brand awareness

10 Questions to Assess Your Brand

Are you building your brand the way great brands do?  Today I’m introducing a series of 10 one-minute videos, each covering a question that you can use to assess whether or not you are getting the full value out of your brand.  Below is the first question, which is about the gap between your brand promise and what you actually deliver.  For the next 9 days, I will release another video with another question.  In a total of just 10 minutes, you will get 10 questions to assess your brand.

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Purposeful Leadership

In today’s cluttered, uber-competitive, over-retailed, choice-overload world, your brand must have an clear, meaningful reason for being.  You need to play an invaluable, irreplaceable role in people’s lives.  Hope you enjoy is a collection of my resources on brand purpose and purposeful leadership.

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Turn a PR Crisis into Positive Online Buzz: Lessons from The Gap

Guest Post by: Monica (Market Sentinel)

How the Gap logo debacle turned a PR crisis into positive brand awareness for Gap’s “iconic blue logo”.

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Do Something, Get Something

Disney will give free admission to its parks to 1 million people who complete a day of volunteer work. It's an amazingly smart marketing tactic, and it has strategic implications that every business should consider.

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Strip Mining Cartoons

Disney's announced acquisition of Marvel Comics delivers 5,000 cartoon characters that can provide fodder for movies, books, games, plush toys, and amusement park rides. I'm not sure what this says about the future of the entertainment industry, or that what it says is particularly encouraging.

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What's Your Return on 'Celebrity' When You Have Your Brand Endorsed by a Celebrity?

by: Idris Mootee

Using celebrity to endorse brands can work both ways. It is till difficult to put a ROI on it. You can argue if you have a really good idea that brings out the USP (Unique Selling Proposition) of a product or brand in a humorous and relevant way, why do you need to pay a celebrity?

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Pepsi: Irrational Effervescence?

by: Jonathan Salem Baskin

Last week, Pepsi announced almost a 10% decrease in its third-quarter income, and warned that the year wouldn't be as bubbly as once thought. Coke delivered better results, crediting its sales overseas (and favorable currency exchange rates). Both firms aren't convincingly happy about the outlook for 2009.

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Super Bowl Redux, Redux Pt.2

by: Jonathan Salem Baskin

Fart jokes. Bad puns. Scantily clad models. 

That's what the commercials on Super Bowl Sunday will give us next month. Created to appear but once in the light of TV, the spots will endeavor to out-dare one another in a virtual arms-race of foolishness, ribaldry, and expense.

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Dangerous Underwear

by: Jonathan Salem Baskin

It took an LA traffic cop to discover that Victoria's Secret underwear can be used as a dangerous weapon. No, not dangerous like oh-you're-so-pouty-dangerous, but as in actually harmful.

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H&R Block Do Social Media

by: Mark Rogers

H&R Block used social media marketing to boost their profile and raise awareness of their digital accounting product, reports Ad Age. The lady responsible was Amy Worley (Photo: Jonathan Fickies). They used YouTube, Facebook, MySpace, Twitter and Second life. As AdAge comments, this kind of marketing in social media is “about stacking up many small ideas to create a big total impact”.

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