The Evolution of Branding II

by Brad VanAuken

I had mentioned in the previous post that branding goes as far back as recorded history. However, in the modern era, outside of brand identity development, branding activities were largely confined to consumer packaged goods companies such as General Mills, Kraft Foods, Nestle, P&G and Unilever. Then, in the mid-to-late 1990s, companies began to realize […]

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The Evolution of Branding

by Brad VanAuken

People have branded their livestock to indicate ownership since ancient times. Artisans and other merchants put their marks on their wares to indicate source, and with that, a level of quality assurance. After that, consumer packaged goods companies such as Proctor & Gamble (P&G), Kraft Foods and Unilever developed and refined the brand management discipline […]

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CMOs and CEOs

by Brad VanAuken

According to Robert Rose, Chief Strategist at Content Marketing Institute, “The Fournaise Group conducted a study that found that while 90% of CEOs do trust and value the opinion and work of both CFOs and CIOs, a full 80% of them do not trust and are not very impressed by the work done by marketers. […]

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Are You Giving Your Business a Bad Name?

by Rocky Cipriano

Here’s a quick refresher on naming your business, product or brand. I’ve written in both my books about the importance of naming your business, but in my experience, it’s still overlooked as a critical component of a business’s overall brand image. What you call your business, product or brand can quite literally make you a […]

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How a Tagline Can Benefit Your Company – Or, how to grab your prospects’ attention in 8 words or less

by Donna Vassallo

Taglines are short, notable phrases that help define your company and distinguish you from your competitors — all in just a few well-chosen words. Personally, I think every business should have a tagline. (Then again, I am a copywriter, so I would say that.)

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Repositioning Versus Rebranding

by Brad VanAuken

Question: What is the difference between repositioning and rebranding?

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Mac Malware

by Holly Howell

I just set a record with phone support to Apple Computer this past week. Macs are not impervious to malware. It took 3 software tech support conversations (over an hour each) and a visit to the Genius Bar at the Apple Store (also over an hour) to find the malicious problem.

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The Subject is…Subject Lines

by Donna Vassallo

And how they get your emails opened and read.

 I’m sure you’ve all seen articles on how to write a killer email that will inspire your readers to take action—whether that’s buying your products and services, making a charitable donation, signing up for your newsletter, or filling out a form to learn more. But what […]

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Tribal Branding

by Brad VanAuken

With declining trust in traditional institutions, people today are increasingly using brands and consumption to express their identity and signal their values. Tribes come together under what they imagine are a shared set of values or emotions. An astute marketer can often help the tribe to link those shared values or emotions to its brand […]

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Good News for Websites in 2014

by Claire Kaler

In the ever-changing world of the WWW, this is a great time to evaluate your website. Content Management Systems (CMS) are better then ever. A CMS can allow you to easily: Make updates and changes Write blogs Add videos and photos The use of WordPress CMS has made it possible to have many features incorporated […]

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They Say A Picture is Worth 1,000 Words

by Donna Vassallo

But It Tells a Better Story With A Caption Even a copywriter like me can understand the power of visual images in marketing. After all, a picture is worth a thousand words. But far too often, clients display stunning photographs of their work without captions. Why would you want to make readers guess at what […]

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All Links Are Not Good Links

by Darcy Knapp

If you have experienced a decrease in your rankings and traffic since the 2013 Google Hummingbird Algorithm shift – you may have spammy links to blame.

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4 Reasons to Use Client Testimonials

by Donna Vassallo

Want a fast, cheap and easy way to increase sales? Add customer testimonials to your website and marketing materials.

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Creating New Categories Versus Battling it Out for Market Share

by Brad VanAuken

I have written about creating “category-of-one” brands before. Most brands spend their time trying to increase their share of existing markets. They pursue many different tactics to do so, from innovating new product functions and features and offering price promotions (which erodes brand equity) to improving product quality and creating value-added services. Some even create […]

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Crafting the Brand Positioning Statement

by Brad VanAuken

A complete brand positioning statement would include the following:

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How to Better Understand the Emotional Impact of Your Brand on its Customers

by Brad VanAuken

Today’s successful brands almost always deliver customer benefits that are more than just functional. To gain insight into your brand’s values and its emotional, experiential and self-expressive benefits as perceived by its customers, have its customers complete these sentences:

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Google Authorship and SEO

by Kevin Rowe

You may have seen the ever-growing number of photos showing up in Google search results. Google is allowing you to claim ownership of a website, blog or guest blog post and they will display your Google+ profile photo within your link.

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Top 15 Actions to Build your Brand Online

by Brad VanAuken

One can use the Internet to: • Increase brand awareness • Reinforce the brand’s unique value proposition • Tell the brand’s story • Identify customers and build lists • Create a dialog with customers and potential customers Here are the top 15 actions to take to build your brand online:

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Creating an Emotional Connection

by Brad VanAuken

We have been hired by a number of companies to move them from a brand position based on unique product attributes and features to a brand that is highly emotionally connected to its customers based on aspirational qualities and shared values. Some of these companies have adept brand management functions with rigorous quantitative research and […]

Higher Education Branding

by Brad VanAuken

While higher education is a very crowded market, there are some colleges and universities that have differentiated themselves in highly compelling ways. Here are some of my favorite examples of this: Naropa University: Transform Yourself, Transform the World The Naropa Experience: Perform in an Indian classical music ensemble. Write a thesis on creativity and social […]

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