Latest Updates: Branding RSS

• Corporate & Personal Branding - A Delicate Dance
  
  

  Pat McCarthy 10:45 am on June 10, 2010 | 1 Comments Permalink | Post Your Comment!
  Tags: Branding, WOM and Social Networks (683), Working in WOMM (89)

  

  Personal branding exploded with the rise of blogging, microblogging and countless other ways to make a name for yourself. However, balancing a personal brand with an employer’s brand can prove difficult. This often happens when someone is hired to “do” the social media.

  Paul Chaney, author of the cited post, went through this process and detailed his key takeaways which include but aren’t limited to:

  1. Enact a social media engagement policy (Join our Social Media Policy webinar on June 14 - details further below)

  2. Don’t make social media the job of one person.

  3. Provide media channels that foster employee engagement.

  Read all of Paul’s insights at Marketing Profs

  Image Credit: to55er.wordpress.com

  

  

   

  Reply Click here to cancel reply.

  Name (required)

  Email (required)

  Web Site

   

• Top 40 Facebook Fan Pages
  
  

  Pat McCarthy 10:29 am on April 23, 2010 | 0 Comments Permalink | Post Your Comment!
  Tags: Branding, WOM and Social Networks (683), WOM How-to (575)

  

  One of the best ways to learn how to do something right is to learn from the masters. Our friends at theKbuzz compiled a list of 40 Facebook fan pages that rise to the top. In a slidedeck, they go through the list one by one to show exactly what each is doing right. You’ll see some familiar names like Dunkin’ Donuts, Six Flags and Coca-Cola. But there are also some little guys like Cupcake Royale, Café Brazil and the Akron-Canton Airport.

  See the slidedeck at theKbuzz’s blog

  

  

   

• Build Engagement Capital
  
  

  Pat McCarthy 10:23 am on April 23, 2010 | 1 Comments Permalink | Post Your Comment!
  Tags: Branding, Research (498), Viral Marketing (186)

  

  Viral this. Viral that. If a million people watch your video but it doesn’t lead to sales, it is not a success. Josh Warner, President/Founder of WOMMA member Feed Company, recently created a great presentation explaining how engagement capital is affected by light branding, heavy branding and calls-to-action. Light branding is 4 times more sharable than heavy branding and 10 times more than calls-to-action. Viewers engage light branding 2 times as much as both heavy branding and calls-to-action. What does this mean for you and your plan to go viral? Know your goals before you roll tape. All three strategies have their benefits, but you will waste your time and money if you start with the wrong one.

  Read Josh’s article in AdAge here
  View his slidedeck on the subject here

  

  

   

• Measurement is Dirty Work
  
  

  Pat McCarthy 9:03 am on October 1, 2009 | 0 Comments Permalink | Post Your Comment!
  Tags: Branding, Research (498)

  Many of us have been guilty of thinking that branding campaigns do not need measurement. It might be comforting to think that the brand is just creating an image of themselves in the consumer’s mind. But like everything else in business, branding campaigns are subject to ROI. Measurement is always important. And now that any serious rebranding effort will take place online as well as off, marketers need to utilize the wealth of information that can be collected from the Internet. Monitoring unique hits, repeat hits, user generated comments and the like is the least you can do to measure the impact of a rebranding, or any other campaign for that matter.
  More on the ways to measure branding campaigns at Occam’s Razor

  

  

   

• Marketing Trust
  
  

  Pat McCarthy 10:04 am on September 21, 2009 | 2 Comments Permalink | Post Your Comment!
  Tags: Branding, WOM Trends (718)

  Marketers have historically been faced with the task of building campaigns to sell product. Recently the tide has begun to shift. As trust fades in the image of a brand or an industry as a whole, marketers are now trying to restore that trust. In a recent survey by Edelman, a WOMMA governing member company, they found that since 2007, consumer trust in businesses fell from 58% to 44%. Even though this shift can most likely be attributed to several bad apples, many businesses are scrambling to reestablish their brand image. As the need from businesses shifts from product pushing to image building, the business of marketing is bound to change.
  More on the trust of the marketplace at Business Week

  

  

   

• Branding Switzerland
  
  

  Pat McCarthy 10:55 am on September 4, 2009 | 0 Comments Permalink | Post Your Comment!
  Tags: Branding, International (107), WOM in Politics (92)

  The government of Switzerland is considering new laws to protect the widely respected “Made in Switzerland” brand image. According to numerous surveys, products made in Switzerland carry an image of high quality, reliability, and luxury. The legislation would allow brands to use the Swiss flag but not the coat of arms. Several brands have protested such as Victorinox and Touring Club Switzerland, both using the coat of arms in their brand image for over 100 years. It will be interesting to see where the Swiss government draws the line.

  More on Swiss-Brand relationships at Brand Channel.