Thoughts and ideas on branding and brand development in a digital world.
If I asked you to make a list of the new, groundbreaking brands about to send shockwaves around the web, I doubt that ‘bing’ will be among the top ten. Which is a shame for Microsoft with their $2bn investment so far. But it raises one of the fundamental brand issues – differentiation. Search has [...]
What kind of a year will 2010 be for brands? Well, 2009 was quite up and down and we seemed to be rocked by events both economical and commercial, so I guess one watchword for 2010 must be to take as much control for the destinies of our brands as we can. So here are [...]
For somebody who works most of the time on digital brands, it is still easy to overlook how pervasive is the influence of the internet culture. Yesterday I had a meeting with client who is starting on a new business venture and he informed me he has started working on brand names: so what was [...]
There has been quite a furore about certain online- retailers using differential prices in favour of new customers over loyal ones. In its simplest terms if you have the cookie to show you have bought from the site before, you get a different set of prices from a those presented to a new visitor. The [...]
Okay, I admit I’ve not been doing much blogging recently as I’ve been working on my company websites and developing a new site aimed at my European business – www.one-marketing.eu.
Study: Brands Need Flexibility Adweek 09 Feb 2009. “Sixty-three percent claimed traditional brand-positioning approaches don’t work as well as they did in the past. Why? Rapidly shifting media habits and the advent of new technologies require brands “to tell a bigger story,” said Verse Group managing partner Randall Ringer. “The brand-positioning model was designed for a [...]
In a fascinating article in Revolution, Sept 2008, Justin Billingsley, Orange’s UK brand director told Adam Woods that digital was going to ‘steal considerable budget from above-the-line marketing’ – no surprises there. However what was interesting was his comment that it was going to be used to more ‘cool stuff’ (by which I understand he [...]
I have long advocated the use of social networking in brand developent – it seems so fundamental to what brand awareness is about, people talking to each other about the brand. Well, for uk brand owners and promoters there is an even stronger case for including social internet in the branding mix. It seems we [...]
The latest action that the press tells us will lead to confusion, despair, plague and pestilence is the proposed liberalisation of domain names – See the clip from the BBC story. The theory seems to be that we will be able to have any domain we want, so long as we have the money. The [...]
I have often looked at how internet marketing and digital media affect branding and brand strategies. But one obvious effect I overlooked is the development of new brand names where digital media is of critical importance. Anyone who is even a little SEO savvy knows if you can get search terms into urls you are [...]
