Tag Archive | brand management

The Importance of Rank

This is a post about an interesting presentation from slideshare.net about rank and the importance of it in business, marketing and every day decisions.

This presentation looks at the importance of RANK in everyday decision making (we use it as a fast heuristic for decision making – evolution baked this into us) and in the context of business.

Do Knock-Offs Prove the Value of a Brand?

An interesting video from pbsideachannel about the value of knock offs in relation with brands.

Living in the consumer culture that we do, we’ve learned that specific brands can carry very different meanings and values. We’re willing to pay hundreds or thousands more for a specific brand name item, but sometimes it can be tempting to go the way of the knock-off for a fraction of the price. The counterfeit industry is huge and isn’t going anywhere, and companies spend huge amounts to dissuade people from buying “fakes”. But are knock-offs REALLY a negative for the brand?

The Bruce Lee Guide to Strategic Content

As a follow-up to my last post about content strategy here, a guide to strategic content from Steve Floyd.

This is a high view of content strategy.

Diagram describing the critical components that Brain Traffic considers in every content strategy

Diagram describing the critical components that Brain Traffic considers in every content strategy. Graphic by Brain Traffic

Content strategy is more than a blog, a white-paper or an editorial calendar.

What does it all come down to ?

In his interesting article (http://www.axzm.com/bruce-lee-guide-to-strategic-content), Steve Floyd gives us a few clues :

Over the years, our approach to content strategy has evolved into a simple 3 step process that involves proactively collecting critical deliverables that are interdependent to the execution of the project.

Gather Govern Grow

More detailed information about the three steps in content strategy can be found at http://www.axzm.com/bruce-lee-guide-to-strategic-content.

Why Our Content SUCKS. And How To Make It BETTER!

In an interesting presentation from www.slideshare.net we get an insight into how to create great content.

Why Our Content SUCKS. And How To Make It BETTER! from Jonathon Colman @jcolman

10 Ways Our Content Sucks

  • We think of content as just being another commodity instead of a mission-critical business asset
  • We publish as much content as possible instead of curating a compelling collection
  • We don’t plan, edit, or schedule our content, so we’re not relevant or ready for an opportunity (nor for a crisis)
  • We planned, but failed to get content support instead of building our base
  • Our content is useless, unusable, and/or inconsistent instead of being clear and complete
  • We design first and then just plug the content in later instead of designing from the content out
  • Our platform dictates how our content works instead of our content shaping the platform
  • Our content doesn’t have structure, so it’s neither responsive nor adaptive and can’t be reused
  • We don’t use metadata to describe our content so it can’t be found without Google because our on-site nav and search don’t work
  • We don’t think beyond the page, so our content isn’t portable to new social and media platforms

Content Strategy

The good news is that there is a solution for this with Content Strategy.

According to wikipedia, content strategy is :

Content strategy refers to the planning, development, and management of informational content—written or in other media.

Content strategy has been described as “…the practice of planning the content creation, delivery, and governance.” and “a repeatable system that defines the entire editorial content development process for a website development project.”

The processes behind content strategy and more information about it can be found bellow.

Approaches to web content strategy

Approaches to web content strategy (Photo credit: richardjingram)

Also, more information about this presentation can be found at http://www.jonathoncolman.org/2013/02/24/why-our-content-sucks/.

A list of related resources about content strategy can be found at http://www.jonathoncolman.org/2013/02/04/content-strategy-resources/.


Three Future Trends in Marketing

This is a video about the future of marketing, about personal banding, contextual marketing and more with Martin Lindstrom.

Marketing as Religion

What is the connection between marketing and religion ?

In this two videos Martin Lindstrom gives us more information about this concept.

Delving Inside the Consumer’s Mind

As a follow-up to my last post about Martin Lindstrom and brand management here, this a video about consumers, marketing and brand management.

Brands are built on the unconscious part of the brain.

Martin Lindstrom – Brandwashed

An interesting video about Martin Lindstrom’s latest book – Brandwashed.

According to wikipedia Martin Lindstrom is :

Martin Lindstrom (Lindstrøm) is a Danish author and Time magazine Influential 100 Honoree. Lindstrom’s books include Buyology – Truth and Lies About Why We Buy and Brandwashed – Tricks Companies Use to Manipulate Our Minds and Persuade Us to Buy, his first title written for consumers, for which Lindstrom conducted a $3 million word-of-mouth marketing experiment – inspired by the 2009 film, The Joneses – to study the effects of social influence on purchasing decisions.

Why was this book written (from page Martin Lindstrom website):

As a kid I built my own Legoland at home. I slept on a bed constructed of Lego. I was well and truly hooked on a brand. I just never realized it.

Today, I am witness to brand addiction at unprecedented levels. Cunning marketers using tricks and traps designed to serve one purpose. To make you buy.

As an insider I knew I had to do something to expose the reality of what really goes on behind the scenes.

Plus I had the first-hand knowledge to prove it: secret data-mining. Chemically addictive make-up.
Advertising purposefully aimed at developing fetus’!
Brandwashed reveals not only who is doing it.
But how they do it.

More information about this video :

Marketing expert Martin Lindstrom on how consumers are manipulated.

Tim Leberecht: 3 ways to (usefully) lose control of your brand

TED (conference)

TED (Photo credit: Wikipedia)

In this interesting and short talk from TED we get an insight into brand management.

More information about Tim Leberecht is found on his TED Speaker Page :

Tim Leberecht is Chief Marketing Officer of global design and innovation firm frog, which has developed and brought to market product and service innovations for Apple, AT&T, BMW, Disney, GE, HP, Intel, SAP, Siemens, Sony, and many other Fortune 500 brands. He is also the publisher of frog’s design mind print and online magazine, the curator of “The Meaning of Business” series, and the producer of the “Reinvent Business” hackathons.

As chief marketing officer at frog, Tim Leberecht helps spark and nurture new thinking (and great design) for companies around the world.

More information about this talk:

The days are past (if they ever existed) when a person, company or brand could tightly control their reputation — online chatter and spin mean that if you’re relevant, there’s a constant, free-form conversation happening about you that you have no control over. Tim Leberecht offers three big ideas about accepting that loss of control, even designing for it — and using it as an impetus to recommit to your values.