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Woolworths’ Masters brand strategy lessons

Woolworths’ Masters brand strategy lessons | Integrated Brand Communications | Scoop.it
According to designer Hans Hulsbosch who created the brand for Woolworths’ hardware retail chain, Masters, the name was chosen because it stands for strength, intelligence and artistry. They wanted...
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Integrated Brand Communications
Focuses on branding and the role of communication methods such as advertising, events, sponsorships, content marketing and social media.
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When Should You Be Redesigning Your Logo? | Marketing Technology

When Should You Be Redesigning Your Logo? | Marketing Technology | Integrated Brand Communications | Scoop.it
When Should You Be Redesigning Your Logo? by Douglas Karr on Marketing Technology
Russ Merz, Ph.D.'s insight:

Do you know when you should consider redesigning your brand's logo? Here are three basic conditions.

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10 inspiring brands with a strategy for social media

10 inspiring brands with a strategy for social media | Integrated Brand Communications | Scoop.it
A brand is a set of expectations, memories, stories and relationships. How many brands take these tangibles and intangibles to a strategy for social media?
Russ Merz, Ph.D.'s insight:

Need an example of how to use social media for brand building? Here are 10 good ones.

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SENAME Interactive's curator insight, June 25, 12:52 AM

10 tips to improve your social media presence and brand building.

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8 Steps to Improve Your Digital Marketing Results | Marketing Technology

8 Steps to Improve Your Digital Marketing Results | Marketing Technology | Integrated Brand Communications | Scoop.it

8 Steps to Improve Your Digital Marketing Results by Douglas Karr on Marketing Technology

 

So many of us are simply trying to keep our marketing program momentum going that we often don’t have time for actual improvement. But improvement is the only guarantee of ongoing success and capitalizing on our momentum.

According to the study conducted by Gartner, 28% of marketers reduced their traditional advertising budget to fund digital marketing activities. This is a big trend that is expected to continue and increase in the next 2 years. If you are interested in utilizing digital marketing for your business, Digital Marketing Philippines offers 8 strategic steps that you can follow to increase the results of your current or upcoming digital marketing campaign.

8 STEPS TO IMPROVE DIGITAL MARKETING RESULTSReview and revamp your digital marketing strategy.Form your digital marketing team.Go social, mobile and local on your digital marketing strategies.Implement a multi-channel digital marketing campaign.Diversify your digital marketing strategies.Develop an epic content creation strategy.Enhance your content with videos, images and links.Adopt a continuous improvement mindset.
Russ Merz, Ph.D.'s insight:

Need to improve your #digitalmarketing results? Here are 8 ways to do it.

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10 Things You Need to Know Now About Programmatic Buying

10 Things You Need to Know Now About Programmatic Buying | Integrated Brand Communications | Scoop.it

Automated, or programmatic, buying is growing because it makes ad transactions more efficient and more effective. As long as the right data is applied.

 

The advertising industry is on a march toward automation. Plenty of advertisers today are buying digital ads without speaking to a single human at a media company, and print and TV ads might not be far behind. Automated, or programmatic, buying is growing not only because it makes ad transactions more efficient but because it can make them more effective, as long as the right data is applied.

 

When surfing the wave of automation, here are 10 things you should know:

Russ Merz, Ph.D.'s insight:

Is programmatic #ad buying a mystery to you? Here are some things you should know about #AdTech.

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Facebook Advertising Statistics and Trends (Infographic)

Facebook Advertising Statistics and Trends (Infographic) | Integrated Brand Communications | Scoop.it

Invesp has put together the numbers behind Facebook advertising and the results are a clear indication that this is where the future of social media advertising lies. The number of Facebook’s user keeps growing. Currently, the estimated number of monthly Facebook users stands at 1.39 billion of which 1.19 billion are Facebook mobile users.
What does this tell us?

Businesses and organizations should focus their digital marketing strategies on mobile advertising because mobile users form the bulk of active social media users. Indeed, advertisers who are using mobile targeting, News Feed ads and custom audiences are already getting good results in terms of number of conversions and click-through rates. If the average Facebook user spends 40 minutes per day on Facebook, then it means that Facebook presents a fertile ground for marketers to sow their seeds of advertising and marketing brands.

 

Russ Merz, Ph.D.'s insight:

Looking for some #statistics and trends about Facebook advertising prowess? Here they are. Should Google be worried?

