Home » Best Practice » Brand Strategy
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CZ- Brand gTLD Strategies: Evolution of TV and Internet Content Distribution
Mar 2, 2013 14:53
Jennifer Wolfe Most people access the majority of their television content from a cable box or satellite provider hooked...
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HBR- Creative That Cracks the Code
Feb 28, 2013 16:59
Julia Kirby A decade into an internet-driven advertising revolution, is it all over for creative? Looking at the web, you...
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MP- Six Brand Archetypes To Guide Positioning Strategy
Jan 31, 2013 15:13
Joseph Gelman Businesses often engage in an analytical and creative process to develop or review their brand positioning....
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CZ- Online Campaign Ratings and eGRPs (EXCELLENT POV)
Dec 9, 2012 18:21
Augustine Fou Digital agencies and consultants have long been “fighting the good fight” trying to convince their...
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CZ- 1 More Obituary for the Website
Dec 2, 2012 15:50
Gary Stein I’m glad that the Internet Archive exists. If you aren’t familiar with the site, you should spend...
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HBR- Marketers, Go Back to Basics (what old is new)
Nov 27, 2012 18:57
Marketing is changing so fast, it’s easy to get our heads turned by new, high-tech developments. Doesn’t my company...
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ClickZ- What Measurement Tools Are Best for Your Brand
Nov 17, 2012 23:18
There has been a lot of buzz around social influence scores as marketers, PR professionals, and even customer service teams...
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Mediapost- A simple answer to what is content marketing?
Oct 19, 2012 10:28
So again, what is it? Here are two ways of looking at content marketing: Advertisers become publishers Let’s say Nike...
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Nielsen- Gender Divide: Reaching Male vs. Female Millennials
Sep 17, 2012 17:17
September 14, 2012 Whether we call them Generation Y, Generation “C” (for Connected) or Millennials, there’s no doubt...
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Martin Lindstrom, Campaign Asia Interview- People like companies that tell the truth
Aug 31, 2012 16:00
Lindstrom: “Engagement is not necessarily a universal tool” How important is it for brands to cultivate ‘inside’...
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HBR Blog- Innovation the Culturematic Way: extreme showrooming
Aug 26, 2012 15:09
It takes an act of imagination and intellectual mobility to stand in a hotel room and say, “You know, this could be...
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AW-Tom Doctoroff JWT’s China chief on culture, communism and China’s modern consumer
Jun 8, 2012 12:16
Tom Doctoroff is one of the most influential Western ad men in the world’s fastest-growing major economy. The JWT Greater...
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Adage- Logic Is the Enemy of a Successful Brand Name
Jun 5, 2012 9:28
Al Ries NutsOnline.com, according to a recent post in The New York Times, spent hundreds of thousands of dollars to buy...
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Brand Channel- Strong Brands Drive B2B Markets
May 29, 2012 10:46
To stay alive and flourish in highly competitive environments, business-to-business (B2B) companies spend more time and money...
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Marketo- Why Branding Matters in B2B Marketing
May 29, 2012 10:28
Strewn around my house are pens, coffee cups, calculators, USB memory sticks, and assorted swag from various companies I’ve...
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HBR- Three Myths about What Customers Want
May 29, 2012 9:31
Most marketers think that the best way to hold onto customers is through “engagement” — interacting as much...
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Occam’s Razor- Measuring Digital “Brand Strength” with Google Analytics
May 21, 2012 13:10
A lot of digital analytics focuses on direct response (conversions, leads, etc.). But there is an additional valuable,...
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From Marketing Land- Google To Back Branding Measurement Standards With “Brand Activate”
Apr 23, 2012 14:19
Citing the conventional wisdom that a lack of branding impact metrics is hindering ad dollars from moving online, Google...
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From Hubspot- Klout to Launch Brand Pages: Should Marketers Care?
Apr 21, 2012 16:06
Earlier this week, Klout announced its own version of brand pages — Brand “Squads.” Klout calls these...
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From HBR-Compete on Know-Why, Not Know-How (Its how Millennial’s evaluate brands)
Apr 14, 2012 18:15
Do you know why you make the products or offer the services you do? Too often I find that companies don’t have a clear...
