Does PR Drive Sales?

Christine Huynh recently posted a good piece that discusses whether or not PR--especially using social media--drives sales.  Find it here: http://blog.hubspot.com/blog/tabid/6307/bid/7331/Why-PR-Doesn-t-Drive-Sales.aspx.

Social Media Marketing - An Overview

The 6 Elements of an Influential Web Experience

From Copyblogger

http://www.copyblogger.com/imfsp-radio-5/#more-12457

Message mismatch?

During a long drive yesterday I noticed quite a few vehicles on the road with trailer hitches on them.  At some point an ironic thing came to mind after seeing so many HiddenHitch brand hitches.

If they truly are hidden hitches then why do I see so many of them?

stealthybuzzysocialmediamarketing

"stealthybuzzysocialmediamarketing"

I think I'll use that one again and again.

Gap Logo Part II

So Gap has unveiled its "new" logo and people all over the Internet are going crazy and losing their minds over it. Marketing wonks and designers are spewing venom at Gap for the new design and for some reason they're coming completely unbuckled over the fact that Gap has responded by suggesting a "crowd-sourcing" approach to an alternative logo design.

My guess is that consumers have been drifting away from this brand recently and that’s why Gap decided to make some bold moves. I have no idea. I don’t work for Gap or any of their agencies but I just can’t believe this amateurish/stock art-looking logo that has caused all these marketing & design wonks and regular consumers to lose their minds and go so nuts over it was a serious effort at creating this particular new logo.

Maybe Gap is just having a hideously public Tropicana Moment and really did just screw this one up. If so I’m sure they’ll dump the new logo in a hurry.   But let’s not confuse the feelings toward the logo with feelings toward the overall Gap brand.

If a brand has no more equity than what people think of its logo then it doesn't actually deserve to exist. That said, I've got to believe the Gap brand promises and delivers some value to people somewhere that has nothing whatsoever to do with its logo.  If the Gap brand has any equity left then its loyal customers will surely forgive a little logo mishap, right?

I am just guessing (ok, maybe hoping) that there is more behind this than just a logo change. I think Gap is struggling and is hoping to get consumers riled up such that they open up and pour their hearts out as to what the brand means to them because Gap probably realize they’ve lost some relevance and maybe don’t really understand how they are perceived anymore.

And guess what?

People all over the Internet and at the company's Facebook page are engaged and telling Gap exactly what they think about the "new" logo and telling Gap what they should focus on rather than a new logo design. Hmmm. People now buzzing about a brand that I actually didn't even realize was still around. Double hmmm.

I certainly wouldn’t have gone about it the way Gap has but I’ve got to believe there is more behind all of this logo change. It is just my personal guess and maybe a little cynicism about how companies are experimenting with stealthybuzzysocialmediamarketing (yes, I know I made that all one word) and maybe drinking a little too much “social media changes everything” Kool-Aid. They had to be hoping such an amateurish logo would stir things up and get people talking. Did they really blow a new logo design or are they getting exactly what they wanted to get all along?

Time will tell.

Gap Rebrands Itself Into Oblivion?

The many self-ordained branding experts currently chattering about Gap probably have it all wrong.  Just because Gap has put a new logo out there does NOT mean they've rebranded themselves.  A logo is not a brand!

My hunch is that they've put a teaser out there to get people who are interested enough to offer their own insights on what the Gap brand means to them to do so.  Indeed now even the President of Gap, Marka Hansen, is telling us that she is interested to hear what's on the minds of their "passionate customers" to help guide Gap through the evolution to the "next phase of of Gap."

It sounds to me like they understand they are having a brand identity crisis and they are reaching out to the marketplace to provide feedback so they can gain an understanding of just exactly the Gap brand means to people today.  They are reaching out to understand how the Gap brand currently connects and resonates in the hearts and minds of consumers.  They will then have a basis for understanding the equity the brand still has and how it has already evolved in consumers' minds.  Then all Gap has to do is build on what is there and try to incorporate new attributes into their rebranding strategy.

I think they are brilliant.

