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Returning to Industry’s Roots With Lessons in Branding

Returning to Industry’s Roots With Lessons in Branding | Brands and Branding | Scoop.it

Ron Berger, the former top executive of Euro RSCG, teaches the new guard about old-fashioned brand-building.

 

SUMMARY: Are digital marketers forgetting the basics of branding? - As they race to embrace the digital revolution, ad agencies risk forgetting the basics of brand-building, warns Ron Berger, the former top executive at Euro RSCG. Hiring workers who can wrestle algorithms or analytics is all well and good, Berger says, but agencies also need old-fashioned branding experts. "Old school or new school, the most important school is understanding the power of a brand," he says.

 

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The Value Of Brands In Social Media

The Value Of Brands In Social Media | Brands and Branding | Scoop.it
What if we started with business... how would we do? How badly do people want to be connected with brands? I've been thinking a lot about the pervasiveness of brands in the social media channels. From a business perspective, it...
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5 Branding Strategies to Beat the Competition - OPEN Forum

5 Branding Strategies to Beat the Competition - OPEN Forum | Brands and Branding | Scoop.it
Make it impossible for your target customers to choose anyone but you. Adopt these five behaviors and put them into practice at your small business.
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What You Really Need To Know About Branding Yourself - Forbes

What You Really Need To Know About Branding Yourself - Forbes | Brands and Branding | Scoop.it
ForbesWhat You Really Need To Know About Branding YourselfForbesIt is often said you will be judged in the first ten seconds of meeting someone.
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How Collaborative Is Your Branding?

How Collaborative Is Your Branding? | Brands and Branding | 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.

 

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Nicholas Brooke West's comment, March 19, 2013 11:47 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 9:32 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.
PivotPointBrands's curator insight, June 9, 1:27 PM

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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5 tips to explode your brand online

5 tips to explode your brand online | Brands and Branding | Scoop.it
The following 5 tips make up the corner stone of marketing and branding. Here I help you to understand what branding is, to develop a marketing plan that Includes Branding. Tying your brand to social media and using media to boost your brand.
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10 personal branding mistakes to avoid on LinkedIn | Articles | Home

10 personal branding mistakes to avoid on LinkedIn | Articles | Home | Brands and Branding | Scoop.it
LinkedIn is a professional network. Does your profile reflect that? Take a look at these guidelines to be sure. (On the job search?
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Hostess Brands Says It Will Liquidate - New York Times

Hostess Brands Says It Will Liquidate - New York Times | Brands and Branding | Scoop.it
Wall Street Journal (blog)Hostess Brands Says It Will LiquidateNew York TimesHostess Brands, the bankrupt maker of cream-filled pastries like Twinkies and Ho Hos, said on Friday that it planned to wind down its operations.
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