Companies large and small spend significant proportions of their revenue on branding efforts as well as those things that influence customer perception of brand like product development, support and customer service.
While there is debate about who “owns” a brand, the company or it’s customers, partners and employees, it can be agreed that there is tremendous value and equity in a company’s brand. Something of value is worth protecting especially when it contributes to the livelihood of all the employees of the company and their families.
In the past week I’ve presented on online reputation management both for Public Relations and and Direct Marketing audiences and it’s reminded me of how important it is to protect a brand whether it’s new or established.
Not long ago I came accross a few web sites using the same and similar names to our own trademarked name. Upon contacting one company, it turned out they were […]
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Written by on May 21st, 2008 with no comments.
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“For the first time in the history of calculating the ROI of marketing expenditures, influence behaviors and patterns of the volume achievable only on the social web begin to offset the overall cost of marketing,” quotes the new book “The Open Brand: When Push Comes to Pull in a Web-Made World” by Resource Interactive’s President Kelly Mooney and Innovation Consultant Dr. Nita Rollins.
While not appearing on page one, this idea is certainly one of the most important, and likely most sought after skim through takeaways marketers (both on the client and agency side) will seek when first hunting for the knowledge contained within this book.
Mooney’s book reinforces what many savvy marketers have known for years – that “cutting edge” will become increasingly synonymous with an embrace of the openness of the oceanic global marketplace – strategically riding the waves, rather than trying to overbearingly control them – and that […]
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Written by on May 7th, 2008 with no comments.
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Just as with Leverage Your Brand Lovers, the “Branding and Search” session gave the SMX West audience much to think about.
Bob Tripathi, Search Marketing Specialist at Discover Financial, reinforced the need to understand your brand as it relates to SEO/SEM.
Brand Recognition: Do searchers recognize your brand?
–ex. McDonalds’ arches are recognized worldwide
Brand Perception: Do searchers know what you do?
–ex. Discover Financial doesn’t just offer credit cards, but they offer a slew of other financial services
Brand Loyalty: Are searchers loyal to your brand?
–ex. Google and its VERY loyal followers
Brand Affinity: Are searchers aspiring to be part of your brand and culture?
–ex. Mercedes and the status associated with the brand
Not every searcher will know your brand, be loyal to it or want to be part of it. But you have a better chance of influencing how prospects and customers view your brand by ensuring you target the different types of searchers.
Bob introduced the […]
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Written by on February 28th, 2008 with no comments.
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Note from Editor: TopRank Account Manager, Jolina Pettice recently attended the ad:tech conference in Chicago. Along with her formidable knowledge gathering and networking duties, Jolina is sharing notes and observations on a few of the sessions. Enjoy!
The second keynote speech at ad tech Chicago included a panel of leading marketing folks discussing how to build great brands in the digital age.
The panelists, including those below, shared their insight on building brands such as YouTube.com, Ponitac Sunfire, McDonalds and its recent collaboration with Shrek and the like:
Marc Landsberg, President, Arc Worldwide
Suzie Reider, Head of Advertising Sales, YouTube.com
Tor Myhren, Executive Creative Director, Executive VP, Leo Burnett Detroit
Robert Leverone, VP, Television, Dow Jones
An overarching theme of ad:tech this week was how to engage prospects and consumer in conversation with company and/or client brands.
Boyd Peterson, Senior VP, Consumer Research, Yankee Group Research who moderated the panel brought up a good point about consumers and […]
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Written by admin on August 7th, 2007 with no comments.
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