Blog Post(s) relating to Branding

Blog Post

SherpaBlog: Branding vs A/B Testing

Summary: 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... continue...
Posted: Jun 09, 2008
Blog Post

SherpaBlog: Recession as Marketing Bonanza - a Contrarian (Yet Realistic) View

Summary: By Anne Holland, Content Director

For marketing-lead companies, a recession can be seen as a golden opportunity. Your competitors are slashing their budgets, pulling back on brand marketing in particular.

At the same time, ad costs are dropping. Media companies, used to the fat of good times, slash prices and extend special... continue...
Posted: Feb 25, 2008
Blog Post

Cingular, Avaya & Blue Cross Discuss Hurdles of Global Web & Brand Management

Summary: By Anne Holland, President

"Like it or not, in this position you have to be a control freak," Bob Steelhammer, VP Ecommerce Cingular Wireless, said in a panel on customer experience last month.

I've posted the notes from the panel (shared exclusively with Sherpa Readers) below. The other members were VPs from... continue...
Posted: Jul 24, 2006
Blog Post

Posting Company Pics on Public Photo-Sharing Sites -- Have You Looked Up Your Brand in Flickr Yet?

Summary: By Anne Holland, President

The other day when I was procrastinating about a rather dull project, I surfed over to Google and looked up my name. (Come on, admit it, you've looked up yours, too.)

I was expecting some pages from Sherpa to pop up along with a few other press quotes.... continue...
Posted: Jul 05, 2006
Blog Post

MarketingSherpa Reader Feedback: Fast-track Name Choices or Lose Out

Summary: By Anne Holland, President

Here's a useful reader letter I just got in response to the "How to Name Your Brand" article we ran last month:

"Dear Anne,

A recent excellent article on naming in MarketingSherpa pointed out the folly of using abbreviations, as well as outlining a complete process for a... continue...
Posted: Jun 13, 2005
Blog Post

Martha Stewart Changes Email From Name

Summary: Yes, MarketingSherpa is on Martha Stewart's opt-in list (we'll join anything to gather samples and look for stories for you.) Anyway, today we got our first broadcast since the prison sentence was announced on Friday.

Before now the emails always came "from" Martha Stewart. But today the... continue...
Posted: Jul 19, 2004
Blog Post

How Great Branding Can Kick You in the Teeth

Summary: By Managing Editor Anne Holland

I am sitting here drinking out of my official Google mug feeling
incredibly guilty yet righteous.

As you know, if you read the Special Issue we emailed you on
Monday afternoon, we just outed Google for possibly overstating
the success metrics of its new ad unit, and... continue...
Posted: Apr 10, 2003
Blog Post

More on Name Transitions - How To

Summary: I've written about this before -- how to do a name transition. Obviously nobody at GoTo (as of today Overture) read it. Three key things:

1. Don't change everything at once. Your colors are part of your brand. I'll bet lots of people visiting GoTo today are... continue...
Posted: Oct 08, 2001
Blog Post

Typos Can Wreck Your Brand

Summary: Ouch. Reason #471 to institute companywide rules for all sales/marketing-related email activities: Typos can make your brand look so incredibly stupid.

Here's a not-so-fun example sent in today by one Sherpa reader:

"Please visit our site and place your add for free and surch our data base for... continue...
Posted: Sep 25, 2001
Blog Post

Changing your company name? Don't leave customers behind!

Summary: Today I got two domain name renewal notices in the mail from VeriSign. And for a moment, I stopped and wondered, "Why are they sending me stuff? I don't have an account with Verisign."

Of course, if you've followed the news, you'd know that Network Solutions is now being... continue...
Posted: Aug 11, 2001

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