693 posts tagged Branding strategy

Marketing is a marathon, not a sprint.  This is especially true with higher ticket items like advanced dentistry.  I love fast results, and have been fortunate to see them on many occasions, but I always caution my dentist clients to focus on the ROI of months and year’s - not days and weeks.

My contention is that time shouldn’t be a factor in determining whether an issue is strategic, i.e., what you're having for lunch 3 years from today isn't strategic simply because it's long-term and a significant quality performance conversation isn't tactical simply because it's happening this afternoon.

How do you feel about logos appearing on the shirts, jerseys, and sweaters of professional sports teams? I guess there are really two questions to ask: Are they distasteful? Whether distasteful or not, is it smart branding? We've seen equipment manufacturers put logos on their products since time immemorial.

For years, classic brand strategy has always been about the creation of a single message that can be used with all of your constituents; investors, employees, senior management and customers about who you are and what value your company provides. Brand managers tend to write it up and paste it on every wall and train every new recruit in it.

"...Mass media has become increasingly fragmented and viewers’ engagement levels have decreased. Only 5% of the viewers watch TV ads and 30% of the viewers watch TV while reading the newspaper" (tweet) by Stephan Loerke (PPT Link), Managing Director, World Federation of Advertisers.

An innovation: to brand or not to brand? To own, control, and fully benefit from an innovation, you have to build a brand (as opposed to just giving it a name and logo). Descriptors attached to an established brand would not have been able to adequately represent the innovation.

Mac versus PC Posted in May 14th, 2008 by Eric Mann in Branding, Marketing, Uncategorized For the past several years Mac has held itself up as a category separate from the rest of the computing world, putting its machines head-to-head with ‘PCs’ in terms of performance and quality.

Fortune magazine recently came out with their listing of the Fortune 500 (and 1000). A quick survey of the Fortune 500 shows that the company with the best performing stock return over the past decade has been . . . Apple--at an impressive 50.7% return per year.

The ideal world of affiliate marketing does not require having your won website, dealing with customers, refunds, product development and maintenance. This is one of the easiest ways of launching into an online business and earning more profits.

I've been watching Lincoln Financial's "Futureself" commercials for a while now, and I want to like them even more than I do. It's a really cool conceit: people at meaningful junctures of their lives meet themselves as apparitions from the future.