Most business professionals have a working knowlege of marketing, but some are less sure about the ins & outs of branding.
I was lucky enough to learn the branding world during my 14 years in the toy industry by working on brands like G.I.Joe, Transformers, Playskool and Little Tikes. I even created the first [...]
Yesterday during a new business meeting, I was again reminded that it’s too easy for marketing to live in the analytical side of the brain — especially when buying decisions are often made in the emotional side of the brain.
I regularly read Brain Based Biz by Robyn McMaster and Brain Based Business by Ellen Weber [...]
Sometimes when I talk to clients about branding, they listen patiently and then ask about sales. I know they want sales, but they need branding to help them get there.There are lots of reasons that branding helps with your marketing. And good marketing makes the sales effort so much easier and smoother.
Building awareness is probably the [...]
Here are some powerful online marketing resources for do-it-yourself branding and marketing:
How to Get Free Publicity - a Squidoo lense by Joan Stewart, the Publicity Hound. She’s got tons of great ideas for anyone who’s trying to increase traffic and develop a publicity machine to build awareness.
I particularly like her new ideas on how to use [...]
Does your company work at increasing brand value?
Do you consistently and repeatedly communicate your message like a mantra?
Are you consistent in the use of the style of your logo? (don’t change colors, shape or style on a whim)
Do your customers get what they expect? Or do you often hear things like: “Oh, I didn’t know that’s what you [...]
The thing I like about cloud tags is that they combine the actual number of times someone has used a tag but they display it visually. It’s like the brand positioning of a blog. Taking a quick glance at a cloud tag allows you to get a sense of the content in seconds. Talk about [...]
Today is Blogtipping Day! I’m going to focus on Branding & Marketing Blogs. Thanks to Mike Sansone at Converstations for the reminder! The way it works is:
Pick a blog
Share three positives about the blog
Offer one tip to improve the blog
Tag it with Blogtipping
Actually, I think I’m supposed to do 3 blogs, but only have time [...]
Euphemisms — making uncomfortable subjects more appealing. Many times a marketer’s job is to put a favorable spin… or at least a neutral spin… on some nasty realities.
Case in point: diseases. Thanks to TMBrandingCap.com for the info on the Brand Institutes’ renaming of diseases and symptoms of the disease, funded by the drug companies.
The [...]
InterBrand’s chart of Brand Value Management claims to have no beginning or end…
Although I like the fact that they put the customer in the center of the chart, I want to look at these steps sequentially, but have trouble seeing where to jump in and then logically progress based on this chart. I [...]
Best Global Brands Report 2006 ranked the top brands in the world.
Each year Interbrand, in cooperation with BusinessWeek, releases the report. From the introduction:
Creating simple, but powerful differentiation in the minds of your customers, your staff, indeed all of your stakeholders, requires a clear and compelling vision that is expressed in everything you do: [...]
Is your New Year resolution to build a stronger brand in 2007? If so, these seven steps may help.
1. Develop your benchmark. Measure your client’s or consumer’s and/or customer’s experience.
2. Compare your organization to the various competitive choices available to your target market. (Don’t tell my you don’t have any competition!!)
3. Analyze your SWOT. (Outline [...]
