Branding

Famous Mail
May 1, 2009

Valerie Bertinelli promises slimmer hips and thighs with Jenny Craig. Suzanne Somers used to make the same promise with the ThighMaster, recall? Morgan Fairchild offers love advice for Old Navy website visitors in a live chat. New England Patriot's star Tedy Bruschi touts the benefits of life insurance for Boston area consumers. Genevieve Gorder of "Trading Spaces" gives home improvement advice and endorses 3M Corp.'s building products. Teen idol Vanessa Hudgens shares her back-to-school wardrobe preferences in a Sears magazine aimed at teenage girls.

Think Sideways
April 1, 2009

It’s time to get out. Out of your cubicle. Out of your home office. Out of your company’s groupthink. Out of your industry’s bigger groupthink. Just get out. It’s time to get sideways. You’ll be amazed at what a little outside thinking can do to rattle your inside perspectives.

Steve Cuno on Guess-free, Waste-free Marketing
March 18, 2009

In the preface of his recent book “Prove It Before You Promote It” (Wiley & Sons), Steve Cuno says that cutting marketing because sales are down is like reducing insulin when a patient’s diabetes has gotten worse. But while marketing’s role shouldn’t be diminished, Cuno illustrates how it can be far better played.

For Dunkin' Donuts' David Tryder, Card-in-Hand Equals Brand
March 11, 2009

Automatic balance refills and $2 perks for Dunkin' Donuts Card holders are helping the Canton, Mass.-based company's cup runneth over. While the privately held coffee purveyor is keeping a tight lid on proprietary information, an official revealed that these cards are an important aspect of its direct marketing strategy.

The New Marketing
March 1, 2009

This simple equation is the foundation of convergence. We bring together the best ideas and techniques that connect us to the individual, so that we can communicate with the individual on his or her terms. For over 20 years, I studied, tested and developed this methodology. It is the fastest way to create brand resonance and build brand loyalty. We have all the tools we need right at our fingertips to reach the individual and build an empathetic relationship.

Brand as Behavior
March 1, 2009

From the utility of instant communications to the search box’s boundless sense of discovery, “always-on” consumers are busy entertaining and informing themselves. Spending is taking a back seat to experiencing. Now what? Successful multichannel brands are redefining the practice of branding themselves, and leading marketers are becoming publishers—driving a continuous stream of experiences and, ultimately, purchase behavior. Here’s how they’re doing it and how you can, too.

Get Off the Offer Bandwagon
March 1, 2009

There’s an economic concept known as the “wealth effect.” In essence, the wealth effect postulates that as consumers’ portfolios expand in times of strong economic conditions, their spending increases. In other words, as people’s wealth increases, their spending increases regardless of disposable income.

Pointers for B-to-B Blogs
February 1, 2009

Attorney Peter A. Mahler knows he's no Matt Drudge. Then again, the Drudge Report has a different purpose and audience than Mahler's New York Business Divorce blog.

Show Some Brand Love
February 1, 2009

When was the last time you talked about love in your company meetings? Or passion? Or charisma? Or devotion? Perhaps it’s time to add those topics to your next agenda; not because it’s Valentine’s month, but because it’s the right thing to do all year long. When I facilitate and participate in strategic intradepartmental branding meetings with my clients, these words are always part of our conversations.

3 Tips for Leveraging Brand Evangelists
January 14, 2009

One thing marketers can learn from the recent presidential campaign is that with the help of brand evangelists, even the most skeptical consumer will listen to a passionate third party, or at least consider what they are saying on its merits.