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branding strategy

A Brand Can Own Any Idea, but Can it Live Up to the Ideal?

March 1, 2014 by Edward Boches

Branding and Ideas

My friend and sometimes co-conspirator Will Burns had a great post in Forbes this week arguing that brands too often kill a great advertising idea because it isn’t “ownable.” Brands often reject great positions, taglines and ad campaigns with the reasoning that their competition could make the same claim.[read more]

How Socially Engaged Is Your Brand? [INFOGRAPHIC]

February 8, 2014 by Frederic Gonzalo

Branding and Engagement

Social media has changed how people and brands communicate with each other, creating expectations and new speed levels of interaction. A recent report by Sprout Social sheds some interesting light on how customer care and engagement have become intertwined.[read more]

The Negative Impact of Inconsistent Branding

July 7, 2013 by Shell Robshaw-Bryan

Brand Consistency

Branding consistency doesn’t mean that all communications from a brand should look identical, but there should be standards in place that help to ensure that both your messaging and visual branding is clearly and consistently applied.[read more]

The Role of Color in Marketing [INFOGRAPHIC]

April 22, 2013 by Pam Dyer

color theory in branding

It’s vital to move beyond the standard logo and tagline and take a holistic approach to evoking emotions among potential customers across all of your marketing channels — including social media sites.[read more]

How to Transform Your Brand Image With Easy Office Upgrades

April 7, 2013 by Mike Allton

new digs

Branding your business is an all-encompassing task. From the content on your web page and the colors you use in your graphics to the look and feel of your office, the space where you and your team work sends a signal of your brand.[read more]

Google Begins April Fools Early This Year: Promotes "Google Nose"

April 1, 2013 by Craig Smith

Google Smell (beta)

Always the April Fools pranksters (remember last year's self-driven NASCAR car announcement?), Google is once again partaking in the age-old practice of trying to dupe people on April 1 into believing the unbelievable.[read more]

Awakening the Green Giant through Content Marketing

May 11, 2012 by Andre Bourque

Once upon a time, in lush fields of green, lived a powerful brand icon. After an early life in the limelight, he slowed down. For many years he lived in seclusion; few saw or heard from him...[read more]

7 Brand Messages on Facebook: The Devil is in the Details

May 17, 2010 by John Bell

We do a thing we call 'Conversation Management.' We train clients in the art and we have folks who are the next gen community managers or "conversation managers." At its heart, this always-on service is about managing a brands social Web platforms to build engagement, interaction and acquire followers, likers, fans - whatever the...[read more]

5 Ways to Find and Use Employees to Speak for your Brand

May 2, 2010 by Rohit Bhargava

You might have noticed a trend in more and more marketing, where large brands are featuring real people and actual employees in their ads. The end of the new Intel ads feature employees singing the well known "Intel bong" - the four note chime at the end of their ads. Best Buy uses their employees in their ads wearing their trademark...[read more]

A Brand Too Far?

March 11, 2010 by Jonathan Salem Baskin

Mr. Clean is a car wash in Texas. Gerber sells baby life insurance. Caterpillar makes flashlights. I think the brand extension business is just a little crazy. I get why it should work, and I certainly know why businesses want it to. Any survey or focus group will tell you that consumers associate brands with purposes. GM makes cars....[read more]

How To Get Your Event Marketing To Go Viral

July 15, 2008 by Rohit Bhargava

Over the last several weeks I have found myself working on answers to the same question for both client work as well as some personal efforts around Personality Not Included. The question is a simple one that most marketers will deal with at some point in their career: how to get your product or service to stand out at an event that you...[read more]

I'm Not Dead Yet!

May 19, 2008 by Harry Hoover

Remember the scene in Monty Python's Holy Grail when the man tries to dump his still alive father onto the cart of dead bodies? The old man says, “I'm not dead yet.” That's what a number of once moribund brands are saying now. The May 19 issue of The New York Times reports that River West has acquired such recognizable...[read more]