Established in 2008 as a joint collaboration between U.S.-based private equity firm The Gores Group and German industrial powerhouse Siemens AG, Siemens Enterprise Communications provides global communications software and enterprise solutions to approximately 75 percent of the Global 500 through 60 different offices in 33 countries around the world. Yesterday through a 2-hour broadcast the company introduced a new name, Unify, and new identity designed by Ottawa-based McMillan.
If a user sees a regular, plain error 404 page, there is a chance that he or she won’t hang around long enough to see what else your website can offer. The Error 404 page is like a little hidden world that you often hope no one will see.
In this competitive business world,presenting your company to your clients in a good way is the first step for the complete success.Whether you own a big company or a small one you need the establish a clear brand identity in your clients’...
The death of the tagline may be overstating the situation, but there’s a growing school of thought that considers taglines as bygone marketing relics. There’s certainly evidence that taglines have diminished in importance.
Interaction design: what we know and what we need to know · ins01. Recently Steve Whittaker, professor of human-computer interaction at the University of California at Santa Cruz, sat on a national committee to evaluate HCI ...
Brand architecture serves as the corporate roof under which a business can protect and unify its brand portfolio. Fortune 500 companies, e.g. the P&Gs, Krafts, and Coca-Colas of the world, utilize brand positioning strategies to protect their numerous brands from external market forces, as well as to unify brands in order to enhance consumer associations and perceptions. The process of developing brand architecture is a strategic one, based on identifying threats and creating strong corporate bonds amongst brands that work to mitigate the risk of brand failure. These risks can come from not only consumer preferences, but market fragmentation, competitors, and the pressure to extend existing brand recognition across multiple products. With threats like these in an ever-expanding and competitive global marketplace, companies with weak brand infrastructures will struggle to compete.
Hostess, maker of the iconic Twinkie, is a recent example of a major brand failure. The company’srefusal to modify its product line in order to adapt to changing consumer tastes is cited as a major reason why Hostess plummeted into bankruptcy. Since the company’s collapse, private equity firms Metropoulos & Co. and Apollo Group Management have purchased Hostess with the goal of building a stronger and more stable corporate roof under which the Twinkie, Ding-Dong, and other Hostess brands may again flourish. The two private equity firms will need to decide how to best position the brands in order to mitigate the risks posed by the many volatile and unpredictable market threats. If industry best practices are any indication, Metropolous and Apollo Group will position the Hostess brand by modeling one of the four most common brand positioning strategies, shown in the infographic below.
Visual storytelling using photos and video has proven to be the most successful approach to social media marketing.The images that resonate with an audience and that get shared are images that have an emotive element, images that tell a story.The image the Obama campaign posted after the President was declared the winner is an excellent example of visual storytelling. It is the most retweeted tweet of all time, receiving over 640,000 retweets. All it took was three words, “Four more years,” and a candid photo. It was a hit is because it was the conclusion of a meta narrative: the whole world was following this story, familiar with it’s plot and characters and this photo was the third act....
Learn 10 principles for effective B2B content marketing, including creating content that solves pain points, and repurposing content to save time.Content marketing does have its drawbacks. It cannot be relied upon to create a direct cause-and-effect; i.e. running a blog piece will usually not result in a direct sale. It is also very difficult to measure the results; content marketing is somewhat like public relations in this respect. However, it is not a “warm fuzzy,” either. Any marketing program should be using a variety of channels to reach customers so that its messages come from multiple different sources. Content marketing is one of the many tools with which a company can deliver messages to its customers and prospects to “condition” them to purchase...
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