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- Beyond Generic Branding
- This white paper explores building brand awareness with multiple url deployments. There is virtually no name, set of initials or combination of names which is unique in the world of commerce. However, the Internet, by virtue of its functional design, will allow only one unique name in each valid extension....
- White papers 2003-01-01
Additional Resources
- Emerging Issues for Geographical Indication Branding Strategies
- Branding strategies centering on the geographical origins of a product can provide a basis for differentiating commodity products. This paper describes the benefits and pitfalls (such as the threat of new entrants, oversupply, the broadening of boundaries to include more producers, and limiting generic use of such names) of using...
- White papers 2005-01-01
- Has Your Brand Become Generic?
- It is the paradox of branding- the more successful a brand is, the bigger a target it becomes. Once absorbed into the language anyone can say anything about it. What happens when your brand name is part of the public domain? One can look at names that have gone generic....
- White papers 2002-02-25
- Branding Versus SEO
- Branding versus search engine optimization is a marketing dilemma that larger companies will need to come to grips with on the Internet. Often companies will need to decide whether to promote their own brand name as their main keyword phrase or optimize for a more generic keyword phrase. For instance,...
- White papers
- Complex simplicity: Generic Man designer Kevin Carney puts his best foot forward
- Generic Man shoes are completely without branding, tags or labels. Designer Kevin Carney's attitude towards footwear is one of lasting quality along with simple beauty, never sacrificing form for function, or vice versa. He has collaborated with Steven Alan and his shoes were recently worn for Shipley and Halmos and...
- Research articles 2008-12-01
- Emotional Branding in the Pharmaceutical Industry
- As opposed to the FMCG industry, the pharmaceutical industry has not been as efficient in leveraging the power of their brands. This is primarily because drugs have always competed against each other based on functional attributes clinical and product related features. However with patent expiry, this has become a difficult...
- White papers
- The Kaplan Thaler Group Launches New Branding Campaign For TiVo Inc
- Shows consumers' connection to the TiVo[R] service and distinguishes TiVo DVRs from generic DVRs.
- Research articles 2007-05-03
- Are you loyal to Motorola, or will a generic phone be just fine?(Business)(e-buzz)
- Byline: Anna Marie Kukec Could brand names like Motorola, Samsung, Nokia and others be in jeopardy when it comes to mobile phones? A Harris Interactive survey shows it could happen, especially as some wireless service providers start branding their own phones. ...
- Research articles 2006-08-14
- Premium-izing private-label: new upscale products enhancing store-brand meat and poultry offerings.(branding solutions)
- Not too many years ago, many private-label food products were generic in nature. Simply put, they were of a lesser quality when compared against leading national brands, and the bulk of processors adopted a "one size fits all" strategy. What's more, "copy-catting" category-leading products was how...
- Research articles 2004-01-01
- World's Most Clueless Marketing Group?
- World's Most Clueless Marketing Group?Gartner PRWhile I wholeheartedly agree with your fundamental premise that Gartner PR is not a top-notch organization, I need to correct a few errors and faulty conclusions in your piece.First, it is far from accurate to claim "the primary way to establish this all-important credibility is...
- Discussion threads 2007-09-11
- The Side Effects Of Going Off Patent
- It is a horrible and suden demise to go from stardom to neglect in a few short months. Many pharmaceutical products await this fate at the end of their patent-protected lives. Branding helps to create block buster drugs, but can it keep alive in this tough world of generic competition....
- White papers 2003-03-24
- Building a Practice on Personality and Performance
- Personal Branding and satisfaction guarantees-a powerful combination. Personal branding defies the generic marketing model - or no marketing model - relied on by most independent professionals. Simply, it's the marketing of the businessperson's personal strengths and a carefully-developed market image, rather than products or affiliated organizations. Embracing personal branding demands...
- White papers 2003-01-01
- Marketing versus Sales
- Well, well... I appear to have proverbially speaking stirred up a hornets nest by pointing out that Marketing has been wearing the Emperors new clothes. I guess Ill have to defend my position.First, though, I have to say something about Xerox, whose strategy a couple of comments defended. Consider:...
- Blog posts 2007-05-10
- Rules for Marketing
- I’ve been a little hard on Marketing lately, so I thought it would be a good time to be helpful and provide some Really Useful Rules for Marketing to Follow. To keep it real, I’ll present a brief case study based upon my decades of experience in high tech,...
- Blog posts 2007-05-18
- In Depth: 10 ways to use social media to get a new job
- Traditionally it was employers who had to make themselves visible when looking to fill vacancies – posting adverts in the press, then choosing a pool of candidates from a veritable tsunami of applicants. But not any more. There's mounting evidence that personnel specialists are now scouring social...
- News items 2009-10-18
- Developing a Thought Leadership Strategy
- Thought leadership gives a company credibility, which helps influence decision-makers. Articles in important publications, speaking appearances at industry events, well-produced customer magazines, white papers, podcasts, and Webcasts can all help to position a company as a thought leader to build preference for the company's products and services. What You...
- Articles 2007-11-20
- Make Sure to Examine Your Logos From All Angles
- Across the pond, London's Office of Government Commerce has been the subject of numerous snickers, from both ad blogs and the more general blogosphere. After reportedly spending almost $28,000 in designing the government agency's new logo, and branding numerous pens, cups, and other office ephemera, the OGC had this bold...
- Blog posts 2008-04-25
- Q&A: 1020 Placecast's Blair Swedeen On Location-Based Ads
- I recently spoke with Blair Swedeen, the VP of Market Development at location-based advertising network 1020 Placecast. After Swedeen left a comment on the post I'd written about location-based advertising, he took some time to speak about his own company, as well as the location-based advertising market as a whole....
- Blog posts 2008-06-16
- Sometrics: How to make Dollars (and Sense) of the Social Web
- "We're pioneers in mining social intelligence," Ian Swanson, CEO of Sometrics, told me during our interview today. Swanson was one of the presenters at yesterday's Under The Radar conference at Microsoft's campus in Mountain View. "We've figured out to supply both publishers and advertisers the metrics they need to monetize...
- Blog posts 2008-06-04
- Rebrand Sci Fi to Syfy: Bonehead Move
- Once again, brand-oriented marketing is flushing money down the toilet. This time it's so ridiculous it defies belief: NBC is renaming the Sci Fi channel "Syfy." In other words, they're replacing a name that describes the product they sell with a nickname for venereal disease. The...
- Blog posts 2009-03-17
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