Posts tagged with Brand Marketing

How brands use colour psychology to reinforce their identities

A brand’s choice of colour is a fundamental element that reinforces both its personality and the qualities of the products and/or services it offers.

Some brands are so iconic that it is possible to identify them from just a single pantone colour without an accompanying logo. Others, including Cadbury, Barbie and UPS, have even gone so far as to trademark their defining shades. So why do brands place such importance on colour and what impact does it have on the way consumers perceive them?

0 comments
strategy image

Marketing in 2018: Too tactical and not strategic enough?

Much is written about marketing 'strategies' and 'tactics', and these two terms are often used interchangeably.

Doing so is not usually a problem (we all know, for example, what search marketing is whether it's called a strategy or a tactic), but it is useful to distinguish strategies and tactics when trying to identify marketing trends.

2 comments
elitesingles

Brand marketing chief at EliteSingles on metrics, channel mix and the future of dating

Bart Visser is Director of Brand Marketing at EliteSingles and one of the excellent speakers appearing at the Festival of Marketing, October 4-5 in London.

I caught up with him to ask a few qeustions about marketing a dating service and he provided some fascinating insights. Before you start reading, a reminder that you can buy your Festival tickets and view the agenda here.

1 comment

What is brand activation & why do you need it?

I’ll be honest: when I first heard the term ‘brand activation’ my eyes almost rolled out of my head altogether. It’s got meaningless marketing buzzword written all over it. 

But as I researched the term further I began to realise that it is actually quite an interesting topic, and that sometimes we actually just need a simple term with which to quickly and easily refer to things.  

In this post I’m going to go beyond the fluffy words and explore what brand activation is and how it could help your business. 

2 comments

Has referral marketing come of age?

Back in October we spoke with Nokia at the Festival of Marketing. The topic up for discussion was referral sales marketing and how it gives brands a new way of taking part in eccommerce without selling direct to consumers.

In this article I put forward the case for referral sales and why it could take over from brand ecommerce.

3 comments

Zynga brings brands to Draw Something

When Zynga shelled out $200m for OMGPOP, the maker of Draw Something, the social gaming giant was buying what was, at the time, the owner of the hottest mobile game in the world.

But despite its popularity and the fact that it was generating hundreds of thousands of dollars each day in revenue, the steep price Zynga paid for a company that was once on the brink of failure naturally raised questions about whether it overpaid.

3 comments

Changing communications for changing times

Arguably the most importance facet of the growth of social media and increasing personalisation of the web has been the resultant growth of the online audience.  

Thanks to the increasing sophistication of both technology and user interfaces, it is significantly changing the nature of how audiences react online, not just in the younger generation, but also older users.

1 comment

The dark side of paid search: scams, fraud and trademark abuse

paid search scamTrademark infringement. Counterfeit merchandise. Domain squatting. Affiliate abuse. The old bait-and-switch. There are myriad ways of commiting fraud, but overall, some 600 million paid search clicks are stolen in the US every month.

At least, according to a recent study by MarkMonitor which found, based on an analysis of data from various sources including comScore, Marketing Sherpa, Hitwise and others, that one in seven brand-driven paid search clicks go somewhere they ought not to according to trademark law, affiliate agreements or the DMCA.

3 comments

Increasing the impact of an ad campaign using social media

In this post I'm looking at the world of real multichannel advertising, and how brands can extend the impact of a TV advertising campaign well beyond its airtime.

Earlier this month (May 2010), Bain & Company and the IAB concluded the final part of its year-long study into ‘Building Brands Online’.

The study (PDF) reports the need for brand advertisers to: ‘develop and utilise more innovative ad formats’; ‘cast a wider net for creative ideas’; and ‘drive cross-platform campaign integration’; in order to realise the real potential value of online advertising.

0 comments

The transformation of brand marketing

No longer is brand marketing likely to remain the prerogative of conventional brand marketing organisations.

Whilst these organisations have great strengths in creativity, planning and campaign delivery, they exhibit fewer strengths online where a host of brand association, experience and conversation takes place.

There are others who are better placed to engage and create influence by blog, Facebook, YouTube and Twitter already thrive online. And they are the digital agencies...

2 comments

Tiger Woods: the end of athlete endorsements as we know them?

By now, you're probably familiar with Tigergate. Who isn't? The news and gossip is plastered everywhere online. The paparazzi and celeb gossip press couldn't have asked for a better Christmas present than the one they've received with the scandal that has erupted around the world's first billionaire athlete.

For those in the marketing world, everyone is waiting to see what will happen to Tiger, his brand and the brands of the companies that sponsor him. Will the public forgive him? Will his sponsors?

1 comment