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A name change could mean disaster. How does a company regain its brand without gaining a bad reputation for the constant changes it has undergone? Also this week, read your answers to last week's query: What's the best way to access other divisions of the same company?

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Times have changed for the account service department. Our role as account executives is to lend expertise and insight as we hack the path for our clients through a post 9-11 marketing jungle.

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When your brand is highly differentiated from your peers' or competitors', it is important to fortify that differentiation through all of your brand affiliations. Be aware that such affiliations are not co-branding—sharing a product or service with two brand names. Rather, it is connecting your brand to another brand to bolster your differentiation, expand your brand attributes or increase your visibility.

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Last April, Google.com was excoriated in the press for introducing an email service in which users knowingly consent to having incoming emails scanned by machine to permit the display of targeted ads. But at the same time, another court decision, which received far less attention than Gmail, lets email providers scan their users' emails for almost any purpose, without permission. While it remains to be seen whether the logic of that decision will be widely adopted, there is little doubt that it marks a significant point in the jurisprudence of communications privacy.

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Can an effective keyword strategy improve Web site conversion rates? Absolutely. But only if your site includes the right terminology and phrases.

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This week, the SWOT Team asks: Outside of direct referrals, how do you reach other potential customers within the same company? Also this week, read your answers to the last issue's dilemma: How do you challenge the "customer is always right" policy when the customers, well...isn't?

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Great marketers figure out how to make lives better, with the goal of attracting lots of profitable and happy customers. But to measure how well marketing efforts help build a large and loyal customer base, it's essential to identify (and rely on) the metrics that matter most.

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With many companies still cost-conscious about marketing, the Web presents a perfect opportunity for marketers to maximize the power of events and quantify returns. The interactive and direct nature of the Web can help marketers to better foster, manage, qualify and follow up on interested leads from trade shows and seminars. How can marketers leverage the Web to maximize return on investment and ensure the best closed-circle interaction for potential customers?

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Branding, as you might imagine, is not typically what direct response agencies do. But some direct response agencies strongly believe in the power of branding. And smart direct marketers build their strategies squarely on the brand.

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On Wall Street, financial investors speak of CEOs improving their companies' "top line" by increasing sales volume, or upping their "bottom line" by reducing their expenses to expand the margins from their current sales volume. For Internet companies, business owners determining where to direct their improvement efforts should take a similar "top line-bottom line" approach.

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Generation Y is the segment born between 1979 and 1994. They are anextremely marketing-savvy group that understands how numerous companies actively covet their business. As a result, Gen Y-ers greet new brands with intense skepticism, making it increasingly imperative for Gen-Y businesses to focus on brand strategy.

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We've all heard the jokes about embarrassing translations in the marcom arena. But if you were were responsible for a hefty international marketing or ad budget, such gaffes would wipe the smile right off your face. There are some important lessons to learn about writing branding and ad copy in multiple languages.

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Advertisers, including Paramount Pictures, The Wall Street Journal, and the Gap, are successfully reaching niche audiences for a fraction of the cost of traditional advertising. As a result, a handful of bloggers are earning six-figure incomes from their blogs. Why aren't more advertisers and bloggers getting together? Three reasons: fear, ignorance and the knowledge that a lot of pioneers get shot.

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This week: What's the best way to market "invisible" products like services? Join the conversation! Also this week, read your advice on the most effective enticements to convince customers to complete surveys.

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Here's how a corporate communications professional could go about the business of learning more about Investor Relations, pitching Investor Relations to company executives, and practicing necessary processes before going public.

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It costs your business a whole lot more to secure a new customer than it does to hold onto an existing one. As marketers, salespeople and business owners, very few of us have a weekly face-to-face opportunity to make our customers feel valued and appreciated. But if we are smart, we will maintain some sort of program to nurture our customers after the inital sale.