Online brand strategy

Emotional branding means customers stay loyal for the long haul! Every marketer knows that branding is incredibly important – it enables customers familiar with your brand to distinguish it amongst a sea of competitors.  The success of all these brands is about much more than the logo, it’s about forming an emotional connection with their customers. Image

Some still don’t get the potential of digital media A friend of mine who works for a brand development agency, made a comment the other day, which summed it up for me. He suggested that digital agencies don’t really need to understand about brand as digital marketing is not really about strategy is it, but about

Creativity paves the way to commercial success Let’s face it, in the grand scheme of things, people don’t care about brands that much, they care about themselves. As individuals busy in our own worlds, we care about what we want, need, worry about or want to solve. It stands to reason then, that if we want people

I recently read a great document, Brand Trends for 2010 (PDF),  by Brand Keys with sound principles that can be applied to many business. It got me thinking how brand development has really come to the fore in digital marketing, likely because of the rise of social media, after the long obsession with all things direct

Thinking like Sun Tzu to improve your strategic position This is the second part to last week’s interpretation of how Sun Tzu’s Art of War can be applied to digital marketing - thanks for the comments and shares on the first part! Here I’ll cover three ways in which applying Sun Tzu’s Art of War can help develop your

Google ROPO study provides a great way to visualise customer behaviour Value/Importance: ★★★★★ Recommended link: Google-GfK-Vodafone study Our commentary on ROPO visualisation ROPO is a term coined to describe research published by Google in this study meaning “Research Online Purchase Offline” (although it Research Offline-Purchase Online is another behaviour which can also be important. This study reviewed the role of

10 permission marketing principles and campaign examples to improve your e-communications in 2011 It is now over 12 years since Seth Godin launched his permission marketing mantra. Yet it remains highly relevant – I still recommend newcomers to online marketing download and read his permission marketing principles. But how does permission marketing apply today? In this post I

5 contrarian Steve Jobs quotes all marketers can learn from “Why join the navy when you can be a pirate?” Just one of many great quotes from Steve Jobs and one that sets the scene for my post. For me Steve Jobs is/was/always will be a marketing genius. His untimely death has got me thinking about what

Facebook COO Sheryl Sandberg recently caused a stir at the Nielsen Consumer 360 conference by reportedly stating that Email is dead (she would say that wouldn’t she and if you listen to the whole clip she didn’t actually say what she was widely reported to have said). However, her argument that only 11% of teenagers use

6 key questions to ask about how a brand uses social media I work in the travel industry which, most of the time, seems like a great place to be for a digital marketer. It lends itself to rich, original content and has allowed the pioneering (but not always dominant) brands to develop online in

Thinking like Sun Tzu to improve your strategic position This is the second part to last week’s interpretation of how Sun Tzu’s Art of War can be applied to digital marketing - thanks for the comments and shares on the first part! …..

Creativity paves the way to commercial success Let’s face it, in the grand scheme of things, people don’t care about brands that much, they care about themselves. As individuals busy in our own worlds, we care about what we want, …..

Emotional branding means customers stay loyal for the long haul! Every marketer knows that branding is incredibly important – it enables customers familiar with your brand to distinguish it amongst a sea of competitors.  The success of all these brands …..

An interview with Katy Andić, European Web Marketing Manager at Misco Our articles by Emma Durant on the challenges of managing international marketing online have been popular, so when I recently connected with Katy Andić of Misco on LinkedIn, I thought …..

If we agree that engaging with brands in social media is a good thing, then how can we do it better?  With participation in social media being a key area to in building brand reputation, Weber Shandwick offer their nine tips to …..