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Content Creation vs. Content Sharing #INFOGRAPHIC

Content Creation vs. Content Sharing #INFOGRAPHIC | Integrated Brand Communications | Scoop.it

Anyone who has done any blogging or helmed a brand’s social media account for any length of time knows a simple rule of the Internet: Content is key. After all, if you have nothing to say why should anyone listen?

 

One of the hardest lessons to learn when promoting a brand online is the relationship betweencontent creation and content sharing. Yes, the brand’s official account should emphasize and help promote and spread the brand’s message, but that’s not all it should do.

 

Nobody likes sitting down to dinner with a self-absorbed narcissist who does nothing but talk about themself in the third person for hours at a time. Don’t make the same mistake with your Twitter or Facebook accounts.

 

This infographic from Rebuild Nation helps explain the difference between Content Creation (creating and promoting your own content) and Content Sharing (sharing newsworthy and timely content from others that still falls within the bounds of your brand’s scope).

Russ Merz, Ph.D.'s insight:

Do you know when its appropriate to create versus share #marketing #content? Here are some points to remember. 

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Quiz: Can You Match These Taglines With the Right Brands?

Quiz: Can You Match These Taglines With the Right Brands? | Integrated Brand Communications | Scoop.it
So many taglines, so little time to remember what they were selling. Taglines are a great way for a brand to let its personality shine through. There are just so many out there that it's often hard to remember which brand actually said it.
Russ Merz, Ph.D.'s insight:

Quiz Time! How good is your aided #brand recall?

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4 Elements to Drive Lead Generation with Marketing Automation | Marketing Technology

4 Elements to Drive Lead Generation with Marketing Automation | Marketing Technology | Integrated Brand Communications | Scoop.it
4 Elements to Drive Lead Generation with Marketing Automation by Douglas Karr on Marketing Technology
Russ Merz, Ph.D.'s insight:

Do you know how to generate leads with#marketingautomation  ? Here is a review of the four essential elements.

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6 clever persuasion techniques in web design | Web design | Creative Bloq

6 clever persuasion techniques in web design | Web design | Creative Bloq | Integrated Brand Communications | Scoop.it

How do you get website visitors to do what you want? Jerry Cao outlines some clever techniques.

 

The eternal challenge in web design is balancing user needs with business needs. Your design should always serve the intersection of the two paths.

 

Get some help choosing a great website builder here

Colleen Roller, senior user researcher at Merrill Lynch, provides us some tips for improving user decision-making. Some of these tactics are adapted for digital content from interpersonal communication skills and even sales techniques.

Russ Merz, Ph.D.'s insight:

Want to make your brand's #website more persuasive? Here are 6 ways to do it.

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The History and Evolution of Automobile Logos | Marketing Technology

The History and Evolution of Automobile Logos | Marketing Technology | Integrated Brand Communications | Scoop.it

The History and Evolution of Automobile Logos by Douglas Karr on Marketing Technology

 

Visual identify is more important than a lot of people believe. A logo doesn’t simply represent a brand, it often has multiple meanings and can even trace the history of a company. Many companies are resistant to changing a logo. They may have either spent a lot of money branding, or they’re concerned about the cost and effort required when rebranding.


 
Russ Merz, Ph.D.'s insight:

Here's an infographic for all you #gearhead marketers out there!

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Presumptuous Brand Content a Big Turnoff for UK Consumers - eMarketer

Presumptuous Brand Content a Big Turnoff for UK Consumers - eMarketer | Integrated Brand Communications | Scoop.it

The proliferation of digital device ownership in the UK, and the subsequent rise of the buzzword “personalization,” paints this lovely image of brands learning things about their audience and serving up content tailored to them on a device convenient to them. It’s not as easy as that, of course, and delivering on this promise of personalization is a delicate balancing act, with UK consumers ready to rail against any missteps. 

 

A March 2015 survey from YouGov, commissioned by digital media agency One Two Four, asked UK internet users what types of content would make them think less of a brand. The No. 1 response cited by half of the survey sample was an obvious one—intrusive content. Barge your way in front of folks, and they’re going to be turned off your brand, of course. However, the second most popular response was more subtle, and perhaps speaks to the fact that personalization is very often not working—content that assumes things about me, cited by 43% of respondents. 

Russ Merz, Ph.D.'s insight:

Is there a "dark side" to advertising #personalization? Recent research suggests that there is.

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Use Data to Help Your Engagement Conundrum

Use Data to Help Your Engagement Conundrum | Integrated Brand Communications | Scoop.it

Too many marketers look at content engagement as an art form. They fail to validate their content strategy and content topics against their customers’ needs and wants.

