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When a Continental Airlines jet caught fire and skidded off a Denver runway in November 2008 and USAirways jet landed in New York’s Hudson River in January, 2009, they demonstrated a new challenge facing a brand crisis. Twitter and Facebook have changed the game. Gone are the days when corporate execs could huddle and practice …
Viral marketing is a promising tactic. Your brand message spreads far, fast, and almost free. The problem is that many marketers don’t invest enough time in planning–and that can be an expensive mistake, as Motrin and Dr. Pepper have found out. See how Axl Rose and baby-wearing moms made these brands very sick.
Naming your company or product has always been a challenge. In the digital age, the challenge is even greater with URL naming. Now, in addition to being unique, memorable, and relevant, names need to be searchable, make a good URL, and most of all, they be available as a dotcom. Below are some important points …
Don’t tell me; show me. If a picture is worth a thousand words, Web video is worth a million pictures. As we point out in our post about ideas for Web video, video brochures are a great way to engage. This video for the New York City West Side YMCA’s Creative Drama class shows parents …
Is your brand all talk and no do? Successful brands walk the walk as much as they talk the talk. Great brands are not creatures of the marketing, living only in ads and brochures. Business brands have to break out of the marketing department and work beyond the scope of the ad campaign. They must …
Business Branding: Toward A More Effective B2B Brand Approach Read More »