Branding on the Web, Items 1 to 50

"Branding on the Web" includes 60 items
This page contains items 1 to 50

1. Tactics for Avoiding a Viral Nightmare, by Blake Cahill, iMedia Connection, 1-11-2010 Cahill explains that a proactive brand management program works to build positive brand sentiment so that when a crisis breaks, your company has fans, advocates, and good news out there to balance it out. Offers tips to counter viral risks to your brand.
2. Max Your Brand With 4 Social Media Optimization Tips, by Oren Todoros, Social Media Today, 12-24-2009 Todoros explains how to add an email opt-in box to connect with your Facebook fans, optimize LinkedIn to get free inbound links to your website, blog, brand or business, other tips.
3. The Illusion of Brand Control, by Andrew McAfee, Harvard Business Review, 11-13-2009 A few large, brand-sensitive organizations have accepted their lack of brand control and have actively encouraged insiders to join the online conversation without making any attempt to censor or even guide them, McAfee writes.
4. 5 Fantastic Digital Branding Campaigns from 2009, by Jim Nichols, iMedia Connection, 12-8-2009 Nichols describes, offers links to new media branding by Levi's, Dos Equis, Queensland (Australia) Tourism, Sprint and "The Office" TV sitcom.
5. Why Brand Protection Often Fails in Digital, by Tom Hespos, iMedia Connection, 11-11-2009 Advertisers spend a lot of money to build their brands, and it doesn't take much to nullify a long-term brand investment, Hespos warrns, such as placing digital advertising in unapproved venues without the advertiser even knowing about it.
6. How to Protect Your URL in a Social World, by Emile Daigle, iMedia Connection, 11-9-2009 The most straightforward way to reap the benefits and data from URL shortening is to set up such a service yourself, Daigle advises. Explains how to maintain your brand image and cites best practices examples.
7. Available All the Time: Etiquette for the Social Networking Age, by , Knowledge@Wharton, 9-30-2009 Employees who are talking about their workplace on Facebook could be considered to be "exposing the brand," which can be good or bad, depending on what aspect of the brand is being exposed.
8. This Five-Letter Word Is Key to Marketing Success: B-R-A-N-D, by Kevin Randall, Fast Company, 9-18-2009 Your business enterprise and marketing programs will be more successful if they are guided by a cohesive strategy that meets the B.R.A.N.D. criteria, Randall writes. B: Believable; R: Relevant; A: Adaptable; N: Numerically based; D: differentiated.
9. In Defense of Godin, Google, and Open Systems, by Ben Kunz, Business Week, 10-7-2009 You don't own your ideas anymore, writes Kunz. Recent controversies on blogging and search engines remind us that we've lost control of our brands, information, and ideas.
10. Disney Buys Marvel: Designing 3D Brands, by John Sviokla, Harvard Business Publishing, 8-31-2009 In this fragmented world flooded with messages, Sviokla writes that a dense network of stimuli and interaction such as that accomplished by Disney creates the continuity that we all crave as social human beings.
11. How Brands Can Make Emotional Connections Online, by Mitch Spolan, iMedia Connection, 9-21-2009 Spolan explains how branded entertainment keeps consumers engaged while interacting with your brand, citing McDonald's. Notes that much more to be done to improve the search experience for users and advertisers.
12. URLs Boost Magazine Ad Response, by Jack Loechner, Media Post, 7-21-2009 Magazine ads with URLs are more likely to drive readers to advertiser websites overall, Loechner reports of new study. Findings showed that when the URL was included in the magazine advertising creative the percentage change in website visits tripled.
13. Managing an Online Reputation, by Kermit Pattison, New York Times, 7-29-2009 Local review sites are reshaping small business by becoming the new Yellow Pages, one-stop platforms where customers can find a business and see independent critiques of its performance.Tips on managing your reputation when everybody is a critic.
14. Managing Your Brand's Reputation Online, by Karen E. Klein, Business Week, 5-15-2009 A small business should keep a close eye on its brand's online reputation. Describes how gaming Web site The Escapist does it.
15. Advertising Yourself: Building a Personal Brand through Social Networks, by , Knowledge@Wharton, 4-15-2009 Quotes expert: "…using social networking sites or a new media endeavor such as blogging can be especially useful for workers looking to reshape their career into a new kind of profile."
16. How to Monitor Your Brand 24/7, by Robert Scoble, Fast Company, 5-1-2009 Reputations are created and destroyed online in the speed of 140 characters, Scoble writes, offering 7 tools to help you monitor not just Twitter but everywhere the online conversation involves your brand.
17. Brands Now Belong To You, by Scott Belsky, Open Forum, 5-4-2009 Until now, there has never been a mechanism to showcase individual opinions as a collective consensus, writes Belsky. Brands have been reclaimed by the people who always owned them in the first place: the constituents.
