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Eye Tracking 101: How Your Eyes Move on a Website

Eye Tracking 101: How Your Eyes Move on a Website | Brand Marketing | Scoop.it

Engage website visitors better by designing your site to match how people's eyes move on the page. Here are some surprising eye tracking stats to help.

 

Putting together a great looking website is a great start, but it is just a start.

 

True web design requires you to venture beyond the aesthetic and into the worlds of User Experience and Conversion Rate Optimization.

Knowing how the viewers of your site really see it can help to shine light on new and/or missed opportunities within your current design. It may also bring out the need for new elements or changes.

 

While there are plenty of options for improving CRO, eye tracking analysis provides some of the most useful information for optimizing your biggest digital marketing asset, your website.

 

A good design will catch people’s eye, but a great design will keep people on your site and get them engaged with your content. And while you shouldn’tunderestimate the power of good copy, your design is what people notice first.

 

We teamed up with our friends over at Single Grain to put together the infographic below in hopes that it will help everyone get a better, basic understanding of what eye tracking is and what it can do.


Via Russ Merz, Ph.D.
PivotPointBrands's insight:

Very interesting.

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Steve Baker's curator insight, February 19, 2014 7:37 AM

Designing clean, effective websites that work and deliver clients 

Mike Milazzo's curator insight, February 21, 2014 10:09 AM

When we get past all the ads.

Gonzalo Moreno's curator insight, February 22, 2014 6:55 AM

One of my students' favorite topics... XD

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Enercare unveils new brand identity

Enercare unveils new brand identity | Brand Marketing | Scoop.it
Enercare is planning a full campaign to introduce the brand this August
PivotPointBrands's insight:

I always like to read carefully the reasoning behind the launch of a new visual identity. Sometimes it leaves me scratching my head and wishing I could hire the agency's business development person. But this is clearly a case of an entire rebrand  led by the announcement of a new identity. This appears to be a case of a logo redesign necessitated by a new brand strategy. And it's a nice logo, especially on a black background.

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Is Gap's brand cooling off? - Marketing Dive

Is Gap's brand cooling off? - Marketing Dive | Brand Marketing | Scoop.it
The retailer is closing around 25% of its North American stores -- is the brand the culprit?
PivotPointBrands's insight:

Is their brand cooling off? Is the Pope catholic? The strength of a brand is in knowing what it is about your company that resonates with and engages your audiences. The Gap seems to have lost their sense of that. If The Gap had sent someone to check out a college campus they would have quickly seen that "Dress normal" would have resonated with that audience about as well as "Dress Like Your Parents."

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12 Simple Strategies All Memorable Brands Use To Leave a Lasting Impression – Design School

12 Simple Strategies All Memorable Brands Use To Leave a Lasting Impression – Design School | Brand Marketing | Scoop.it
The ABC of a successful brand strategy.
PivotPointBrands's insight:

If you're a start up and you're about to embark on the task of creating a lasting logo to replace the one your nephew made for you after school, this is worth reading. It's a nice short overview of visual identity and how it helps create a brand. And it's nicely designed, of course, coming from Design School.

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Coca-Cola And The Shift To The 'Branded House': Should Other Marketers ... - Forbes

Coca-Cola And The Shift To The 'Branded House': Should Other Marketers ... - Forbes | Brand Marketing | Scoop.it
This article is by Larry Lucas, partner at Vivaldi Partners Group. Last month, Coca-Cola launched a bold shift in branding, called the “One Brand” strategy in 11 markets, starting with the U.K.
PivotPointBrands's insight:

This is a great description of the "House of Brands" vs. "Branded House" concept, with Coca Cola as a case study. 

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42 Award-Winning Brand & Identity Design Projects - HOW Design

42 Award-Winning Brand & Identity Design Projects - HOW Design | Brand Marketing | Scoop.it
Check out award winning brand and identity design projects from the 2014 Print Regional Design Annual.
PivotPointBrands's insight:

Looks like they're trending away from the flat bright colors toward a retro New England country look - decorative typefaces with deep earth tones and antiqued backgrounds.

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Brands with a strong brand proposition & identity and strong advertising have increased their brand value by 168% over ten years | TheMarketingblog

Brands with a strong brand proposition & identity and strong advertising have increased their brand value by 168% over ten years | TheMarketingblog | Brand Marketing | Scoop.it
World’s first financially quantified analysis shows brand proposition and identity at core of growth and ROI in brand value creation. Read the

Via Will Corry
PivotPointBrands's insight:

Great report! This kind of research is so valuable, especially in Silicon Valley. C-level people who are suspicious of the word "brand" need to see data like this.

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Does your brand need a tagline?

Does your brand need a tagline? | Brand Marketing | Scoop.it
Lawrence believes brands should think twice if they want to employ a tagline – and that truly global brands say it best when they say nothing at all.
PivotPointBrands's insight:

Great topic for discussion. I generally agree that no tagline is the right choice for most companies. Companies with big ad budgets, though, can use a tagline to help associate an identity with a successful ad campaign, as McDonalds has done so well.

