brandXpress blog

Many people nowadays are turning to the Internet to receive their education from online schools and universities. Marketing professionals have much to gain from taking online; not only is it cheaper to pay the tuition for an online class, but going to school online allows you to have a flexible schedule so that you can work in your spare time. While taking online classes is easy, the process of finding the best online school is not and not every school that offers a marketing or social networking program is worth your time. To separate the best from the rest, here are a few points to consider.

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Logos, websites and marketing materials have to work together to create a positive impression – and put money in your pocket. Trust means your future customers believe you’re likely to be honest and competent, and will deliver a good experience. Sometimes trust comes from friends telling friends they had a great experience. But most of [...]

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Understanding what the consumers want and bringing solutions that will inspire them is the most powerful way to support any business strategy. Putting consumers and the product at the center of the equation is fundamental to a brand’s success. Design then becomes the message and the advertising, as it’s proof of a company’s commitment to people and to innovation.

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While the summed importance of branding (of the carrier and the phone) in purchasing decision seems to remain constant at a total of 59% it is worth noticing that 19 percent of customers cite the type or brand of cell phone as a key factor during the initial process of selecting a wireless service, up from 11 percent in 2004. While the brand of wireless provider is still the most popular reason influencing the initial selection process, it has decreased significantly in importance, down 8 percentage points from 2004 to 40 percent in 2006.

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Brand loyalty will diminish as the defining metric of success. Marketing strategies will become more varied.

Brand loyalty reduces customer loss, which improves business growth. You are not replacing lost customers to stay at the same sales volume. Customers must have a favorable attitude toward the product to develop loyalty.

Looking at the future of loyalty-marketing innovation, three major trends will emerge.

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Maslow and Branding: Esteem So yes, this really is all about ego. We don’t like to admit that we need our ego stroked, that we want to be recognized and feel important. But hey, it’s a fact AND it’s a huge motivator for purchase (like L’Oreal’s tag line: “It’s more expensive, but I’m worth it.”) [...]

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Robert Passikoff is president/founder of Brand Keys, which has published the Customer Loyalty Index of leading companies in 26 product and service categories since 1996., has an interesting article over at Chief Marketer about what he calls the five key trends that will determine the difference between success and failure for brands and marketers for 2006:

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There are two trends in product branding, which may at first seem disconnected: the focus on product experiences, and the growth of corporate branding.

People increasingly see the product experience as a key driver of the brand relationship. The quality of the product experience is growing in importance after a couple of decades when some companies perhaps lost focus on product performance, particularly in developed markets. If true innovation is defined as product change that provides real solutions to real consumer issues, then it’s not unfair to suggest that some brands ignored this in favour of quick-fix brand extensions which lacked any longer-term impact

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The brand-developing process centers on the messages the organization sends and the processing of those messages in its employees’psyches. Employee branding is a process by which employees internalize the desired bran dimage and are motivated to project the image to customers and other organizational constituents. The messages employees take in and process influence the extent [...]

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Creating a new brand name, whether is a new company or a new product line, is an opportunity to take a deep breath, take stock of who you are and where you’re headed, figure out what new things you need to add to the marketing mix, and what baggage you may be ready to leave behi

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