Category Archives: Branding

How Challenger Brands are Succeeding in Marketing

Mike Mothner — April 2, 2018 Follow @mothner— April 2, 2018 There’s something about an underdog that we all love. Whether rooting for the fictional Rocky Balboa or real-life brick-and-mortar store that’s battling against a big-dog corporation, we often throw our allegiance behind an unexpected victor. It’s psychological. And that’s what challenger brands have found … Continue reading How Challenger Brands are Succeeding in Marketing →

Kantar: ‘Invisible’ Relationships Between Brand And Consumer

Branding

Kantar: ‘Invisible’ Relationships Between Brand And Consumer by Laurie Sullivan , Staff Writer @lauriesullivan, March 26, 2018 Attribution continues to change, becoming more sophisticated and increasingly complex. For example, a recent partnership between Placed and Kantar brings together offline and online advertising, and offline purchases. While Placed brings location data such as where and what time … Continue reading Kantar: ‘Invisible’ Relationships Between Brand And Consumer →

How a Competitive Audit Can Give Your Brand a Leg Up

Branding

Morgan Miller — January 9, 2018 — January 9, 2018 A brand audit can take many different forms depending on the client or company, but is a beneficial practice for any brand, no matter how big or small. Whether your brand is considering a rebrand, new website, insight into competition or just wanting a broad … Continue reading How a Competitive Audit Can Give Your Brand a Leg Up →

How Brand Research Delivers Competitive Advantage

Branding

Karl Feldman — August 10, 2017 — August 10, 2017 We’ve written before on the importance of brand research. But today, I want to help you understand exactly how it gives your firm an advantage in the marketplace. What specific points of leverage does a firm that conducts research have that it didn’t before? Let … Continue reading How Brand Research Delivers Competitive Advantage →

Brand Research for Professional Services: What Every Executive Needs to Know to Grow Their Brand

Branding

Lee Frederiksen — June 22, 2017 Follow @hingemarketing — June 22, 2017 Professional services firms are always looking for new ways to gain a competitive advantage—but that doesn’t always lead them to offer something new. All too often in the professional services field, you see lots of competition with very little differentiation. Firms claiming distinction, … Continue reading Brand Research for Professional Services: What Every Executive Needs to Know to Grow Their Brand →

Brands Produce More Variations For Fewer Campaigns

Branding

by Laurie Sullivan, Staff Writer @lauriesullivan, August 9, 2016 About 48% of views that a campaign will gain occur in its first week after it goes live, followed by 22% during the second week and 90% happening within the first month, according to a study on content released Tuesday. Click-through rates (CTRs) on mobile devices … Continue reading Brands Produce More Variations For Fewer Campaigns →

5 Ways Culture Shapes Your Brand

Branding

by Barry SaltzmanAugust 11, 2016 To paraphrase Shakespeare, “what’s in a brand?” Like a rose, a brand isn’t just a name. A brand is a set of perceptions – from customers or from within – that distinguish your from your competition, whether it’s competition for customers or the resources you need to grow. So what … Continue reading 5 Ways Culture Shapes Your Brand →

Why Understanding Millennial Customers is Crucial for Brands

Branding

by Adam Frankel August 1, 2016 Follow @FrankelInteractAugust 1, 2016 Millennials make up a large percentage of shoppers. The more insights a brand gathers about millennials and about their purchasing habit, the better it leverages them. In this article, we’ll have a look at stats related to millennials and deduce actionable insights from them. This … Continue reading Why Understanding Millennial Customers is Crucial for Brands →

How to Be Memorable and Make Money. A Guide to Smart Branding

Branding

by Luana Spinetti July 27, 2016 Follow @LuanaTFJuly 27, 2016 When you start out in a niche that you want to monetize, experts will tell you to narrow your focus on what makes you money and leave everything else out of the book. You know it’s important to cover specific topics in your niche in … Continue reading How to Be Memorable and Make Money. A Guide to Smart Branding →

Could Taking a Stand Hurt Your Brand?

Branding

by Erika Dickstein July 25, 2016 Follow @springinsightJuly 25, 2016 What do you think about the plagiarism accusations against Melania Trump? Was it really plagiarism? 58 words? Who cares? After all, no one since Cicero has said anything truly original in a political speech. This story has owned the news cycle. As a small business, … Continue reading Could Taking a Stand Hurt Your Brand? →