Posts tagged with Branding

Tips for brands starting out on twitter

If you're a twitter user, you'll have noticed more and more brands jumping on to the band wagon lately, to varying degrees of success. To spare a few blushes, I've put together a few tips (twips?) to help out any brands who are joining twitter but aren't quite sure how to interact. 

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The 25 factors behind brilliant brand / domain names

Last night I calculated that I have spent somewhere in the region of three days brainstorming a domain name for a new web venture. It shouldn’t be this difficult, but it feels like it is something approaching rocket science!


There are two major reasons for this. 

Firstly, there is a scarcity of ‘good’ domain names that are available. This typically reduces all of your obvious / immediate options, and leads you into a world of pain.

Secondly, and even more importantly, the domain name is also the brand name (or should be) and as such there are plenty of other considerations to factor in. 

So what I’ve done, partly to restore some sanity to the situation (I’m still undecided on my final choices) is to create a checklist of factors that should be taken into account.

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Ruining the fantasy of customer ownership

Attention spanLot of talk this week about who owns the digital marketing customer. Brands and ad agencies claim they own the customer's data. More than a few panelists at Thursday's Digiday sessions said that if the customer is paying a network or site for interaction privileges at that moment, then that site owns the customer. To all those who say they can own the customer, here's a newsflash: no one owns the customer.

Nor does anyone rent the customer or loan a customer. Any company that thinks they can own the customer, or the customer's data, or the customer's digital experience, has a weird type of business neuroticism. That neurosis might be best cured through a little reality therapy. The reality is, customers may pay you time, attention, and revenue, but they give you no more than that. The goal of internet marketing is to create the opportunities for that attention and revenue.

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Mobile marketing moves toward brand future

mobile A concordance of today's Digiday Mobile conference would show the most often used phrase as "not fully baked." But despite the business models and infrastructure issues that still need time to mature, mobile marketing is progressing toward a brand-driven future.

With a new major Dockers iPhone campaign breaking tomorrow, the conference provided some insight as to the profile of brands that are consistently engaged in mobile campaigns of some kind. Whether it's SMS text, WAP sites, banners, or proprietary apps, the brands involved are impressive. Adidas, Nike, Coke, Paramount, P&G, and most every other major brand were either involved in or planning a mobile campaign, according to the agencies assembled. Razorfish's emerging media VP Terri Walter told the conference that it handles more than 200 mobile clients and AdMob handles 200 a month.

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Forrester redefines rules of customer engagement

Forrester logoCustomer engagement has been re-introduced into the internet marketing discussion, this time via an excellent report from Forrester Research. 

Exactly what "engagement" means has been a murky proposition since it was introduced into the internet marketing lexicon in 2005. But Forrester has put forth a clear and concise take on it. It says: "customer engagement is the level of involvement, interaction, intimacy, and influence that an individual has with a brand over time."

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Social media beyond the buzz

I was asked the other day what I thought about Skittles' social media experiment and whether it would have lasting effects.

My response: I wasn't sure. The buzz seems to have died down. Certainly it's nowhere near the pitch that it was when we all first learned that Skittles.com had been turned into Twitter.

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Brand loyalty doesn't come cheap

The economy may be pushing prices lower, but when it comes to brand loyalty consumers still aspire to lofty expectations. That's the conclusion of the latest BrandKeys customer loyalty survey and it could portend a strategy change in internet marketing for brands that are trying to hold the high ground.

Brand value, according to BrandKeys CEO Robert Passikoff, means a lot more than brand pricing. The just-released index says that consumer expectations regarding brand value went up 20% this year versus last.

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Five things Carol Bartz should do at Yahoo!

New Yahoo CEO Carol Bartz had her first public appearance at the Morgan StCarol Bartzanley conference yesterday. She took the opportunity to continue her message to Wall Street that the sliding search company is considering a whole menu of options for the future. The operative quote: "Everything is up for evaluation."

The problems with Yahoo begin and end with that attitude. Here are five things Bartz could put in motion tomorrow that will get the company back on track:

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Why should brands own their social media profiles?

Is this Captain BRAND, saviour of the universe? Via flickr by Gaetan LeeBrand managers are paid handsome salaries largely to optimise and protect their brands. This means raising the key brand metrics (reach, awareness, favourability, etc) and avoiding brand damage.

In today's multichannel environment I argue that brands need to be monitored, represented and protected online. I wrote an article last week that generated some interesting discussion around whether or not companies should be climbing onboard the Twitter train. Some argue that there's no point ('it isn't big enough' / 'how would you use it?') and others think that it is ripe for engagement. 

My own argument can be boiled down to this: even if you don't actively use these sites today, you might as well make sure that you're in a position to use them tomorrow.

This means owning the brand names...

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