Wireless Marketing
  3. Here’s How Employees Build the Brand
  4. SWOT Team Asks: Can Prices Rebound After Deep Discounts?
  5. A Porpoise in a Sea of Sharks and Minnows
  6. Ask and You Shall Receive
  7. Using Email Newsletters as Sales Tools


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Debbie MacInnis and C. W. Park
How to Measure Brand Equity

The notion of “brand equity” has long been of great interest to marketers. But the trickiest issue to date seems to be working through the nettlesome question of how brand equity should be measured.

Estimating brand equity is important not only to marketing types but also to corporate and accounting types, since “the value of the brand” has been identified as one of the most powerful invisible assets that determine corporate value.

Get the full story.


Claria home mortgage clients know their ads are only seen by people who are looking for a loan. Target ads based on behavior for stunning results with Claria, formerly The Gator Corporation..
Find out what Claria can do for you.

Martina Zavagno
The Year for Wireless Marketing

Wireless is (in Asia and Europe) and is becoming (in the North America) a part our everyday life. With mobile phones we can check our bank account, take and send pictures, purchase a plane ticket, and (even!) get in touch with other people.

“Mobile” is here to stay and will become more and more strategic for carriers, content providers and brands. In fact, wireless, like any other media, could also be a powerful marketing means.

Get the full story.

William Arruda
Here’s How Employees Build the Brand

The Ritz Carlton brand promise is clearly and succinctly stated on its home page: “The finest personal service and facilities around the world.”

Can the luxury hotel live up to that promise?

Get the full story.


A Note to Readers

Think You Know Branding?

Greetings, discerning readers!

This week, our own Debbie MacInnis and her co-author, C. W. Park, continue with part two of their excellent four-part series on branding. If you thought you knew branding… well, read this piece. It’s definitive and enlightening, and it will make you think of your business and its brand from a whole new perspective.

Also this week, William Arruda writes a solid piece about the Ritz Carlton Hotel’s customer promise and how the hotel engages its employees to help carry it out. It’s a great study of how the lifeblood of your company courses through its every vein—from the receptionist’s desk to your Web site to the facility’s cleanliness—and to all extremities.

Speaking of Arruda, he is leading a seminar on personal branding and career success today—February 24, at 12 noon (Eastern Time). You may still have time to register after reading his article by going here.

Hope to see you there!

As always, your feedback is both welcome and encouraged.

Until next week,

Ann Handley


Last Issue's Top 5

  1. Seven Simple Clues to Recognize a Great Salesperson
  2. Strong Finish: Writing Effective Conclusions
  3. What Makes for a Great Web Site?
  4. How to Host a Successful Webinar
  5. SWOT Team on Compensation—Should Results Matter?
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Recent Know-How Exchange Questions/Answers

  1. What Does Scotsman Stand For?
  2. Marketing Strategies For A Re-branding
  3. How To Get The Most From A Conference Sponsorship?
  4. What Is "misleading Header Information"?
  5. Catchy Slogan For Snacks?


Yvonne Bailey and Hank Stroll
SWOT Team Asks: Can Prices Rebound After Deep Discounts?

Weigh in with your answer to this week's dilemma: What’s your best advice for returning pricing to market levels without losing or alienating our customers?

Also this week, read your answers to: We’re launching a new product, with many distribution options. How do we decide which channels to use?

Get the full story.

Michael A. Goodman
A Porpoise in a Sea of Sharks and Minnows

It’s really helpful to see yourself through the eyes of other people. In marketing, we often do this with structured consumer research conducted by independent professionals.

It’s too bad there isn’t an easy way to do that when the product being marketed is you, and the target audience is the all-important prospective employer for whom you’re just dying to work.

Get the full story.


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To get latest the e-business research, news, charts and graphs from the world's leading sources all in one handy place -- and eMarketer's unique insights, perspective and analysis (Free!). To preview the eMarketer Daily, click here

Vivek Bhaskaran
Ask and You Shall Receive

We all know the drill: acquiring new customers is far more difficult than retaining existing ones.

And now, a recent study concludes that the simple fact of asking customers how a company is performing by itself proves to be a great customer-retention strategy.

Get the full story.

Jerry Fireman
Using Email Newsletters as Sales Tools

Newsletters that simply provide a recap of the latest products and news from the company that issued them will be read only by the most loyal customers.

To reach out and influence potential buyers, you need to provide objective information that can help your prospects do a better job.

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley


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