Marketing Mix

The end of advertising as we know it - and what to do now

Rei Inamoto. Advertising is over and there are four guidelines for moving into the next era, when 365-day connection, people-focused stories and business invention are key."How are we supposed to judge a creative idea versus a product idea?" This was a question that surfaced during one of the many long judging sessions last week in the South of France where I got to preside over the Mobile categor...

Branding your firm

Michael Alter. Your firm's brand is the image that is continuously presented to the outside world, customers, prospects, and the greater community your small business serves. The process of branding your firm is about leveraging who and what your business is known for your brand is your business identity. In a recent article about branding published on AccountingWEB, the author explained br...

The 3 Cs of evolving US consumer and retail loyalty

Jim McNulty. 89 Degrees, a customer engagement agency that leverages data and analytically driven strategy for maximum ROI, provides a snapshot of the evolving US consumer and loyalty landscape, what makes for a winning loyalty program, and why considering the three Cs is critical for loyalty success."It should come as no surprise to retailers that the Web has put consumers more firmly in the driv...

How Costa Coffee used data to drive loyalty and sales

Meg Carter. U.K. chain Costa Coffee use customer data from multiple sources to create sharply targeted communications that drive a loyalty program that actually works for buyer and brand.With a coffee shop, maybe two, on every street corner coffee has become the ultimate takeaway commodity. Yet despite coffee shop proliferation and fierce rivalry between branded chains, British-owned Costa Coffee ...

Why character is a branding essential

Ayesha Mathews-Wadhwa. Leading ad executive from the UK, Russel Davies, is quoted as saying that a brand's first job is to be interesting. While that is true, there is more than one objective when it comes to building a brand. I contend that brands also must deliver on their promises.We've seen plenty examples of bad branding, but a brand approach doesn't have to be poor for the outcome to be weak...

The power of branding

Correspondent, The Star. "People buy brands, not products!" said brand consultant Shen Chang at the recent "Power of Branding" master forum held at The One Academy.The talk was part of the institution's "Masters Train Masters" teaching philosophy where students are provided learning opportunities through sessions given by professional speakers from the creative communication industry.At Shen Chang...

NYU professor reveals secrets to successful global branding

Staff reporter. Many brands have tried to go global. Some have been successful; a handful of others have failed. Professor Durairaj Maheswaran of New York University's Stern School of Business revealed the secrets to successful global branding on March 28, at CKGSB's Beijing campus. Cultural understanding, corporate reputation, and national equity are the most critical issues in brand globali...

Branding: The shield that your product needs

Tabitha Jean Naylor. If you want to increase your exposure and protect your product, branding is a key component in your marketing strategy. Things like consistency in the quantity and quality of products that are produced, producer name, company logo and byline bring a certain level of uniqueness that can distinguish your business from rival competitors. When engaging in both marketing and advert...

Bored of Pinterest?

Jim Edwards. When Rachel Weiss, vp/digital strategy and marketing at L'Oreal, told Business Insider's Social Media ROI Conference that she stopped using Pinterest because "I got bored," we knew we had to grab her for a Q&A.Pinterest is the new darling of social media, and advertisers are already flocking to it because of its huge female user base. Pinterest would be a natural for L'Oreal, sure...

Volvo and Pinterest: Re-branding through customer-driven social media

Ernan Roman. The Challenge: As we mentioned earlier this year, Pinterest has been captivating online users with its emphasis on engagement, content, and personalization. Now Volvo is taking to the Pinterest boards with a consumer-driven campaign designed to re-establish the company's image. But can their campaign succeed in an unproven community-based social medium like Pinterest?A study conducted...

Marketing automation and social integration: Hand-in-hand or hand-to-hand combat?

Justin Gray. When it comes to social media, questions about its usefulness to B2B marketers rage on. Some say that not having a social presence hurts you more than having one helps you. Others believe it's just a thing you MUST do, but that it doesn't deliver tangible ROI. What's for certain is that implementing social media into your marketing automation stirs up an entirely fresh set of question...

What does your brand stand for?

Craig Padoa. The word 'brand' is derived from the Old Norse brandr, meaning "to burn." It refers to the practice of producers burning their mark (or brand) onto their products (often animals) to signify ownership. I am sure most of you have witnessed how farmers brand their cattle, often featured on various shows/movies. The process appears painful but relatively simple. Additionally the 'mark' al...

Getting the true essence of branding

Eugene Mahalingam. Building a successful brand is more than just having attractive symbols or smart catch phrases, which is apparently what many company heads and entrepreneurs limit their marketing efforts to."The first thing that needs to be understood is the connection between branding and business value. In our experience, far too many companies equate branding with a logo, tagline or advertis...

Name games: Ten reasons to revisit your brand architecture

Carol Phillips. If you have ever named a boat, a pet, or a child, you know how difficult it can be to choose the right name.  Despite the importance of the decision, the process seems hit-and-miss and there seem to be few guidelines for getting it right.  After agonizing over lists of alternatives, you reject all but one, with no sense of certainty.  Later the name seems inevitable ...

Innovative ways to take your product to market

Louis Hayner. There are many ways to innovate in an organization - new products, new processes, and new ways to take your organization to market. It's not necessarily just about seeing what the customer asks for, but also about what they don't ask for - building their businesses around stable, reliable technologies. Many organizations keep their innovating at the executive leadership level only, w...

People loyal to your brand

Maria Elena Duron. It's easy to be seen as just another random person - a random blogger, a random doctor, a random athlete. But, with the competition becoming more and more fierce, it's becoming harder and harder for people to stand out and be noticed. After all, you don't want to be just a random personal brand. You want to be an invaluable one.How do you become an invaluable personal brand? One...

Bundling as much a pricing strategy as it is a marketing tool

Paul Hunt. One afternoon last year an employee of mine in the U.S. made yet another run to the local baby store to buy a box of diapers for his two year old son.  At the store, he found something new on the shelf: a bonus-size box that contained a toy designed to remind parents and the toddler to visit the washroom at regular intervals.  Although the total price of the special box was hi...

History behind AIDA

Staff Reporter. The marketing term 'AIDA' (attention, interest, desire & action) and approach are commonly attributed to American advertising and sales pioneer, E. St. Elmo Lewis. In one of his publications on advertising, Lewis postulated at least three principles to which an advertisement should conform:"The mission of an advertisement is to attract a reader, so that he will look at the adve...

Focus on branding to make global impact

Petaling Jaya: Malaysian companies should continue to focus on their branding strategies if they want to make an impact globally. The newly elected president of Branding Association of Malaysia, Eric Chong, said that although many Malaysian homegrown brands today were highly successful internationally, they would not have been able to spread their wings and soar beyond the country without strong h...

The essentials of branding

Landor Associates: It is incredibly rare for a product or organization to be without a brand. There are museum brands (Guggenheim, Smithsonian), people brands (Martha Stewart, David Beckham), political brands (Obama versus McCain, Labour versus Conservatives), destination brands (Australia, Hong Kong), sport brands (Manchester United, New York Yankees, Super Bowl), nonprofit brands (Red Cross, Oxf...

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