There is only one page of results
For years, classic brand strategy has always been about the creation of a single message that can be used with all of your constituents; investors, employees, senior management and customers about who you are and what value your company provides....
I once had a co-worker recount the tale of her junior account position at a 4A’s agency. Her account was for a well known brand of… well…tampons. Evidently, the team brainstorming sessions (comprised largely of men), yielded many unfortunate and...
When marketers design a marketing campaign – we typically design them for “rational” buyers. But do buyers ever act rational? And what about us? ...
Dear CMO: When we think of our relationships to institutions, we can categorize them in one of several ways. There are brands, and we talk a lot about them here and elsewhere. There are causes. There are memes, ideas, manifestos,...
I can’t get an idea out of my mind that I think is profound for this social media age. Recently I blogged about giving your customers and prospects the opportunity and the permission to start a dialog with your brand....
Harvard Business School professor John Quelch once said, “The purpose of marketing… should be geared to changing and reinforcing customer actions rather than customer attitude.” I recently revisited this quote and feel it still holds true. But in the age...
Thinking about buying media? Well, it’s no longer just about ad space or traditional print. Today media has to “sing and dance.” It has to have a tight connection to the brand at the same time it distributes the brand...
More and more these days it seems that the raw material for technology firms is less and less the silicon chip (oh so 1990). Instead, the startup has replaced those tiny wafers in the 21st Century....
Marketers call what they do "engagement," "interaction," "relationship-building" or worse yet, "encouraging the customer to experience the brand." However, substitute "brand" with "Tabasco enema," and you can picture the usefulness of such tactics and how uncomfortable your audience is with...
Walk around any marketing conference and you can hear folks talking about brand. Typically much of the discussion centers around brand tactics: how to create a brand identity, how to build brand messages, how to test for brand penetration, and...
Learn how YouTube is affecting the idea of Personal Branding, and how Google is using audio services to power video search. That and a whole lot of talk about the holidays in this Marketing Over Coffee, a weekly audio program...
At Marketing Voices, I interviewed the CEO of BuzzLogic who talked to me about a new product they recently announced. Isolating conversations around products, brands and issues is tough to do, but CEO Rob Crumpler demonstrated their new ad targeting...
Harvard's John Quelch offers a summary of his study regarding B2B brands, on his Harvard Business Online blog post here. His post, titled "How to Build a B2B Brand," cites five characteristics of leading global B2B brands. They are......
There is an agricultural practice farmers use called "fallow field farming." It is the method of planting nothing at all to allow fields time to replenish, rejuvenate, and regain fertility. I got to thinking... this practice of waiting a season...
I did a double take as I entered the gallery. What was the DKNY logo doing on the wall of the Walker Art Center? Is this art? Or branding?...
President of The Media Audit, Bob Jordan, has hired the consulting services of Doneraile International - the strategic marketing firm headed up by Les Tolchin, former head of Arbitron's radio group services unit - writes Radio Ink. "Hopeful of earning...
Heavy.com, founded with men age 18-34 in mind, exudes a "tone of knowing commercialism," mixing animation, music, videogames, home movies, supermodels and pop culture parodies - often presented in two-minute clips, writes the New York Times. And advertising inundates the...
There is only one page of results