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Content or Conversation: Where will the smart money be when FIFA hits Brazil in 2013?
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By Stuart Cain, managing partner, global sports practice, Mindshare
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As social media becomes a mainstream communication channel, should brand owners who have traditionally sponsored rights owners to attract an audience be switching their investment away from the content and focusing instead on the conversation taking place in social media? If they should, what does this mean for the future of sports rights?
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August 2010
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Brand-Based Customer Loyalty
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By Branders Group (Switzerland)
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Loyalty programs are enjoying a revival in these economically challenging times. Find out why synchronization with brand strategy is crucial to any customer loyalty program’s success in this paper from Zurich-based Branders Group AG (branders.ch)
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August 2010
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Twitter & the Consumer-Marketer Dynamic
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By 360i
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Twitter has more than 100 million users posting a collective 65 million tweets each day, yet it has failed to click with brand marketers — and brand marketers have failed to click with it. Find out how Twitter can be used more effectively to create deeper connections with consumers and your target audience.
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July 2010
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Unleash the Role of Packaging
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By Rohit Arora, Planning Director, Y&R
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Rohit Arora, a planning director for Young & Rubicam in Dubai, looks at how packaging design can be leverage to not only motivate consumers to buy, but to build brand equity and customer loyalty.
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July 2010
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The Rise of Branded Entertainment
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By Gerry Czarnecki, CEO, O2 Media Inc.
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Gerry Czarnecki, a published author and the former CEO of Bank of America, has been pioneering branded entertainment since 1992, working with companies including Wal-Mart, Microsoft and P&G and producing series for U.S. television including The Balancing Act on Lifetime and Designing Spaces on WE. In this paper, Gerry discusses the challenges presented by deferred viewing and time-shifting, and how branded entertainment creates an opportunity to put a human face on a brand and engage the consumer. Find out more at o2mediainc.com.
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July 2010
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Social Media Without a Parachute
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By Victoria Fielding, CEO, Digital Brand Expressions
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Veronica Fielding and her team at Digital Brand Expressions examine how brands are approaching social media in this new survey, including how companies are handling and defining social media duties and how they’re tracking competitors’ efforts. Follow Victoria on Twitter at @VFielding
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June 2010
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The Visual Language of Brand: 2009/2010 Trend Report
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By David Ansett, Founder, Truly Madly
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David Ansett, the founder of Truly Madly, a creative branding agency based in Melbourne, Australia, shares his comprehensive look at trends in brand identity, logos, packaging, advertising, retail, online and more in this comprehensive 176-page report. Topics include trends in brand visual language relating to color, as well as the 10 most critical questions you should be asking yourself about your brand’s visual language. For more on Truly Madly, visit its website or follow David on Twitter: @Brandamentalist.
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June 2010
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The New State of America: What the 2010 Census Will Reveal About the Evolution of the United States of Ameria
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By Alma DDB
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It’s hard to escape news about the 2010 U.S. Census. Besides multiple mailings to every household in the country, the government has also launched a major advertising campaign with a budget of over one hundred million dollars. But what does the 2010 Census mean to the advertising and marketing community? What can we expect to learn from the 2010 Census? What will it reveal about the composition of the United States and Hispanics, the fastest growing minority group? How can we use this data to improve brand marketing efforts? Isaac Mizrahi, SVP, Managing Director at U.S. Hispanic agency Alma DDB, the network’s U.S. Hispanic arm, and veteran marketer Howard Konig explore the issues.
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June 2010
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The Value of a Facebook Fan: An Empirical Review
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By Syncapse
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As Facebook matures as a viable marketing and customer service channel, brands are looking to quantify and understand the impact of their engagement on the platform. Far too many fail to quantify ROI in such a way as to convince a CFO of the merit of increasing or shifting investment towards Facebook marketing. Syncapse’s model aims to help brands better evaluate the financial returns that social members on Facebook provide to their business as they commit time and resources to the world’s biggest social networking site.
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June 2010
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Forget Social Media: Think Social Profitability
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By LEVEL5 Strategic Brand Advisors (Toronto)
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Why brands need to rethink social media from the C-suite down (and not as a P&L line item), with examples including Ford, Dell and IBM.
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May 2010
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A Useful Guide to Brand Utility
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By Ingmar de Lange, Marketing Strategist, Mountview (Amsterdam)
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A look at how brands including Nike, Nokia, Fiat, Whole Foods and Tesco define and implement brand utility.
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June 2010
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Marketing in a Turbulent Environment
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By Jose Ignacio Monrabal, Global Brand Manager, Polymer Char (Spain)
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Monrabal, the global brand manager for Polymer Char, a chemical company headquartered in Paterna, Spain, looks at how brands can learn to survive and even master these turbulent times.
