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Measurement is top of mind for marketers and the organizations they serve, but it's rarely a cut-and-dry matter.
That's particularly true for healthcare marketers.
As of today, 619 applications have been submitted for brand top-level domains (TLDs).
And there are plenty of big name brands that are already using them.
In this post I'll look at five examples, as well as giving a bit of background on TLDs and why brands might want their own.
With many major brands having years of social media experience under their belts, one would expect that the most cringeworthy examples of social media faux pas would be well in the past.
But that isn't the case.
I always love hearing about food and drink startups, especially on Dragon's Den (or Shark Tank).
And with the rise of online subscription services in FMCG, food and drink brands are springing up all over the internet.
Western brands are constant targets of counterfeiters, often from China.
But in the digital world, does China still deserve its reputation as a copycat?
One of Reckitt Benckiser’s most iconic brands, Cillit Bang, recently launched a new ad campaign, moving away from fictional cult hero Barry Scott for the first time since the product launched.
Frankly I think it’s the worst thing to happen to advertising since Captain Birdseye was traded in for a younger model or Mr Muscle was replaced by a bloke who was actually muscular, and I intend to explain why.
Let’s face it, it’s not too unusual to run into corporate communications that feel impersonal and distant from a customer’s point of view.
So, it's no coincidence that agencies use the word ‘humanising’ over and over again when providing advice on brand messaging.
Putting aside any possible scepticism towards the seemingly volatile concept, humanising customer interactions must be the ultimate mission of any modern brand, which should empower its brave employees to shake off any robotic feel customers may perceive in their interactions with the company.
It has been three weeks since the Festival of Marketing, which I’m sure anyone who attended will agree was a really exciting couple of days.
With the dust finally settled and the teams involved having just about recovered, I thought I’d put together a list of highlights from the two-day event.
The way a person speaks is one of the first things people notice.
Soft-spoken, polite, enthusiastic, rude, dull: you can make an instant judgement about somebody based on how they communicate.
It is no different for brands. The way a brand speaks to its audience is extremely important, because that is how people are going to remember it.
The annual unveiling of John Lewis’s Christmas advert is upon us and, as has been the case for the past few years, the levels of anticipation and excitement are more than most brands would dare dream of.
The tradition began in 2007, remarkably recently given the campaigns have, for many, deposed the Coca-Cola Christmas advert as the official marker of the beginning of the yuletide period.
With social media, mobile devices and the internet in general growing more pervasive and integral to life every passing day, ecommerce brands are faced with a situation befitting that of a greek tragedy.
On the one hand, the digital age has created potential audiences that outnumber anything the world has seen before.
Earlier this week I attended a talk by L'Oréal’s Digital Employer Branding Manager, Alexander Onish, in which he discussed how the cosmetics brand uses social media to make it a more attractive employer and improve employee engagement.
Having previously worked for a learning and development company, I’m familiar with employee engagement.
You could describe it in any number of convoluted ways, but essentially it is a measure of how much your people actually care about their jobs and the company.