Content marketing is often conceptualized as the overlap between what the audience is interested in and what the company wants to say. Yet more often than not, marketers measure and value the company  side of this Venn diagram to a much greater extent than the audience side.

Russ Merz, Ph.D.'s insight:

Looking for a way to validate the relevance of your content marketing to your target audience? Here some thoughts about how to do it.

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10 Practical Tips For Using Geo-Location To Reach Your Target Audience

10 Practical Tips For Using Geo-Location To Reach Your Target Audience | Integrated Brand Communications | Scoop.it
Geography plays an important part in creating customized and targeted marketing campaigns, and columnist Wesley Young lays out ways in which local search marketers can use geolocation to their advantage.
Russ Merz, Ph.D.'s insight:

Is your brand using #geolocation to effectively reach the target audience? If not, here are 10 tips that may help.

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How Shinola Went From Shoe Polish to the Coolest Brand in America

How Shinola Went From Shoe Polish to the Coolest Brand in America | Integrated Brand Communications | Scoop.it
You had to know your U.S. history to fully appreciate the gag on ABC's Jimmy Kimmel Live on May 21. Two contestants, Guillermo and Yehya, stood on a set made up to look like that of a game show, as a shapely assistant presented each with a pair of luxury products—a watch and a leather shaving kit.
Russ Merz, Ph.D.'s insight:

Here's great case study of how to successfully build a brand using a name that had a dubious reputation at one time.

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The Content Marketing Conundrum

The Content Marketing Conundrum | Integrated Brand Communications | Scoop.it
3 things marketers need to consider when developing a trustworthy content marketing strategy.
Russ Merz, Ph.D.'s insight:

Do you want customers to perceive your #brand content as trustworthy? Here are three ways to consider.

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Joe Cardilino's curator insight, June 8, 4:19 PM
Ahhh, back to the good old days #when-Superman-was-a-typist, #MMA#TMT#bradpitt#calista#jimmyfallon
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Retailers Account for One-Quarter of Programmatic Spend - eMarketer

Retailers Account for One-Quarter of Programmatic Spend - eMarketer | Integrated Brand Communications | Scoop.it
US retailers spend more on digital advertising than any other industry, and they also lead all verticals in programmatic spending. This year, they'll devote 70% of digital display ad dollars to programmatic buys.
Russ Merz, Ph.D.'s insight:

Do you know why retail #brands are leading the growth in #programmatic ad buying?  This article provides some reasons.

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2015 BrandZ Top 100 Global Brands

2015 BrandZ Top 100 Global Brands | Integrated Brand Communications | Scoop.it

It has been 10 years since WPP and Millward Brown launched the BrandZ™ Top 100 Most Valuable Global Brands. During the intervening decade, 2006 to 2015, Brand Value increased 126 percent to $3.3 trillion. This year alone value rose 14 percent.

In this expanded 10th anniversary edition of the BrandZ™ Top 100 Global Brands we share the important trends that drove Brand Value over the past 10 years. And we recommend the strategies and actions to build and sustain Brand Value going forward. This is a pivotal moment for brand builders. We're at the threshold of a new normal. The inflection came with the global financial crisis that divided the past decade evenly into two halves. None of the 13 categories examined in this report were spared from the effects of the recession itself or the aftermath of more cautious consumer spending.

At the same time, shaped by the attitudes of the millennial generation, consumer values evolved. Consumers now view high quality products that offer good value for money as a basic entitlement. They scrutinize brands and favor those that protect the health of their customers and the planet. All these changes happened in the context of the other ubiquitous disruptor – technology. Technology transformed every brand in every category over the past decade – sometimes radically.

Explore the report, take a look at the Top 100 ranking, and review brand rankings by category. You'll find some great insight shared by experts from Millward Brown. Download the full report for additional insight from WPP's thought leaders around the world.

 

Russ Merz, Ph.D.'s insight:

Check out the Brand Z Top 100 Global Brand Report. Great reference value.

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Thorsten Strauss's curator insight, May 31, 7:49 AM

insight: great link to report, slides and infographic at bottom of post

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Brand Marketing Evolution: The Future of Content Creation

Brand Marketing Evolution: The Future of Content Creation | Integrated Brand Communications | Scoop.it

In my previous article, I explored the immediate answer to our brand marketing woes: interactive content. But if history is any indicator, we can be confident that today’s innovations will quickly evolve into something we’ve only just begun to imagine.

