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Starbucks’ Tweetable Coffee Program is a Lesson in Real-Time Marketing

Starbucks’ Tweetable Coffee Program is a Lesson in Real-Time Marketing | Brand Marketing | Scoop.it
Social media coffee addicts rejoice! You can now really experience coffee through Twitter!
Last week, Starbucks announced a new program that allows you and me to give a Starbucks coffee as a gift. Not a big deal you say?

Via Brian Yanish - MarketingHits.com
PivotPointBrands's insight:

This introduces an interesting discussion and we agree with the author's point of view. Starbucks is a leader in real-time marketing, and they should be, as they stand for indulgence and their products are frequently bought spontaneously.

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Why LinkedIn Will Suck Up All Your Marketing Dollars—and Why You’ll Like It - Kapost Content Marketeer

Why LinkedIn Will Suck Up All Your Marketing Dollars—and Why You’ll Like It - Kapost Content Marketeer | Brand Marketing | Scoop.it

Digest...

 

LinkedIn has surpassed these early adopters, and emerged as the most important player in the professional content sharing game.

 

Each of the professional networks’ 300 million users self-organize into industry specific categories, populating the site with personalized data that marketers drool over—like their geographic location, size of company, seniority level, non-profit interests, years of experience, and current job function.

Marketers mine these data fields, slicing and dicing them into manageable segments to communicate with and target.

 

By posting relevant content to each of these smaller segments at strategic times, sellers can get in front of people they believe to be buyers—instead of wasting budget reaching people outside of their ideal customer profiles.

 

Investing marketing dollars into LinkedIn’s content distribution channels in unlikely to disappoint, especially as the company continues to invest its own dollars to improve the quality of lead and revenue delivery. For instance, LinkedIn recently bought longtime partner Bizo, a data software company that’s been helping LinkedIn find the “right people” through digital data for years. The outright purchase of Bizo solidifies LinkedIn’s position in support of content.

 

>> LinkedIn’s Sponsored Updates User Guide PDF: the complete how-to user manual for sponsored updates, including how to set up a business page to how to analyze your results

>> The Content Marketeer’s “LinkedIn Emerges as the #1 Source for Professional Content:” a data-backed dive into how LinkedIn is outperforming other outlets for professional content

>> LinkedIn’s Targeted Ads page: information and online sign-up for paid ads

 

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Via iNeoMarketing
PivotPointBrands's insight:

Even those of us who have been using LinkedIn for years are barely scratching the surface of its potential for for connecting us with key individuals, whether they are potential customers, hiring managers or business associates.

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iNeoMarketing's curator insight, Today, 4:06 AM

LinkedIn, Twitter, Google+, Slideshare. That's it, that's the list.

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Color Psychology In Marketing: The Complete Guide

Color Psychology In Marketing: The Complete Guide | Brand Marketing | Scoop.it
Understanding how color works isn’t just for artists dipping their hands into paint and pigments all day long. Anyone using content marketing needs to understand the basics of Color Theory, because you are using color in your content.

Via Brian Yanish - MarketingHits.com
PivotPointBrands's insight:

Interesting, but taken with a grain of salt.

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Alfonso Gomez's curator insight, August 13, 8:20 AM

Emotion give a lot of things to know

Sieg Holle's curator insight, August 15, 5:22 AM

Worth reading

Authentis Formations's curator insight, August 16, 4:26 AM

Pas mal de choses intéressantes sur l'utilisation des couleurs en marketing...

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Survive in the art world: market the brand, sell the product - The Conversation

Survive in the art world: market the brand, sell the product - The Conversation | Brand Marketing | Scoop.it
Survive in the art world: market the brand, sell the product
The Conversation
Some fine art degrees include a professional practice subject, though these usually only include a brief introduction to marketing.

Via Thomas Faltin
PivotPointBrands's insight:

Interesting article. I think that most great artists have branded themselves naturally. Jackson Pollock stayed pretty much on brand by staying drunk and rude and brilliant when he went into his studio. 

 

 

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The Customer Experience - Gartner

The Customer Experience - Gartner | Brand Marketing | Scoop.it

Digest...

 

Marketing is in a unique position for the customer experience. Understanding the customer relationship, the company’s value to customers, the customers’ value to the company, the importance of learning and reacting to customer interactions, meeting customer expectations for business goals like customer satisfaction, customer loyalty, advocacy and ultimately revenue, are all under marketing’s purview.

 

This, of course, is an enormous responsibility. Creating an environment for a positive customer experience means that processes must be accessible, dependable, thorough, timely, adaptable, flexible and personalized. A tall order.  A big issue is that marketing doesn’t completely own the customer experience. It is certainly shared and orchestrated with the customer themselves.

