Branding & Marketing Articles
| The Argument for Branding A company’s brand and its acceptance by its customers is the new marketing tool/weapon. But brand implementation differs vastly from tactical marketing implementations. It is much more holistic, more subtle and most of all, more loyalty inspiring. Let’s face it—people love their brands. |
| Customer Loyalty = Brand Loyalty In today’s weak and volatile economy, it may be prudent to consider customer loyalty. It is often said that it is easier and less costly to keep a customer than to acquire a new customer. Customer loyalty is not loyalty to a discount or a deal. It is the loyalty to the brand and to the company. Brand loyalty is the customer’s trust that the brand will continue to deliver on its promise to the customer. |
| Branding in a Recession Current economic conditions are trying, and to more recent generations of company managers may seem unique. However, downturns have been experienced before and there are tremendous lessons to be learned from previous recessions. This paper concentrates on the need to pinpoint brands as potentially the most resilient assets a company can own. Such assets have in the past sustained companies in adversity; and all the evidence suggests that, if they are well-managed, they can continue to do so, now and in the future. |
| The Bigger Brand A question I am often asked is, "Should we brand our products or the company?" And I most often reply, "The Company." Now there are plenty of reasons to brand products too, and I'll get to them later, but I nearly always suggest the company. Here's why: It's the bigger brand. |
| The Value of Global Brands Globalization, technology, increasing product parity and communication overload have increased the focus and attention on the power of brands to break through the clutter. They are the international business currency of the 21st Century. |
| Made in America – Still a Strong Brand "Made in America" may be making a strong comeback. Straight from the headlines of the New York Times and the Wall Street Journal, we see that the dollar is getting weaker against the Euro and other currencies around the world, including Canada. This gives an edge to American manufacturers and has already helped lift exports by more than 11 percent in the first eight months of this year. |
| 75.6% of B2B Marketing Execs To Increase Online Budgets in ‘07 You probably know by now that Microsoft and Google are in a race to expand Internet advertising opportunities. Google bought "Double Click" in April for $3.1 billion. Yahoo bought Right Media in April for $680 million, and Microsoft just purchased aQuantive for $8 billion. What does it mean to the B2B marketer? |
| Writing Effective Marketing Collateral: A Conversation, Not a Soliloquy As a copywriter, I notice a lot of websites, brochures and data sheets that are the marketing equivalent of that guy. That is, they breathlessly expound about the company's offering without actually addressing what's in it for the customer. All features, no benefits. |
| It's a Buyers Market, So You Better Brand Yourself When I sold advertising space for the Thomas Register, the world's leading industrial directory, I relied on marketing studies that demonstrated B2B products were bought, not sold. 92% of purchases were initiated by the buyer, not the seller. |
| Nine Things to Consider when Marketing Online The Internet is essential in B2B marketing. Uncoordinated online marketing efforts entangle you and your customers in a web of confusion. |
| Is Your Email Campaign Working? The most important reasons that U.S. marketers will use email marketing this coming year as reported in B2B Magazine are ... |
| Writing for Online Press Releases When it comes to getting your press release seen online, the rules for writing may be different from what you've practiced in the past. |
| What Google Wants - SEO Tips Helpful advice on ways to improve your search engine ranking. |
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