Vol. 4 , No. 12     March 23, 2004


In this Newsletter:

  1. Making the Most of Your Brand: Leveraging Brand Equity Through Branding Strategies
  2. Five Ways to Achieve Better Forecasts
  3. How to Manage Your Corporate Reputation Online
  4. 10 Tips for Getting the Most Out of Your Next Speaking Opportunity
  5. SWOT Team: Have Your Territorial Sales Practices Gone Too Far?
  6. The Brand Called We
  7. Have Something Good to Say


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Debbie MacInnis and C. W. Park
Making the Most of Your Brand: Leveraging Brand Equity Through Branding Strategies

It's best to have a brand that is sufficiently strong to allow a company to enter new markets, develop new products and burrow deeper into markets it has already entered.

In the last of this four-part series, Park and MacInnis suggest how a firm that has established equity in a brand can leverage that equity through branding strategies such as brand and line extensions, co-branding, and licensing.

Get the full story.


Claria auto SUV clients know their ads are only seen by people who are interested in SUVs. Formerly The Gator Corporation – find out what we can do for you.
Find out what Claria can do for you.

Pat LaPointe
Five Ways to Achieve Better Forecasts

Even if you’re still working with a No. 2 pencil and scrap paper, there’s no reason you can’t produce outstanding quality forecasts with more predictability and reliability than you’ve ever experienced before.

Get the full story.

Fergus Hampton
How to Manage Your Corporate Reputation Online

Online discussion forums are increasingly being used by consumers to ratify or criticize products and brands. Accessing this information and interpreting it, and then using it to spot emerging trends, manage the brand or monitor competitive activity can keep a business ahead of its competition.

So how do you monitor what's being said and use the information to shape future marketing campaigns?

Get the full story.


A Note to Readers

Leveraging, Branding, Forecasting...Oh My!

Greetings, discerning readers!

This week, our own Debbie MacInnis and C. W. Park offer up the fourth and final installment in their series with this issue’s premium offering, “Making the Most of Your Brand: Leveraging Brand Equity Through Branding Strategies.”

The dynamic duo walks you through the ins and outs of various branding strategies, like brand extensions, co-branding and licensing. It’s a great primer for those of you looking to expand your brand into new markets or dig deeper into existing ones.

Also on tap is Pat LaPointe’s excellent piece on forecasting: “Five Ways to Achieve Better Forecasts.” I fully admit it: forecasting has always been one of my weakest skills. But I learned a few things from LaPointe, who is editor in chief of MarketingNPV Journal, published by our friends at MarketingNPV. His piece gives some actionable advice on how to produce more reliable and accurate numbers.

Finally, check out an upcoming webinar by my good friend Jim Sterne. Jim’s “Web Analytics to Guide Marketing Effectiveness” will help you sift through that wealth of data collected from Web sites, and help you separate what’s truly useful from what’s merely interesting.

Tune in next Tuesday, March 30. But first, register by following this link.

Thanks for stopping by this week. As always, your feedback is both welcome and appreciated.

Until next time,

Ann Handley


Last Issue's Top 5

  1. Making the Most of Your Brand: Leveraging Brand Equity Through Branding Strategies
  2. The Cognitive Load of PowerPoint: Q&A With Richard E. Mayer
  3. Web Metrics Versus Web Analytics
  4. SWOT Team: Back up Your Marketing Plan and Cover Your Back
  5. The Formula Behind an E-Newsletter That Sells
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Recent Know-How Exchange Questions/Answers

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  5. Growth Strategy For Online Retailing



Amanda G. Watlington
10 Tips for Getting the Most Out of Your Next Speaking Opportunity

Speaking at conferences as an expert is a proven means of introducing yourself to new prospects. These engagements must yield business; otherwise, they are merely costly marketing exercises.

Here are 10 tips for how to maximize the business results from your next conference speaking engagement.

Get the full story.

Yvonne Bailey and Hank Stroll
SWOT Team: Have Your Territorial Sales Practices Gone Too Far?

This issue’s dilemma asks: How do help sales consultants preserve and protect their customer relationships, while ensuring valuable customer information enters your database?

Also, read your answers to last week's issue: How do we know when it’s time to grow?

Get the full story.

Nick Wreden
The Brand Called We

We should always keep striving to improve and enhance the brand called Me.

But we should always be aware of—and even concerned about—the brand called We, which reflects the uncontrollable, omnipresent ability of others to build, enhance or even destroy our personal brands.

Get the full story.

Rich Harshaw
Have Something Good to Say

If you don’t get this right, you can just forget about everything else: Your advertising will fail miserably if you don’t have something good to say.

Here’s what that means: having something good to say means that you’ve innovated your business sufficiently so that you’ve got something of value to the marketplace that’s worth advertising in the first place.

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley


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