18. Brand Stories that Connect on a Personal Level, by David Rossiter, iMedia Connection, 4-30-2009 The art of storytelling is also beginning to live on the web, Rossiter writes. n storytelling for interactive marketing and advertising, it's not about the destination. It's about the journey.
19. Getting Brand Communities Right, by Susan Fournier and Lara Lee, Harvard Business Publishing, 4-9-2009 Fournier and Lee identify and dispel 7 commonly held myths about maximizing brand community value for a firm. Community Readiness Audit quiz.
20. Yes, CEOs Should Facebook And Twitter, by Matthew Fraser and Soumitra Dutta, Forbes.com, 3-11-2009 Most big brands haven't successfully tapped the potential of social media; they tend to regard Web 2.0 platforms as just another way to push out short-term marketing campaigns. Successful example: Blendtec's YouTube video campaign.
21. Why Big Brands Struggle With Social Media, by Tom Smith, Mashable, 2-20-2009 Smith offers reasons why big brands have yet to embrace the real opportunities that involvement can deliver, including: it does not fit into current structures, social media needs a long term approach, and the metrics are new.
22. Social Media for Business: The Dos & Don’ts of Sharing, by Sarah Evans, Mashable, 2-27-2009 Just as you create branding guidelines and key messaging guides, so too should you dedicate time to creating your social media personality, Evans writes. Offers multiple combinations that you can use to increase your brand visibility.
23. The Plan - 4 Steps To A Website Brand, by Jerry Bader, Entireweb Newsletter, 1-15-2009 Provides a 4-step plan for website branding: (1) slogan, (2) story line (logline). He explains 6 elements of effective web trailers. (3) personality, (4) delivery.
24. Presenting: 10 of the Smartest Big Brands in Social Media, by Samir Balwani, Mashable, 2-6-2009 Battling a global recession, corporations are looking for new ways to sell their products and engage their consumers. Balwani looks at 10 "companies that have done a phenomenal job of taking advantage of social media platforms." Screenshots, video links.
25. Online Ad Exposure Increases Brand Impact, by Heidi Cohen, ClickZ, 12-1-2008 According to the Advertiser Optimism Report by Advertiser Perceptions, advertisers are still positive about online media. comScore research measured increased visits to brand websites due to a web ad seen earlier. Also a lift in advertiser trademark searches, and rise in online sales. Discusses 5 ways to support display advertising and metrics to assess branding impact.
26. Mini Case Study: Unique Value Proposition & a 33% Conversion Lift, by Brendan Regan, FutureNow, 12-23-2008 At Accepted.com, an A/B/C/D test ran three versions of a Unique Value Proposition (UVP) against a stock photo graphic without a UVP as a control. The result was a 30% boost in conversion.
27. Online Ad Exposure Increases Brand Impact, by Heidi Cohen, ClickZ, 12-1-2008 While marketers don't expect immediate purchases after TV ads, they seem to expect this after seeing an online ad. comScore research measured the impact of banner ads on elevated brand website visits, advertiser trademark searches, and retail sales. Suggests 5 ways to support display advertising and metrics to assess improved branding impact.
28. Multiscreen Mad Men, by Jack Hitt, et al., New York Times, 11-23-2008 Brands have become transparent, and that’s changed the tone of advertising. Now you have to try to be more authentic, even if it’s just authentically acknowledging that what you’re doing is advertising, says expert.
29. What Bandwidth Caps Mean for Marketers, by Brandon Eshman, iMedia Connection, 11-24-2008 What if marketers were faced with a decrease in online consumption? Would it influence how they advertise their brand and products? Would they over-react to new trends or fail to take them properly into account? Eshman explains.
30. 3 Top Tools for Branding in a Web 2.0 World, by John Gray, iMedia Connection, 10-3-2008 As more sites and services emerge, retaining your brand identity in the Web 2.0 space is bound to get more complex. Gray offers some helpful tips for sites and strategies that will make you stand out in the clutter.
31. Branding & Search: Your Best Defense Against Losing Ground to Competitors, by Paul Wilson, Search Engine Land, 9-24-2008 Search plays an important role in branding today, since 11 billion online searches are being conducted each month. The best brands should show up at the top of a search. If they're not there, "it's like not being on the shelf at the store."
32. Gary Vaynerchuk Is Thirsty, by Catherine Holahan, Business Week, 5-20-2008 The host of WineLibraryTV wants to use the Internet via video blogs, social networks like Facebook, and microblogging services like Twitter and Pownce to build a personal online brand.to make him bigger than Oprah, Holahan reports.
33. A New Kind of Branding, by Phil Johnson, B to B, 5-5-2008 Johnson offers 10 ideas for content-based brand programs all centered around defining, recasting and distributing content.