The "new" logo isn't the end of their rebranding process, it is just the beginning.
~~~
Read the .BrandChannel.com original article.

Will Budweiser regain its brand mojo?

So InBev thinks the way for Budweiser to regain its market share is to provide samples of free beer.  I seriously doubt the new ad blitz and free sample promotion will restore this once mighty brand to its former glory.

There are simply too many other options in the category including many national beers and unspoken numbers of local, craft brews.  Bud is (arguably) not the best tasting, not the cheapest and not all that prestigious.  On top of that it is not even an American brand any more since being acquired by InBev.

I don't think the problem is that people haven't tried it.  I think the problem is that preferences have shifted and even as a lifestyle brand Bud does not represent a highly aspirational choice.

What is the biggest threat to direct mail?

Read Craig Huey's excellent answer and analysis at Brandweek.

We're all drowning, and all you do is raise the water level...

We're all drowning, and all you do is raise the water level...

The danger of acronyms in branding

Are You Making this Classic Marketing Mistake?

Just because you know what the jargon and acronyms mean doesn't mean that anyone else does.

Great book: Ad Land

Does anyone else want to shoot this pig and have a baby back rib BBQ or is it just me???

4 Powerful Web Content Ideas that Don't Depend on Text Alone

4 Powerful Web Content Ideas that Don't Depend on Text Alone by Nick Usborne

Introduction to KPI's: How to Develop Key Performance Indicators (KPIs)

You become what you measure

On various occasions throughout my career I've given presentations in which I've stated, "if you can't measure it then you can't manage it." I might have to modify that statement and take it to the next level in the future.

Dan Ariely, author of Predictably Irrational, writes in the June 2010 issue of Harvard Business Review that CEO's and employees care a lot about how they are measured and as a result do everything they can to score high on the measurement scale--whether or not it is actually tied to financial or business success of the organization. He suggests that individuals will strive to optimize their performance score on the overriding measurement metric. In other words, as a manager or business owner you get what you measure.

We see this all around us. Some organizations might covertly send a message that sales are valued above all else. Yet other companies might telegraph that short-term stock price is the ultimate measure. Commercial airline passengers might think that the overriding metric of the industry is on-time departures when it seems that pushing away from the gate on time is the only thing that matters to the airline. The drive-through customer at the burger joint who gets a bun with no patty might infer that speed is valued above accuracy or quality.

This is an important point to keep in mind. Not only can't you manage it if you can't measure it but be careful what you measure because the one metric that seems most important to the people in your organization will be the one they work hard to optimize above all others.

I believe that future managers and business leaders will be measured on their ability to communicate to their organizations the importance of setting the right metrics, showing balance in their metrics and not allowing any one single metric to solely shape the culture of the organization. Communicating the right mix of metrics and the values behind them and then subsequently balancing them to ensure long-term organizational health will be the skill set of the business leaders of tomorrow.

Economic growth is highly correlated with small, entrepreneurial employers

In the current issue of Harvard Business Review, Edward Glaeser and William Kerr reveal the results of their research in an article entitled, The Secret To Job Growth: Think Small.

In the article the authors find that there is a high correlation between the existence of small firms and job-growth rates during times of economic recovery. The bottom line is that industries with more small companies and start-ups enjoy faster employment growth and that while politicians like to trot out large companies as examples of recovery these large companies actually generate comparatively little job growth even if they are doing well.

The authors suggest that the way to real economic growth is for politicians to reduce costs for start-up companies and small businesses.

HOW TO: Help Employees Talk About Your Brand Online

http://mashable.com/2010/07/28/internal-brand-management-online

What Exactly is Twitter and Should You Be Using Twitter For Business?

What Exactly is Twitter and Should You Be Using Twitter For Business?
By Jeanne Kolenda

Twitter, twitter, tweet, tweet everywhere! It seems that almost overnight Twitter burst onto the scene and created quite a stir. At first, it seemed ridiculous that little short one-liners about inane things would be anything I'd want to involve myself with as a business owner. Well, I changed my mind, and I'll tell you why.

First, Let's Define Twitter
In simple terms, Twitter is a free service that allows one to say just about anything to anyone else in 140 characters or less. It's referred to as "micro-blogging." You go find people you want to follow and click on their "Follow" button and they usually click back on your "Follow" button, and it goes from there. It's not like Facebook, in that you don't even have to have a clue who these people are to follow them. Usually with Facebook, you start off with your family, friends, business colleagues, and it may grow from there. But not with Twitter. My general rule with Twitter is that I'll follow anyone who isn't being illegal, obnoxious or offensive. And I periodically go through manually (there are tools for this) and "Un-follow" people who have not followed me back, unless there's a compelling reason to leave them on my active list. So that's Twitter in a nutshell.

Is Twitter a Waste of Your Time?

So, the real question is why you would use Twitter. If you look at it on the surface, it really can appear to be a colossal waste of time. And it can be. Before you answer the question of whether or not you should use Twitter, it may be beneficial to analyze your objectives.

Reasons I Use Twitter

The best way to help you answer the "Twitter" question is to share with you the reasons I choose to use Twitter on a regular basis.

