Archive for Branding
YouTube view counts, the game is changing
Share After investing $100 million to create content channels, YouTube’s focus has shifted from directing viewers to videos of skateboarding dogs to enticing them into longer, more engaging videos—the kind that are, not incidentally, more appealing to advertisers. On March 15, YouTube altered its recommendation system to make the time spent with a video or [...]
Read moreIs there still money to be made in Music?
ShareAs technology continues to be one of the “key” driving forces behind the evolution of the music industry, there are signs that consumers may not be paying for recorded music in the future —thus, will the old monetizations models for artists and labels still work? Better yet are they working now? When the dust finally [...]
Read moreMusic and Brands: the perfect marriage?
ShareCelebrity endorsements by film , television stars and athletes of brands is hardly a new phenomenon, however, lately, there has been a significant rise in the number of well-known recording artists lending their names, music and public persona to brands and brand-name designers’ promotional campaigns. We have little doubt that this trend will continue to [...]
Read moreWhy do Brands Fail?
ShareYou know your brand may be failing when… 1. Your brand is mentioned to customers and potential customers, and there is strong negativity in their response. 2. Your brand’s external messages do not “ring true” with all employees. 3. Employees are not enthusiastic or consistent in recounting what makes their brand special. 4. The brand’s [...]
Read moreBranding Made Easy
ShareSuccessful brands are anchored in propositions that are desirable, distinctive, and credible in people’s minds. Following are eight pieces of advice that anyone working with a competitive identity should know and put into practice. These concepts are key to developing a bond with consumers and fans, which is the essence of branding. 1 Stand out [...]
Read moreThe Magic Ingredient of Branding
ShareBrands are built around four fundamentals: product differentiation, relevance, esteem, and knowledge But the magic ingredient that converts those fundamentals into a branding success story is consistency. If you bring consistency to your branding program, you end up with a brand that stands head and shoulders Above the others. What is brand consistency? Brand consistency [...]
Read moreBranding Lessons from Lady Gaga?
ShareIt’s Lady Gaga lesson-time again. After all, she is a marketer who consistently goes viral. And her results ring loud: Gaga’s the first artist to hit 1 billion YouTube views. And she’s turned quite a handy-dandy profit: 11.5 million albums sold in two years, including through digital media (where she was 2009′s bestseller, with 15 million [...]
Read moreBrand Idenity not to be confused with Brand Image
ShareBrand identity is the outward expression of a brand, including its name, trademark, communications, promotion, and visual appearance. Because you develop the brand identity, it will reflect how you want the consumer to perceive the brand, the company, and the product or service. Don’t confuse this with the very important brand image. The brand image [...]
Read moreThe Power of Brand
ShareWhat is a brand? What does a brand do for you? Why do you need a brand; or do you need a brand? How can a brand help drive business your way? Is all of this talk of brand overblown? Think of your company, what is its brand, how do customers know you? What do [...]
Read moreThe Art of the Slogan
ShareA slogan is a noun, usually repeated and persuasive that creates a memorable catch phrase, motto, or jingle, that expresses a particular aim or concept. A concept that you want to stick in your audience’s mind like glue to paper. Second, what makes a slogan memorable? Brevity is first in line — normally 10 words [...]
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