From the category archives:

branding

What’s the opposite of the “best” brand?

March 9, 2010

Image by Getty Images via Daylife

While preparing to be a panelist for a discussion on marketing, I’ve been pondering two questions the organizer asked us to consider:
What are examples of the best brands?
What are examples of the worst brands?
While these may appear to be opposites, I don’t think they are.
See, best and worst appear to [...]

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What can we learn from the Black Eyed Peas about Brandtelling and inspiration?

January 31, 2010

will.i.am via last.fm

The Black Eyed Peas are sure to win a Grammy Award tonight — likely more than one. And no wonder. The Black Eyed Peas are Brandtellers!
They know their audience, they know themselves and they know their brand story. They also know a thing or two about inspiration. According to bandleader, Will.i.am:

When inspiration calls, [...]

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How can you align marketing with the customer buying process?

October 28, 2009

Today’s post is contributed by Jeff “the demand generation guru” Ogden, president of Find New Customers. Jeff is a friend and collaborator (we worked together to co-author “Prospect-Driven Marketing“) who truly understands where the rubber hits the road for sales. – Arthur Germain
I’m please to share this information on lead nurturing with the readers of [...]

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Are you asking these 11 plus questions about your brand?

October 21, 2009

Who or what is your brand? Could you describe it to a six year old?
What makes your brand great? What do you tell people first?
Who are your target buyers? Who are your targets for marketing? Are they the same people? Are you sure?
What “mental real estate” are you able to own/rent/lease in the mind of [...]

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Can you tell your brand story to the media?

September 15, 2009

Just a quick note today. I was interviewed for two articles last week.
The first appears in Newsday and discusses Social Media Marketing Mistakes to Avoid. In the article I note that “Failing to Engage” and worrying about “Collecting Followers and Friends” are areas destined for failure in social media marketing.
The second article from Long Island [...]

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