Category Archives: Branding Lessons

Brand authority is the most underrated marketing goal

A customer will nearly always choose a brand they’ve consistently seen as an authority over a brand that impressed them once. Amanda Milligan on March 2, 2020 Everyone understands the value of increased organic traffic or a higher rate of conversions. That’s because these metrics are closest to the money. But some top-of-the-funnel rewards for … Continue reading Brand authority is the most underrated marketing goal →

Don’t Forget To Bid On Your Own Brand Terms

Branding Lessons

Don’t Forget To Bid On Your Own Brand Terms by Laurie Sullivan , Staff Writer @lauriesullivan, February 19, 2020 Loyalty typically leads a consumer to search on a brand term, but don’t take that as a foregone conclusion that you have closed the sale, writes Location3 CEO Alex Porter. He believes brands must plan and execute … Continue reading Don’t Forget To Bid On Your Own Brand Terms →

Customers want more text-based customer support options from brands

Branding Lessons

Your customers want to text for live support. Are you ready? Amy Gesenhues on February 12, 2020 When asked about customer support preferences, 72% of consumers age 18 to 64 said having the ability to text with a live agent in real-time would improve their overall customer service experience. The question was part of … Continue reading Customers want more text-based customer support options from brands →

Part 3: What is Brand Activism? A Series of Successful Campaigns

Branding Lessons

Neil Grasso — December 23, 2019 If you haven’t picked up on the key trend from the last post, there is a definite correlation between the level of controversy associated with an activism campaign and the interest it generates. This is not to discredit the campaigns that focused on less controversial issues – as we … Continue reading Part 3: What is Brand Activism? A Series of Successful Campaigns →

What is Brand Activism? A Series of Successful Campaigns (Part 2)

Branding Lessons

Neil Grasso — December 20, 2019 In part one of this series, we introduced the concept of brand activism, and explored how successful activism can bring about multiple benefits for companies that can successfully integrate it into their marketing strategies. We learned how activism can be controversial, as well as how it can be safe … Continue reading What is Brand Activism? A Series of Successful Campaigns (Part 2) →

Why Your Brand Shouldn’t Post About Awareness Days On Social Media

Branding Lessons

Amanda Fountain — December 11, 2019 World Kindness Day. National Chocolate Chip Cookie Day. Cybersecurity Awareness Day. Memorial Day. Awareness days run the gamut from the absurd and fun to the somber and weighty. Often, I work with brands who want to incorporate awareness days into their social media content calendars believing it will connect … Continue reading Why Your Brand Shouldn’t Post About Awareness Days On Social Media →

Why D2C brands are the future of retail

Branding Lessons

The founders and leaders of Brooklinen, Hatch Collection and M.M. LaFleur discuss building their brands and how they’re creating customers for life. Greg Sterling on October 25, 2019 The hottest segment in retail is direct-to-consumer (D2C) brands. It’s also very competitive and quickly evolving, from online-only to multi-channel, with many companies adding physical stores to … Continue reading Why D2C brands are the future of retail →

Brand Awareness is Your Insurance Policy Against Dirty Tricks in PPC

Branding Lessons

Pauline Jakober — October 7, 2019 Follow @GrpTwentySeven The paid search community was recently caught up in a flurry of tweets on the topic of a certain “dirty trick.” The CEO of Basecamp, Jason Fried, complained that Google Ads allows competitors to bid on a company’s branded keywords (including his own). He claims that the … Continue reading Brand Awareness is Your Insurance Policy Against Dirty Tricks in PPC →

7 Business Pain-Points that a Brand-First Approach Could Solve

Branding Lessons

Orsolya Herbein — October 1, 2019 Branding is one of the most misunderstood concepts out there when it comes to business terms. While there can be a lot packed into the definition of branding, the lack of understanding stems from various misconceptions about what branding actually is. What Is Branding? Some think their business brand … Continue reading 7 Business Pain-Points that a Brand-First Approach Could Solve →

Use Sentiment Analysis to Win the Brand Comparison War

Branding Lessons

Brianne Schaer — September 16, 2019 — September 16, 2019 People will compare your brand with that of your competitors long before they contact you. Sentiment analysis allows you to track the opinions that people are expressing about your brand online, whether they are positive, negative, or neutral. Sentiment monitoring and analysis tools and techniques … Continue reading Use Sentiment Analysis to Win the Brand Comparison War →