Consistency is considered to be the most important aspect of a succesful branding by branding experts and industry opinion leaders questioned in a an Interbrand’s survey made pubilc late January this year.
The experts cited understanding of Customer/Target frequently. This mirrors the finding in this report that metrics and brand research are key tools. Communication and Creative effectiveness were also frequently mentioned as critical aspects of successful branding.
Tags: Brand Management · Resources
Since we talked here earlier about Naming Don’ts, let’s see some DO’s on the matter. Without any doubts, choosing a name is one of the most important decisions a company can make when launching a brand. More than that, when we’re talking about small businesses it seems that the most stressful thing about starting a new company was not manufacturing of products or advertising to customers, but coming up with a name.
Tags: Naming
Death of Mass Marketing Marketers typically employ online ad targeting — especially through behavioral, contextual, geographic and search methods — for direct response goals more so than for branding ones. The focus is shifting, however, according to Advertising.com’s ongoing survey of U.S. web publishers. While only 19.2 percent of respondents cited branding as the main [...]
Tags: News