Branding

SUMMARY: Getting support from your own employees is critical when you’re trying to rebrand your company in the marketplace. All team members need to understand the strategy and embrace the company’s new identity.

See how a technology marketer used a comprehensive internal PR strategy to educate 7,000 employees in offices around the globe about the new name, logo, tagline and focus. read the complete case study

SUMMARY: Consumer discussions on the Web have a long shelf life – they’re not perishable like coffee-shop chats. That’s why it’s so important to keep online discussions about your brand as positive as possible.

An online brand expert talks about 6 factors in maintaining your brand’s online credibility -- the key driver to positive customer discussion. Includes tips for finding and responding to the good and the bad. read the complete article

SUMMARY: How do you launch an entire airline on about 1/10th of the budget of most? Very cleverly. JetBlue VP Marketing Amy Curtis-McIntyre's strategy was simple. "If any other airline can do this, then JetBlue can't." Hear her story, including PR stunts, plane painting, and placing ads in publications that major airlines "wouldn't touch." read the complete interview

SUMMARY: Here’s a look at some trends in marketing budgets, and the impact of these trends over the next few quarters. This initial Chart of the Week reflects on the results of our recent research into the impact of the struggling economy on marketing. We’ll share more charts from this research over the next several weeks. read the complete article

By Anne Holland, Founder

I’ve worked for brand-driven companies and for A/B test-driven companies. Each was equally snooty and disdainful of the other.

To summarize, brand marketers thought A/B testers were pointy-headed geeks, while A/B testers thought brand marketers were bubble-headed blondes. Luckily, the twain didn’t often meet ... until now.

Instead of relying on “fuzzy” data from focus groups, awareness studies and Nielsen ratings, brand marketers now are inundated with detailed numbers from every campaign that touches... read the complete blog post