Brand Management

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Brand Management: 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 Job Candidates Evaluate Potential EmployersAyaz Nanji
Job candidates say the factors most damaging to a potential employer's brand are a reputation for poor work-life balance and excessive turnover, according to recent research from MRINetwork.
Brand Management, Career Management, Research Summaries
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
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
Brand Loyalty Programs: Satisfaction and Engagement TrendsAyaz Nanji
Some 71% of consumers who are members of loyalty programs say membership is a meaningful part of their relationships with brands, according to recent research from Bond Brand Loyalty.
Brand Loyalty, Brand Management, Customer Behavior, Customer Loyalty, Research Summaries
The Companies With the Best (and Worst) Reputations With US ConsumersAyaz Nanji
E-commerce giant Amazon.com has the best overall reputation with US consumers among well-known companies, according to recent research from The Harris Poll.
Brand Awareness, Brand Management, Reputation Management, Research Summaries
'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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Brand Management: Podcasts containing in-depth interviews with smart marketers from all walks of life.

Don't Wait, Get Your Brand 'Crisis-Ready' Now: Melissa Agnes on Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
Crisis management master Melissa Agnes offers a sneak preview of her MarketingProfs virtual conference presentation, Crisis Ready: A Strategy for Building an Invincible Brand in an Uncertain World.
Brand Management, Marketing Smarts, Public Relations
60+ Boutique Hotels, 1 Unique Brand: Kathleen Reidenbach of Kimpton on Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
Kathleen Reidenbach, chief commercial officer for Kimpton Hotels & Restaurants, shares lessons in managing a global brand for a hospitality company with more than 60 boutique properties all over the world.
Brand Management, Customer Experience, Customer Relationships, Marketing Smarts
Loyalty in the Time of Couponing: Barry Kirk on Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
Barry Kirk, vice-president of marketing for Maritz Motivation Solutions, shares tips on developing effective loyalty programs and discusses strategies for building "cult loyalty" for your brand.
Brand Loyalty, Brand Management, 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
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
Mastering 'The Physics of Brand': Dan Wallace, Aaron Keller, and Renee Marino on Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
The co-authors of The Physics of Brand share insights from the book on building a valuable brand. Authors and marketing experts Dan Wallace, Aaron Keller, and Renee Marino discuss who drives the majority of buying decisions, how you can connect ...
Brand Awareness, Brand Loyalty, Brand Management, Brand Positioning, Branding, Marketing Smarts
Brand Engagement for B2B: Avenue CEO Bob Domenz on Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
Avenue CEO Bob Domenz discusses brand activation and engagement for B2B organizations.
B2B Marketing, Brand Management, Brand Positioning, Branding, Marketing Smarts
How to Pull Off a B2B Rebrand While Growing Sales and Fighting Slavery: CMO Alicia Tillman on Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
SAP Ariba CMO Alicia Tillman discusses the company's rebranding campaign and commitment to ending forced labor throughout the supply chain, and how B2B buyers and B2C buyers are not so different.
Brand Management, Brand Positioning, Branding, Marketing Smarts

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