Branding

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• Spreading the Brand Message One Community at a TimeRichard Buck
  There are a number of questions marketers should explore when creating and nurturing an online branded community.
  Branding, Customer Engagement, Interactive Marketing, Segmentation, Word-of-Mouth
• Eight ways Big Brands Screw up Search—A Case Study: Nike.comWil Reynolds
  Branding, Case Studies, Keywords, Landing Pages, PPC Campaigns, Search Engines, Website Design
• Marketing-Led Organization—or BustJeffrey Mucci
  What does it mean to truly be marketing-led organization? And what does it take to understand the consequences in implementing this dramatic shift in strategy and culture?
  Benchmarking, Branding, Customer Engagement, Customer Experience, Voice of the Customer
• Advertising and Brand Management at Citigroup: Q&A With Marketing Champion Steve ConeRoy Young
  What makes for great advertising? What's the most critical element of a good campaign? And who are the MVPs on a marketing team? This week, Roy Young interviews marketing champion ...
  Advertising, Branding, Customer Relationships, International Marketing
• Seven Steps to Building a Strong Nonprofit BrandLaura Ries
  In the nonprofit sector, marketing is often considered a dirty word, a necessary evil that no one admits spending too much time or money on. But to build a successful ...
  Branding, Logos, Naming, Nonprofits, Targeting
• Brand Loyalty—How to Build It, How to Keep ItTed Mininni
  What does it really take to cement brand loyalty? In addition to time, patience, commitment, and sound brand management, what else can marketing executives do to build and maintain brand ...
  Brand Loyalty, Branding, Customer Relationships, Customer Service
• The Power of a Great New Product: How LeBron James Rescued the NBA BrandAlan Sharavsky
  How did the NBA overcome the 1999 retirement of Michael Jordan and a variety of black eyes that might have doomed a lesser brand? It launched and supported a new ...
  Brand Awareness, Branding, Product Marketing, Targeting
• The 10 Cs of BrandingWilliam Arruda
  Branding, Marketing Tips, Positioning, Targeting
• Bad Things Happen to Brands When Companies Run out of IdeasTom Asacker
  Make no mistake about it: When companies run out of ideas, bad things happen to brands. Instead of differentiating their offerings with meaningful value-added features, like healthier and more flavorful ...
  Branding, Customer Experience, Pricing
• Strong Brands Always Have More Brand Credits Than Debits: A Starbucks LessonJohn Moore
  The Starbucks Coffee marketing research department is kept busy providing oodles and oodles of insights into the Starbucks brand through yearly brand audits. And take it from this former long-time ...
  Branding, Marketing Inspiration, Marketing Smarter
• Satisfying the 10 Cravings of a New Generation of Consumers (Part 2 of 2)Lisa Johnson, Cheri Hanson
  Some of the most recent cultural touch points—groups riding the underground buzz on YouTube; MySpace selling music from indie bands; and the skinny jeans fashion trend—show a new market code ...
  Branding, Customer Advisory Programs, MySpace, Targeting, Word-of-Mouth, YouTube
• The 10 Cs of BrandingWilliam Arruda
  Whether you are working on a personal branding campaign or you're focused on differentiating your company's brand from its competitors, you need to constantly ask yourself if your brand is ...
  Branding, Targeting, Value Propositions
• The Three Ps of Successful MarketingRickey Gold
  The most important areas of marketing are the three Ps: positioning, presentation and panache.
  Branding, Marketing Inspiration, Marketing Tips, Positioning
• Keys to Branding Your Small BusinessJay Lipe
  Branding, Creativity, Small Business, Taglines
• The Media Planning Myths of Cable TVDoug Garnett, Dan Zifkin
  Traditional TV tends to deliver measurable advertising results only for true mass-market products—in part because you need about $15 million to begin even the smallest mainstream TV campaign. Cable TV, on ...
  Advertising, Branding, Targeting
• Small Business Branding: The Personal ConnectionWilliam Arruda
  Branding, Collaboration, Management, Marketing Tips, Personal Branding, Small Business
• Keys to Branding Your Small BusinessJay Lipe
  Branding, Logos, Naming, Small Business, Taglines
• Marketing Magic Inspired by P.T. BarnumBill Engler
  Over the last 50 years, marketers have been working overtime to legitimize our craft; we have even gone so far as to refer to marketing as a science. Without question ...
  Brand Positioning, Branding, Creativity, Marketing Inspiration
• Brand Transformation: When (and How) to Revitalize a BrandTed Mininni
  When should companies allow declining, aging brands to finish their life cycles? When should they opt to revitalize them? There are hard questions for companies in view of fast-changing consumer ...
  Brand Awareness, Branding, Creativity, Marketing Tips, Surveys
• Brands Matter in B2B MarketsKevin Randall
  How can B2B companies truly differentiate their offering and be relevant to customers over the long term? This is where brands come in.
  B2B Marketing, Brand Awareness, Branding