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Branding: Worth Reading for Some Nuggets

Ann Iverson — Sun, 22 Nov 2009 23:00:00 GMT

Not surprisingly, more and more brands are seeking fans on Facebook, according to a recent Brandweek article.

The article suggests that brands that do not take advantage of Facebook are missing opportunities, including the opportunity to reach millions and millions of people at no cost; social media measurement is still a huge challenge because to date no standards have been set. The article sites case several case histories. "Of the 15 most popular pages on the site, three belong to corporations: Coca-Cola, Starbucks and Skittles."

Do read the article for some great nuggets at: http://itunes.apple.com/us/app/koi-pond/id286420263?mt=8.

22-Nov-09 5:00 PM

Is The Consumer Decision-Making Process Changing?

Ann Iverson — Wed, 12 Aug 2009 18:00:00 GMT

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 the purchase.

However, according to a recent McKinsey Quarterly newsletter, that process does not work any more because it does not recognize "all the touch points and key buying factors resulting from the explosion of product choices and digital channels, coupled with the emergence of an increasingly discerning, well-informed consumer."

McKinsey has labeled the new process "the consumer decision journey," and points out that by understanding that journey, "and directing their spending an messaging to the moments of maximum influence, they stand a much greater chance of reaching consumers in the right place at the right time with the right message."

Read more at: http://www.mckinseyquarterly.com/The_consumer_decision_journey_2373

12-Aug-09 1:00 PM

Are Marketers At Risk For Cutting Budgets Significantly?

Ann Iverson — Sat, 25 Jul 2009 23:00:00 GMT

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, these companies achieve greater market share gains; they are in a better position to reap post-recession profitability. (Strategic Planning Institute, PIMS database)

For more on Forrester go to: http://www.forrester.com/Research/Document/Excerpt/0,7211,47951,00.html.

25-Jul-09 6:00 PM

Advertisers And Their Advertising Agencies Are Not Taking Advantage Of Social Networks

Ann Iverson — Thu, 28 May 2009 17:00:00 GMT

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, they are more interested in socializing, i;.e. building relationships, re-connecting with past friends, or adding information to their profiles, etc.

"In sum, social networks and related tools are transforming the way companies communicate with consumers and potential consumers in profoundly interesting ways. In this light, questions of Facebook's valuation are at best mildly amusing to me. If, as I suspect, Facebook is at the vanguard of transforming how companies reach consumers, $10 billion will some day seem laughably small.

Now it's up to the advertising industry to get its collective head out of the sand and exploit this transformation to its advantage."

Read in depth at: http://www.businessweek.com/technology/content/may2009/tc20090527_635562.htm

28-May-09 12:00 PM

What Is A Brand?

Ann Iverson — Thu, 19 Mar 2009 19:00:00 GMT

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 going to do for me today) and emotional rewards (how are you going to make me feel today).

Successful marketers have and continue to recognize those important components, with emotional rewards becoming more and more important given the sea of sameness in product and service offerings available today.

To better understand brands and branding, read UNDERSTANDING BRANDS BY10 PEOPLE WHO DO, edited by Don Cowley. It's available on Amazon.com.

19-Mar-09 2:00 PM

Digital Media Is Where You Can Engage Your Customers

Ann Iverson — Thu, 12 Mar 2009 22:00:00 GMT

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 on digital channels in order to win, or maybe even survive, in one of the most challenging environments marketers have ever faced. Read more: http://www.blueribbondigital.com/blog/

12-Mar-09 5:00 PM

Success Through Teamwork

Ann Iverson — Sun, 21 Dec 2008 19:15:00 GMT

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 fix the decision-making process...and have far greater success in achieving real alignment." (http://harvardbusinessonline.hbsp.harvard.edu/hbsp/hbr/articles/article.jsp?articleID=R0811J&ml_action=get-article&print=true&ml_issueid=BR0811)

21-Dec-08 1:15 PM

How To Define A Brand

Ann Iverson — Sat, 20 Dec 2008 16:00:00 GMT

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 to say that rational connections are not important.

Read what some British experts have to say at http://www.hdm-stuttgart.de/~britsch/nmdesdev/downloads/article/branding_4.pdf.

20-Dec-08 10:00 AM

Building Brands Through Community Efforts

Ann Iverson — Sat, 20 Dec 2008 15:00:00 GMT

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 a deeper truth: The future of communications as advantage lies in talking less and listening more."

Read more, about brands like Zappos and Craigslist at http://www.adweek.com/aw/content_display/esearch/e3i5e732e045deaaba3ecab1948a0858e5b/

20-Dec-08 9:00 AM

Viral Video On The Rise

Ann Iverson — Tue, 14 Oct 2008 20:00:00 GMT

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, despite cutbacks in projected spending. (For more: http://www.brandweek.com/bw/content_display/news-and-features/digital/e3i677aeab462cd125fa1225335b5a78b84)

14-Oct-08 3:00 PM

The Most Powerful Brands

Ann Iverson — Tue, 22 Jul 2008 23:00:00 GMT

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 Brown Optimor's latest report on the world's top 100 brands is packed with interesting insights that combine "financial data with primary research findings."

