iOS app Android app

Brand Management

Accelerating Your Company's Brand Image Using PR and OBM

Damon M. Banks | Posted 03.09.2014 | Business
Damon M. Banks

It's a ceaseless war happening in today's virtual world: Brands are assaulted online from all sides, forcing companies and professionals to monitor their searches and take action to prevent damage to their brand appearances online.

What Do Customers Really Think of Your Brand? Find Out With Perceptual Mapping

Matt Cohen | Posted 01.23.2014 | Business
Matt Cohen

Perceptual maps are based on how consumers view brand personalities, but this method doesn't require any new market research. Instead, it's simply a way to visualize and refine your current understanding of your market.

Brand on Your Own Two Feet

Michael Ramah | Posted 12.21.2013 | Business
Michael Ramah

Welcome to the golden age of "der-innovation." From digital startups chasing increasingly cynical investment dollars to established brands looking to ride the coattails of younger and hungrier companies, derivative innovation has become absurdly commonplace.

Discover the Next Advance in Social Analytics

Jure Klepic | Posted 11.27.2013 | Business
Jure Klepic

One problem influence measurement platforms run up against is the fluid nature of social media. A topic may be trending one day, someone may be popular the next, or themes may change almost hourly. By the time a marketer develops a response, the social universe has moved on.

DISRUPT: Customer Pays Twitter to Complain About British Airways

Beverly Macy | Posted 09.03.2013 | Business
Beverly Macy

Total disruption is unfolding in real-time around lost luggage and an angry customer. But this time there's a new twist. The customer PAID Twitter for...

Reputation at Risk: Protecting Your Brand in Today's Volatile Business Environment

Andrew H. Harding | Posted 10.26.2013 | Business
Andrew H. Harding

Organizations are increasingly vulnerable to public scrutiny, so it's no wonder that the subject of reputational risk is now seen as a company-wide concern -- as opposed to simply the remit of the marketing or communications department.

The Age of Collaborative Marketing Has Arrived

Jure Klepic | Posted 06.04.2013 | Business
Jure Klepic

Facebook's Mark Zuckerberg was once famously quoted as saying that "A more open and connected world will help create...more authentic businesses and better products and services." That vision is already being realized, and its name is collaborative marketing.

The Age of Branding

Michael Drew | Posted 05.15.2013 | Business
Michael Drew

In this day and age, you need to be branded. You need to be known as the go-to person for serving the need of the market in your field.

Carnival's Crisis Mismanagement -- Déjà Vu All Over Again

Lanny Davis | Posted 04.23.2013 | Business
Lanny Davis

A company or a politician that chooses the "limited modified hangout" is disrespecting the public. Such a strategy seems to reflect the attitude conveyed by Jack Nicholson in the famous climactic trial scene in the movie, A Few Good Men: -- "You can't handle the truth!" Oh, yes, we can.

Building Trust in a Skeptical Age

Kersten Mitton Rivas | Posted 04.03.2013 | Business
Kersten Mitton Rivas

Whom can people trust anymore? For media addicts who get a constant feed of news, the knee-jerk response is probably "nobody." But what's the attitude of regular people who aren't scanning newsfeeds 24/7?

The Coca-Cola Company and Resilience

Muhtar Kent | Posted 03.29.2013 | Business
Muhtar Kent

History has shown us, time and again, that the world's most resilient organizations are those that do more than just prepare for change and turbulence. Instead, they see -- and seize -- opportunity in the eye of the storm.

Consumer-led Storytelling: Brand Communication in a New Age

Omar Kattan | Posted 10.11.2012 | Business
Omar Kattan

Storytelling in a marketing context is a device that takes full advantage of the online environment of modern consumers and involves them into the brand's marketing message (story).

Jeff Straughn of BSG: It's About Cee Lo Green, Abigail Breslin and the Perfect Cabernet

E. Nina Rothe | Posted 02.05.2012 | Celebrity
E. Nina Rothe

Stepping into the offices of Brand Synergy Group in the heart of Union Square in NYC feels a lot like arriving at a Zen garden of uber-cool and fam...

Sadly, There's No MBA for Imagination

Sarah O'Leary | Posted 05.25.2011 | Business
Sarah O'Leary

There are some indisputable facts in our glorious world. Men can't give birth. You can't cheat death. And you can't educate your way to creativity.

6 Reasons Your Social Media Sucks

James Kotecki | Posted 05.25.2011 | Technology
James Kotecki

Social media is like the world's largest cocktail party. Everyone's there, and everyone else is going to be there soon. There are a million billion conversations happening all at once.

Best And Worst Company Logos Ever

The Huffington Post/AOL Small Business | Geoff Williams | Posted 08.09.2011 | Small Business

The Gap has found itself in a little marketing hot water, after replacing its longtime logo with a new one that Ad Age described as "something a child...

Holding onto Brand Positions Through Turbulent Times

Jenny Darroch | Posted 05.25.2011 | Business
Jenny Darroch

Singapore Airlines decided to remain focused on its brand position on the basis that the recession, and its effects on corporate travel, was cyclical. It takes a bold company to do what Singapore Airlines did.

The Post-Recession Brand Reshuffle

Jenny Darroch | Posted 05.25.2011 | Business
Jenny Darroch

I think we could find a reshuffle among brand leaders in the next 12-24 months with some historically strong brands finding that they are no longer relevant to the market.

Troll Patrol - 5 Things You Can Do

Alan W. Silberberg | Posted 05.25.2011 | Technology
Alan W. Silberberg

Trolling is a growing problem online and especially in social media spaces. It clogs up our email boxes, confuses the follower/following counts and throws monkey wrenches into people actively building engaged online communities. I have created my own types based on behavior I have seen.

Customer (Dis)Satisfaction and President Obama

Jenny Darroch | Posted 05.25.2011 | Politics
Jenny Darroch

The expectations placed on Obama were colossal. When there is a gap between expectations and delivery, people are dissatisfied.

Can Strong Brand Management Practices Hinder Career Opportunities?

Jenny Darroch | Posted 05.25.2011 | Business
Jenny Darroch

While strong brands need to stay relevant, strong brands do not constantly change what they stand for.

Don't Be a Twitter Idiot -- 5 Tips for Better Tweeting

Keith Ferrazzi | Posted 05.25.2011 | Technology
Keith Ferrazzi

Be generous first. Think about what's in it for your readers.

Brand Management in China: Three Golden Rules

Tom Doctoroff | Posted 05.25.2011 | World
Tom Doctoroff

The Chinese worldview, not to mention its brandscape, is profoundly different from Western markets. Here are a few "golden rules" marketers must know before landing in the mainland.