“Spicing” Up the Brand Personality

If you haven’t yet seen the Emmy winning Old Spice commercials in action and haven’t quoted the Old Spice Guy at least once in conversation over the past few months, you must be sleeping under a rock (well, okay, maybe only a few fanatics are actually quoting the commercials…).

Never-the-less, the Old Spice phenomenon has created a surge of conversation around virality and brand engagement with the online audience. But let’s talk about the brand personality, because – to me – that’s one of the main things that really made this campaign go big.

So, what makes a great brand personality? (let’s see)


by Kristin Parrish

If you haven’t yet seen the Emmy winning Old Spice commercials in action and haven’t quoted the Old Spice Guy at least once in conversation over the past few months, you must be sleeping under a rock (well, okay, maybe only a few fanatics are actually quoting the commercials…).

Never-the-less, the Old Spice phenomenon has created a surge of conversation around virality and brand engagement with the online audience. But let’s talk about the brand personality, because – to me – that’s one of the main things that really made this campaign go big.

So, what makes a great brand personality? (let’s see) Leer más ““Spicing” Up the Brand Personality”

SEO Primer: Improve Your Business Website’s Ranking

There is definitely a combination of art and science that I never appreciated until having to do it. So, to save others some time, here are some very basic things that any business should do to optimize the ranking of its website in search engine results. Nothing explained here is necessarily a secret or difficult to find out. The trick is to find a good cookbook and a process that is easy to follow…(more)


There is definitely a combination of art and science that I never appreciated until having to do it. So, to save others some time, here are some very basic things that any business should do to optimize the ranking of its website in search engine results. Nothing explained here is necessarily a secret or difficult to find out. The trick is to find a good cookbook and a process that is easy to follow…(more) Leer más “SEO Primer: Improve Your Business Website’s Ranking”

Making decisions and weighing risks

A reflection on various approaches to the role of intuition and engaged in decision making can lead us to better understand the innovation environment.

The choice, of “good” or “less good” idea, implies a decision (evaluation). These follow the path laid down by decision makers and agree or not to the level most desired innovation.

This path as Jeffrey Phillips says, from the idea or concept of interest is done in accordance with the propensity of decision makers (leaders) to:

Assignment – The leader or decision maker has already decided on the idea that they need to be implemented.

Patronage – The Executive recognizes a problem or solution and uses teams to create ideas.

Adoption – There is an idea that appears to bubble and convinced the executive, which adopts it.

Spin-out – There are ideas that do not fit the strategy or existing lines of business, but because they are disruptive give rise to a new business, a new company.

It is therefore not surprising that among thousands of ideas just a few or only one reaches its destination .

However the choices made by who holds the power of decision are not only supported on databases and frameworks for well-designed demonstration. They involve emotions that are often responsible for large enterprises.


por jabaldaia

A reflection on various approaches to the role of intuition and engaged in decision making can lead us to better understand the innovation environment.

The choice, of “good” or “less good” idea, implies a decision (evaluation). These follow the path laid down by decision makers and agree or not to the level most desired innovation.

This path as Jeffrey Phillips says, from the idea or concept of interest is done in accordance with the propensity of decision makers (leaders) to:

Assignment – The leader or decision maker has already decided on the idea that they need to be implemented.

Patronage – The Executive recognizes a problem or solution and uses teams to create ideas.

Adoption – There is an idea that appears to bubble and convinced the executive, which adopts it.

Spin-out – There are ideas that do not fit the strategy or existing lines of business, but because they are disruptive give rise to a new business, a new company.

It is therefore not surprising that among thousands of ideas just a few or only one reaches its destination .

However the choices made by who holds the power of decision are not only supported on databases and frameworks for well-designed demonstration. They involve emotions that are often responsible for large enterprises. Leer más “Making decisions and weighing risks”

How to Create a Web Content Strategy For Your Company

These days, it’s no longer enough to have an inviting storefront and amazing products on your shelves, whether physical or digital. Fueled by social media, with which even the search engines scrambling to keep up, the Web is now happening in real time. How can a small company stay competitive?

One critical component of the answer to that question is something that most businesses have never had to consider doing in the past: Become a publisher.


Written by John Paul Titlow

Our Channel ReadWriteBiz, sponsored by Yola.com, is a resource and guide for small businesses. Yola.com is an award winning website builder that makes it easy for small businesses to create a website. With Yola’s professional templates and easy-to-use tools, you can make a website that helps you stand out from the competition.

campaign-monitor-blog.pngThese days, it’s no longer enough to have an inviting storefront and amazing products on your shelves, whether physical or digital. Fueled by social media, with which even the search engines scrambling to keep up, the Web is now happening in real time. How can a small company stay competitive?

