All Blog Posts Tagged 'branding' (13)

Bridging The Gaps, The Love of Marketing - Presentation Deck

Over the past four days I have posted chapter summaries of my just finished book, 'Bridging The Gaps, The Love of Marketing'.  It offers a hypothesis about how and why consumers create emotional attachments to the various brands in their lives.  It sheds light on the 'physiology' of branding, offering keen insight into how to more effectively…

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Added by Michael B. Moore on April 3, 2014 at 10:30pm — No Comments

The AMA Gets "Brand" Wrong

“Brand is a name, term, sign, symbol or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.”



American Marketing…

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Added by Michael B. Moore on March 20, 2014 at 12:30pm — No Comments

Advertising is Art, But Art Is Not Advertising.

What I mean is that advertising is a subset of the much broader creative world of art.  It is a commercial execution of art.  It's art for a purpose; to sell stuff.  The creativity behind advertising comes from the essence of art.  



That said, art…

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Added by Michael B. Moore on February 5, 2014 at 3:30pm — No Comments

The True Power of Emotional Branding

The idea that brands should create emotional connections with their consumers has grown dramatically over the last 20 years.  Most marketers now understand that emotions can be powerful drivers of consumer behavior.  The stronger the emotional connection, the greater the consumer engagement.  The greater the consumer engagement, the…

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Added by Michael B. Moore on January 31, 2014 at 11:00pm — No Comments

The Logic of Emotional Branding

Relative to the enormous role that it plays, emotional branding is probably the least understood and discussed topic in business.  If you compare it to "content marketing", "mobile marketing", or any of…

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Added by Michael B. Moore on January 12, 2014 at 6:30pm — No Comments

3 Reasons Why Marketing Must Be 'On Strategy'

As a marketer, you've got to give every dollar you spend the greatest chance of having the biggest impact on sales and profitability.  The only way to do that is by coming up with a plan that presents your brand in its best light, and then hammers…

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Added by Michael B. Moore on December 26, 2013 at 10:30am — No Comments

The 6 Secrets of Strong Brands



It takes a lot to create a strong brand.  Great branding is the residue of product excellence, compelling marketing, and consistent consumer engagement - among other things.  Here are the The 6 Secrets of Strong…

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Added by Michael B. Moore on December 13, 2013 at 2:00pm — No Comments

Brand Positioning 101: A Coke Case Study

Positioning is the DNA of a brand. It defines its personality, look, feel, and message.  Everything that touches consumers should flow from this strategic blueprint.  Companies select which consumers to market to based upon business factors, and then the brand positioning is constructed to determine what to say and how to engage with them to maximize brand preference and purchase.…

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Added by Michael B. Moore on November 22, 2013 at 9:30pm — No Comments

Everything Communicates in Branding

I had an experience over the weekend that brought into focus one of the most important laws of branding.  I frequently talk and blog, and…

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Added by Michael B. Moore on November 13, 2013 at 11:00am — No Comments

5 Tips On How To Pick The Right Ad Agency

For most b2c companies, a high-performing brand is the most productive path to growth.  Branding connects your business to more consumers with compelling…

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Added by Michael B. Moore on October 31, 2012 at 9:00am — No Comments

7 Steps to A High Performing SMB Brand

Any company can have a high performing brand that dramatically increases sales and profits. You don’t have to already be Coca-Cola or Apple to have…

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Added by Michael B. Moore on September 30, 2012 at 4:30pm — No Comments

Advertising Is A Lifestyle

 

 

Great…

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Added by Michael B. Moore on June 30, 2012 at 7:30am — No Comments

The Resurrection of Advertising

It seems like every few weeks I see a new article proclaiming the death of advertising.  With all due respect, give me a break.  For better or worse, society is becoming even more consumerist, not less.  The fundamental need of companies to share information about their products, brands, and…

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Added by Michael B. Moore on May 22, 2012 at 1:30pm — No Comments

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