Vol. 4 , No. 25     June 22, 2004


In this Newsletter:

  1. Just What Is a Brand, Anyway?
  2. Three Reasons to Publish an E-Newsletter AND a Blog
  3. The Art of Customer Communications
  4. How To Optimize Your Press Releases for Search (and Why You Should)
  5. SWOT Team: Save Your Media Coverage From Extinction
  6. Winning at the Commodity Game
  7. Storytelling for Leaders


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Debbie MacInnis
Just What Is a Brand, Anyway?

If you were to look at what people have written about branding, chances are you’d be confused about many things, not the least of which is the term “brand.”

What is a brand, anyway? What does it mean? How is it different from "brand image" or other terms?

Please note: This article is available to paid Premium of Preferred subscribers only. Read more information about upgrading here. Or, get the full story.

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Debbie Weil
Three Reasons to Publish an E-Newsletter AND a Blog

Newsletters or ezines are still the e-vehicle of choice for most marketers. But blogs are being slowly adopted as a channel for business communication.

Here's why. Get the full story.

Ben Levitan
The Art of Customer Communications

Too often, customer service professionals are consumed with efforts to put out fires, spending the majority of their time resolving customer complaints and problems.

Few call centers have embraced the idea of proactive customer care—the ability to reach out to customers before they have a chance to become a frustrated and dissatisfied caller.

Get the full story.


A Note to Readers

Brains and Brands

Greetings, discerning reader!

My friend Sean D'Souza has been a MarketingProfs fixture since the beginning of this publication. In fact, Sean predates me.

As the proprietor of PsychoTactics, he's written more than 30 articles for MarketingProfs about his unique specialty: the psychology of customers.

Sean lives in New Zealand. But this summer, he’ll be touring the US with his own unique road show he calls the "Brain Audit." The Brain Audit is a tool Sean developed that allows you to answer questions like: Why do customers walk away at the last minute? Why do they hesitate when you're sure they'll buy?

Sean has a few open spots in his US tour this summer. If you are interested in having him speak to your group, contact him at sean@psychotactics.com.

Finally, there’s lots of great stuff on tap this week – including a must-read piece by our own Debbie MacInnis about the essence of a brand.

In this issue’s lead story, Debbie asks (and answers), “Just what is a brand, anyway?”

Think you already know? Debbie’s well-written and well-researched piece might challenge your assumptions.

As always, your feedback is both welcome and encouraged.

Until next week,

Ann Handley


Last Issue's Top 5

  1. Are You in the Mood? Why a Good Mood Affects Profitability
  2. MAMBA: The Best Way to Write for Marcoms
  3. Marketing Is Listening
  4. Are You a Starbuck’s Advocate?
  5. How to Develop Case Histories
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  5. Best Practice For How To Do Brand Equity Research



B.L. Ochman
How To Optimize Your Press Releases for Search (and Why You Should)

Learning to write press releases that can be easily found by search engines can exponentially increase the size of the audience that sees your release.

After all, don’t we write releases because we want them to be seen by the largest possible audience?

Get the full story.

Meryl K. Evans and Hank Stroll
SWOT Team: Save Your Media Coverage From Extinction

This week, add your own two cents to the dilemma: What's the best way to avoid becoming a media dinosaur, long forgotten when the next story is covered? Join the conversation!

Also this week, read your answers to last week's problem: What do you do when everyone (from the CEO to the mailroom clerk) has an opinion about marketing?

Get the full story.


Why Subscribe to Another Newsletter?

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!).
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Guy Smith
Winning at the Commodity Game

Given that commoditization is as inevitable as death and higher taxes, you need to review your strategies on how to deal with this transition… without resorting to denial, anger, bargaining, depression and acceptance.

Outlined here are a few strategies, and one reversible "non-strategy."

Get the full story.

Evelyn Clark
Storytelling for Leaders

Storytelling is a powerful communication tool that marketing and advertising professionals use very skillfully to promote their companies’ products or services.

But did you know that stories are also effective as a leadership tool?

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley


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