One critical component of the answer to that question is something that most businesses have never had to consider doing in the past: Become a publisher.

Your Site Needs a Blog

Having somebody design and build your website is only half the battle. That site needs regularly-updated content and the easiest way to make that happen is with a blog.
First, you’ll need a blog content management system (CMS) like WordPress.org or Movable Type. For best results, you should work with your Web guru to set up a self-hosted blogging engine on your own server, rather than going with a hosted solution like Blogger, TypePad or WordPress.com, since a self-hosted blog will be easier to customize and can integrate more seamlessly into your site’s existing architecture and design. Leer más “How to Create a Web Content Strategy For Your Company”

Los directores de marketing son más pesimistas que hace seis meses respecto a la inversión publicitaria

La Asociación de Marketing de España y Synovate han presentado la octava oleada del Índice de Expectativas de los directores de marketing. Los datos corresponden a las expectativas para el segundo semestre de 2010, comparadas con los resultados que se están produciendo en los distintos mercados de referencia, en el primer semestre de este mismo año.

En el anterior periodo presentado en diciembre 2009, con las previsiones para el primer semestre de este año 2010, esos datos parecían apuntar a una sensible reducción en la velocidad precedente de caída en las principales magnitudes que este Índice detalla (Mercados totales, Ventas Propia Compañía e Inversión publicitaria), pero aun lo eran con cifras negativas para el mercado y para la inversión.


La Asociación de Marketing de España y Synovate han presentado la octava oleada del Índice de Expectativas de los directores de marketing. Los datos corresponden a las expectativas para el segundo semestre de 2010, comparadas con los resultados que se están produciendo en los distintos mercados de referencia, en el primer semestre de este mismo año.

En el anterior periodo presentado en diciembre 2009, con las previsiones para el primer semestre de este año 2010, esos datos parecían apuntar a una sensible reducción en la velocidad precedente de caída en las principales magnitudes que este Índice detalla (Mercados totales, Ventas Propia Compañía e Inversión publicitaria), pero aun lo eran con cifras negativas para el mercado y para la inversión. Leer más “Los directores de marketing son más pesimistas que hace seis meses respecto a la inversión publicitaria”

La británica Glaxo captura laboratorios Phoenix

La farmacéutica GlaxoSmithKline (GSK), del Reino Unido, anunció la adquisición de los laboratorios argentinos Phoenix como parte de su estrategia de crecimiento en Latinoamérica.

“Este es un importante paso adelante en nuestra estrategia para hacer crecer nuestro negocio en Latinoamérica, una región clave de los mercados emergentes para GSK”, señaló el presidente de Mercados Emergentes de la farmacéutica inglesa, Abbas Hussain, en un comunicado difundido en Buenos Aires.

El directivo afirmó que la adquisición de Phoenix le permite a GSK acceder a las “fuertes capacidades” del laboratorio argentino en el desarrollo de productos genéricos de marca.


Image representing GlaxoSmithKline as depicted...
Image via CrunchBase

La farmacéutica GlaxoSmithKline (GSK), del Reino Unido, anunció la adquisición de los laboratorios argentinos Phoenix como parte de su estrategia de crecimiento en Latinoamérica.

“Este es un importante paso adelante en nuestra estrategia para hacer crecer nuestro negocio en Latinoamérica, una región clave de los mercados emergentes para GSK”, señaló el presidente de Mercados Emergentes de la farmacéutica inglesa, Abbas Hussain, en un comunicado difundido en Buenos Aires.

El directivo afirmó que la adquisición de Phoenix le permite a GSK acceder a las “fuertes capacidades” del laboratorio argentino en el desarrollo de productos genéricos de marca. Leer más “La británica Glaxo captura laboratorios Phoenix”

El Sol vía satélite

Brandhappening-Coca Cola no repara en gastos. La ‘joint venture’ creada por Brandlife y la multinacional de Atlanta para que los que no puedan desplazarse a San Sebastián a ver El Sol puedan seguir en semi-directo la entrega de premios del festival, ha contratado un pedazo de satélite a fin de que la señal de Donosti pueda llegar a Madrid. Telefónica Servicios Audiovisuales, una empresa que tiene sobre sus espaldas muchas retransmisiones, incluido algún que otro Goya, ha puesto en marcha la unidad móvil que el próximo sábado desplegará sus antenas en las inmediaciones del Kursaal.


