Back in July I wrote about the planned re-branding of The Economist. It was a risky move because The Economist is a magazine with a sterling reputation and an affluent readership. Two months on, the full strategy behind the re-branding has appeared online.
There's a lot of talk about 'branding' these days. But not every company is a 'brand' in the modern sense of the word.
So what's required to turn your company into a brand? Here are 10 things that you should have.
We all know that mobile phones have become a fashion item. Not only do people customize and accessorize them, we've even seen branded mobile phones.
Could the same thing happen with increasingly popular netbooks?
I'm working on a new startup / brand and have been doing a lot of reading lately on branding. This morning I was truly blown away by a presentation called The Brand Gap by Marty Neumeier, which sums up the modern age of branding in 162 genius slides. I liked it so much I bought the book.
As much as I wanted to feature Marty's slideshow alone (it is arguably all you need) there are other sources of inspiration out there, and I have compiled four additional presentations - including one video from Gary Vaynerchuk - which will help focus minds on the most important factors when trying to establish a brand.
These presentations can be digested in half an hour or so, and I found them all really helpful. Remember that even if you're 80% on track, there's still 20% scope for improvement. And besides Gary V is always worth tuning into. Enjoy...
Storytelling is being hailed as the new big idea, but it's not that
new. What makes a good story in this viral, user-generated, post
advertising world has always made a good story.
From papyrus to pulpit
to plasma screen, the attributes of a ripping yarn have remained the
same: credibility, digestibility, and most importantly, emotional
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.
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.
Lot 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.
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.
Customer 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."