Here a excerpt from the Masters of Marketing conference in Phoenix last week, which is held annually by the New York-based Association of National Advertisers:
As for other brands facing necessary evolutions with hand-wringing, there are four pillars of advice:
1. Reinvent brand building to reflect the constantly changing environment
2. Look to integrated marketing communications and weave in new nontraditional channels
3. Leverage marketing measurement and accountability by creating a culture of accountability
4. Reinvent the marketing organization to be in precise alignment with the business' overarching goals.
To read more go to:
http://www.brandweek.com/bw/news/recent_display.jsp?vnu_content_id=1003658337
10/15/2007
10/10/2007
On mobile marketing
Here an excerpt of an article on mobile marketing: "Any marketing professional who chooses to overlook the power of mobile for engaging and activating the right demographics is a dinosaur, and we all know what happened to them." - Emma Brownell
This is a great example of how mobile can build brand awareness and loyalty. To read the whole article, go to: http://www.imediaconnection.com/content/16934.asp
This is a great example of how mobile can build brand awareness and loyalty. To read the whole article, go to: http://www.imediaconnection.com/content/16934.asp
10/02/2007
US Hispanic buying power
If you don't think Hispanics are a major force in the American marketplace, think again.
http://www.cnn.com/2007/US/10/01/hispanics.economy/index.html
Hispanic business ownership is growing three times as fast as the national average and Hispanic purchasing power is expected to reach more than $1 trillion by 2011, according to the Census Bureau and other studies.
Read more ...http://www.cnn.com/2007/US/10/01/hispanics.economy/index.html
8/16/2007
On branding - Lovemarks
This is not free publicity, I just love the book... read on.
Lovemarks transcend brands. They deliver beyond your expectations of great performance. Like great brands, they sit on top of high levels of respect - but there the similarities end.
Lovemarks reach your heart as well as your mind, creating an intimate, emotional connection that you just can’t live without. Ever.
Take a brand away and people will find a replacement. Take a Lovemark away and people will protest its absence. Lovemarks are a relationship, not a mere transaction. You don’t just buy Lovemarks, you embrace them passionately. That’s why you never want to let go.
Do you want more? Go get the book by Kevin Roberts, CEO Worldwide of Saatchi & Saatchi or visit lovemarks.com
Lovemarks transcend brands. They deliver beyond your expectations of great performance. Like great brands, they sit on top of high levels of respect - but there the similarities end.
Lovemarks reach your heart as well as your mind, creating an intimate, emotional connection that you just can’t live without. Ever.
Take a brand away and people will find a replacement. Take a Lovemark away and people will protest its absence. Lovemarks are a relationship, not a mere transaction. You don’t just buy Lovemarks, you embrace them passionately. That’s why you never want to let go.
Do you want more? Go get the book by Kevin Roberts, CEO Worldwide of Saatchi & Saatchi or visit lovemarks.com
Starting a blog
Here a few paragraphs from a good article I came across on Advertising Age a while ago. Enjoy it!
A brand is a promised benefit delivered. Authority-driven or assurance-driven is not the question. The question -- and answer -- is protecting your place in the consumer's mind by keeping your promise.
Anyone and everyone responsible for maintaining a corporate brand must remember that consumers are fickle. Loyalty must be earned. And trust is mercurial. Examine your brand. Think about what it represents to the customer, and to your own employees. Then manage it accordingly.
Whether a brand represents authority or assurance, your task is to keep its promise through appropriate behavior in every sense of the word. If you do, chances are consumers might just keep the faith. And you'll be able to navigate your corporate brand through whatever conditions come your way.
A brand is a promised benefit delivered. Authority-driven or assurance-driven is not the question. The question -- and answer -- is protecting your place in the consumer's mind by keeping your promise.
Anyone and everyone responsible for maintaining a corporate brand must remember that consumers are fickle. Loyalty must be earned. And trust is mercurial. Examine your brand. Think about what it represents to the customer, and to your own employees. Then manage it accordingly.
Whether a brand represents authority or assurance, your task is to keep its promise through appropriate behavior in every sense of the word. If you do, chances are consumers might just keep the faith. And you'll be able to navigate your corporate brand through whatever conditions come your way.
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