My Marketing/Branding Favs Over 2 Years
July 1, 2009 3 Comments
In a continuation of the look back at my first two years of blogging, today I’m listing some of my…
Favorite Marketing/Branding Posts
From my perspective, brands aren’t color palettes or logos. They’re not tag lines or advertising campaigns. They’re an organization’s raison d’être. Here’s how I describe branding:
True brands are more than just marketing slogans, they’re the fabric that aligns all employees with customers in the pursuit of a common cause.
- Brands Are Dying; Deal With It (3/6/08). It’s time for companies to reinvigorate their brands.
- My First 8 Steps As A New CMO (9/13/08). I was pleasantly surprised by the enormous readership of this post which outlines how CMOs can get started.
- JetBlue’s “Happy Jetting” Is More Than Empty Promises (5/8/08). JetBlue showcases some basic principles of brand building.
- Ford (Finally) Turns Employees Into Brand Ambassadors (4/16/08). It’s critical to get your employees on board (and engaged with) any marketing efforts.
- CMOs: Start Building (Real) Loyalty (4/3/09). Highlights different research that can help CMOs build loyalty.
- 6 Steps For The President To Revive “Brand USA” (11/3/08). Even the USA has a branding problem.
- Marketing Lessons From An Ex-Marine (12/20/08). Find out how marketers can apply a Marine approach called BRASS.
- John Hancock Repositioning Provides Lesson About Empty Promises (4/24/08). Advertising should be used to reinforce branding, not create it.
- Firms Need Some Soul Searching (9/25/07). An important lesson from Aretha Franklin.
- Don’t Let Profits Replace Purpose (8/13/07). Brands are much more than color palettes and logos, they represent a company’s reason for being. Many companies have lost site of that.
The bottom line: Most organizations need to re-establish their raison d’être.



I enjoy reading your post, keep posting like this informative article, I’ll be back to read your next posting
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Hey Bruce.
I’ve happened by your blog whilst doing some research. Really interesting.
My company is involved with sonic branding and using sound to improve customer and brand experience. I really think brands should pay attention to what you are saying.
If you are interested please read my short white paper that basically sums up everything we believe in. Would like to know your thoughts.
http://tinyurl.com/CJsoundadvice
Wow – thanks for these links. Some brand building here actually – seriously – matters to the end consumer.
I think everybody needs to sit back for a second and read the cluetrain manifesto – http://www.cluetrain.com/ . Seems like people forget that markets are people sometimes.