 

Marketers must overcome silos to help plan, design, and facilitate start to finish positive experiences and get to a place where they are living up to the high-level expectation brand promises that they are making.

 

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Via iNeoMarketing
PivotPointBrands's insight:

And it's the companies that manage their brand well, from the inside out, that consistently provide the best customer experiences.

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iNeoMarketing's curator insight, July 22, 3:56 AM

You'll see Brand at the B2B Enterprise level...sometimes. So who owns the CX? PM owns it, and Marketing contributes to the cause.


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Why All Your Content Needs to be Branded

Why All Your Content Needs to be Branded | Brand Marketing | Scoop.it
As the media and publishing platforms embrace visual communication, audiences have become accustomed to well-designed content. That good design isn’t just a differentiator; it is what they expect. No matter who you are trying to engage with your content, whether a client, consumer or employee, creating communication that visually reflects your brand is essential.

According to a 2013 Adobe Digital Index study, visual content on Facebook, such as video, increases viral reach...

Via Thomas Faltin
PivotPointBrands's insight:

He makes a good point.  Of course, all of your communications, products, environments and even your behavior needs to be branded so that you project a strong consistent brand at every touchpoint. 

But it takes a unique commitment to branding to achieve that.

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Shared Value Branding: The End of Brand Marketing as We Know It? - Triple Pundit

Shared Value Branding: The End of Brand Marketing as We Know It? - Triple Pundit | Brand Marketing | Scoop.it
Triple Pundit
Shared Value Branding: The End of Brand Marketing as We Know It?
PivotPointBrands's insight:

Not sure it has anything to do with the end of brand marketing as we know it, but it's an interesting project. Even in brand challenged Silicon Valley, the larger companies understand how social responsibility impacts a brand. We still have a long ways to go, but research has shown that the newest members of the workforce put great value on CSR.

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Brand Storytelling Lessons From a Successful Screenwriter

Brand Storytelling Lessons From a Successful Screenwriter | Brand Marketing | Scoop.it
If “content strategy” is one of the most overused and abused phrases in marketing, then “storytelling” can't be far behind. Trendy brands are jostling to tell brand stories and catchphrase-savvy marketers are adding ...

Via Rebecca Downing
PivotPointBrands's insight:

Some great tips from a talented storyteller.

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Why A Milk Bottle Can Be a Powerful Marketing Tool - AdAge.com

AdAge.com
Why A Milk Bottle Can Be a Powerful Marketing Tool
AdAge.com
In the minds of many marketing people, words have a reality that visuals do not.
PivotPointBrands's insight:

Great article. I love the expression "visual hammer." Now, does that mean if the only tool you have in your marketing tool box is a visual hammer, everything looks like a visual nail?

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The Power of Visual Storytelling

NewsCred and Getty Images have joined forces to create a guide on how brands can incorporate visual storytelling successfully into their campaigns for maximum …

Via Stefano Principato
PivotPointBrands's insight:

Relevancy for your audience is very important point, and taking the time to get to really know your audience is just as important.

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How Collaborative Is Your Branding?

How Collaborative Is Your Branding? | Brand Marketing | Scoop.it

Brand message creation presents a collaboration problem

 

SUMMARY: Business-to-business sales and marketing teams are split in thirds among those who collaborate on brand-message creation, those who partially collaborate and those who either don't collaborate at all or who find the process "politically charged," according to a Corporate Visions survey. The study also showed marketing management was the most likely to participate in brand-message creation, with C-level executives least likely to be involved.

 

READ ARTICLE 


Via EEM TRADER
PivotPointBrands's insight:

Amazing but I believe it is so true! Branding needs to happen from the inside out and if brand isn't fully integrated throughout an organization it can be disastrous.

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Jina Um's comment, March 19, 2013 6:52 PM
what do you think?
Nicholas Brooke West's comment, March 19, 2013 8:47 PM
very good article. I believe that many of the points covered i this article were correct. However i do find it interesting that c level executives will not be involved with creating the marketing message as they have control over the employees who are attempting to do so. I believe that collaborative is the best approach as the vision of the brand is believed by everyone within the company and are happy to strive for what the company believes in instead of hating where the company is haded and what it stand for resulting in occupational stress and ressilience within the workplace
Charles Farrelly-Gruar's comment, March 20, 2013 6:32 PM
it is surprising to me that only 33% of companies surveyed said their marketing message process was collaborative. I am suprised by this as it would seam, as Nicholas has said, that it is extremely important for a brands image to be reflected in all of the main areas of that business, as this leads to Organisational synergy, where all parts of that business work in unison towards the same goal. Not only this, but a collaborative brand message reduces confusion. It reduces the confusion for customers, as a brands image can be clearly seen in each aspect of the business that customer is associating with, whether it be retail, sales, supply etc,, and this, in turn, increases brand awareness. A collaborative brand message also reduces confusion internally in the company, where everyone from retail staff, managers, CEOs, Shareholders, all stakeholders in the brand image, are on the same page in terms of what message that brand is trying to portray. This is very important to increase brand awareness and therefore brand equity.
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Brand Strategy for a Product Company: the Story of Indeed's First Global Campaign

