brandXpress blog




Entries from April 2005

Co-branding strategy

April 12th, 2005 · No Comments

Marketing goods or services under two or more trademarks of different companies is a popular way to broaden an existing or new brand’s exposure in the marketplace and can be used in many ways. Although co-branding is not a new concept, it remains crucial to consider the strategic objectives of the project and to address […]

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Tags: Co-Branding

Un-Branding the Brand

April 11th, 2005 · No Comments

When the New Yorker reporter Jeffrey Goldberg asked Sen. John Kerry whether the Democrats had a credibility problem on defense controversies, the party’s titular leader replied without equivocation, “Look, the answer is, we have to do an unbranding.” As Kerry saw it, the political problem had to do with salesmanship: “We have to brand more […]

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Tags: Branding

Online Branding Dollars

April 8th, 2005 · No Comments

MediaPost and Deutsche Bank surveyed advertising executives regarding their online budgets. The results of the survey are published on MediaPost Web site. 35% of budgets dedicated to online branding went to niche sites such as iVillage and Marketwatch. 21% went to the three largest portals, with [tag]Yahoo![/tag] capturing 11%, as much as MSN and America […]

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Tags: Branding

Slogans and Branding

April 1st, 2005 · No Comments

Companies spend billions searching for memorable slogans, but the payoff is elusive and other key aspects of business may be neglected. Today, however, memorable slogans are the exception, not the rule. Slogans aren’t magic, and in most cases consumers don’t pay that much attention to them anyway. Companies that focus too much on slogans end […]

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Tags: Branding