Brandhappening-Coca Cola no repara en gastos. La ‘joint venture’ creada por Brandlife y la multinacional de Atlanta para que los que no puedan desplazarse a San Sebastián a ver El Sol puedan seguir en semi-directo la entrega de premios del festival, ha contratado un pedazo de satélite a fin de que la señal de Donosti pueda llegar a Madrid. Telefónica Servicios Audiovisuales, una empresa que tiene sobre sus espaldas muchas retransmisiones, incluido algún que otro Goya, ha puesto en marcha la unidad móvil que el próximo sábado desplegará sus antenas en las inmediaciones del Kursaal. Esa señal será recibida en Brandcafé, un lugar que se llenará de gentes deseosas de vivir en Madrid, ya que no pueden hacerlo en Donosti, la magia del más importante festival publicitario en lengua hispana.La primera copa que se tomen los asistentes será gentileza de MPG, la más importante agencia de medios de España. Y cómo no podía ser de otra manera, la agencia de publicidad más grande, McCann Erickson, invita a los pintxos. Que no se diga que en Madrid no nos gusta comer bien.

http://www.brandlife.es/blog/2010/05/el-sol-via-satelite/

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Brand Positioning Fundamentals – The Need

Understanding the customer’s needs usually goes awry because it seems so easy to do. You have a brand after all. You are passionate about using your brand to fix some problem. So you figure “the problem my brand fixes is their need.” This kind of thinking tends to create irrelevant positioning because you have assumed the customer’s needs, rather than authentically discovering them. Not only that, but you’ve probably also eliminated the competition from the equation with such a granular definition.


The classic brand positioning model we use here at Distility for 1day1brand. As well, we reviewed getting the target audience right. The Motorola Droid was used as our example to illustrate the key elements in a classic positioning statement which are:

1. Your target customer
2. Their need
3. Their frame of reference
4. Your dramatic difference(s)
5. Your reason(s) to believe

https://i1.wp.com/www.distility.com/Portals/62026/images//Positioning_Template.jpg
Leer más “Brand Positioning Fundamentals – The Need”

Brand Strategy and SEO: The Naming Dilemma

Brand has been an important business tool and concept for more than a century. Search engine optimization (SEO), on the other hand, has been a serious concern for scarcely a dozen years. So what’s the relationship between the two? This is a surprisingly deep question, so we’ll devote a number of blog posts to exploring it.

At one level, SEO and brand are closely related. Brand marketing can be seen as a way of attracting attention to your company that defines it in ways that are authentic and compelling. SEO can be defined as a way of attracting traffic to your web site based on compelling, relevant content. So those are complementary things, right? Good branding supports good SEO, and vice versa, it’s tempting to conclude.


A typical search engine results page
Image via Wikipedia

Brand has been an important business tool and concept for more than a century. Search engine optimization (SEO), on the other hand, has been a serious concern for scarcely a dozen years. So what’s the relationship between the two? This is a surprisingly deep question, so we’ll devote a number of blog posts to exploring it.

At one level, SEO and brand are closely related. Brand marketing can be seen as a way of attracting attention to your company that defines it in ways that are authentic and compelling. SEO can be defined as a way of attracting traffic to your web site based on compelling, relevant content. So those are complementary things, right? Good branding supports good SEO, and vice versa, it’s tempting to conclude. Leer más “Brand Strategy and SEO: The Naming Dilemma”

Brand Positioning Fundamentals – Point of Difference

Marketing amateurs believe that positioning is just about what makes a brand different. As I’ve explained in previous posts, it is far more. To recap, positioning done right, includes:… [Más…]

1. Your target customer
2. Their need
3. Their frame of reference
4. Your point of difference(s)
5. Your reason(s) to believe

Why is the point of difference so important? Because it is why a customer will chose to resolve their need with your promise instead of the competition’s.


https://i1.wp.com/www.distility.com/Portals/62026/images//Positioning_Template.jpg

Marketing amateurs believe that positioning is just about what makes a brand different. As I’ve explained in previous posts, it is far more. To recap, positioning done right, includes:… Leer más “Brand Positioning Fundamentals – Point of Difference”

The Fragmented Brand Strategy

This post is one in a series on our biggest brand strategy secret here at Distility: That most bad brands can be traced back to a failure of exploration, a failure of commitment or both.
This diagram sums up the way most brands go wrong, and what it takes to get to the holy grail of the authentic brand.


This post is one in a series on our biggest brand strategy secret here at Distility: That most bad brands can be traced back to a failure of exploration, a failure of commitment or both.
This diagram sums up the way most brands go wrong, and what it takes to get to the holy grail of the authentic brand.