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Archive for February, 2012

Branding: Just Ask...

When To Save Or Abandon A Troubled Brand


Brand Strategy SAAB

We are happy to answer marketing questions of all types here on Branding Strategy Insider. Today’s question comes from Karen, a Marketing Director in Cleveland, Ohio. She writes…

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Product Naming Guide For Start-Up Brands


Brand Naming Strategy Pretzel Crisps

Trademarks, which are names or symbols associated with a specific company or product, are tremendously valuable to companies building a brand. This is especially important for startup brands  that may underestimate the importance of developing a trademark early in the game.

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Launching A Brand Movement


Brand Strategy-Launching A Brand Movement

It’s 1960, and you’re flipping through LIFE magazine. You’re stopped by an advertisement that doesn’t look like any of the other ads in the magazine. There’s lots of white space, a tiny off-center image of the car itself (which, by the way, is an odd-looking little vehicle), and an understated two-word headline, “Think small.”

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Branding and Social Media

Brand Management: Beware Of The Little Mistakes


Brand Strategy Jeremy Lin New York Knicks

With New York Knicks point guard Jeremy Lin dominating sports headlines since his February 4 debut as a starter in a winning game against the New Jersey Nets, perhaps it was inevitable that the biggest controversy surrounding Lin would itself be a headline.

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Brand Engagement Derrick Daye

Brand Engagement Wins At The Academy Awards


Brand Strategy Billy Crystal Academy Awards

The Academy Awards are considered to be one of the biggest entertainment draws of the year, sometimes called the “Super Bowl for Women.” True, female ratings have been down. Overall ratings too. Last year’s viewership was down about 10% from the year prior. And they haven’t been doing all that well with those yearned-for younger viewers either.

As to that last point, last year the Academy went with the youngest co-hosts in its history – Anne Hathaway and James Franco – who received very bad reviews and didn’t bring in the younger, hipper viewers, who, one can only suppose, were supposed to have identified with them. The Academy was going with Eddie Murphy this year, but he bailed and Billy Crystal stepped in. Well, what can you say about that choice? Mr. Crystal, a 9-time host, can entertain with the best of them. But he’s 63 so not precisely a poster child for that coveted 18 – 34 year engagement Madison Avenue’s always looking for.

Which brings us to Brand Keys annual Academy Awards Engagement study. The way we approach the business, “entertainment” and “engagement” are two, very different things. Just like movies and advertising are two different things. One is there just to entertain. The other is there to convince viewers to behave positively toward the brand in the ad. You know, buy something. At the very least think better of the brand. Not to just sit there and laugh or be amazed at blue-screen special effects. In these days of fragmented media and titanium-strength consumer gate-keeping, this has become something of a tough assignment.

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