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David Aaker: Don't Let Your Brand Become Irrelevant

David Aaker: Don't Let Your Brand Become Irrelevant | Brand Marketing | Scoop.it
You may think you know a thing or two about marketing. But odds are you don't know even half as much as David Aaker.
PivotPointBrands's insight:

Aaker's latest book, Aaker on Branding, 20 Principles that Drive Success is an overview of all of his previous books and has a chapter on brand relevancy. 

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Listen to learn: designing brand identity - Marketing Magazine

Listen to learn: designing brand identity  - Marketing Magazine | Brand Marketing | Scoop.it
Brand custodians need to rethink the responsiveness of the brand implement-test cycle, writes Graham Plant.
PivotPointBrands's insight:

Although this article doesn't offer much in the way of rethinking, the author does offer solid arguments for taking the time and resources to build and mange your brand effectively. People in the B2B space especially need to read and re-read this.

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Brazilian Cosmetics Company Breaks Rules to Build Brand - AdAge.com

Brazilian Cosmetics Company Breaks Rules to Build Brand - AdAge.com | Brand Marketing | Scoop.it
"we realized everyone was afraid of makeup and following the rules," said juliana dubois fava, who heads quem disse, berenice?
PivotPointBrands's insight:

It started with research and looking for pain points with the target audience. Then...a pivot point. Great name.

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What lessons can your business learn from the world's biggest brand?

What lessons can your business learn from the world's biggest brand? | Brand Marketing | Scoop.it
Are you looking for ways to build your business' brand and increase sales?

There is no better place to start than by analysing the factors that contributed to the success of the world's biggest brand, Apple Inc.
PivotPointBrands's insight:

Keep pounding in those Brand 101 concepts. Maybe a few more people will listen. Strong brands make the world a more interesting place. Imagine a world without Disney, Starbucks or Apple. Okay, we would probably do just fine without McDonald's, but you get my point.

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An Android robot is peeing on an Apple logo in Google Maps - CNNMoney

An Android robot is peeing on an Apple logo in Google Maps - CNNMoney | Brand Marketing | Scoop.it
If you look closely at a Google Maps image of Rawalpindi, you'll see and Android peeing on an Apple logo.
PivotPointBrands's insight:

Define "working as fast as we can." (-:  I'm sure the truck decals will follow...or maybe self driving car decals.

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Brands think they provide great customer experience, consumers disagree

Brands think they provide great customer experience, consumers disagree | Brand Marketing | Scoop.it
When competitors with better prices are just a click away, customer experience (CX) is a key differentiator for brands.

Via Eric_Determined / Eric Silverstein
PivotPointBrands's insight:

Wow! A nice clear portrayal of the brand gap, the difference between a company's perception of who they are and customer's perception of who they are. That's why companies need to self-assess every couple of years. And fix it if the assessment reveals a gap.

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Eric_Determined / Eric Silverstein's curator insight, April 16, 3:29 AM

" Trust is the essential ingredient in customer #loyalty, but it isn’t a direct function. It can’t be won instantly with terms and conditions or #brand spending. #Trust is earned over time, usually in small ways. Without trust, the customer #relationship is driven by short term needs and is limited in scope and potential.

When asked to describe the “perfect” company, consumers identify trustworthiness with #data / information to be the most important capability. But in reality, we can’t know how well our data will be protected, and rarely make ourselves aware of how its handled and shared. Trust is a reflection of the #customer #experience ."


The numbers are clear, if you don't pay attention and listen to your customers, you can be assured your competitors will. 


What surprised you the most in the information gathered by @Econsultancy & @IBM ?

Lotta Onninen's curator insight, April 25, 5:10 PM

"Of those consumers who switched consumer services in the last year, most did so for reasons companies should be able to predict and prevent."

Alarming that companies could easily prevent the bad experiences. Perhaps they are unaware or prefer to use resources to something else. Still, when it comes to costs, it is always cheaper to keep your existing customers than to try to get new ones. Managing the retention rate should be one of the main goals. Knowing your customer is the first step.

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Key Trends in Brand Identity Design for 2015 | Truly Deeply/Madly

Key Trends in Brand Identity Design for 2015 | Truly Deeply/Madly | Brand Marketing | Scoop.it
The Critical Role of Trends for Visual Identity Designers Each year Bill Gardener outlines what he sees as the key trends in brand identity design. As the
PivotPointBrands's insight:

These trends seem to lean toward concepts that do not hold up well at small sizes and generally move away from the idea of bold and simple - a lot of fine lines.

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The Spotify-Starbucks Partnership Is Digital Co-Branding Genius  

The Spotify-Starbucks Partnership Is Digital Co-Branding Genius    | Brand Marketing | Scoop.it
Their digital co-branding Deal is a win for Spotify and Starbucks, as well as artists and coffee-consuming music fans.