Brand Strategy for a Product Company: the Story of Indeed's First Global Campaign | Brand Marketing | Scoop.it
This week we're rolling out the first global brand campaign for Indeed. It's a big step for Indeed because we've traditionally eschewed these types of investments. We're not a flashy company. We're...
PivotPointBrands's insight:

I like the approach to the brand campaign but I question the comment in the first paragraph that they traditionally eschew these types of investments. Did they suggest that job hunters eschew personal branding investments?

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Why Your Brain Loves Visual Content - infographic - Digital Information World

Why Your Brain Loves Visual Content - infographic - Digital Information World | Brand Marketing | Scoop.it
Humans are biologically wired to process the world visually, which is why making content more visual increases its impact and efficacy.

 

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Via iNeoMarketing
PivotPointBrands's insight:
Glad to know there is science behind the fact that I just look at the pictures in most magazines. (-:
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Google surpasses Apple as world's most valuable brand

Google surpasses Apple as world's most valuable brand | Brand Marketing | Scoop.it
This just in: Google has taken the #1 spot away from Apple as the world's most valuable global brand. Anyone the least bit surprised?
PivotPointBrands's insight:

The only thing that may slow Google down is the public backlash to gathering and using information about them. If the public increasingly accepts a lack of privacy, Google will continue to hold the number one spot because they'll always know what we want.

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Six More Media and Marketing Buzzwords That Must Die

Six More Media and Marketing Buzzwords That Must Die | Brand Marketing | Scoop.it
the people -- ad age readers -- have spoken, and you want more marketingspeak put on death row.
PivotPointBrands's insight:

Yes, kill them before I find myself using one of them...again.

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Meet Generation Z: Forget Everything You Learned About Millenials - Social Media Week

Meet Generation Z: Forget Everything You Learned About Millenials - Social Media Week | Brand Marketing | Scoop.it
“This is the first time in history kids know more than adults about something really important to society — maybe the most important thing.” That’s how author Don Tapscott describes Generation Z.
PivotPointBrands's insight:

We all hope that each new generation impacting the world will be smarter than the last. Good to hear than Gen Z has a heart too. The problem is, what will we call the next generation? We've gotten to the end of the alphabet.

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Why B2B companies shouldn't skip Video Marketing-Infographic | Position²

Why B2B companies shouldn't skip Video Marketing-Infographic | Position² | Brand Marketing | Scoop.it

 

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Via iNeoMarketing
PivotPointBrands's insight:

Nice info graphic. This will be great to share with many technologists in Silicon Valley who don't believe B2B companies watch videos for business. And they'll tell you this as they are watching a video. (-:

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APAC Digital's curator insight, July 29, 8:00 PM

Am I the only one who likes how infographics look but am rather tired of them? #marketing

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How To: Build your brand on YouTube

How agencies can leverage free tools from Google to assess and amplify their online video efforts. Tools include: Research: Build Your Brand Brand Impressions, YouTube Ads Leaderboard, and...
PivotPointBrands's insight:

If you can get over the idea of having a couple of young Goolgites telling you how "cool" and "awesome" YouTube is for building a brand, and that the greatest advantage of their analytics is that it tells you you need to spend more money on YouTube advertising, there really is some valuable information here.

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Tweet from @amazingmap

Tweet from @amazingmap | Brand Marketing | Scoop.it
RT @amazingmap: The most famous brand from each state in the US
- http://t.co/Iu7w4Yi4Tj
PivotPointBrands's insight:

Go Florida!

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Branding Strategy Insider | Why Brand Management Will Replace Marketing

Branding Strategy Insider | Why Brand Management Will Replace Marketing | Brand Marketing | Scoop.it
P&G’s decision to formally end the era of “marketing” at the company and make the shift to brand management may accelerate what amounts to much more than a title change for marketers generally.

Via Rebecca Downing
PivotPointBrands's insight:

Not likely to happen in Silicon Valley, but it would be great if it did.

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30 Creative Business Card Ideas. #30: fun #19: funny #24: useful #27: gross ....

30 Creative Business Card Ideas.    #30:  fun  #19: funny #24: useful #27:  gross .... | Brand Marketing | Scoop.it
It seems that business cards are not going to leave its well-deserved position of representing a company or individual any time soon. On the contrary, the business card designs are becoming more powerful, creative, innovative, and fearless to hit straight to the point. Not to underestimate the importance of a certain business card beholder, but the little paper or plastic objects serve as neat advertisement themselves.

