Marketing

Changing Brand Perceptions

by Brad VanAuken

Brand perceptions are much more often created by the product or service experience itself than from marketing communication. Marketing communication is much more effective in building brand awareness than it is in creating or changing brand perceptions. That is not to say that marketing communication cannot be used to help change perceptions, but it can’t […]

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Brand Research: A Must for Brand Repositioning

by Brad VanAuken

Many organizations looking to reposition their brands are reluctant to conduct the necessary customer research at the beginning of the brand repositioning process. They will say, “We conduct ongoing customer satisfaction research,” or “We do product research quite frequently” or “We measured our brand’s equity five years ago” or “We talk with our customers all […]

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Jumping on the Social Media Bandwagon

by Megan Manzari

Social networks have undoubtedly changed the way we communicate in our personal and professional lives. Many businesses are seeing this shift in communication as a way to connect on a new level with customers and clients, and are beginning to add social media to their marketing plans.

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Aligning Brand Values With Customer Values

by Brad VanAuken

A business associate recently asked me what I mean when I say that brands can connect with people on a values level. Here are the examples that I shared with him to illustrate the concept. “The strongest companies/brands often connect with their customers on a values level.”

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Stand for Something

by Brad VanAuken

Brands that stand for something connect with customers on an emotional level. Does your brand scream status? Does it value generosity? Is it elegant and refined? Does it care about the environment?

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A Cautionary Tale, With a Silver Lining

by Janine Yagielski

If you haven’t already, check out David Segal’s New York Times article titled: “The Dirty Little Secrets of Search.” It’s a great piece of investigative journalism (with help from technology company Blue Fountain Media) that questioned J.C. Penney’s impressive organic search ranking on keywords that may be appropriate but aren’t necessary intuitive for the retailer–dresses, […]

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To Be Tracked, or Not To Be Tracked?

by Dan Beca

To be tracked, or not to be tracked? That’s a question consumers will soon face. And it’s a challenge marketers also have to face, whether they like it or not. The growing concern over online privacy is going to result in “do not track” functionality one way or the other. The FTC says we need […]

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University Branding

by Brad VanAuken

At least two universities are on to something big in their brand positioning: my alma mater, Rensselaer Polytechnic Institute and American University. Both focus on their students’ and prospective students’ aspirations. Rensselaer chose the tagline, “why not change the world?SM” as its service mark in the late 1990s. The tagline reflects the university’s intention to […]

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Top Ten Branding Considerations for 2011

by Brad VanAuken

Learn everything about your customers. Understand them at a deep level. Know what motivates them. Know what they aspire to and what they fear. Stand for something important to your customers. Let them know that you share their values.

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I’m Running On Google. I’m Covered … Or Am I?

by Peter Platt

Recently I was a panelist at OMMA Global where we discussed whether or not Google was taking too much credit (http://bit.ly/bc0IMh). The premise of the discussion was based on a report from Google stating their search and advertising tools generated $54 billion (yes, that’s a “b”) of economic activity in the United States in 2009 […]

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The Most Interesting Search In The World

by Tony Lang

All of us prefer it when things go well, and when they do, we pay attention to why so we can recreate that success later. In the world of paid search marketing, that often boils down to attribution. Here’s an example of how this works. Let’s say you are at a bar and you see […]

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Secrets to Success: 2011’s Marketing Trends

by Mark Wisz

This year, your business can stand out by keeping up-to-date with the latest trends in marketing. Social marketing matures in 2011 as businesses continue to value and respond to consumers feedback. People are online talking about the brands they like and dislike — and their friends are listening. Your business needs to take notice and […]

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A Brand is Trustworthy

by Brad VanAuken

Over the years, we have conducted brand equity measurement studies for hundreds of brands and over the years, we have also helped leadership teams position hundreds of brands. What is the number one quality that people look for in brands? – Trustworthiness. What is the number one quality that management teams want to build into […]

Beverly Hills – The Brand

by Brad VanAuken
Beverly HIlls Logo

The city of Beverly Hills, CA is launching its own line of perfumes as a first step in turning its trademarked shield logo into a brand. See Beverly Hills Perfume for details. I think it is an interesting concept for a city to reinforce is most powerful positive associations by launching related products under its […]

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Texting

It’s a Game Changer: People are Texting More than Talking

by Lee Simonson

Surveys are confirming what you’ve been seeing with your own eyes — people are using their cell phones more for texting than talking. The old fashioned phone conversation may go the way of the smoke signal as the nature of communication and technology continues to change. Ask young people and they’ll tell you that they […]

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Brand Rankings

by Brad VanAuken
Apple Computer Logo

Brand rankings remind me of college rankings. (I worked as a college admissions volunteer leader for years.) Each ranking entity establishes its own ranking based on its own criteria weighted in its own way. Some focus on overall rankings, while others focus on rankings within certain categories. The rating entities jockey for brand position just […]

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Creating an Overarching Brand Position for Your Municipality

by Brad VanAuken
Rochester Skyline. Photo by Andy Olenick

As anyone involved with branding municipalities knows, there are three primary audiences for municipalities – residents, businesses and tourists. (There are other audiences as well, but for the sake of simplicity, I will focus on these audiences in this article.)

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3 Big Mistakes Companies Make With Business Anniversaries

by Pauline Bartel
25th Anniversary Graphic

Thinking about celebrating your business anniversary? Be smart in harnessing the promotional power of this essential marketing strategy. Avoid the three big mistakes companies make in planning and executing corporate anniversary promotional campaigns:

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Does Your Brand Measure Up In A Mobile Environment?

by Damir Saracevic

Take the mobile marketing challenge: Do you have a mobile-friendly site? How about mobile-friendly landing pages and email? Is it easy for mobile customers to interact with you? Are you losing sales when frustrated mobile customers just “give up?”

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Do You Build Landing Pages or Trampolines?

by Peter Platt

Are your prospects taking the action you want on your landing pages, or are they exiting before taking action? Thanks to Google Analytics “bounce rate” has become a common metric in evaluating web page impact. So what do you do when you see a high bounce rate on your landing page? First off, don’t assume […]

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