1. I find it is a valuable way to network and connect with other people in my line of work who have similar interests.
2. I have learned to quickly scan through those short little "Tweets" and stay in touch with business thoughts and ideas.
3. With all the links that are available in those brief 140 characters, I have access to a much broader and deeper knowledge base.
4. I find a steady stream (I sometimes refer to it as a rushing river) of ideas, links, resources, content and valuable tips.
5. Some of my current customers have found me on Twitter. Maybe they saw one of my Tweets, clicked on the link, read a blog post, and signed up for a free webinar, and then purchased a product. This is not uncommon.

Now, before you would decide to use Twitter for your business, you'd need to identify at least one compelling reason from my list above. If you can identify that reason, then start to focus on how you can learn to use Twitter to that end.

In closing, Twitter is not learned in a single day, or even a week. It's a process that evolves over time. But it's a good idea to get started if you think it's right for you.

I have produced a quality eCourse on how to make Twitter work for you. I invite you to check it out here:
Make Twitter Work

Thank you for reading. I wish you much success!

Jeanne Kolenda is a small business marketing coach, specializing in bringing offline businesses online. Logon to http://www.businesstrainingteam.com and download a free eBook entitled Local Business Marketing On the Internet. To contact Jeanne, email ]Jeanne@businesstrainingteam.com.

Article Source: What Exactly is Twitter and Should You Be Using Twitter For Business?

Does it pay to advertise commodities?

http://people.ischool.berkeley.edu/~hal/people/hal/NYTimes/2006-06-01.html

The goal of marketing is not to build awareness - Please tell those Twitterers (or Tweeters?) in your life

"Awareness" in and of itself is worthless without creating differentiated, strategic awareness that builds brand preference and positive purchase decisions.

Got it?

Evidently most people who fancy themselves "Twitter marketers" don't get it.

Why is it that so many people are afraid to admit that the goal of marketing is to drive sales?

The Twitter Landscape

If Twitter "changes everything" then why is it that nothing much has changed as a result of Twitter?

Back...

Well, Blogger shut off the ability to publish to a custom domain so I went AWOL for a while thinking that I would find a solution to the problem. The fact of the matter was, however, I don't have time to search for answers for the technical side of blog management. When I find something interesting or think of something to write about I post it and move on. I don't have the time or inclination to manage the technical side of things.

In that spirit, this blog is back on the blogger.com domain.

Sometimes it is about the obvious

The Importance of YouTube for Online Marketing with Greg Jarboe

How to screw up your marketing

These 12 easy steps show you how.

David Aaker: Spanning Silos

Remove the barriers to great marketing and great branding.

Product overload

There is a story on CNNMoney.com that discusses how Wal-Mart and other stores are reducing the number of product brands they stock on shelves in recognition of people cutting back their spending in the face of too many product brands in many categories.



I find this adjustment long overdue as countless brands have done a great deal to differentiate themselves by trying to create perceived differences that are not always tied to tangible customer value. Too many brands have tried to stand out merely through visual identity, fancy packaging and flashy or intrusive advertising. Now that consumers are cutting back their spending they are looking for real differences in the value they receive from products.

Those brands that have created their brand propositions on delivering real value should hold up well while those "me too" brands based on lesser differentiation will soon fade away.

When we take ourselves off autopilot and pause to think about the brand choices we make we reevaluate the brands in our decision set and rethink what they mean to us. Those that don't stand for much in the way of tangible benefits will be excluded from our purchase decisions. It is as simple as that.

Does anyone make quality cars anymore?

Can we admit that maybe there is very little difference between car companies and their quality standards at this point?

Book review: Celebrity Leverage - Insider Secrets to Getting Celebrity Endorsements, Instant Credibility and Star-Powered Publicity

I finished reading my review copy of this book over the weekend and highly recommend it for marketers of all stripes.

Whether you are seeking to build celebrity status within your own enterprise or whether you are seeking outside celebrity endorsements for your brand this book is packed with tangible advice and is loaded with actionable ideas and references to additional resources.

From product placements, celebrity endorsements and celebrity-themed events to branding yourself as an expert resource within your own niche, becoming a celebrity author in your own right or becoming the "go to" resource for media outlets that cover your space, you will almost certainly walk away with some new ideas and inspiration.

Get the power of celebrity working for your brand. Jordan McAuley does a great job showing you how.

Is AOL a brand that can survive?

If I asked you to tell me what comes to mind when you think about the brand America Online (AOL) you might respond with words like, dial-up access, email or maybe even recount the days of endless discs or CD's showing up in your mailbox urging you to try the online service or perhaps an old, familiar voice that used to inform you that "you've got mail."

According to a Washington Post article, AOL announced a reduction in force of 1,000 employees as it tries to rebrand itself as a web content publisher. The article states that AOL's target is to shed 2,500 jobs or 1/3 of its workforce. That means that AOL must think that it can survive as a web content provider with ~5,000 people which seems awfully bloated to me.

Will AOL survive? If it does my hunch is that it will be as a much, much smaller entity than 5,000 people. An even stronger feeling tells me that brand AOL will go away all together. If it survives at all it will be a much smaller entity with a much different business model. And it will most likely have a new name at that point. Something that has modern, relevant meaning and much less historical baggage.