Tagged 'brand marketing'

Why innovation isn't always positive

Posted by Chris Arens on August 20th, 2014 at 4:04 pm

Editor's note: Chris Arens is the host of the iMedia Brand Summit.
I'm sure most of you have heard that there are two sides to every story, or that for every positive there is a negative. For some of you who enjoy pontificating on paradoxical challenges such as these you might have surmised that our entire world is made up of opposing forces. Think about it a battery has a positive and negative side, volume up (+) volume down (-), temperature (I mean why is Kelvin not just "0" rather than -273.15 degrees?), and even basic numbers have a positive and negative attribute. Lastly, the Earth is controlled by two magnetic fields playing off of each other creating Poles (i.e. polar opposites). So given this dynamic and ever-present relationship with one another, I've come to realize that for everything in our world there is a seemingly positive and negative state - One man's heaven is another's hell!

Recently, I've been studying up on human behavior, and really all of us in the advertising and marketing world should always be brushing up on this subject matter. Through my studies though, I've found that our brains are attuned to creating efficiencies in our everyday... Read more

CVS proves that the right domain can be a huge win for your brand

Posted by Dima Beitzke on February 25th, 2014 at 10:25 am

Earlier this month, CVS Caremark announced that it would stop selling cigarettes and tobacco products in its stores- a groundbreaking decision not only for the company but the retail industry. Now from a branding and communications standpoint, CVS has been lauded by industry influencers for how well the company handled the announcement. And one of the top factors for their success? A custom domain.
In an article appearing in Forbes, marketing expert Carmine Gallo discussed the specific tactics CVS used to make its story more shareable and drive awareness for its anti-tobacco plans, and the company’s use of a dedicated, on-brand landing page was at the top of his list. Gallo notes that while most brands would simply add the news to a section of their corporate website, CVS took time to use a separate domain: cvsquits.com. Navigating to this site gave people a hub for every asset CVS had about the announcement – key statistics, timelines, press materials and photos – so that the most pertinent information was centrally located and easily accessible. Typing cvsquits.com into a web browser redirects to a page on the CVS Caremark corporate site – which makes content easier to manage on the back... Read more

Digital Marketing Pulse Survey Invite: Are Brand Managers Prepared to Succeed?

Posted by Denise Zimmerman on July 23rd, 2013 at 9:08 am

Digital Marketing Pulse Survey Invite: Are Brand Managers Prepared to Succeed?
The impact of digital platforms, technologies and channels on our brand and marketing plans is increasing and evolving in seemingly constant motion. In response, brand decision-makers, stakeholders and influencers are challenged and roles are shifting to effectively address brand marketing objectives in an increasingly digital world.
Are brand managers prepared to succeed with the rise of digital marketing?
We are on a mission to find out – and more importantly to share those insights and tips from our research.
If you can spare 5 minutes please share your experience and insights with us. We have released a survey to help fuel insights on the subject and would value your participation. We have also thrown in a chance to win a mini-iPad.
The survey results are designed to help fuel broader insights for an up-coming iMediaconnection.com article as well as a research brief.   Survey participation is anonymous.
To take the survey please click here (or cut & paste): http://bit.ly/114Qjlq
Other thoughts, insights or comments welcome!
Thanks in advance - Denise Z.

How to Defend Your Digital Brand Using Qualitative Market Research

Posted by Willie Pena on July 3rd, 2013 at 8:22 am

When it comes to digital brand success, effective brand defense is essential. Qualitative market research offers powerful information and insight to help optimize and create effective defense strategies. Whether you are responding to market trends and competition or implementing a proactive defense strategy to stay ahead of the curve, these tips will help to get you started and improve your chances of success.
What is Qualitative Market Research?
Qualitative market research methods are techniques that brands use to obtain insight into the behaviors of their audience, market or competitors. Instead of focusing on what decisions others are making, qualitative methods delve deeper to obtain information on how and why decisions are made.
In most cases, qualitative research is conducted using small groups. Focus groups, in-depth interviews, video chats and forum discussions are all common ways of conducting qualitative research. Sessions might take place over a few hours or extend for a month or more. During your research efforts, it is important to engage your audience to analyze not just their answers, but body language, confidence, tone and other aspects as well.
Important Qualitative Research Considerations for Digital Brands
Traditionally, qualitative research was conducted in person with a professional moderator. One-way glass and other observational methods... Read more

Omnichannel Retail: The Rise of the Olympic Brand Experience

Posted by Samantha DeVita on January 27th, 2013 at 3:05 pm

No, omnichannel is not big brother. It's an enhancement to the overall consumer experience and ultimately an increase in revenue...and brands that are successfully adapting understand that digital and social are leveling the playing field and recreating the customer experience, not to mention the meaning of their brand promise.