Brand Marketing
Netflix Metrics: Subscriber Levels Rebound And Profits Rise After PR Misstep
Last year's ill-handled moves by Netflix regarding subscriber options may, in the long run, prove to have been quite the shrewd plays, depending on which customer metrics one examines....
Super Bowl Ads Offer ROI Measurement Challenges
While the big game may not offer the same ease in calculating financial-based ROI metrics a direct marketing campaign does, there are measurements marketers can generate that validate the investment. ...
The .brand Domains Are Coming – Are You .Ready?
Later this year ICANN, the governing body for Internet domain names, is expected to begin taking applications from organizations and consortiums wishing to operate their own top-level domain, opening up an expected wave of .brand domains...
JetBlue's 3-Step Plan for Marketing Success
February 14, 2007, and a crippling ice storm descends upon New York City. JFK is laminated with thick ice. JetBlue, its largest single tenant, opts to...
Fisher-Prices's New Zoo View Connects With New Moms
Everyone goes to a zoo to see something they've never encountered before. But a zoo-centric live-event campaign from Mattel subsidiary Fisher-Price is...
Rising to the Social Occasion: A Q&A With Salt's Paul Parkin
Social media is big with consumers. That much we know. But for brands, it also raises issues of consumer control, employee empowerment and just who owns...
T-Shirts to Talk About
Causes that fire up emotions in people can bring out the best in what promotional products can do. In October, about 4,000 people will walk in the Hartford...
Power of Incentives: How Marketers Are Building Loyalty and their Bottom Line
Whether you're a rocket scientist or a housekeeper, employee recognition programs that use incentives to reward staff members for doing good work can...
Beyond the Carrot: Using incentives to inspire your sales team to engage
Companies use incentive campaigns to inspire sales reps when its time to launch a new product, gain market share or meet quarterly goals. The internal...
Consumers Open to Social Brand Interaction: Survey
A new survey from Performics and ROI Research shows how social media permeates consumers' lives and affects communication, shopping and other activities, as well as how social networking habits and preferences have trended since last October. ...
Hello, It's Me: Audience Management
Admittedly, rocker Todd Rundgren could be considered an unlikely muse for someone who writes about marketing. But his signature song "Hello, It's Me" is clearly about a complicated relationship, and that is familiar territory for marketers, particularly with the recent emergence of audience management. ...
Get Advertising and PR to Work Together for a Spreadable Approach
For content to truly spread, it must be able to circulate through many individual audience interactions rather than existing in one “sticky” location. ...
Crying Tomatoes, Laughing Customers
A ONE-TENTH OF 1 PERCENT RESPONSE RATE isn't much to write home about unless responding entails going to extraordinary measures. Over 300 consumers did...
Behind the (Candy) Bar
Ghirardelli and its agency, The Smith Brothers, recently ran a series of sampling events, the largest promotion in the brand's history, distributing 1...
Levi's Makes Friends With New Facebook Capabilities
AS THE SOCIALLY NETWORKED KNOW BY NOW, Facebook made some changes in late April that enabled sharing of some of the already-public data on members' profile...
Mothers of Invention
CALL IT CAUSE MARKETING WITH AN AGENDA: Kimberly-Clark has launched a program to hand out start-up cash to moms with new business ideas, to support homegrown...
Video Game Marketing: How to Bend an Animated Brand
When they started pro¬duction on the film, the folks behind "The Last Airbender" likely felt confident that they had a strong brand to build on, beloved by fans of the Nickelodeon cartoon. Of course, that was before a little low-budget flick released last year usurped the first word in the cartoon's full title: "Avatar: The Last Airbender." ...
13 Rules Your Brand ID Guide Should Be Enforcing
A brand identity guide can help marketers preserve their revered brand identity, taglines and key messages. ...
Billboards Put Conan's Team on Lamar's Side Too
Twitter is a powerful way to connect socially with fans and friends online. And thanks to a series of digital billboards, Conan O'Brien and Lamar Advertising have found a way to tweet in the real world—and build their brand profile in the process....
Why Are So Many Brands Calling Their Lawyers?
2009 saw a notable stream of lawsuits brought by brands against their rivals for alleged wrongful ad claims, and this year should provide even more such...
The Marketing Behind "Repo Men"
IT MAY NOT HAVE ALIENS FLYING AT YOU IN 3-D, but if you're a certain type of moviegoer, Universal Pictures' Repo Men can get its dystopian hooks into...
Social Marketing is a Slam Dunk for Phoenix Suns
A PROFESSIONAL BASKETBALL COURT IS 94' LONG BY 50' WIDE. BUT THE PLAY SPACE FOR THE PHOENIX SUNS' MARKETING EFFORTS IS MUCH BIGGER THAN THAT. The Arizona...
Tufts Builds Brand With Online Video, TV
Tufts Medical Center reintroduced itself to the Boston market in February with the launch of a TV campaign that drove prospects to a video heavy Web site designed to boost awareness for the healthcare facility....
The Relevance of Credibility in Marketing
Look no further than two recent examples of relevancy gone bad and the negative impact it has had on the brands: Tiger Woods and Toyota. ...
Take the Customer Experience Beyond Branding
Let's face it: consumers are jaded. Me-too products have proliferated, rapidly becoming commoditized in the process. Consumer trust has been repeatedly violated, often by long-standing companies. And in this economy, there are too many brands chasing too few dollars. ...
