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Marketing 2.0: Best Strategy Is Written After You've Knocked It Out of the Park #escpm2c

March 29, 2010 by Margot Heiligman with 254 views

Don't be discouraged by this title.  One can certainly build Marketing 2.0 strategies applying what you already know about marketing and have learned to successfully execute in social media - however - adjusting for user generated content (B2C) and influencer-enabled content (B2B) may provide a real home run.  During the... [read more]

10 things your brand can learn from Trader Joe’s

December 17, 2009 by DavidWiggs with 157 views

A quick trip to Trader Joe’s to return an item got me wondering, how could more brands be like Trader Joe’s?  (And what would shopping be like if they were?)  Let’s look at what makes the Trader Joe’s experience so different from your everyday grocery store: 1. TRUST: They exchanged my item with no questions asked. A... [read more]

define: Brand

December 13, 2009 by Seth Godin with 129 views

A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for... [read more]

Your Reputation Sucks

November 23, 2009 by Jonathan Salem Ba... with 120 views

[NOTE: This essay draws on a chapter in my new book, Bright Lights & Dim Bulbs, which identifies nine radical branding and marketing insights for innovative business leaders to watch in 2010.] In case you haven't noticed it, almost every public and commercial establishment blew up this year. Your reputation and brand aren't what... [read more]

Social Media in Organizations: What Happens When You're the Only One Talking?

November 12, 2009 by Paul Chaney with 447 views

I've come to believe that social media is more a function than a position. It best serves a company when more than one person is using it to spread the organization's message. Otherwise, if social media engagement becomes the purview of one person solely, there is a risk of the individual building their own personal brand in lieu... [read more]

ESPN - The Company

October 9, 2009 by Jim Estill with 283 views

One of the latest books I read is ESPN The Company - The Story and Lessons Behind The Most Fanatical Brand in Sports by Anthony Smith. I am not a sports person (there is a difference between being active which I am and loving to watch sports). I did, however, find the book interesting. ESPN certainly created an awesome, well-... [read more]

Co-Creating Know, Like and Trust

October 7, 2009 by John Jantsch with 190 views

This content from: Duct Tape Marketing I am giving a talk this afternoon at the Inbound Marketing Summit in Boston and here is the essence of the message I plan to deliver. For the past 10 years or so I’ve been using this definition of marketing – Marketing is – getting someone who has a need to know, like, and trust you. With each... [read more]

Bank Of The Present

September 29, 2009 by Jonathan Salem Ba... with 152 views

As Citigroup mulls over closing some of its 1,000 or so branches in the U.S. and Canada, it has been exploring technology solutions in a project it calls "Bank of the Future." It hired someone from Travelocity.com to lead the project."Citi, after all, invented the ATM and was once a leader in consumer banking technology," ... [read more]

The first step to improve your brand’s word-of-mouth?

September 11, 2009 by Zane Safrit with 188 views

Here's the first step to improve the word-of-mouth generated for your brand. Improve what you think about your brand. That's it. That's where change starts. Change what you think and say and feel about... your brand, corporate or personal. Change that and you’ll change what others say about your brand. At the risk of lecturing...... [read more]

Zappos Drinks The Kool-Aid?

July 20, 2009 by Jonathan Salem Ba... with 144 views

Zappos let 22 marketing agencies aggregate in Las Vegas last week to vie for the honor of spending $7 million of its money on "evolving our brand" next year.  It should reimburse them for their expenses, and forget the entire shebang.Zappos was the poster child darling for a brand that's based on customer service, quality, and all... [read more]

More Behaviour Less Measurement

July 3, 2009 by Gavin Heaton with 152 views

New strategies require new measurement – or so says Helge Tenno. In this fantastic presentation, Helge suggests that when it comes to the social web, we are using the “destination web” as a basis for measurement – and we are, therefore, using an outdated system to measure the efficacy of emergent networks of value. And I tend to agree.... [read more]

Why You Should Always Be True to Your Brand

June 18, 2009 by Eric Tsai with 156 views

Recently I’ve had great conversations with other brand strategists about the changing landscape in brand building. There is no doubt that social media is having a profound impact on brands in all fronts of marketing, advertising, PR, and networking. The core value of social branding is about fostering the “trusted” relationship from... [read more]

How Long Do You Let Your Brand’s Reputation Suffer?

June 16, 2009 by Danny Brown with 349 views

You’re a public relations professional or agency. How are you monitoring your brand and those of your clients? You are actually monitoring, right? I ask on the back of an interesting story regarding Michigan-based PR firm Tanner Friedman and their current lawsuit regarding a fake Twitter account. Back in January this year, an account... [read more]

Continuous Digital Strategy

May 14, 2009 by Gavin Heaton with 119 views

  For the last three years or so I have been writing various articles on branding, strategy, social media and general marketing. And I was thinking that I was contributing to a body of knowledge about HOW to go about the hard work of using digital spaces to change the way that people behave. After all, if there is one thing... [read more]

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