In this last article on brand marketing evolution, we’re going to pull back the veil between the present and future to explore how brand content may change over the next few years. I have 4 hunches to share with you, but I’d also love to hear what you think is in store.


Russ Merz, Ph.D.'s insight:

Here is a thought provoking glimpse into the future of brand marketing that highlights 4 ways content creation may be influenced. Which one do you think will be most potent? 

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Jeff Oskin's curator insight, June 1, 9:12 AM

Interesting historical overview of content marketing. "[P]eople are still people. They have the same basic needs, problems, and desires that all people have had throughout the course of history." Regardless of the changes in content marketing, we are still dealing with people. People love stories. The morale? Continue to tell stories!

Local Network's curator insight, June 9, 12:56 PM

Small Business Marketing

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A Better Way to Map Brand Strategy

A Better Way to Map Brand Strategy | Integrated Brand Communications | Scoop.it

Figure out where you are on the distinctiveness-centrality spectrum.

 

Striking the right balance between centrality and distinctiveness is critical, because a company’s choices influence not just how the brand will be perceived, but how much of it will be sold and at what price—and, ultimately, how profitable it will be. And yet, marketers have lacked the tools needed to get this balance right. Traditionally, companies have analyzed brand positioning and business performance separately: To locate gaps in the market and gauge how people feel about their brands, marketers have used perceptual positioning maps, which typically represent consumers’ perceptions of brands or products on opposing dimensions, such as budget versus premium or spicy versus mild. To assess performance, they have used a different set of strategic tools that map or measure brands on yardsticks such as market share, growth rate, and profitability.

 

In this article, we present a new approach called the centrality-distinctiveness (C-D) map, which to our knowledge is the first tool that allows companies to directly connect a brand’s position on a perceptual map with business outcomes such as sales and price. Using the tool, managers can determine a desired market position, make resource allocation and brand strategy decisions, track performance against competitors over time, and evaluate strategy on the basis of results. In the process, they will find that centrality and distinctiveness need not be contradictory goals; companies may choose to pursue both—and benefit substantially.

 
Russ Merz, Ph.D.'s insight:

Can you connect your #brand position to performance outcomes? Here's a tool that may help. 

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Foglino's curator insight, May 26, 5:26 AM

This is a universal approach to helping define brand strategies

Eloquens's curator insight, May 28, 5:20 PM

Knowing your market and how your positioned is vital. This new of mapping your brand position is a valuable new tool.

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Infographic: What's Changed, and What Hasn't, in 100 Years of Brand Storytelling

Infographic: What's Changed, and What Hasn't, in 100 Years of Brand Storytelling | Integrated Brand Communications | Scoop.it
Much has been made about how modern communication—even as it accelerates exponentially—is returning in some ways to more simple, even primitive forms. Paul Adams, at the time the global head of brand design at Facebook, put it succinctly at Cannes in 2012 when he said the social web mimics pre-industrial times.
Russ Merz, Ph.D.'s insight:

Did you know that #brand #storytelling has come full circle in the last 100 years? This inforgraphic illustrates how it happened.

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Content Marketing is a Balance of Curation and Creation | Marketing Technology

Content Marketing is a Balance of Curation and Creation | Marketing Technology | Integrated Brand Communications | Scoop.it

Content Marketing is a Balance of Curation and Creation by Douglas Karr on Marketing Technology

 

As we review topics on the Marketing Technology Blog to write about, we research their popularity as well as the content that’s already been published. If we believe we can update the topic and add additional details that are key to the topic – we typically take on the task of writing it ourselves. If we believe we can better illustrate the topic through images, diagrams, screenshots or even video – we’ll also take it on.

A good example of this was responsive design. We read a ton of articles out there – there was no shortage! However, when we identified that we could produce a video that explained it well, an article that pointed to its advantages, and an infographic that we could share that someone else had created… we knew we had a winner.

Our push isn’t just to write, it’s to share the best content we can develop. And if you follow the Marketing Technology Blog on Twitter, Facebook, or anywhere else, you’ll see that we share a ton of content from sites that are very much competing with us for our audience. Why? Because if we can’t do a better job explaining it, why not add value to our audience by sharing the amazing content of others?

Russ Merz, Ph.D.'s insight:

Looking for some guidance about what type of content your brand should post online? Here are some useful guidelines.

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Are Celebrity Endorsements a Viable Marketing Option? | Marketing Technology

Are Celebrity Endorsements a Viable Marketing Option? | Marketing Technology | Integrated Brand Communications | Scoop.it

Do celebrity endorsements work from Britney Spears, David Beckham, Nicole Kidman Ellen Degeneres, Catherine Zeta Jones, the Kardashians, Beyonce, Rihanna, and Donald Trump?

