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Tag Archive: Branding

Does Your Business Need A Personality to Succeed Online?

A new report by the Interactive Advertising Bureau (IAB) highlights the importance of Display Rising Stars ads – a collection of six units that include the Billboard, Filmstrip, and Pushdown – “in giving more personality to the brand.” When I first scanned the report, I expected to see statistics about the increase in traffic driven or the…

Customer Acquisition Lessons From the Auto Industry

According to a recent study conducted by the Interactive Advertising Bureau (IAB), 96 percent of consumers research online before making a large purchase, especially when considering a new car.  And the auto industry has taken notice, embracing digital and social platforms better than most of their colleagues in other industries. However, there’s nothing new in reporting the…

Johnson’s Baby Capitalizes on Prince George’s Birthday – Real-Time Marketing

We’ve been discussing the pitfalls of real-time content marketing here on the Sensei blog lately. Frequently, the issues reported revolve around the “need for speed” or the marketing team’s insistence on emulating successful campaigns by other brands that have capitalized on trending news/social topics. More often than not these campaigns have failed to deliver the intended result….

Be Wary of Social Media’s Mob Mentality

  I’ve often said that social media is essentially a mob-in-waiting, a collection of digital avatars waiting to wage war on behalf of the armchair critics who pull their strings. This self-appointed, crowd-sourced global watch dog works well when championing social causes and shedding light on social or political injustices. However, there’s another side to the coin….

Brand Ethics and the Courage of Convictions

What is the ethos of your brand? Does it take an ethical stand on issues? Does it welcome and embrace responsibility to its community?  I’d argue that few do, especially in today’s climate where social media audiences are incredibly fickle and vocal minorities can control the online narrative. Taking an ethical stand in corporate messaging or advertising…

Who’s Done More for Music – Apple or Starbucks?

So, who’s done more for music, Apple or Starbucks? Interestingly, neither of the options are musicians, music producers or labels. We’ll get to that later. Apple has been credited for re-inventing – if not saving – the music industry after Napster turned the market on its ear. When peer-to-peer music sharing spawned a global underground of people…

Hipster Instagram Bingo

Instagram, the Facebook-owned photo-sharing app, announced that it has grown to more than 150 million users who capture and share moments of their lives with the world. Every moment. Possibly too many moments. What’s even more amazing is the recent spike in adoption. Just this past February, Instagram reported 100 million monthly active-users and in the last seven…

Of Brands and Broken Narratives

A colleague recently asked me to take a quick look at a firm he had run across. Let’s call them BizCo. They had been around for years, many of them as a strong market leader. But they now faced a fundamentally different market than they had previously, and they were struggling. New competitors, technologies and pervasive media…

Steering the Social Media Ship

The stories of revolutions are often brutal: someone gets marched to the guillotine, hoisted from their own petard, stood before the firing squad, or exiled to some desolate rock.  There is little doubt about it, the internet and social media have brought about a true revolution in business communications, the likes of which we haven’t experienced since…

Must Every Company Be A Media Company?

Every company is a media company. Or it should be. That’s the cry of social and content marketers today. They point to the open and direct channel that businesses have to their consumers and the wider audience that did not exist, arguably, prior to 2004 when Chris Shipley popularized the term “social media” in his book, Clue…

American Airlines Rebrand – Lipstick on a Pig

American Airlines, the embattled airline currently fighting for its life through bankruptcy protection, announced it will be updating their fleet’s look with a slick coat of silver mica paint, new tail design and an updated logo. Huh? Given the airline’s well publicized issues with computer failures, cancelled flights, safety issues and labor strife, is a coat of…

Low Price is Antithetical to Customer Experience Strategy

  In my last post, The Games Corporate Buyers Play, I suggested that corporate buyers are moving towards economic-inspired buying patterns where price dictates what products and services are brought to market. That inspired a debate on best practices and the role of procurement in achieving the businesses goals. Specifically, I charged that this trend is antithetical…

Should Corporations Fire Personal Brands?

  Earlier this week I posted When Personal and Corporate Brands Collide, in which I outlined a case study of corporate egotism rearing its ugly head in the face of an employee’s personal brand and public recognition. The “personal brand” phenomenon is quickly becoming problematic for c-suite executives, marketing, PR and human resource departments alike.  Neither the…

When Personal and Corporate Brands Collide

This past week I was introduced to another case of personal branding colliding with corporate egotism; an increasingly common fender-bender in our over-connected world where the line between personal and corporate personas are becoming thinner and thinner. Last week Dave Reynolds, an extremely popular DJ at 99.7 The River in Campbell River, British Columbia (a Vista-owned radio…

Brand Communities – Your Sandbox or Mine?

Community: a term that has been given new life in our vocabulary of late. The common connotation today is a collective of enthusiastic people organized around the lifestyle, activities and/or ethos of a brand in an online channel(s). The term “community” has been anointed with a multitude of mystical powers thanks to Web 2.0 and Social Networking….

When Bold Isn’t BOLD Enough

Ok, so your business is no longer the industry leader. You’ve lost your market dominance. You’ve lost the support of your core audience and supporters. Your sales have plummeted beyond even the worst predictions. Your product has become a laughing stock. What do you do? Well, I can tell you what you don’t do. You DON’T Wake…

Brand Ideology in the Age of Disruption

The latest posts here on Sensei Blogs have been inspired by our insights into businesses that have been living through the age of disruption, which references the interruption of a business’ outbound communications (branding, public relations, marketing and brand messaging) by consumer messages. In this series: The Courage of Passion Brands and Leaders Stop Measuring Customer Service…

The Courage of Passion Brands and Leaders

In my last post: Changing the Rules of Engagement, I challenged readers with the notion that business can no longer grow and thrive by simply being the best at their game as they once could. Today, winning requires the ability (and courage) to change the rules of the game completely. Innovation must be so radical that the…

Changing the Rules of Engagement

This post is inspired by the book: Practically Radical by former Harvard Business Review Editor and Fast Company co-founder William C. Taylor. The premise of his book is that for businesses, being good at everything isn’t good enough. Simply being good at anything isn’t enough for that matter. You have to be radically unique and innovative at…

Do Social Media Sensibilities Impact Your Brand’s Reputation?

Last evening’s #bizforum Twitter debate focused on the impact of social media-powered customer service on the business. We saw an excellent exchange on both sides of the various resolutions that were being debated but one had the community divided more than others:  how does a brand close the Twitter-loop on a customer service issue? The assertion was…

Does your Brand have Social Momentum?

  Social Momentum is the public perception that a brand is up-and-coming, exciting, and a must-be-followed.  By contrast, a legacy brand is seen as having achieved its full potential; nothing new or exciting is expected from this company. Today’s fickle, over-stimulated consumers are more interested in companies – and their products – that have social momentum. B2B…

Is Brand Management an Offensive or Defensive Play?

This week’s #bizforum debate is inspired by fellow Social Media Master Jonathan Copulsky’s presentation Brand Resilience: Managing Risk and Recovery in a High-Speed World.  The topic inspired me to question whether Branding has become a defensive play? According to the Kellogg School of Management, a brand is the “psycho-cultural associations linked to a name, mark or symbol…

Are You Worthy Of My Follow.

The issue of online influence metrics reared its ugly head for me last night after I participated in a Twitter chat (#MMChat) discussing online influence measurement with guest Joe Fernandez, Klout.coms CEO. Klout claims to be the standard measurement of a persons overall online influence. And people are buying it. Much has been said, tweeted and blogged…

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