34. Branding Is Smart Business: Why and how to build a strong brand for your biz, by Gina Watkins, ConstantContact, 4-8-2008 Introduction to branding including a definition, discussion of the visual identity of your brand, and the tone of your copy. Concludes with tips to apply these branding principles to e-mail marketing.
35. Your Guide to Working with Widgets, by Tony Bombacino, iMedia Connection, 4-14-2008 Bombacino defines what widgets are, their importance in building an online brand and discusses issues that need to be considered before creating your own company widget.
36. Customers See One Brand Online and Off, by Jeremy Nedelka, 1 to 1 Magazine, 3-1-2008 Customers don't see the difference between shopping at companyabc.com and their local Company ABC store. Nedelka explores why have many retailers yet to integrate their online sales and marketing into the rest of the organization.
37. 3 keys to unleashing your website's potential, by Dan Naden, iMedia Connection, 3-11-2008 Customers will leave your website. But what pages they leave from, and why, will tell you volume, explains Naden. Offers some essential pointers to improve your website's performance. When it comes to new media campaigns, get excited, get creative and get edgy, but don't forget the fundamentals of Marketing 101. See how good buzz can go bad, and how to avoid it.
38. Guaranteed Impressions Where You Least Expect Them, by Mira Schwirtz, iMedia Connection, 3-22-2008 With the cost to get involved coming down and the return on buy increasing, it's time for marketers to gamble on games.
39. What NOT to Do When Moving to Web 2.0, by John O'Green, iMedia Connectoin, 3-5-2008 Even the most carefully crafted Web 2.0 program can fall flat if users don't get what they have come to expect from the two-way internet. O'Green offers some key pitfalls to avoid when planning your brand's efforts.
40. Brand Control: Mission Impossible, by Sean Carton, ClickZ Experts, 2-4-2008 Trying to hold tight control over your image online, in the age of YouTube, is a huge waste of resources and can actually damage your brand if you fight the buzz and appear clueless. This is not necessarily a bad thing.
41. Marketing Lessons From Apple, by Bryan Eisenberg, ClickZ Experts, 1-4-2008 What you can learn from Apple's runaway success in marketing: people trust Apple, so they buy from the store without questioning its credibility and customer focus when buying online. Understand and cater to what moves your customers emotionally.
42. Digital Brand DNA: Who Controls Your Brand?, by Dave Friedman, Chief Marketer, 12-26-2007 "The Broadband Web is the most ruthlessly Darwinian medium in history – a channel that demands brands to innovate or die at the hands of more nimble competitors, or be pecked to death by ducks in the blogosphere." To survive suggests 7 "digital genes": fresh, adaptive, relevant, transformative, social, immersive, and authentic.
43. Branded, Quality Content Still Stands Out, by Vivek Shah, B to B Media Business, 11-8-2007 While the Web has thrown open the floodgates to self-expression, that does not negate the vital role of established brands and the trusted content they produce.
44. The Importance of Online Branding, by Asma, Elixir Systems Search Bulletin, 7-19-2007 Even though people may not purchase your product online, online branding is important because it is your identity, communicates your message to others, builds reputation and trust, and separates you from your competitors.
45. Testing Everything, by Shane Atchison, ClickZ Experts, 9-20-2007 Have you gone over the top and marketed your brand message so hard that the campaign is causing a backlash from your target audience? Suggestions for testing for brand over-exposure.
46. Coupons: A story of redemption, by Steven Boal, iMedia Connection, 8-14-2007 If you want to both boost sales and track how online is affecting offline purchases, Boal advises trying online coupons. Screenshots of online coupon campaigns.
47. Websites: The Secret to Landing Pages and Shopping Carts, by Joseph Carrabis, iMedia Connection, 7-20-2007 Site visitors are decreasingly entering via the homepage and instead are entering through other entry points, responding to an offer or a search inquiry. Are homepages still important? How can brands approach site design?
48. Top ten hints on managing your brand online, by Simon Lande, E-Consultancy.com, 7-6-2007 To manage your brand online: (1) brand standards online are more than fonts and color, (2) establish governance procedures, (3) communicate with your web editors, (4) define your standards clearly, (5) explain the benefits of following standards, (6) standardize code whenever possible, (7) keep your standards guidelines resources up to date, (8) measure web standards compliance regularly, (9) make sure the main dot-com site accurately follows your web guidelines, and (10) take standards contravention
49. How Brands Make Friends Forever on MySpace, by Michael Estrin, iMedia Connection, 6-12-2007 If you're a brand, making friends on MySpace is the easy part, says Estrin; making your friends count is the challenge. Brands needs to provide something of value just as a person seeking to cement a friendship needs to be perceived as fun or trustworthy.
50. What Matters Online? Content, of Course, by Mike Hartley, Advertising Age, 7-9-2007 Hartley believes the web-wide average click-through rates of less than 1% speak of failure on a grand scale and wonders why brand advertising on the internet so uninspiring in both its content and results. Says the secret is format and content.