by admin | Jul 29, 2014 | Brand strategy
MediaPost’s Wayne Friedman quantifies the early shifting of budgets to online video in his recent article on this year’s decline in cable as well as broadcast upfront ad spending. Online video accounts for approximately 7% of the total T/V nut ($5 billion of $70 billion total) and is poised for multiple-digit annual growth. So if television dollars are moving to Internet distribution and portable platforms, how will brand safety be maintained while ads potentially land everywhere and anywhere a viewer can find content? One of the reasons the majority of T/V ad spending still goes to traditional broadcast and cable networks is that they are closed systems where the range of programming environment is finite, and are often organized around neat environment labels (Travel, Food, Women’s). Networks also give planners and buyers more control through direct deals with only known entities within the traditional television space, rather than having to deal with the infinite number of Internet sites out there. These are brand safety issues. Read more about these brand safety tips...
by admin | Jul 28, 2014 | Brand strategy
Betty Francis (née Hofstadt, formerly Draper) said it best on the popular AMC TV series Mad Men: “Only boring people are bored.” While Betty’s parenting skills might be debatable, at best, this quote can apply to more than just childhood playtime. It can apply to your brand’s social media efforts. Sure, the term “boring” is very subjective. It’s all relative to other companies. But don’t get stuck on the fact that your product, service, or industry might be “boring.” Instead, think of it this way: it’s not about B2B, B2C, etc. It’s about H2H – Human to Human. Social media is about people talking to other people. The goals and objectives of your brand’s efforts should be as follows: Establish brand identity and awareness Generate brand buzz = engagement! Gain a loyal group of followers Direct more people to your website Be personable. Read more about these great tips...
by admin | Jul 25, 2014 | Brand strategy
Your website cannot be your only branding asset. A website is table steaks in today’s digital economy. Today’s most successful personal and business brands deliver on this key strategy to win big. The single greatest brand strategy is…share. Give away your expertise to gain attention and trust. Those who hoard their ideas and knowledge will go unnoticed. The longer you cling to your ideas the faster they will become outdated in today’s fast moving market. Especially if your target market is Millennials because they are loyal to your creativity, not your brand. Brands must constantly keep things fresh if they want to net and nurture the next generation consumer. The best way to keep things fresh and to share your expertise is by producing and sharing original content via a blog or podcast (aka content marketing). Consistent content cultivates confidence. Confidence builds in the content creators as they expand and share their knowledge on the subject and confidence builds in the content consumers as they view you as a trusted thought leader. Read more about it...
by admin | Jul 25, 2014 | Brand strategy
David Packard, co-founder of Hewlett-Packard, once observed that “Marketing is too important to be left to the marketing people.” A more current corollary might be, “Brand-building is too important to be left to the brand people.” The historical role brands have played – serving as symbols to guarantee a certain level of quality or as images to attract attention – is no longer relevant or useful today. A brand can’t just be a promise; it must be a promise delivered. And brand stewardship can no longer be under the exclusive purview of marketing departments and brand managers. Read more on this topic...
by admin | Jul 24, 2014 | Brand strategy
Many companies think that SEO is about using keywords to move their website up in the search results list. However, there are other ways, which are often forgotten, to support your brand. The SEO specialists at SEO Junkies can help improve your search engine optimisation using these methods. SEO specialists recommend using a variety of methods to help improve your website’s search rankings. Read more about it...
by admin | Jul 23, 2014 | Brand strategy
Ad executives salivating over the juicy prospect point to signs that the tech giant is tiring of longtime creative agency TBWA Media Labs after 30 years and is ready to put its entire account up for grabs. What’s more, the industry is buzzing that Apple will look to music maestro Jimmy Iovine, the boss of newly acquired Beats headphones and its sister music-streaming service, to help it regain its marketing mojo. The fashionable Beats brand, which Apple acquired for $3 billion, outmanoeuvred official World Cup sponsor Sony with its “Game Before the Game” ad campaign. So many soccer stars sported Beats that Sony had them banned from the arena. Read more about this brand strategy overhaul...
