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Enhancing Web Effectiveness With Audio Sound Design
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By Jerry Bader
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The average person is exposed to an assault of stimuli each and every moment of our waking day. Some of this stimulus catches our attention, but much is filtered out as extraneous, useless, or unimportant. This filtering is our way of handling the constant barrage of information we endure. As marketers it is our job to cut through all the meaningless, random white noise of life and penetrate the consciousness of our targeted audience with our marketing messages.
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Spring 2008
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Fundamentals of Mobile and Mobile Marketing
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By Jim Nichols
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This white paper is intended to provide an overview of the mobile marketing
options available to marketers today. It is designed for the person who
wants an entry level perspective on the platform. I these pages we will
discuss:
- Mobile Terminology
- The Basics of How to Think About Mobile Marketing
- Mobile Statistics
- Mobile Marketing Options
Ultimately, this document is meant as a starting point in your pursuit for
greater understanding of emerging media options, in this case mobile. After
reading, you should have some idea of how to proceed to explore digital
marketing for your brand.
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Spring 2008
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Swarm Marketing
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By Chuck Brymer
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Watch a school of fish swim. They have no leader. No one is telling them
what to do. Instead they are paying close attention to the fish next to
them, in order to move at exactly the same time in exactly the same
direction. This type of swarm behavior defies convention. Animal groups
moving together as one without ever being told what to do. The comparison of
swarm behavior to human interaction has become increasingly relevant as
human instincts and social technologies have merged to create an
unprecedented collective intelligence.
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Spring 2008
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Branded Software Experiences—A Cost-Effective and Critical Component of Your Brand Advertising Mix
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By Jackson Fish Market
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This paper is for branding advertisers. By brand advertisers we mean the marketing leaders at the big brand companies as well as the talent at the agencies that work with the advertisers helping them get their message out. Let's acknowledge up front that we are in brand new territory (no pun intended) when it comes to brand advertisers sponsoring deep and empathetic software experiences (links to examples at the end of the paper). But there's no denying that this is a growing trend that has the capacity to bloom into a full grown "way of doing business."
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Spring 2008
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Top Performing European Retail Brands 2008
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By Interbrand
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Of all the market categories, retails offers the broadest canvas for any brand to show its true colours. From the understanding of a market that gives birth to a strategy. From the creation of environments, to the engagement of the people that bring the brand to life. To the supply of product that puts the brand into the consumer's hand. Retail really does
have it all.
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Spring 2008
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Brand Positioning Using Web-Video
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By Jerry Bader
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As Web-video presentations increase in popularity as a means of delivering marketing messages over the Internet, there will be the inevitable major successes and unfortunate failures. It is only a matter of time before Web-video becomes the dominating vehicle for businesses that are serious about marketing communication.
The businesses that will be successful will learn how to use the medium beyond its technical implementation, focusing instead on the psychological elements that communicate beyond mere surface meaning.
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Spring 2008
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Mainstreaming Green: 9 Rules for Popularizing Purpose With Today's Consumer
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By North Venture Partners
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Even though the color "GREEN" has made quite the comeback in recent years, there are a number of challenges and obstacles brands face when trying to sell purpose or social responsibility to a mainstream consumer. You see, in order for positive social change to occur on a massive scale, corporations, entrepreneurs, and marketers alike will need to become better educated and more aware of why these current and prospective conscience consumers choose, buy, use, and even dispose of purposeful products in the first place.
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Spring 2008
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The Reputation, Image and Influence of the Pharmaceutical Industry:
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By Jane Parker
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Until recently the ‘ethical’ pharmaceutical industry had an unassailable set of social, political, technological and economic credentials. Its single-minded pursuit of integrity was widely respected, and its reputation, image and influence were without equal. The reputation that took decades to build has now become severely tarnished. With stakeholder trust at an all time low the industry is now the recipient of especially vehement criticism. The strategy to rebuild the reputation of the industry will require a deep understanding of the agendas and needs of all relevant stakeholders so that expectations can be fully met. This document explores a number of possible strategic and tactical initiatives to rebuild stakeholder trust and to restore the reputation, image and influence of the industry.
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September 2007
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A Prescription to Heal the Ad Agency Business
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By Cory Treffiletti
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The diagnosis is terminal when it comes to the current Ad Agency model. Many
people have put in their two cents and diagnosed this problem, but few have
offered a solution. Few have offered a Prescription for what ails this
business and a way to fix it for the future. It is time to take an old
Biblical proverb and put it into action; “Physicians Heal Thyselves!”
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Winter 2008
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The Eight Secrets of Successful Internet Marketing
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By Conrad Jungmann
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After years of searching for ways to successfully advertise on the Internet, the online marketing industry is poised for exponential growth in the upcoming years as companies are aligning budgets to reap the many benefits of marketing programs that capitalize on the power of the digital age.
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Winter 2008
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Competition Commission-UK Grocery Market Inquiry
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By British Brands Group
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This research paper highlights that there is no such thing as an average consumer and that any analysis based on such a concept is likely to reach conclusions that are sub-optimal for some, or even all, consumer groups.
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Winter 2008
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The Brand Persuasion Wheel
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By Ulli Appelbaum
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This paper describes the six most important principles of human persuasion available to marketers and organizes them into a simple model designed to help brand builders maintain the persuasiveness of their brands in today's ever-evolving and tumultuous media and consumer environment.
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Winter 2008
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The Elongating Tail of Brand Communication
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By Mohammed Iqbal
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The whitepaper argues that digital technologies aren't just offering us more media choices but are changing the very fundamentals of our business. The paper in fact uses Long Tail economics to forge a vision of the future of brands and provides the logical and economic groundwork detailing why this will be inevitable.
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Winter 2008
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Modular Media Technologies
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By The Real Time Matrix Corporation
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This whitepaper is intended for the marketing or advertising professional who has heard about "modular media technologies" (e.g., widgets, RSS, and
Vortexes) and wants to learn more about how they can be effectively deployed in a strategic marketing program. After reading the white paper, you will have a solid understanding of the consumer trends behind Web content portability, the benefits and drawbacks of various portable Web technologies, and the knowledge foundation for developing a strategic approach to pursuing Web content portability for your brand.
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Winter 2008
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Branding Africa
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By Doug de Villiers
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Successfully branding Africa means focusing on a collection of characteristics, both positive and negative. To establish an honest brand for such a large and diverse continent, branding efforts must resist the temptation to "advertise themselves away from the truth," and instead address both the positive and negative issues with objectivism. Only by branding the truth will Africa change its complicated image in the world's perception.
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Winter 2007
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Give Them Something to Believe In: The Value of Brand Culture
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By Doug Lowell and Dennis Hahn
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Brand Culture is a new model of branding which draws upon the
anthropological concept of culture. It replaces the current model, which
depends upon a manipulative and controllable external brand image.
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Winter 2007
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Generation ''Why''
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By Patt Cottingham
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Ready or not the Generation Y global culture, or maybe more aptly named Generation "Why," is tipping the world in their direction and pointing a new way. These questioning young adults are changing how brands communicate to them, and creating challenges in how current workplaces keep them engaged.
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Winter 2008
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Authentic Personal Branding
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By Dr. Hubert Rampersad
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Branding isn't just for companies anymore, as now individuals have realized
the professional importance of personal branding. Successful personal
branding entails managing the perceptions others have of you, while being
true to yourself, your ambitions, and your brand. |
