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Brand loyalty to Hillary Clinton is stumping some commentators. Stephen L. Carter, is a Yale law professor, but he is also a branding savant. His recent Bloomberg View column is a primer on how brands impact loyalty. He explains the theory of trademarks in economic terms: What you are willing to pay for a product …
Brand Loyalty–How It Impacts Markets: Lessons for Hillary and the GOP Read More »
Web copy writing that sells requires you to have an out-of-body experience. You have to get out of your own world and put yourself in the place of your customer. Many companies are so concerned with what they want to say about their products that they never consider what their customers want to hear. Here …
How to increase Web traffic is the subject of MarketingSherpa’s latest case study of Knockout Pest Control‘s local search and digital marketing work. Marketing Sherpa is a research company that tracks and shares “what works in all aspects of marketing.” They selected our client Knockout Pest Control to profile on how to build business–and better …
Marketing Sherpa Case Study: SEO for 308% Increase Web Traffic Read More »
What is the right brand architecture structure for your company? How to structure your brand portfolio depends on company culture, markets and customers, and goals. Single Unitary Brand Architecture Structure One brand creates a single powerful image, sometimes with a descriptor. Marketing is more efficient. With one brand front and center, cross selling and cooperation …
What is the best brand architecture structure for your brand portfolio? The answer depends on a number of strategic considerations: Audience Diversity What are the target segments for your brand? Is the brand focused on just one audience or must it appeal to many? Brand Elasticity How far can each of the brands stretch to …
Brand architecture is not a set-it-and-forget-it proposition. As your business changes, the brand architecture worked in the past may become a hindrance. Companies facing issues like the ones below often find they have a brand architecture problem. Brand Architecture Problems: Your corporate brand’s meaning and role is vague and confused. Who is the audience for …
Brand Architecture Problems: Strategic Structuring Brand Portfolios Read More »
Brand architecture is more than integral piece of your company’s brand strategy—it directly addresses your company’s business strategy. Brand architecture is organizing structure that specifies the type, number, relationship and purpose of brands within your brand portfolio. Critical Strategic Questions How does my company brand relate to my product brands? How do they relate to …
Script copy writing for video is not like writing for print. No one sees your words; they are heard, not read. That has important implications for script structure, style, word choice and more. Here are key tips for script copy writing for more effective Web videos. Write for the Ear Use simple language. That means …
Brian Williams personal brand as a trusted news anchor is damaged beyond recovery. I’ve long been fascinated by “personal brands,” and the power of an individual to create and project a reputation that persuades. While such brands are powerful, they are also uniquely human. When the human fails, the brand can fail, too. In the …
Deflategate–the shameful scandal involving under-inflated footballs that Tom Brady, Bill Belichick, and the entire Patriots organization unbelievably have no knowledge of and no responsibility for–is the latest in a long line of gate scandal names. As noted in this post from the past, Watergate opened the floodgates for gate scandal names–Deflategate will surely not be …
Deflategate–The Newest in a Long Line of Gate Scandal Names Read More »