brand development
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One Content Metric to Rule Them All

One Content Metric to Rule Them All | brand development | Scoop.it

Here's how you can distill the performance of your content into a single metric: one metric to rule them all.

Jim Gregory's insight:

Step-by-step guide to building a full-blown content scoring system, with template, algorithms and data-fetching included. Check out the comments section to better understand what the system is / is not. Props to Moz for taking transparency to a new level.  

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How Sephora Reorganized to Become a More Digital Brand

How Sephora Reorganized to Become a More Digital Brand | brand development | Scoop.it

"Sephora has moved to make digital as important as the physical product in our stores ... if you’re going to be a successful retailer, digital must be enmeshed at the highest level ..."

Jim Gregory's insight:

Sephora has embraced -- even leveraged -- the overlap between digital and brand. Other organizations attempt to solve for this overlap within their traditional structures, by creating artificial connections between their IT and brand silos. Which approach sounds most effective to you?

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10 Insider Lessons from Facebook's Marketing Strategy

10 Insider Lessons from Facebook's Marketing Strategy | brand development | Scoop.it
These three companies are marketing masters, now--but where did they begin, and how do they keep it up every day? A look behind the scenes at...
Jim Gregory's insight:

Great read for any start-up and most marketers. Lesson 8 takes both guts and discipline -- does your team have any Double Down opportunities? (If they don't, you may need a new team.)

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5 Brilliant Lessons From Mötley Crüe

5 Brilliant Lessons From Mötley Crüe | brand development | Scoop.it
Nikki Sixx and longtime manager Allen Kovac explain how the notoriously messy metal band grew into a business powerhouse.
Jim Gregory's insight:

Plan, execute and control. Protect the brand. Honor the shareholders. Adapt with discipline. Wait a minute – this is Motley Crue???

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How to assess if your site is at risk of a Google penalty

How to assess if your site is at risk of a Google penalty | brand development | Scoop.it

"Simply put, Google is fighting against sites that try to game their way to the top of search results using spam techniques that infringe its webmaster guidelines."

Jim Gregory's insight:

Plain-English questions to ask your web development resources.

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10 things you didn't know about Steak 'n Shake

10 things you didn't know about Steak 'n Shake | brand development | Scoop.it

You know the burgers. Now know the legend.

Jim Gregory's insight:

For those of us who know and love this iconic brand, a nice stroll through history. Guaranteed you will learn something new, like what brand was the inspiration for Shake Shack.


Full Disclosure: Steak n Shake is a JUmp.US client. Not a bad thing.

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Google Whitepaper: Principles of Mobile Site Design - Delight Users and Drive Conversions

Google Whitepaper: Principles of Mobile Site Design - Delight Users and Drive Conversions | brand development | Scoop.it
Learn about mobile website configurations, their pros and cons and its impact on your business as well as layout and content best practices. Read the Multi-Screen white paper to get started and learn how other businesses succeeded on mobile.
Jim Gregory's insight:

Brand leaders: Got mobile? Challenge your developers to grade their work against Google's new report card for mobile sites.

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Content Marketing: IBM creates dynamic website, lifts social referral traffic 291% in one year

Content Marketing: IBM creates dynamic website, lifts social referral traffic 291% in one year | brand development | Scoop.it
People are logging in to Twitter and Facebook to interact with not only friends and family, but with companies and brands, too. But while comments and tweets rack up to form valuable discussions on social media, what's your next move from a marketing standpoint? How do you carry on these conversations past the realm of social media? IBM successfully bridged the gap between its social networks and its company site by developing a dynamic content destination, the Big Data & Analytics Hub. Rich in multimedia content and optimized for social sharing, the website fosters deeper engagement with its consumers.
Jim Gregory's insight:

IBM digital marketing group re-organizes based on the way its market segments engage with the brand. Adds a textbook approach to content marketing ... voila.

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Great Branding Is Invisible

Great Branding Is Invisible | brand development | Scoop.it
The thumpf of a BMW's door closing, the muted click of calculator buttons, a human on the phone. It hooks you in.
Jim Gregory's insight:

When the organization loses touch with the nuances of its own brand -- the "invisible" details, the subtle components of the user experience -- the erosion of that brand's value is not far behind. The downhill slide to cost-driven compromise is inevitable, since the functional leads who make brand-compromising decisions are blind to the consequences of those decisions.

 

At JUmp, we believe the marketer's Job One is to monetize the brand. Nurture its value and harvest its value. In the case of "invisible branding" Job One is to ensure that the entire organization understands its user experience, and each function's impact on that experience.

