Having a strong brand presence is the same as an individual who has a good reputation for his past work, his character and contributions to his family and community. Every entity, including public entities need to manage their reputations and build "their brand."
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Trends In Branding 2010 Forecast (SALT Branding)
2010 is proving to be an erratic year. Although some markets are recovering well, others are still struggling from the effects of the recession and facing incredibly challenging circumstances. The result? Businesses have no choice but to make tougher decisions about their brands. We also are in for more change. That's what this 10-part special report, from integrated brand consultancy SALT Branding, is all about.
2010 is proving to be an erratic year. Although some markets are recovering well, others are still struggling from the effects of the recession and facing incredibly challenging circumstances. The result? Businesses have no choice but to make tougher decisions about their brands. We also are in for more change. That's what this 10-part special report, from integrated brand consultancy SALT Branding, is all about.
Brand Building, Beyond Marketing (Strategy Business)
The most innovative companies are recognizing the way consumer perceptions are changing, and are adapting their branding strategies accordingly--in some cases, reinventing them entirely. Among the biggest of challenges? Engendering trust.
The most innovative companies are recognizing the way consumer perceptions are changing, and are adapting their branding strategies accordingly--in some cases, reinventing them entirely. Among the biggest of challenges? Engendering trust.
How to Ruin Your Brand, Your Business, and Your Career: The 13 Worst Marketing Mistakes (MarketingProfs)
You can have the best strategy and plan in the world, built on game-changing insights, with great financials and distribution and cost structure, but if you lose sight of your destination, get caught up in a logo redesign, or try to be all things to all people, failure won't be far behind.
You can have the best strategy and plan in the world, built on game-changing insights, with great financials and distribution and cost structure, but if you lose sight of your destination, get caught up in a logo redesign, or try to be all things to all people, failure won't be far behind.
Brands Reach For Higher Ground (Adweek)
A growing number of marketers are turning to ads that focus on image and emotions. Industry experts say this change is due, in part, to a smart, if counterintuitive, reaction to the recession.
A growing number of marketers are turning to ads that focus on image and emotions. Industry experts say this change is due, in part, to a smart, if counterintuitive, reaction to the recession.
Brands as Content Curators (Frost & Sullivan)
With the advent of social networks and Web authoring tools, companies and brands have found ways to circumvent the traditional media spend and instead engage in product placement, branded integrations, brand underwriting content, content syndication, and sponsored communities. Since we now experience more branded content rather than brand-sponsored content, what will the future look like? Two trends emerge.
With the advent of social networks and Web authoring tools, companies and brands have found ways to circumvent the traditional media spend and instead engage in product placement, branded integrations, brand underwriting content, content syndication, and sponsored communities. Since we now experience more branded content rather than brand-sponsored content, what will the future look like? Two trends emerge.
Big Brand Theory: The Expanding Universe Of Online Branding (MediaPost)
Going beyond theory to fundamental changes in practice, senior marketers from brands such as Kodak, Alaska Airlines, T-Mobile, Microsoft, and P&G shared how they are taking steps to transform online branding, digital measurement, and creative execution.
Going beyond theory to fundamental changes in practice, senior marketers from brands such as Kodak, Alaska Airlines, T-Mobile, Microsoft, and P&G shared how they are taking steps to transform online branding, digital measurement, and creative execution.
Old Brands Pitch Stability, Integrity (Forbes.com)
From the Ford Mustang to Converse to Corn Flakes, the power of the good old days to sell is abundantly evident across today's branding landscape, underscored by the notions of heritage, tradition and originality. Nostalgia, in fact, has always has been a coping mechanism for consumers when the going gets tough.
From the Ford Mustang to Converse to Corn Flakes, the power of the good old days to sell is abundantly evident across today's branding landscape, underscored by the notions of heritage, tradition and originality. Nostalgia, in fact, has always has been a coping mechanism for consumers when the going gets tough.
The Case for Sustainable Differentiation (BusinessWeek)
People buy products and services for a whole host of reasons--some of them rational, some emotional. But in well-established categories, such as the car and hotel industries, where a great deal of rational explanation is unnecessary, likability becomes all the more important.
People buy products and services for a whole host of reasons--some of them rational, some emotional. But in well-established categories, such as the car and hotel industries, where a great deal of rational explanation is unnecessary, likability becomes all the more important.
Shattering Five Branding Myths (Marketing Profs)
Branding is not rocket science. It also can be done on any budget. But first it requires awareness and "mindshare." Indeed, dispelling five popular myths about branding is key to starting that process and transforming your business.
Branding is not rocket science. It also can be done on any budget. But first it requires awareness and "mindshare." Indeed, dispelling five popular myths about branding is key to starting that process and transforming your business.
Sonic Branding ( Neuroscience Marketing)
A sonic style guide, which can establish a brand's sound the same way a visual style guide can establish its look, can be a key element in maintaining consistent branding across media.
A sonic style guide, which can establish a brand's sound the same way a visual style guide can establish its look, can be a key element in maintaining consistent branding across media.
