Typically when experts talk about brand strategy they focus on the creation of a single image or personality for the brand–creating a clear, compelling message for the market. And that approach seems to make logical sense. But, not all big brands follow that logic and I’ve often found this to be intriguing. Take Budweiser, for instance. For many years Budweiser has been a stalwart presence among SuperBowl advertisers with a variety of ads that incorporate Continue reading “Multi-Image Brands”
Category: Brand Management
Branding From the Inside Out: Two Critical First Steps
Generally I advise clients to view their organizations, products and services from the “outside in.” In other words, they need to put themselves in the position of their desired audience and consider what is important to their audience, rather than what is important to them. Too often I’ll hear organizations talk about how they need to “communicate our Continue reading “Branding From the Inside Out: Two Critical First Steps”
What’s the Difference Between Marketing, Branding, Advertising and PR and Does it Matter?
It’s a question that comes up in many venues. On Twitter and in LinkedIn groups. In business meetings. In university classes. It recently came up through a journalist who was asking for input from marketing professionals – like me: “I’m looking for experts to explain, compare and distinguish advertising vs. marketing vs. branding vs. PR.”
For those of us “in marketing” the answer is deceptively simple. Continue reading “What’s the Difference Between Marketing, Branding, Advertising and PR and Does it Matter?”
Business Failures: What’s Your Level of Risk?
The research about the percentage of new businesses that fail each year, or within a certain period of time after launch is widespread and generally confusing depending on the study you’re reading about. Suffice it to say that, according to most of these studies, most new businesses have a tough road ahead of them.
Why? The reasons are many. Some, that I’ve observed, researched, written about–or even committed myself–include: Continue reading “Business Failures: What’s Your Level of Risk?”
If You Can’t Be Found Online, Are You “For Real”?
I recently had an editor I work with ask about a source’s credentials because she couldn’t find her online. And I’ll admit that my first thought was also “Oh oh – weird!” But then I recalled a “back of the brain” feeling I’ve had for a while now about all of the valuable information and sources that I–and others–may be missing because we rely so exclusively on online content.
If you can’t be found online, are you important? Are you *credible*? Do you even exist? I think maybe not… Continue reading “If You Can’t Be Found Online, Are You “For Real”?”
What Makes a Brand Strong: Consistency and the Ability to Deliver on Brand Promise
I was excited to see the annual Interbrand Top 100 brand results released today. Almost as excited as Naven R. Johnson was about the release of the yellow pages in The Jerk.*
I’m always curious about what brands showed up on top and also curious to see the impact that both positive and negative PR issues had on brands over the course of the year. A few of my burning questions, that the results answer, were: Continue reading “What Makes a Brand Strong: Consistency and the Ability to Deliver on Brand Promise”
Behaving Badly Online? HR-and Others-May Be Watching.
I’m preparing a presentation for a group of HR professionals on social media, its uses and abuses, and I recently came across an online interaction that makes a great case for what *not* to do online. Continue reading “Behaving Badly Online? HR-and Others-May Be Watching.”
What Advertising Images Go Best With Your Product?
Does a talking fish make you thirsty for iced tea with citrus? Lipton’s marketers must think it does – their TV ad shows a weary woman shopping at the market. It’s part of their “Drink on the Bright Side” campaign. She pulls a Lipton gree tea with citrus from her bag and, as she takes
Continue reading “What Advertising Images Go Best With Your Product?”
Be Careful How You Read Those Numbers!
I was recently catching up on some reading and came across an article in Fast Company that made the assertion that: “major consumer brands still have a lot to learn as social tools continue to proliferate.” The author shared some data comparing Starbucks and Dunkin’ Donuts in terms of the percentage of people who hear positive things about the brands and percentage of people who would never recommend the brands. Here’s how it shakes out: Continue reading “Be Careful How You Read Those Numbers!”
Progressive – an Ad Campaign That Works!
OK – so I’ve blasted the E*Trade babies because, although attention-generating, they don’t seem to be achieving results. But here’s an example of a campaign that is clever, memorable – and working! Continue reading “Progressive – an Ad Campaign That Works!”