 

Celebrity Endorsement has always been seen as a viable option for companies to promote their products. Many companies believe having their products associated with a popular celebrity will help drive sales. Consumers seem unsure of their influence with 51% stating that celebrity endorsement makes little to no difference on their purchasing decisions.

 

While the ROI on many marketing techniques is measureable – ROI on celebrity endorsements can be more difficult to quantify. There are many potential benefits associated with celebrity endorsements but there are also many potential pitfalls that need to be monitored carefully.

 

These pitfalls are created when you rely solely on one celebrity to promote your product. The reputation of your company is potentially in the hands of one person whose image can change overnight as a result of some celebrity scandal. Is it really worth running this risk?

 

As a result of this, the success of celebrity endorsements vary greatly and it really is a case of some working and others not. The importance of choosing an appropriate celebrity is paramount to minimizing the risk of negative publicity for your company. It is worth keeping in mind that the risks associated with celebrity endorsement can never be nullified completely, and reacting to the negative impact of celebrity endorsement will need to be dealt with carefully.

This infographic from Sign A Rama Toronto provides you with the statistics on how influential celebrity endorsement really is, as well as the stories behind the successful and unsuccessful celebrity endorsements throughout the years.

Russ Merz, Ph.D.'s insight:

Do celebrity endorsements benefit brands? This age old brand strategy question is addressed in this infographic. The evidence provided may surprise you. 

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New Infographic Reveals the Value of…Infographics!

New Infographic Reveals the Value of…Infographics! | Integrated Brand Communications | Scoop.it

Is the infographic dead? Why don’t we ask the traditional press release?!

VentureBeat declared that breed of jpeg DOA way back in January 2013…and many journalists would probably agree with them.

 

But you know that pitches are always better when they have visual media, right? And there’s no better way to tell a story than with an image…

 

Here, via the content marketing folks at OneSpot, is an infographic designed to convince you to keep using infographics. It’s “super ultra mega meta.”

Russ Merz, Ph.D.'s insight:

Need some guidelines for developing an #Infographic? Here they are...in an Infographic!

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Patrick Findlay's curator insight, May 7, 4:07 AM

If you are not in the visual content bandwagon, now might be the best time to jump on and get your infographics on :)

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Quiz: Can You Match the Brand With Its Original Logo?

Quiz: Can You Match the Brand With Its Original Logo? | Integrated Brand Communications | Scoop.it
Logos can say a lot about a brand, and just as companies and products change over time, so too do their icons. Even the most high-profile companies are constantly tweaking their visual branding, sometimes with a dramatic overhaul and sometimes in far more nuanced ways.
Russ Merz, Ph.D.'s insight:

How good is your brand knowledge? Here's a quiz that's fun and tests your memory about brand logo development. Knock yourself out!

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Brand vs. Non-Brand: Measurement Is Key

Brand vs. Non-Brand: Measurement Is Key | Integrated Brand Communications | Scoop.it

As search professionals, we all know that measuring our campaigns is the first key to developing a strong and competitive presence in search. Without a consistent and planned measurement framework, we’re unable to uncover or make impactful optimizations to our search campaigns. But what if I told you that you might be incorrectly measuring your efforts in search?

Top line measurement should always tie back to your goals for the channel, like 10 percent revenue growth year-over-year (YoY), and your primary KPIs, whether that is cost per acquisition (CPA), cost per lead (CPL), return on ad spend (ROAS), etc. A great report that provides more detail, will also include secondary and diagnostic KPIs, and will help call out any issues. However, there should be a difference in how you measure top line performance for your brand vs. your non-brand search efforts. Sounds simple, I know, but most advertisers actually forget that these two campaign types serve completely different goals.

So, what’s the difference? Brand searches are seen as high-intent and almost always lead to a high ROAS if managed correctly. If a searcher is looking for your brand, they are lower down the conversion funnel and closer to purchase. Non-brand searches show less intent for a searcher, but showing your ads on these terms can create awareness for your brand. Non-brand campaigns don’t typically drive a high ROAS, so I like to segment my brand and non-brand campaigns into different reports and measure them separately.

 

Russ Merz, Ph.D.'s insight:

Do you segment search terms into categories that relate to different degrees of brand interest or knowledge? If not, here is a useful way to do it--the "search funnel".

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