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Marketers Don't Need to Be More Creative

Marketers Don't Need to Be More Creative | brand development | Scoop.it

"At Cannes, the ad industry’s most prestigious, sybaritic, self-indulgent gathering, the ‘Mad Men’ are losing to the nerds, quants, and geeks. Couldn’t happen to a nicer bunch."

Jim Gregory's insight:

Hard to believe that some in the agency world still hang onto the notion they hold the key to a Special Black Box, otherwise known as creativity. The CEO of Ogilvy & Mather asks from the Cannes pulpit, “Can there be enough focus on creativity?” and HBR’s Michael Schrage calls him out in this article: “That’s the wrong question. If there’s anything all that chaos and competition of the past five years should have taught agencies, it’s that too much “creativity” celebrated by marketers and advertisers, really isn’t. Advertising creativity has long been a bit of a con job; the media world is filled with costly creative that neither builds brands nor sells products. The better argument is that traditional advertising and marketing firms have pathologically overinvested in creativity while consistently underinvesting in meaningful metrics.” 

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Do You Really Want to Be Yourself at Work?

Do You Really Want to Be Yourself at Work? | brand development | Scoop.it
Deliberately developmental organizations (DDOs) set up "elaborate systems designed to promote individuals into roles a bit beyond their comfort zones, to ensure that they will learn from failure. Their employees became masters not of any particular skill but of learning to adjust to new situations, which produced organizations that were remarkably resilient." 
Jim Gregory's insight:

Take the assessment (link at end of article) to see how you might fit into a deliberately developmental organization. 

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5 Brands That Know Their Native Advertising

5 Brands That Know Their Native Advertising | brand development | Scoop.it

"...a recent study found that native advertising is viewed 53 percent more frequently than banner ads ... native advertising boils down to a solid relationship between brand and publisher."

Jim Gregory's insight:

Kudos to CMO.com for consistently going beyond the buzzwords. 

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9 Things Great Leaders Say Every Day

People judge you by what you do--and by what you say. Here are nine phrases that should roll off your lips every single day.
Jim Gregory's insight:

Powerful advice in a quick/easy read. No further "insight" required!

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Why Public Relations Is Getting Killed

Why Public Relations Is Getting Killed | brand development | Scoop.it

Until we, as an industry, can agree on ... what we do, quantify the value we deliver, and create a new business model that ... delivers on its promise, the PR industry will continue to be misunderstood, undervalued, and viewed with skepticism ...



Jim Gregory's insight:

Kudos to Lyndon Johnson for calling out his moribund PR colleagues on what amounts to CMO extortion. With the exception of multi-national and/or high-downside brands (think BP, GM), traditional PR agencies are becoming irrelevant versus more nimble, native solutions within brand marketing organizations.


Mr. Johnson certainly nails the retainer-based business model problem. But so much of the PR world remains in Mad Men mode for additional reasons: 1) they buy into a form of Johnson's "beneficial relationships" definition, which does fit under the Big Tent of marketing; 2) internal social media resources have taken over much of the real-time value PR used to add; 3) PR has missed the boat on content marketing.


On that third point, we believe PR could become the "preparation meets opportunity" version of content marketing. And we see PR types as perfectly adaptable to content strategy: they do get relationships; they tend to be writers; they know how to develop storylines that are relevant and engaging.

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Google to Acquire Online Attribution Firm Adometry

Google to Acquire Online Attribution Firm Adometry | brand development | Scoop.it

Google is looking to provide advertisers with better data on how their online ads are working together. Google ... needs to convince brands that tactics outside of search ads can work."

Jim Gregory's insight:

The attribution argument comes full circle: Google sets out to prove that paid search click-throughs -- Google's bread and butter -- are influenced by display networks.

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The Greatest Misconception in Content Marketing - Whiteboard Friday

The Greatest Misconception in Content Marketing - Whiteboard Friday | brand development | Scoop.it
Great content certainly helps business, but it isn't as simple as "publish, share, convert new customers." In today's Whiteboard Friday, Rand explains what's really going on.
Jim Gregory's insight:

Brand leaders, especially those considering investment in content marketing, take 10 minutes to watch as Moz exposes the "giant myth" of CM. (Hint: CM is not DM.)


Also note at the 4:00 mark, CM works a lot like garden variety branding. Should reassure you that CM is not black magic.

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What the New Top-Level Domains Mean for Marketers

What the New Top-Level Domains Mean for Marketers | brand development | Scoop.it
Web Sites - More than 1,000 new top-level domains are now joining heritage domains, such a .com, .info, and .org. Find out what this change means to marketers and how people find and ...
Jim Gregory's insight:

Top Level Marketers take note! The Balkanization of top-level domains may appear to be just a tactical shift, or an impending time suck of your online marketing resources. But it is likely to be a game-changer for the way customers engage with your brand.

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