Branding
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Brands are built on experience, not advertising and marketing. As much as those of us in the marketing industry would like to believe that good advertising will overcome a mediocre or poor brand experience, it just doesn’t work that way.
There is an old adage, “Nothing will kill a bad product faster than good advertising.” It’s true. All a good ad can do is compel you to try something. However, if you do try a product, service, or place and you end up having a disappointing experience then you are gone, and any future advertising for that product – no matter how good it is – is subject to suspicion and disbelief. That disappointing experience could be at a retail establishment, on a website, at a trade show, with a B2B vendor, or actually using a product or service.
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The consumer-worshiped mobile phone has emerged as a viable marketing channel that has marketing executives salivating. It already is creating new and effective ways to reach and connect with consumers at anytime from anywhere. Here are six reasons why mobile phone marketing is fast becoming a powerful marketing tactic.
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This is what happens when leadership, innovation, design, branding, technology and marketing all work together: AAPL. Apple’s stock has doubled four times in the last five years.
That adds up to a total stock appreciation of 1474 percent since 2003, and it has resulted in Apple having over $20 billion in cash and short-term investments (Business Week story here).
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David Armano had an interesting post yesterday about the difference between brands acting as broadcasters vs. facilitators. The point he makes – and it’s a relevant one – is while the most effective model for the future might be brand as facilitator, the preponderance of marketing today is still using the brand as broadcaster model.
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How far would you go to get free gas? Would you be willing to wrap your car with someone else’s marketing message in exchange for free gas? Such claims may sound too good to be true, but Websites such as gettingfreegas.com, paidride.com, and eyeearn.com are paying you for advertising on your car, and even on yourself.
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