Brand Marketing Consulting Articles

Lady Gaga and Madonna do it. We all should The latest issue of HBR contains a great article entitled: REINVENTING YOUR PERSONAL BRAND, with six excellent tips. One is "Leverage your points of difference." It's all pretty OBVIOUS ADAMS stuff, ...

Millward Brown's latest newsletter includes an informative article on brand architecture. Six critical brand characteristics are described to help you determine whether your brand architecture is optimized. For example, is your brand positioned to differentiate? See: http://www.millwardbrown.com/Libraries/MB_Articles_Downloads/Nick_Cooper_AdMap_BrandArchitecture-Feb-2011.sflb.ashx.

Some of our country's largest marketing and media trade associations joined forces to enhance industry self-regulation to foster transparency, knowledge and provide consumer with choices regarding their online viewing of targeted advertising. See entire press release

"Brands Seek Fans on Facebook"

We have generally assumed that the process consumers go through for making a purchasing decision is based on various touch points: awareness of a product or service, becoming interested in that product or service, forming positive attitudes and then making ...

According to Forrester, marketers are cutting their marketing communications budgets significantly. Are their brands at risk? Yes!   A soft market can be an opportunity. Companies who increase their marketing communications budgets during recession experience a drop in ROI. However, ...

According to BUSINESS WEEK, advertisers and their agencies are not taking advantage of communicating with their customers using social networks. They have not figured out how to effectively break through. That's because when consumers go to Facebook or My Space, ...

We've all seen numerous definitions of a brand. Essentially a brand where a product or service "fits" in the consumer's mind. That fit is all about a basketful of attributes made up of two key components: performance (what are you ...

Consumers spend an extraordinary amount of time on the web, working, playing, searching, checking and more. According to Matt Greene of Blue Ribbon Consulting, to survive these days, marketers need to place significantly more of their marketing and media dollars ...

Teamwork is very difficult to teach when it comes to decision-making. Practice helps. Exercises help. Often though some essential guidelines are not used to make decisions through consensus.   Read what Bob Frisch offers as tactics "which are designed to ...

There are tons of articles and journal articles that help us define brands. One simple truth is that to succeed in the sea of sameness world of branding, connecting with customers at their emotional level is essential. That is not ...

More and more companies are instituting web grass roots efforts to build their brands.  According to Umar Hague, a London economist and Havas Media Lab director, "By choosing to invest in consumers over advertising, Google is a living example of ...

According to a recent study conducted by Feed Company, an online marketing company, more and more marketers are embracing viral video. "Over 70% of ad agency and media buying executives plan to increase their viral video marketing budgets next year, ...

Have you wondered lately about which brands are the most powerful in the world? According to the very respected Millward Brown Optimor, number one is Google -- not surprising. Google is followed by General Electric, Microsoft and Coca-Cola.   Millward ...

Polls show that the morale of Americans is very low. That need not be and should not be. For starters, familiarize yourself with Fareed Zarkaria, in The Rise of the Rest, which follows. "It's true China is booming, Russia is ...