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Archive for October, 2010

Brand Management

Brand Building Via Mobile Devices

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Let me ask you a difficult question: How on earth would you build your brand on a canvas smaller than a matchbox? What if you could use only one color (say black on a green background), you had no scope for graphics, and the consumer was paying for every second it took for you to send him or her a commercial message?

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Naming

Exploring Technology And Pharmaceutical Naming

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When it comes to naming brands, technology and pharmaceutical firms are among the busiest performers.

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Brand Management

10 Warning Signs Your Brand Is Failing

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10 Warning Signs Your Brand Is Failing

You know your brand is failing in the marketplace when…

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Building Emotional Connections

Brands And The Feelings They Evoke

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How does your brand make people feel? Does it make them feel safer or more secure? Is it reassuring? Does it make them feel more in control?

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Advertising

The Advertising Wisdom Of Rosser Reeves

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Rosser Reeves Unique Value Proposition

Every marketer should know Rosser Reeves. He was a highly successful advertising executive and the originator of the Unique Selling Proposition (also known as the Unique Selling Point or USP). In his 1961 best-seller Reality In Advertising, Rosser defined his industry-changing concept in three parts:

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