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NBC News interviewed me about the trolling of the Ivanka Trump brand. Seems like “fake reviews” are joining “fake news” as a thing. The consumer is savvy enough to tell the difference. As I told NBC, the trolling of all Trump brands is likely to continue as a dissatisfied segment of the electorate works out …
Amazon Review Trolling Ivanka Trump Brand–NBC Interview Read More »
Sports team naming is a high stakes job. Doing it right makes creates millions of dollars in brand value. Doing it wrong leads to low recognition and low fan engagement, leading to low revenue and value. Naming the NHL expansion team in Las Vegas the “Vegas Golden Knights” is a missed brand opportunity. (Read part …
Sports Team Naming: Las Vegas Sun Interview on NHL Expansion Team Brand Read More »
When market dynamics and business strategies change, it impacts the brand. National Geographic, a brand with over one hundred years of history behind it, needed rebranding after the entity split off the non-profit Society form the for-proft National Geographic Partners a joint venture with 21st Century Fox. Rebranding doesn’t always mean changing a name or …
Rebranding National Geographic to Go Further in Today’s Media Markets Read More »
Marketing history is dotted with examples of companies who have been successful entering a “saturated market.” The secret to winning is carving out a niche. Entering a crowded and competitive market is a good strategic option. I provided the San Fernando Business Journal with insight into such a winning scenario. Existing markets have large numbers …
Saturated Markets Offer Opportunity for Niche Market Entrepreneurs Read More »
Congratulations to Scott Lange for a successful panel discussion at the Marketing Executive Networking Group on marketing, media, trademarks, sponsorship, ambush marketing and branding and the Olympic Movement–particularly the upcoming Games in Rio. Meet the panelists
Zika • Recession • Security • Doping Scandals • Brazilian Politics & Public Apathy I will be on the panel of the Marketing Executives Networking Group’s panel discussion on the marketing challenges of the Rio Olympic Games RSVP by Thursday, JULY 28, noon at http://members.mengonline.com/e/in/eid=421 Photo I.D. required for building entry. Many issues are plaguing the …
Uh No, Not Business as Usual at the 2016 Olympics: Marketing Executive Networking Group Read More »
On the eve of the Rio 2016 Summer Olympic Games, sports sponsorship for brands is drawing greater interest. Will pollution, crime, political bungling and Zika impact ROI? Probably not. Getting the highest ROI for event sponsorship depends “activation”most of all—and that extends far beyond the event itself. If all you are getting for your sports …
Rio 2016 Olympic Games: Maximizing Sports Sponsorship ROI Read More »
The American Marketing Association has a great blog entry on brand names that became more than household words; they practically entered the dictionary. In my naming consulting practice, I am constantly advising clients to stay away from descriptive names. Such names can never really be owned as brands. The classic example is Amazon’s once mighty …
Copy writers MUST be search-algorithm savvy for effective content marketing. It is no long enough to be a gifted writer; you must know how Google and other search engines evaluate and serve up your copy to potential readers. If your material is not seen, no matter how good it is, it is worthless. True SEO …
Content Marketing: 21 Must-Dos for Better Copy Writing and Engagement Read More »
Macy’s department stores has announced store closings across the country. Are department stories still relevant? How could Macy’s change the equation? The New York American Marketing Association talked with Brian Dyches, an expert in retail design and customer experience, about the challenges Macy’s faces.