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- 0% Brand Management?
- Are American automakers trailing behind their overseas counterparts when it comes to managing their brands? The ultimate brand message is the one delivered on the showroom floor. Manufacturers that invest so heavily in product expect dealers essentially to provide the ambience that the brand promises, and to have a facility...
- White papers 2002-02-18
- Want to Sell Less? Pitch Your Brand!
- Every company has a story. In that story, the hero -- your company -- overcomes enormous odds, grows larger, helps more customers, and achieves a valued market position. That story is a huge part of your "brand image," so telling it with excitement and enthusiasm is a fabulous way to...
- Blog posts 2009-04-07
Additional Resources
- Convergys Showcases its Unique Value in New Brand Message
- CINCINNATI -- Convergys Corporation (NYSE:CVG) today announced plans to increase awareness of the unique value it delivers to clients and shareholders. Beginning in April, Convergys will launch business and trade media ads featuring Convergys' new "Outthinking. Outdoing." brand message.
- Research articles 2005-03-21
- Kiss Your Brand Goodbye
- Brands are becoming worth less, if not just plain worthless. That's the theme of a series of books out this year, the newest being "Branding Only Works on Cattle" excerpted on Change This. (update: it's not an excerpt, but an original piece drawn from the book). Author Jonathan Salem Baskin...
- Blog posts 2008-09-16
- Make Your Brand More Interactive and Responsive
- AdWeek ran a feature article, "How Consumers Help Build a Brand's DNA," that details how some companies use interactive marketing strategies to identify and then respond to customers' wants. Some examples include: BMW found during a cross-country promotional tour that Mini Cooper owners didn't like their car's cupholders and front-seat mechanisms. The company responded...
- Blog posts 2007-08-31
- Want To Land Your Brand? Deliver A Great Experience
- The importance of a strong brand image is clearly getting recognition in the business world. Companies around the world are realizing that without establishing a strong brand image, their long-term future can be uncertain. Surprisingly, what is sometimes lost is the simple principle that a company's product offerings are a...
- White papers 2007-01-01
- Strategic Name Development Assists Convergys Corporation with New Brand Architecture
- MINNEAPOLIS -- Following the launch of its new brand message - "Outthinking. Outdoing." - Convergys Corporation (NYSE:CVG) sought the advice of Strategic Name Development to align Convergys' brand architecture with its new brand message. Through a six-month consulting engagement, Strategic Name Development partnered with Convergys to define its preferred brand...
- Research articles 2005-10-14
- DiGiorno keeps delivery theme for new promo; In a twist on tagline, brand pledges big payoff for not delivering pizzas.(Kraft Foods Inc. advertising campaign)(Brief Article)
- Kraft Foods' DiGiorno Rising Crust frozen pizza rose to the top of its highly competitive set, thanks in part to its long-running campaign-``It's not delivery, it's DiGiorno.'' Its latest strategy is to tie that brand message to a sales promotion in Kraft Foods' DiGiorno Rising...
- Research articles 2001-04-02
- Clark launches new brand campaigns. (C-Store Issues Industry News).(Clark Retail Enterprises Inc.)(Brief Article)
- Clark Retail Enterprises, Inc., Oak Brook, Ill., in April announced the launching of a new brand campaign in the Chicago area. The campaign's television commercials take Clark's "We're The Real Deal" brand message to a new level by celebrating the customer in humorous images drawn from...
- Research articles 2001-06-01
- Buffalo Wild Wings seeks consistent message with 'slice of life' ads
- MINNEAPOLIS -- Buffalo Wild Wings Grill & Bar has broken radio spots in local markets and plans to launch a new TV campaign in June as part of a "slice of life" strategy the chain hopes will generate a consistent brand message throughout the 148-unit system. The radio spots...
- Research articles 2001-04-16
- Nothing Says Brand Like The Package
- From the executive summary: ‘Brand identity and package design are an increasingly important component of corporate branding strategies as they contribute significantly to marketing or branding successes. While marketing and advertising efforts seek to create need or demand for a product, only the package can tangibly deliver that product and...
- White papers 2003-01-01
- B2B brand management: Brian Sweeney reveals some exclusive research from the Chartered Institute of Marketing's Canon of Knowledge team which suggests B2B brands should deliver a clearer brand message. (Brand Papers)
- Branding is so well established in consumer marketing that we know instinctively what a consumer brand is and does. In B2B marketing the importance of branding is much less obvious. The CIM `Marketing to Business' team carried out both desk research and a Branding is...
- Research articles 2002-09-01
- Exploring The Territory Known As No Brand's Land
- A company's branding success depends less on what they sell, and more on how they sell it. In a highly competitive market, with near parity products and barely discernible branding campaigns, sales channel effectiveness is the new key to branding success. To effectively navigate and successfully cross No Brand's Land,...
- White papers 2003-08-05
- Your New Brand Image
- In today's selling environment, there is no movement stronger than multichannel marketing. In addition, as catalogers and retailers move to the Web, and Internet companies start using direct mail techniques, branding is more important than ever. Regardless of whether communicating is in print, in a store, or in a digital...
- White papers 2000-07-01
- MAY TAPS DONER TO BOOST BRAND IMAGES FOR STORES: AGENCY WINS CREATIVEON $60 MIL IN TV ADVERTISING.
- May Department Stores Co., seeking to strengthen the brand message for its stores, consolidated creative on up to $60 million in TV advertising for seven of its divisions at W.B. Doner & Co., Southfield, Mich. May, the U.S.' No. 2 department store chain with...
- Research articles 1998-10-12
- To Sell More, Tell The Customer's Story
- This morning's post "Want to Sell Less? Pitch Your Brand!" explained why, when you're trying to sell, your firm's carefully crafted brand message is worse than useless because it tells the wrong story. If you're going to sell, you need something called a "field message" based...
- Blog posts 2009-04-07
- Pairing Up Ads With a Cause Can Boost Brand Sales
- A new report out of the Cone and Duke University’s Fuqua School of Business shows that advertisers pairing up their message with a non-profit cause can effectively raise sales, at least for some products. The study followed 182 sample consumers, who were shown a new regional print mag, which contained...
- Blog posts 2008-10-15
- Using Integrated Marketing To Build Your Brand
- Product promotion is the process of informing, persuading, and reminding the target audience about the product on offer. A successful brand is the result of a painstaking promotional effort over substantial amount of time. The organization conveys a particular message about the product to the target audience. The target audience...
- Presentations 2003-01-01
- Category And Brand Management, Product Identification, And New-Product Planning
- Product promotion is the process of informing, persuading, and reminding the target audience about the product on offer. A successful promotional strategy, with time, gives rise to a brand wherein some specific attributes of the product are institutionalized in the market. The product then becomes synonymous with the attributes. A...
- Presentations 2003-01-01
- How to Brand Your Firm in 2 Minutes
- Time for some fun. For weeks we've been hearing in the comments to this blog that "branding" is this big complicated thing that requires significant sums of money to do correctly. Balderdash. Branding is not all that complicated, and I'm going to prove it -- by...
- Blog posts 2009-02-26
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