Branding
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There is a considerable amount of marketing money wasted each year because of ready, fire, aim. That’s marketing without first establishing a clear brand identity and personality. Even worse, some companies struggle along hoping marketing or advertising will define their brand. Marketing, advertising and other communications activities should clearly convey and enhance the brand identity and personality, but it is usually an ineffectual, expensive and backward process to let marketing try to create the brand.
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I would have thought by now that every company puts their URL in their magazine ads. Apparently not. A study sponsored by the Magazine Publishers of America demonstrates that including a URL in ads can boost traffic to a company’s website by up to 186% over ads that don’t feature the company’s web address.
Including a URL just seems like a no-brainer. I picked up a number of magazines around the house and started checking for URLs in the ads. Whoa...I was surprised to find many ads that didn’t have a URL displayed. And most of the companies that were advertising in these publications (without the URLs) would have definitely benefited by building more brand engagement through additional website traffic.
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Brian Haven, a Senior Analyst at Forrester, had a short (4 minutes), but enlightening interview about brand engagement with Marketing Voices at the Forrester Marketing Forum in Los Angeles this week. Brian says Forrester defines brand engagement as the level of involvement, interaction, intimacy and influence that a person has with a brand over time.
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Noah Brier has come up with an interesting way to explore word associations for several popular brands. He calls them brand tags. You can contribute to the brand cloud by adding your own input.
Since celebrities, in essence, are strong personal brands, he is using the same concept in that category, too. Check out celeb tags.
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Last week I posted about a YouTube video on the future of advertising from Ben Hourahine at Leo Burnett, London (see below). The Slideshare deck above provides another great overview on that same subject. It’s from Paul Isakson.
There are some prescient quotes in this deck from some of the people on the front lines of the digital marketing frontier, as well as some powerful slides on branding and insights. Thanks to David Armano for the point on this one.
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