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May 2010
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Millennials and Luxury Brands
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By Scott Galloway
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L2’s 2010 look at prestige brands and Gen Y finds that millennials love brands ... but not branding. New York-based L2 finds them “wary of flashy self-promotion.” They may recognize, but that doesn’t mean they’ll favor, brands lacking humility or irony, such as those featuring prominent logos on their merchandise, for instance. The takeway? Luxury brands should avoid gimmicks and adopt a modicum of tongue-in-cheek if they want to appeal to this highly opinionated generation.
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May 2010
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Social Branding: The Power of the Social Media Space
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By FairWinds Partners
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There are more than 450 social networks today for brand marketers to navigate. No matter how actively a brand participates in social media, here’s what it’s crucial for brands to secure user names to protect or promote their products.
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Spring 2010
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Authentic Brands Live Their Story! Does Yours?
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By Carol Chapman
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Does your brand have a story? You know—a story that’s captivating and inspiring; has real meaning and comes from the heart of what you’re all about as a brand. It’s a story your employees believe in and they stand behind it through their behaviors and actions. It reveals itself in your systems and processes and your customers are convinced by the story because you live it.
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Spring 2010
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Humor, Marketing, and the Internet
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By Dennis Hurley
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This paper is focused on humor alone, the mainstay in our bag of emotive tricks. Most brands feature humor in their brand attributes – perhaps as "a twinkle in the eye," a "playful nature," or something similar. But this paper is about humor in the digital age of marketing, its renewed benefits, and how it is impacting social technologies and the way we joke.
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Spring 2010
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Fall From Grace: How Brands Can Avoid Losing Status, Respect, and Prestige
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By Jean-Claude Saade
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Like people, brands make mistakes. But their mistakes are much bigger because they reach millions of people and might destroy the image of the brand leading to a phenomenal fall from grace. This is a paper about brands loosing status, respect, and prestige and how to avoid it.
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Spring 2010
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The Ultimate Marketing Alliance
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By Per E Åsberg
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The focus of marketing is often to attract new customers but equal focus must be put on past and present customers, in order to win acceptance of a line extension or understanding why a former customer abandoned your brand. Understanding and keeping a loyal customer is worth more money than a one-time purchase by a consumer that wants to try the new flavor of the month. Energy must therefore be put into understanding this consumer group better.
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Winter 2010
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Brand Differentiation — It's An Inside Job
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By Suzanne Tulien
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Business innovation never ceases to amaze me! Every day I see ads that blow me away when it comes to new ideas and state-of-the-art features and benefits of existing products. The problem, however, with differentiating your brand through product features and benefits is that those are easily copied by competitors. Once it catches on, "poof!" — no longer a differentiator.
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Winter 2010
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Do Strong Branded Cultures Deliver Better Performance?
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By Carol Chapman
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Strong branded cultures don’t just have engaged employees who are passionate and proud of their brand. Even more so, they have a clear understanding of the brand’s purpose and vision with a clear line-of-sight perspective as to how they contribute to the success of the brand, and they’re empowered to deliver!
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Winter 2010
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Building Your Brand in a Recession
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By Wareen Baxter
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Five "must know" brand guidelines you need to know for building your brand in today's economy.
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Winter 2010
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Would You Like Service With That?
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By Chris Bedford and Anson Lee
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Service design is a system of thoughtfully executed customer
interactions. Chris Bedford and Anson Lee explain that it is
a discipline that has been around for some time, becoming
a critical element in what is now referred to as the experience
economy. In this context, they analyze a spectrum of design
strategies they developed for an auto dealership in Vancouver
that, within a year of execution, contributed to a 28 percent
increase in sales.
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Winter 2010
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Mobile Phone Names: When Logic Gets Lost
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By George Pneumaticos
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The approach to phone naming in America is unsustainable because it is driven by over-differentiating carriers and bloated manufacturer portfolios. It's time for a change.
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Winter 2010
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Demand For Your Brand
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By Carol Chapman
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Building a brand in today's global market is very different from what it used to be. No longer can an organization expect marketing to do the work of branding. This white paper demonstrates how and why the function of brand definition and development is critical prior to the creative efforts of marketing.
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Winter 2010
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The Magic of Involvement
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By Jonathan Willard
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The idea of "brand" is now synonymous with "experience." A brand today is our cumulative experience with and perception of an entity. Not surprisingly, the single largest determinant of brand experience is an organization's employees. Despite this awareness, the path to "employee-service-profit-chain" success is mired in obstacles.
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Winter 2009
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