Marketing In Recession
How does a business approach its marketing needs in times of a global financial crisis? The literal definition of crisis is ‘a turning point.’ Let’s consider this crisis as the turning point for...
View ArticleBrand New Thinking For Charities
Charities are jumping to align themselves with leading brands as a new way of marketing their values and collecting more money. Many charities are turning to commercial activities to fill the gap left...
View ArticleFive Challenges Social Media Will Bring to Business
In comparison with political candidates, consumer brands tend to be very cautious about “attack ads” when taking on competitors. A poll was conducted by AdweekMedia/Harris last month that found this...
View ArticleThe Art Of Attacking A Rival Brand
In comparison with political candidates, consumer brands tend to be very cautious about “attack ads” when taking on competitors. A poll was conducted by AdweekMedia/ Harris last month that found this...
View ArticleIs Branding Necessary For B2B?
Does branding really matter for business to business (B2B) companies? Those who would argue that branding has to place in the B2B space usually argue these points: B2B buyers are rational decision...
View ArticleSomeone’s Taken My URL!
What do you do when a URL containing your business name is being used by someone else? Does your company have an inherent right to a URL if it holds a brand (or product) name? The Australian Domain...
View ArticleRecession Check List
What’s Next? At some stage – better sooner than later – companies need to move their attention away from fighting the crisis, to getting the most from a recovery. Management will need to stay focused...
View ArticleSave Your Logo
Lacoste has committed itself to help preserve the animal used as their logo mark. That animal is the croc, and in this instance the endangered Gange gharial crocodile. They’re an endangered species...
View ArticleImpact on the Alexander McQueen Brand
Alexander McQueen’s death has thrown the future of the boutique fashion brand of the same name into serious confusion. Many boutique fashion brands are driven by leading personalities, who by force of...
View ArticleManaging Brand on the Social Web
Brand management today often involves some sort of use social media. But managing a business’ brand online involves much more than just setting up accounts on Facebook and Twitter. It also means...
View ArticleBrand Permission
Brand positioning needs to be authentic, and constitute an authentic reflection of the business. However it also needs to be dynamic enough to handle changes in respect to product and targeted markets....
View ArticleGen Y and Gen Z Financial Branding
While they tend to be a very switched on lot, Gen-Y have plenty of financial woes. They tend to classify their financial situation as “bad”, aren’t in the practice of using a budget, have difficulty...
View ArticleFake Products and the Counterfeit Self
Does it really hurt to buy counterfeit? Does a fake Louis Vuitton handbag or a fake Rolex watch have much bearing on anything? If spending tens of thousands of hard earned dollars on these items is out...
View ArticleBranding Tribes
Advertising is no longer about repeating the same core messages to as many people as possible. Consumers today are well informed and they are over saturated with a glut of advertising and brand...
View ArticleThe Big Business Issues For 2011
Let’s look at the core issues for 2011 as defined and summarized by Craig James at Commsec. Recovery has been the keyword of 2010…Recovery has been the keyword of 2010. While the US and Europe have...
View ArticleMarketing Consultant or Contractor – What’s Best?
We are often asked how to approach a short term marketing task or project, and whether a contractor should be “employed,” or whether a consulting firm or consultant would be more appropriate. So we’ve...
View ArticleThe New Landscape
Business today faces a new and incredibly complex ecosystem in which to establish a relationship to customers and the public. The range of media sources (blogs to print newspapers), platforms, networks...
View ArticleGetting The Business Name Right
One of the first things any new business requires is a name. Many start ups approach us at this early stage for branding assistance, often in the belief that arriving at a name is a relatively easy...
View ArticleWin business via thought leadership
Over the past week at BrandMatters we have been working with three clients from vastly different industry sectors (or, more accurately, two clients and one supplier) all facing similar challenges: how...
View ArticleFacebook for B2B: All or nothing?
Facebook for B2B: Get involved with Facebook without a Facebook page Part 1: Dipping your toe in the water There are plenty of social media buzz words flying around the marketing community at the...
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