Via Alessandro Rea, Tyler Negus Snidow
PivotPointBrands's insight:

Wonderful ideas. These cards will be kept, shared and enjoyed. The plastic surgeon's card may be shared around junior high schools more than bridge clubs, but they'll still be shared.

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Tyler Negus Snidow's curator insight, May 5, 3:25 PM

thx Alessandro!  Love these.

Lisa deLeon's curator insight, July 3, 12:12 PM

Fantastic ideas!  Love it when a client gives their agency or designer the ability to be extremely creative!...

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Using Game Theory (And Gamification) As A Content Marketing Tactic - CoSchedule

Using Game Theory (And Gamification) As A Content Marketing Tactic - CoSchedule | Brand Marketing | Scoop.it

Digest...

 

Game theory is the study of interdependent rational choice, not independent. More simply put, it is people making strategic decisions based on how they think someone in the group will respond to their decision. Game theory is about choices and outcomes, and can be illustrated in two ways.

 

Think about approaching your content marketing with a bit of game theory. If the game is between you and others creating similar content, you attempt to understand the moves of your competitors and make decisions based on what you think they will do. You want to minimize your own losses. You think several moves ahead.

 

You could apply game theory to your next content planning meeting. You could debate a long time on whether idea A is better than idea B, which is usually futile; both likely have merit, they are merely different decisions that will lead down a different path. The question isn’t which idea is best, but rather which path is the best. Turning the debate into whether idea A or idea B is the better path in the game can be more effective and lest caustic to those whose ideas are rejected.

 

How can you use gamification with your content marketing? The possibilities are wide open, but here are a few ideas to get the wheels turning:

-- >  Create achievement levels. Create an online course, and track their progress through levels all the way up to “graduation.”

-- >  Introduce scoring. Reward those who comment the most on your blog (or share your content the most on social media).

-- >  Suggest skill level. For membership sites, allow them to unlock new content and features as they consume your content. The more they read and share, the more is made available to them.

-- >  Create a game in your content. Whether you write a blog post where you let people choose the ending

 

If you have gamification in place, game theory may more easily come into play for your audience. There is clear competition. They are competing against the others, and are making decisions to come out ahead.

 

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Via iNeoMarketing
PivotPointBrands's insight:

This is great info. Every marketer needs to spend some time learning about game theory. Once you learn it, you'll won't be able to resist using it.

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iNeoMarketing's curator insight, June 23, 4:34 AM

A very well researched article that ties together content marketing development with game theory, and game theory with gamification. Moral of the story: game theory, when properly used as the underlying foundation to communications, brings a completely different level of sophistication and separates you from the flotsam and jetsam.

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World Cup 2014: The 7 most bizarre marketing stunts | TVMIX Live TV News

World Cup 2014: The 7 most bizarre marketing stunts | TVMIX Live TV News | Brand Marketing | Scoop.it
Some of the weirdest ways that companies are using soccer to cash in from Jesus balloons to condoms (World Cup 2014: The 7 most bizarre marketing stunts http://t.co/r7SiBGq85A
#brazil #worldcup...
PivotPointBrands's insight:

Weird is good. It's creative. It's a testament to how much fans need a diversion from the darker events taking place in the world. And maybe, hopefully, some of the revenue generated from the World Cup will go toward fighting poverty and disease, especially in the host country.

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How to Increase Your YouTube Engagement by 374% [Infographic ]

How to Increase Your YouTube Engagement by 374% [Infographic ] | Brand Marketing | Scoop.it

In order to teach you how to maximize your YouTube traffic and engagement, Neil Patel has created an infographic that breaks down exactly what you need to do.

 

As a marketer, you should consider leveraging YouTube. Even if you don’t have the time to create videos, you can still use other videos within the network.

 


Via Antonino Militello
PivotPointBrands's insight:

As much as I dislike info graphics that require an endless scroll down, the content is very useful here. Thanks for sharing this.

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The Evolution of Google's Iconic Logo - Gizmodo

The Evolution of Google's Iconic Logo
Gizmodo
It may feel like Google's colorful lettering has been with us since the dawn of time, but it's been a long, bumpy road getting there.
PivotPointBrands's insight:

From a CEO who has suggested that they change their logo every day, they sure have worked hard to perfect this one.

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What is UX Strategy? - Tim Loo @ UX Brighton

Tim Loo's presentation to UX Brighton May 2014 event on UX Strategy. (What is UX Strategy? The bridge between business and brand strategy and every customer touchpoint.
PivotPointBrands's insight:

This a great overview for a small business who has been hearing the UX term being thrown around but isn't really sure how it relatest o their business.

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