Insight
Brand Marketing
No matter what kind of marketing is being done, the brand's the thing, and here at CMO.com we offer up for the chief marketer the best articles available about brand marketing research and brand marketing strategy all in one place. The various brand marketing and brand strategy topics include brand building, brand engagement, mobile brand marketing, brand management, brand social media marketing, content marketing, brand identity, brand image, brand awareness, and brand advocates. Please visit other CMO.com sections for information about blog marketing, digital marketing news, and digital marketing resources.
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The Future BuzzIn just focusing on what’s new, now, and real time, many marketers have forgotten (or in some cases never understood at all) the value of archival, authoritative, and useful content -- a.k.a. “pillar content.”
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Forbes.comAs the Cause Marketing Forum gets ready to celebrates the 10th anniversary of its Cause Marketing Halo Awards, given to companies that demonstrate the potential of embracing a “doing well by doing good” mindset, here's a look at some of its previous winners.
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CMO.comEvery brand wants to galvanize its target audiences around the topics that are most important to them and to the brand. But often this intent runs headlong into many obstacles. Following are five simple rules-of-thumb to guide content strategy and execution.
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CBS NewsWhy is there so much bad marketing out there? There are probably as many reasons as there are examples-- like these 10 companies and campaign. If lousy marketing were a crime, they'd all be indicted, for sure.
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Fast CompanyChannels, Brand Marketing, Social Media Marketing, Strategy, Online Media, Branding and Communications, Strategic PlanningLady Gaga has a thoroughly sophisticated understanding of direct consumer communication. There is much the corporate world can learn from this 25-year-old diva, whose talent for building a brand might even surpass her formidable performing chops.
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iMedia ConnectionFrom Best Buy to Volkswagen (and many more between the two), these brands are going beyond one-off viral hits. They have made commitments to video as a channel and are willing to take risks in this still-emerging space.
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All Things DigitalAs head of marketing for Samsung, Younghee Lee wants consumers to love Samsung the same way they love Apple. “Mobile can be a symbol of who you are,” she says. “A lot of people believe ‘what I have in my hands is me.’”
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AdAge.comThe relationship of content and distribution is not the setting of "consumer traps" in every hallway, but more like a system of helpful Post-it Notes and handrails that help consumers get where they want to go. Advertisers should think of content as part of brand experience and delivering it with care.
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CMO.comIn today’s volatile economy, chances are good that you may have to change your career objectives. Is your personal brand strong enough to support you through the transition? I want to tell you about a guy who is quite pained about the truth of his online personal brand because he ignored some of the stuff you have to pay attention to. A healthy brand is built on quality and consistency, or it’ll never transport you where you want to go. This guy wants to go somewhere new.
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McKinsey QuarterlyBrand Marketing, Management, Planning, Branding and Communications, General Management, Strategic PlanningHard analysis and clear KPIs are critical to building your case for change. But for large companies managing multiple brands, the first step has to be starting with a clean marketing slate.
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