Branding

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Branding: How-to articles covering the latest marketing tactics, tips, and strategies.

Four Tips for Gutsy Branding: How to Make Your Business Stand OutLaura Wallace
What makes one brand succeed over other brands that sell the same or similar products? Gutsy brands make themselves stand out in ways their audiences relate to. Here's how to ...
Brand Management, Branding, Marketing Strategy
The New Branding: Five Tips for Creating Shareable Brand ExperiencesPeter Beck
Today, branding is not about slapping logos on various media. To grow, your brand needs to be providing consumers with disruptive—that is, memorable and sharable—experiences.
Brand Awareness, Brand Management, Brand Positioning, Branding, Customer Experience, Experiential Marketing, Word-of-Mouth
Tasty Naming Lessons Delivered to You by Meal Kit CompaniesMark Skoultchi
Meal kit companies can teach you more than just how to cook. This analysis of the names of the brands in that industry provides insight into creating memorable and evocative ...
Brand Management, Branding, Naming
How to Establish Thought Leadership on Emerging Social PlatformsLorel Wilhelm-Volpi
Promoting your content on the right platform at the right time can make all the difference in establishing your brand as a thought leader. Here are four steps to help ...
Brand Management, Branding, Social Media, Thought Leadership
How to Launch a New Brand: Five Tips for an Unforgettable DebutStewart Hodgson
Follow these five steps to create a memorable and effective brand that will help your company stand out from the competition.
Brand Management, Brand Positioning, Branding, Small Business, SMBs
How Color and Typography Influence Consumers [Animated Infographic]Laura Forer
Color and typography set the tone for your brand. They are the first elements people notice, so make sure you get them right.
Branding, Content, Creativity, Website Design
The Design Elements of Food Logos That Consumers RememberAyaz Nanji
Which elements of the logos of well-known food products do consumers remember? If the font, color, and other design details of logos are changed, do people notice?
Branding, Product Marketing, Research Summaries
Three Paths for Surging Ahead of the CompetitionEllie Mirman
Market leaders often take one of three paths to beat the competition. See which strategy can work best for your brand.
Brand Management, Brand Positioning, Branding, Market Research, Marketing Strategy
Customer Relationships in the Age of Technology [Infographic]Laura Forer
Technology can actually help create meaningful human relationships between brands and customers—when it's used well. See how AI, chatbots, and more can produce better customer experiences and relationships.
Branding, Customer-Centric, Customer Communications, Customer Engagement, Customer Experience, Customer Service, Technology
'Don't Chase the New, Innovate the Old': Four Lessons From NikeSoon Yu
Innovating existing products and services rather than chasing the shiny and new is a smart use of resources and energy. And it has a far higher chance of success. It ...
Brand Management, Brand Positioning, Branding, Product Management, Product Marketing

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Branding: Podcasts containing in-depth interviews with smart marketers from all walks of life.

How to Integrate Brand and Culture (and Why You Should): 'Fusion' Author Denise Lee Yohn on Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
Denise Lee Yohn shares insights from her book 'Fusion: How Integrating Brand and Culture Powers the World's Greatest Companies.'
Branding, Marketing Smarts
A CMO's Role: Metrics, Messaging, Diversity. Dara Treseder of GE on Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
CMO Dara Treseder discusses branding and demand generation, the role of emotions and data in powering your marketing, the importance of a diverse marketing team, and building and measuring brand value.
Brand Positioning, Branding, Demand Generation, Humor, Marketing Smarts
Tools for Building Your Brand in the Age of Digital Distraction: 'Brand Now' Author Nick Westergaard on Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
Author and brand strategist Nick Westergaard of Brand Driven Digital shares tips from his latest book, 'Brand Now: How to Stand Out in a Crowded, Distracted World.'
Branding, Marketing Smarts
How to Become a Merchandising Rock Star: Andrea Syverson on Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
Branding and merchandising expert Andrea Syverson explains how brands can become merchandising rock stars, how B2B and B2C brands alike can use merchandising to address customer pain points, and how "verbifying" your brand can help you to focus your marketing ...
Brand Management, Brand Positioning, Branding, Marketing Smarts
Your Brand in Three Notes: David Meerman Scott and Juanito Pascual Talk Sonic Branding on Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
Best-selling author and marketing expert David Meerman Scott and musician Juanito Pascual, co-founders of sonic branding studio Signature Tones, discuss how a "sonic logo" and custom music can help you connect with your audience.
Brand Management, Branding, Marketing Smarts
Revitalizing a 150-Year-Old Brand: Simon Perkins of The Orvis Company on Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
Simon Perkins, director of brand marketing at The Orvis Company, tells the story of how the oldest mail-order retailer in the United States evolved into an international outdoor lifestyle retailer with more than $340 million in annual sales.
Brand Loyalty, Brand Management, Brand Positioning, Branding, Direct Marketing, Marketing Smarts, Marketing Strategy, Retail Marketing
Enterprise Branding, Corporate Missions, and Women in Leadership: Alicia Tillman and Lisa Skeete Tatum Talk to Marketing Smarts at SAP Ariba LIVE [Podcast]by Kerry O'Shea Gorgone
Alicia Tillman, chief marketing officer of SAP Ariba, and Lisa Skeete Tatum, co-founder and chief executive officer of Landit, discuss enterprise branding, the importance of embracing a corporate mission, and women in leadership positions.
B2B Marketing, Brand Positioning, Branding, Career Management, Marketing Smarts, Personal Branding, Women
Solve the Mystery of Why People Buy: 'Brand Seduction' Author Daryl Weber on Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
Branding consultant and former Global Director of Creative Strategy at Coca-Cola Daryl Weber shares insights from his book, Brand Seduction: How Neuroscience Can Help Marketers Build Memorable Brands, and offers tips on how to forge emotional connections with your audience.
Brand Positioning, Branding, Marketing Smarts
How to Become Hyper-Relevant—Build a 'Free Range' Brand: Nicole Ertas on Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
Many once-dominant brands find it tough to stay relevant today. Brand strategist Nicole Ertas offers tips for building a "free range" brand that reaches various types of buyers. She also discusses new buyer archetypes and how to appeal to each ...
Brand Loyalty, Brand Management, Branding, Customer Behavior, Marketing Smarts, Marketing Strategy
'Name That Brand': Naming Expert Mike Pile on Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
A brand's name can make or break a business. Naming expert Mike Pile of Uppercase Branding shares his secrets for winning the high-stakes name game.
Brand Awareness, Brand Positioning, Branding, Marketing Smarts, Naming, Positioning

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