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We all know what it means to say “bringing the brand to life“. Managing brand perceptions, utilizing creative advertising and marketing to make the most of a good brand, resulting in recognition, loyalty, and brand profitability. Now consider the opposite of this idea. What does it take to have a brand brought neither to life, …
When I heard that Lance Armstrong decided to advocate his passion for social media and broadcast directly with fans via the site Livestrong.com and file behind-the-scenes blogs, videos and photos from the “2009 Tour de France.” I thought wow, what an incredible way to not only get your fans involved into the race but what …
Ask.com (remember Jeeves?) recently announced that they’ll be bringing the brand to life again after 3 years without the Jeeves character. With the massive presence of Google looming overhead, Ask says they’ve been working to improve search result relevance and speed, which would prompt me to use it more from now on. Especially since I’ve …
Early in the presidential campaign we had an opportunity to see and hear many different candidates, who left an impression of their “personal” brand. Now only one has the responsibility to bring the brand to life. Obama’s brand represented “change we can believe in.” It appears to have resonated with voters since he became our …
Messaging is a critical element in the marketing tool box. Too often, final messaging to customers ends up being not “on strategy” or, worse, far off the strategy. In our experience, the reason for this lies in the gap between strategy and execution.
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