PAST ISSUE: July 2006

In this multi-channel, web-empowered, buzz marketing, CRM world; does branding make a difference? When data analysis, segmentation and modeling can define and often predict customer behavior at the individual level–does traditional branding have a role?

It's a new world...
It's an intriguing and challenging time for marketers. Paradigms haven't just shifted, they've morphed. The message and means of delivery once controlled by the "marketer" are now controlled by the "audience". Today both consumer and business audiences are choosing how and when they wish to receive messages and information. From the DNC (Do Not Call) registry to satellite radio to TIVO to ad-free websites, the power of messaging has shifted.

View this article

I don't need branding because..."I own a small business." "My sales people are my brand." "We're in a business to business segment." "We're a non-profit." If you think any one of these statements means the organization in question doesn't need branding; think again.

Branding is no longer a strategy employed only by the large and elite firms on Madison Avenue. The brand development and management process is a simple and effective way to manage your businesses image, messaging and position in the marketplace. Here are the elements you need to execute a basic brand management plan.

View this article

It's an ongoing argument in the marketing industry: which is a better investment, direct marketing or branding? Many old-school experts are willing to fight for one or the other, but to achieve the best ROI; the two can and should be combined.

Before you get caught in a debate of your own, read on for five salient facts that will help you strike a profitable compromise for your business.

View this article

This month, we offer a trio of smart and savvy salvos that can help you build a better brand. From creating a "brand culture" to using the sense of smell to enhance your profits, you'll find ideas here for everyone.

Building the Brand-Driven Business
By Scott M. Davis and Michael Dunn
 
"Every time an employee gets to touch a customer or a customer gets to touch the brand, that company gets the opportunity to either reinforce its brand promise or totally denigrate it."

View this article

Mail for sale
From Marketing Power—Businesses can now extend their brand to the postage stamps they use, since the U.S. Postal Service agreed with Congress in mid-May to cancel a 1785 law that prohibited ads or logos on stamps.

The ability to create personalized postage has been available since 2004 for non-business purposes, such as couples putting pictures of themselves on stamps for wedding invitations, through USPS-authorized vendors such as Stamps.com and Zazzle. Any type of personalized stamps are sold at a premium cost: A sheet of 20 39-cent stamps are $17.99, about $10 more than regular stamps.

View this article