Category Archives: tactics

Book Review: Star Brands

Star Brands A Brand Managers Guide to Build Manage and Market BrandsCarolina Rogoll’s new book, Star Brands: A Brand Manager’s Guide to Build, Manage & Market Brands is a  great resource for anyone seeking structured guidance on creating a brand plan.

Rogoll presents a five-step practical guide on taking a business and brand from conception… to realization… to success.

I like her five points – They are  very similar to the 4 M’s of Marketing that I use. I would combine point 3 and 4 (Crafting a Communication Strategy and Establishing a Marketing Strategy) into a single point, but a 4 sided star looks a lot more like a rectangle!! So I completely understand why she separates the two.

Carolina Rogoll - from LinkedInShe has a great background – real world experience (her LinkedIn profile says P&G experience since 2003) — combined with working as an educator in branding (School of Visual Arts In NYC.)

I also like that she uses case studies from famous brands, such as Harley Davidson and MasterCard, and  interviews withbusiness school professors, advertising agency leaders and former CEOs.

Star Brands is a practical book that business professionals and entrepreneurs can use as their own brand building “workbook.”

Of course, I can’t let a book review pass without mentioning my book. I wrote it to help the small business owner who wants to brand and market their business: Simple Steps, Big Results. It’s been my experience that learning lessons from big brands is very helpful – especially in theory – but when you’re dealing with a micro budget, sometimes lessons don’t translate from the million dollar brands.

Full Disclosure: While my Amazon link does NOT attach to an affiliate link, nor am I being paid for this review, I did receive the e-book for free in exchange for doing this review.

Building Community with Your Marketing

Chris-Brown Building Community Blogging TipsBlogging and Marketing Tips by Experts is a great example of building community. Marco Mijatovic from First Site Guide asked a variety of marketing experts to provide their three Top Online Marketing Tips for New Bloggers.

He complied them, with the author’s bios and made avatars of their photos (see mine to the right) to create chapter 7 in his book and a wonderful resource for those who are starting out with their first blog site.

His article is a great example of content pulled together from a community.

I haven’t seen this type of work in a while, in fact it is reminiscent of 2006 and 2007 when blogging was first exploding.

Building Community in the Viral Garden

I remember getting a big boost from the “D List”, a group of marketing bloggers banded together by Mack Collier to help promote each others’ content. He was one of the many who helped shape the path for building community.

Grab Them in the First Five Seconds

First five seconds rule in YouTube AdvertisingThe first five seconds rule has become the name of the game in advertising. Especially when people are watching videos and can skip the ad after 5 seconds.

Too often I turn off the sound if it’s annoying or wait impatiently for the five seconds to tick by… can’t click “Skip This Ad” quickly enough!

But this one had me laughing out loud and watching the whole thing. There’s something about a train wreck. And seeing if anyone moves or blinks.

Does anyone remember when the world switched from the 120 second and 60 second commercials to the 30 second? (I think it was back in the 80’s and coincided with the growth of cable.) Or when it was new to see a 15 second commercial, which started out as a 30 second, cut it two like an installment / to be continued / type of approach? (the 90’s!) Who knew it would come to only have a few short seconds!

First Five Seconds for Impact

The bigger question is does it work!?Will it help with name brand recognition? Top of mind awareness? Will Geiko sell more insurance? My guess is yes.

Packaging your product has to do it in less than a second.

Sales are made every day in a second walking down the aisle in a grocery store or scrolling through a website?

It’s true on the business-to-business side of the equation too. How quickly does a Trade Show Booth Display have to make an impact? Haven’t you ever walked a show with your head swiveling from side to side deciding which booth you’ll approach to learn more?

Use Mobile Search Optimization Best Practices in Your Titles

[pullquote]If no one has heard of you, using your brand name in the title is just a waste of characters![/pullquote]If you are trying to brand and market your company going into 2015 you are probably concerned with getting found on the search engines from a smart phone.

Search engine optimization for mobile is similar to getting found on other browsers as well. Strong SEO in the title is your first step.

Length of title makes a difference in the search engines. Aim for about 60 or 65 characters with your keyword phrase near the front of the title.

Be careful to leave out the non-search terms. There are several common words that are a waste of characters. You’ve seen them used all over a website: about, welcome, home, menu and so on. These words show up in so many titles but no one searches for them! Just for laughs, type one of these into your search box and see how many results come up. Yikes!!

Only optimize one keyword phrase per article or post. Trying to have posts do double duty only weakens the effectiveness.

Mobile Search Optimization Best Practices for Branding

If your brand name is a search term, include it… but if no one has heard of you, it’s a waste of characters. Use what people will be searching for! Just adding your company name or brand name into your title will not make people search for the term.

Mobile screens are smaller, so you’ll want to use shorter keyword phrases if possible.

Beyond the title, the content makes the difference and having strong unique content of at least 300 words is critical. Interviewing experts and transcribing the interview makes for great content. This will help you to build credibility and create a platform for your brand as well.

Look into other SEO best practices before finalizing the optimization of your post or article.

Smart phones have surpassed traditional search so it is time for developing a plan for your mobile search program.