Branding

SUMMARY: Getting support from your own employees is critical when you’re trying to rebrand your company in the marketplace. All team members need to understand the strategy and embrace the company’s new identity.

See how a technology marketer used a comprehensive internal PR strategy to educate 7,000 employees in offices around the globe about the new name, logo, tagline and focus. read the complete case study

SUMMARY: Consumer discussions on the Web have a long shelf life – they’re not perishable like coffee-shop chats. That’s why it’s so important to keep online discussions about your brand as positive as possible.

An online brand expert talks about 6 factors in maintaining your brand’s online credibility -- the key driver to positive customer discussion. Includes tips for finding and responding to the good and the bad. read the complete article

SUMMARY: "Broadcast television placements grew by almost 12%, while placements on cable television declined by 20%." "Prime-time product placement occurrences on broadcast network programs increased overall by almost 12% during the first and second quarters of 2008." "The top 10 programs featured 21,427 occurrences between January and June of this year-compared to 17,370 occurrences in the same time period in 2007." view the complete research record

SUMMARY: How do you launch an entire airline on about 1/10th of the budget of most? Very cleverly. JetBlue VP Marketing Amy Curtis-McIntyre's strategy was simple. "If any other airline can do this, then JetBlue can't." Hear her story, including PR stunts, plane painting, and placing ads in publications that major airlines "wouldn't touch." read the complete interview

SUMMARY: Metrics are sharpening direct response marketing online and increasing the impact of branding. But branding is far from an exact science and still hard to measure. Its cost is especially hard to justify when the economy gets tight.

We talked to the developer of a major ad network to find out which factors are most important when evaluating online branding. Includes tips on ad placement, segmentation and timing. read the complete article

By Anne Holland, Founder

I’ve worked for brand-driven companies and for A/B test-driven companies. Each was equally snooty and disdainful of the other.

To summarize, brand marketers thought A/B testers were pointy-headed geeks, while A/B testers thought brand marketers were bubble-headed blondes. Luckily, the twain didn’t often meet ... until now.

Instead of relying on “fuzzy” data from focus groups, awareness studies and Nielsen ratings, brand marketers now are inundated with detailed numbers from every campaign that touches... read the complete blog post