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What’s in a Name?
Naming things is not easy. It's a science, and an art. We need to think about the meaning of the word and the sound, what it evokes and how it rolls out. At the same time, we factor in the business objective, the nature of the challenge (e.g., do we want to stand out in…
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Brand is an Asset, and it is Far From Done
Every so often something dies in headlines on the Internet. Once again, it is brands' turn to take the romantic stroll. So is glowing James Surowiecki at The New Yorker#. Attention pleas aside, the economic value of brands is still driven by perception, some elements of which are transactional and appeal to reason, and some…
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Brand Strategy: Plan the Right Marketing Executions
Strategy is only as good as its execution. But without one, you’ll fail. Having a brand is more valuable, even if the brand is no brand. There are too many options that look and sound the same. Is this you? Research by the Reputation Institute says the organization’s name and brand recognition are more valuable…
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Make What you Offer Customers Stand out
In their minds and get word of mouth for your business. Trust is fragile. In a recent post about the intangible art of trust at American Express OPEN, Matthew May cited consumer behaviorist Ernest Dichter. In the 1950s, Dichter determined that most people perceive at least five dimensions of downside risk every time they engage…
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How One Mid-Sized Business is Using Social Media to Build Awareness and Increase Sales
guest post by Tamar Weinberg Social media marketing takes many different forms. In one of its most basic executions, building brand awareness through social media communities and maintaining a presence in the more dominant social networks brings forth happier customers and translates into sales. Chris Heuer coined the phrase "participation is marketing." If you are…
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Taking Your Brand for Granted
The grass is greener on the other plot or garden – or in this case company and business. Rob Diana writes about MyBlogLog's demise. Remember that service? It was so promising that Yahoo! bought it for $10MM in early 2007. Then sat on it. Google FriendConnect and Facebook Connect have now come to take advantage…
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Marketing in 2010 (free eBook)
When we talk about brand awareness, consciously or not, we correlate "brand" with one specific phase in the marketing funnel. Many have defined brand as a set of expectations and experiences. These in turn generate stories we identify with as we develop our relationship with the brand and the company and people who represent it…
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Don’t Try to Be All Things to All Customers
Or else you'll come across as not caring about one or more customer segments and needs. When it comes to branding, less from you is more. An additional lesson for companies is to stop trying to be a bad copy of some other company. "Me too" is the biggest branding sin of all – you're…
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Are Your Facebook Fans Truly Engaged?
There are five ways to keep your Facebook pages working for you – and your fans – without running into cycles or idle chit chat, says Italian digital media agency Frozen Frogs. They did some work to figure out fan engagement rate and found that: (1.) New product releases Let's face it, our brains…