Mer länkar ur mina drafts:
People, not books, are the best brand manuals. A dynamic, humorous, human brand is dynamic, humorous, and human because one person runs the brand, owns the brand, and sets the vision for the brand.
Instead of spending thousands of dollars on brand manuals that prescribe action, spend the money on a living brand manual. A person, whose role is to live and breathe that brand. He should be the brand’s evangelist, growing with the brand, and ensuring it never gets into situations that drain its spirit. A living brand manual should be prepared to change rules, shift guidelines, and adjust the vision.
Too many companies are determined to grow horizontally, to expand into new businesses and become everything to everybody. It’s a strategy perpetuated by the success of market leaders: the leading portals offer everything from Web hosting to PC games. The leading ad servers offer everything from site analytics to catalog mailing.
Slogans are great when they can be easily developed internally and created like simple sentences within an organization. Later, they can be dropped freely without any loss or pain, in contrast to spending extraordinary monies in creating ridiculously twisted and ever-so-confusing slogans.
Just keep it sweet and simple.
(Super advertising slogans, and super costs. Tips från Clay.)
Building lasting customer relationships reaps enormous economic benefits. And it’s not easy. Doing it well and reaping those benefits requires a long-term strategic commitment.
The challenge is how to get the masses online without forcing them to become experts.
- Relevance – the quality or state of being relevant: relation to the matter at hand.
- Trust – assured resting of the mind on the integrity, veracity, justice, friendship, or other sound principle, of another person.
- Value – a fair return or equivalent in goods, services, or money for something exchanged.
- Privacy – freedom from unauthorized intrusion.
- Security – the condition or quality of being secure.
The best brands create worlds unto themselves. Apple, with its dancing silhouette iPod images, urges you to jump into its rockin’ world. Firefox lets devotees with technical skills join its community and create add-on applications to enhance its browser, creating a richer and more involving product in the process.[…]Imagine combining that world creation with the fun and engagement of advergaming.
Permission marketing står inte i direkt motsatsförhållande till interruption marketing. Det går att initiera en marknadsföringsrelation som bygger på samtycke genom att använda traditionell interruption marketing.
“It’s about cultural insight, about language, about using images that people can understand and relate to, and moving beyond old cliches about black people,” said Lebo Motshegoa, who advises advertising companies on the black youth market.
some of the results are eye-opening. They show marketers are looking for information about or could better use the tools of predictive modeling and advanced survey analysis. Marketers who develop in these areas will stand out from the crowd.
Often when a marketing professional is hired a company will think the marketing director’s job is to promote the existing product, but if that product is not the best on the market or there is no difference between that product and the rest of the products in a marketplace, a marketing professional has a tough job. They can look for the difference or go back to the basics and find out what their customers really want and need.
Who is your loyalty to really? Is it to the individual product or person, or is it to a “brand”?
- Marketing messages that touch an emotional hot spot are often highly effective.
- Marketing messages that provide information in a straightforward or mundane fashion are often ineffective.
- Marketers who find an emotional hot button can use that information to drive sales and change consumer behavior.