Via Dennis Bailen, CMO, Chief Outsiders
PivotPointBrands's insight:

This is a great co-branding opportunity, and Starbucks has done a lot to expand their brand beyond premium coffee. Makes you wonder what's next? Apple would be a nice partner...for anybody, but especially Starbucks.

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Lenovo has a new logo that it says is now 'more personal' - Business Insider

Lenovo has a new logo that it says is now 'more personal' - Business Insider | Brand Marketing | Scoop.it
Lenovo describes its new logo as "more personal."
PivotPointBrands's insight:

I like the new logo more than the old because I think it is simpler and cleaner looking. But, does it say: "a company that spans different categories, that has this attitude of never stand still, that's really focused on the internet"? I don't think so. It says lenovo. 


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Do Your Customers Know Your Brand Promise? Would They Say You Keep It? - Brand Quarterly

Do Your Customers Know Your Brand Promise? Would They Say You Keep It? - Brand Quarterly | Brand Marketing | Scoop.it
What is your brand promise? If you asked your customers that question, would they know the answer?  And if they do, would they also be able to say that you ...
PivotPointBrands's insight:

One definition of a brand is that it is more than a promise. It is a promise kept. That's why it is so important to "live the brand" throughout an organization.

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Innovation Excellence | The Top 5 Brand Strategy Trends of 2015

Innovation Excellence | The Top 5 Brand Strategy Trends of 2015 | Brand Marketing | Scoop.it
Thanks to the influx of new competition, the growth of technology, the rise of social media and the constant use of multiple screens, brands are facing new challenges. In today's new world, brands must rethink their brand strategy to succeed.
PivotPointBrands's insight:

These are 5  important elements to consider when developing a brand strategy. Not so sure they're the "top 5 trends" but it is one seasoned brand professional's perspective and worthy of note.

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Your logo is not your brand identity. - Branding Matters

Your logo is not your brand identity. - Branding Matters | Brand Marketing | Scoop.it
A common misconception that many companies make is thinking that their logo/brand mark is their brand's visual identity. It's much more than that actually.
PivotPointBrands's insight:

Yes, this is especially a common misconception in the technology space. A relevant and engaging visual identity can have a huge impact on brand recognition, and the logo is the crown jewel of that visual identity.

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Influencer Marketing: Finding the right people to talk about your brand

Influencer Marketing: Finding the right people to talk about your brand | Brand Marketing | Scoop.it
Words: David Leonhardt Among the many forms of marketing, few are as effective at getting your brand known and liked quickly as influencer marketing. While the concept is far from new, the catchphr...
PivotPointBrands's insight:

Nice that the resources were added in this article. Dell has been using influencers for years. In 2006 a Dell PR director said that before they send out a press release they send out new product info to a handful of the biggest bloggers in their space, and they maintain relationships with those bloggers.

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The secret to naming a business - Crain's New York Business

The secret to naming a business - Crain's New York Business | Brand Marketing | Scoop.it
Ookles, anyone? Anyone? Professional branders share naming rights—and wrongs
PivotPointBrands's insight:

Great article providing overview of naming. Anything done right costs a lot of money, and naming is no exception. But doing it wrong and then redoing it also costs a lot of money and time.

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Innovation Design In Education - ASIDE: Creating Logos With Students - Understanding Visual Metaphor And Symbolic Meaning

Innovation Design In Education - ASIDE: Creating Logos With Students - Understanding Visual Metaphor And Symbolic Meaning | Brand Marketing | Scoop.it
Innovative design crosses over all aspects of education. The American Society for Innovation Design in Education, or ASIDE, seeks to infuse curriculum with new approaches to teaching and thinking.

Via Fernando de la Cruz Naranjo Grisales
PivotPointBrands's insight:

Interesting...maybe brand managers should think of their audiences as students and try using visual metaphors more often, especially in technology companies trying to sell complex solutions.

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How important is it for a company to have a great logo? - BBC News

How important is it for a company to have a great logo? - BBC News | Brand Marketing | Scoop.it
From Nike's "swoosh" symbol, to Starbucks' mermaid, firms take great care of their logos, but how much do they really contribute to a company's success?
PivotPointBrands's insight:

Great article. I like the description of the logo as "signpost" to direct customers to the products, services, and experiences that make up a brand.

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Keys To Brand Building: Innovation, Integration & Identity

Keys To Brand Building: Innovation, Integration & Identity | Brand Marketing | Scoop.it
In the process of SMEs' development, failure, and perseverance, it is an undeniable fact that branding has become a large component in their success.
PivotPointBrands's insight:

Basic stuff. But it can't be said enough. So many companies still don't get it.

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Designing Brand Identity #ClippedOnIssuu

Designing Brand Identity #ClippedOnIssuu | Brand Marketing | Scoop.it
Designing Brand Identity
PivotPointBrands's insight:

Really well done and detailed! They leave no stone unturned and address each one eloquently.

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