Thursday
Jun192014
Brand Focus: Getting to the point
Jun 19, 2014 ;)
The third in a three-part series on best practices to focus your brand's offer and communication.
Five filters to sharpen your communication's focus.
Jun 19, 2014 Tuesday
May272014
Brand Focus: The fear factor
May 27, 2014 
The second in a three-part series on best practices to focus your brand's offer and communication.
One of the primary tasks of strategic marketing is helping brands focus both their message and their target audience.
Thursday
May222014
Brand Focus: It's just good customer service
May 22, 2014 
The first in a three-part series on best practices to focus your brand's offer and communication.
One day I decided I needed a bluetooth headset. So I popped into my local phone shop to pick one up. I was confronted with a wall of over 30 identical-looking, PVC blister-packed, bluetooth headsets. "Which is best for me?" I wondered.
Tuesday
May132014
Getting your brand found online
May 13, 2014 
There are only three ways new prospects can find your brand online, be sure to use all of them.
So you have set up a brand website with helpful content for your prospects, perhaps you have an online store, your CEO posts weekly to your thought leader blog...
1 Comment | tagged awareness building, brand awareness, marketing, online awareness | in Brand Development Thursday
May082014
Nine ways to adjust your brand strategy to work online
May 8, 2014 
How to bridge your brand strategy into a digital strategy that will drive content marketing and social engagement
A premium fashion brand is unsure if it should follow back on Twitter or remain aloof like its competitors do. An industrial door brand...
Wednesday
Apr232014
The fallacy of global brand positioning
Apr 23, 2014 
Is it really possible to define a brand position that works globally?
When Jack Trout and Al Ries penned the marketing classic, "Positioning the Battle for Your Mind," most of the examples they used in support of their theory were domestic US cases. That never occurred to me until I began developing positioning statements for global brands. It wasn’t going well.
Wednesday
Apr162014
Time for marketers to stop talking about branding
Apr 16, 2014 
Many business people are openly dismissive of “branding” as meaningless fluff. I agree. Twenty-odd years of brand consulting has convinced me that they're right. The word "branding" itself has no more substance than a dust bunny and about as much impact on the bottom line. That’s why if brand management means anything to your company, take this advice: Ditch the word “branding.”
1 Comment | tagged brand derivatives, brand management, brand strategy, branding | in Brand strategy Tuesday
Apr082014
5 Tips for taking your brand abroad
Apr 8, 2014 
Thursday
Apr032014
Positioned for Success: How SME brands can rule the world
Apr 3, 2014 
International brand positioning tips from the Amerikadagen forum on marketing small and medium enterprises abroad. I was honored by the invitation to speak at Amerikadagen, an event that addressed the opportunities and challenges facing small and medium enterprises (SMEs) that wish to market themselves abroad.
Wednesday
Mar262014
The DOs and DON'Ts of strong brand positioning
Mar 26, 2014 ;)
Few things will help your brand build an engaging online audience faster than a strong position. Your brand’s position is an early gatekeeper in the prospect’s journey to purchase and onto brand advocacy.
Tuesday
Mar182014
Have graduate students outgrown the classroom?
Mar 18, 2014 
Frank Oppenheimer was right, “The best way to learn is to teach”. In this post I hope to share what three years of teaching master's students has taught me.
Monday
Mar102014
If the traditional ad agency is dead, what will take its place?
Mar 10, 2014 
It was 17 years ago this month that McKinsey & Company published a strategy paper called “A revolution in interaction”. It was a look forward at the likely economic impact of the internet and the mechanisms that would drive it. In 1997 few of us had any idea about the changes that were about to transform marketing or how quickly the business models that defined our industry would become obsolete.
Tuesday
Mar042014
The real reason your content is not engaging online
Mar 4, 2014 
Are your social media or content marketing efforts under performing? Before you spend any more time tweaking your content strategy and online tactics, ask yourself honestly: How engaging is my brand? Content doesn't engage an audience, brand identity does. And that is the first place you should look if you're not getting traction online.
Wednesday
Feb262014
Coke takes the social out of media
Feb 26, 2014 ;)
This week Coke Analog Labs have released a new promotional video called Social Media Guard. As wake up calls go, Coke nails it: Funny, poignant and oh-so-true.
3 Comments | tagged Coke, campaign, promotion video, social media guard | in Coke, Content Marketing, Example, Social Media Tuesday
Feb182014
The problem with passion
Feb 18, 2014 
Wanting to do something with all your heart is great. It can bestow extraordinary focus, drive and fortitude. That’s always been the case. But in recent years this sentiment is increasingly being confused with business strategy. The word used to fuel this fallacy is “passion”.
Tuesday
Feb112014
Why content marketing is more than publishing content
Feb 11, 2014 
The Cure for Content: Part II (read part I)
If content is really king then why do most organizations still treat it like the court jester?
Post a Comment | tagged Kotler 4Ps, Nike+, Pampers, Rebel lures, content marketing, marketing | in Content Marketing Tuesday
Feb042014
The Cure for Content: Part 1
Feb 4, 2014 
Why better tactics are unlikely to solve online content and engagement woes.
Tuesday
Jan282014
Brand Beyoncé shows marketers how it's done
Jan 28, 2014 
Beyoncé’s latest album release shows us how audience power is changing the rules of marketing and creating new possibilities for brands - if you are able to see it
1 Comment | tagged Beyoncé, branding, marketing, proprietary audience | in Audience, Marketing Tactics Wednesday
Jan222014
Marketing in 2014: The audience imperative
Jan 22, 2014 
As marketers continue to increase their own online publishing endeavors they should take care not to dismiss traditional media but rather embrace it as a role model for their own online marketing success.
Tuesday
Oct292013
Why games make sense for brands online
Oct 29, 2013 
If you have ever lived with a two-year old, then you probably know that a) anything can be turned into a game and b) it’s often the most powerful tactic you have to motivate new behaviors. What you may not have considered is that our predilection for games doesn’t really go away when we get older. Thus, the rise in recent years of “Gamification”.
Post a Comment | tagged Facebook, Gamification, awareness, branding, engagement, marketing | in Gamification