For details go to: http://media.ft.com/cms/383ff650-0fc6-8871-0000779fd2ac.pdf.

22-Jul-08 6:00 PM

The Rise of the Rest

Ann Iverson — Wed, 18 Jun 2008 19:00:00 GMT

Americans are glum at the moment. No, I mean really glum. In April, a new poll revealed that 81 percent of the American people believe that the country is on the "wrong track." In the 25 years that pollsters have asked this question, last month's response was by far the most negative. Other polls, asking similar questions, found levels of gloom that were even more alarming, often at 30- and 40-year highs. There are reasons to be pessimistic—a financial panic and looming recession, a seemingly endless war in Iraq, and the ongoing threat of terrorism. But the facts on the ground—unemployment numbers, foreclosure rates, deaths from terror attacks—are simply not dire enough to explain the present atmosphere of malaise.

American anxiety springs from something much deeper, a sense that large and disruptive forces are coursing through the world. In almost every industry, in every aspect of life, it feels like the patterns of the past are being scrambled. "Whirl is king, having driven out Zeus," wrote Aristophanes 2,400 years ago. And—for the first time in living memory—the United States does not seem to be leading the charge. Americans see that a new world is coming into being, but fear it is one being shaped in distant lands and by foreign people.'

Continued at: http://www.fareedzakaria.com/articles/newsweek/051208.html

18-Jun-08 2:00 PM

808 Inc. Campaign Selected

Ann Iverson — Fri, 13 Jun 2008 22:00:00 GMT

June 10, 2008 (HOUSTON)…Houston creative and production studio 808 inc. edged out three other groups that submitted advertising campaigns as part of a competition sponsored by Only in Houston to showcase the local communications industry among businesses that send their advertising and marketing dollars to other markets.

A panel of accomplished communications industry judges evaluated campaigns submitted by some of Houston’s top agency and design teams, including 808 inc., Lopez Negrete, Acumen Design, and Dog House Creative, who all responded to the call for entries and to the opportunity to help promote Houston’s creative community.

“This contest resulted in an incredible portfolio of work produced by some of Houston’s top creative talent,” said Ann Iverson, chairwoman of the Only in Houston Board of Directors. “All of these teams donated their time and talent to help support and promote the Houston communications industry and the resulting campaigns were a testament to the strength of the local creative market.”

The humorous storylines of 808inc.’s winning campaign, titled “Steve,” revolves around an expensive advertising consultant from New York, in the form of a mannequin, brought in by a Houston company to help revive the brand. The television spots lampoon the process of choosing an out-of-town agency without consideration of Houston creative talent and resources, closing with “If your advertising isn’t from here, it’s from somewhere else. And that’s not quite right. Keep it real. Keep it here. Only in Houston.” The billboard concepts rely on a viral marketing strategy that features Steve the mannequin and directs audiences to “see the lurid story at OnlyInHouston.org.”

“As a city, we need to get back to a place that pushes creative limits,” said Robert Campbell, partner with 808 inc. “What I find encouraging, and I’ve seen this from many of the agencies we work with, is that we are asking more of ourselves and of our product. Houston is a huge and growing city with tons of creative firepower. And OiH has really spearheaded the effort to get that secret out. We are honored to participate in this collective endeavor.”

One of the judges wrote, “The theory that you can get excellent advertising in Houston instead of just saying it really works. I can hear marketing people quoting it: ‘He’s an expensive New York advertising consultant – from New York!’”

Another said, “I can’t help it, this campaign still makes me laugh out loud.” And, “…it sure will get the attention of marketing people, which is what you are trying to do.”

The OiH board launched the competition to convince top executives and advertising decision makers to keep advertising, marketing, and communications business in Houston, as part of the organization’s mission:

“To promote the creative forces found within the city of Houston through programs and cooperation among advertising, marketing, communications and production entities.”

“808inc. came up with a uniquely powerful campaign concept that offers so many advertising, marketing, and promotional opportunities and that will benefit the entire Houston communications industry,” said Iverson. “And we believe that it makes a strong case, in a fun way, for big and small companies alike to consider using Houston creative talent and resources before automatically sending their work to big, out of town agencies.”

The campaign will be honed and produced in coming months and start running in Houston, and then may be introduced in other regional markets in the future. OiH plans to build the campaign to also include radio, print, direct marketing, and Web channels in the future.

13-Jun-08 5:00 PM

18th Annual Media Classic

Ann Iverson — Wed, 04 Jun 2008 20:00:00 GMT

Mark your calendars for the 18th annual Houston Media Classic. It will be held at the Cypresswood Golf Club on Thursday November 13, 2008.

The Houston Media Classic will host over 150 media professionals this year. They work in television and radio, newspaper, magazines and billboard, and they come to Houston from all over Texas to entertain their clients and have a "hole" lot of fun! What makes the HMC so unique is our hole sponsors. On every hole there is something going on - contests, giveaways, food, drink - you never know what's coming next! It is simply the best time you will ever have on a golf course!

During the last 18 years, the HMC has donated over $250,000 to the Houston Food Bank, The Dream Fund and the HMC Advertising Educational Fund.

More information will be published as it becomes available.

4-Jun-08 3:00 PM