TWMG Brand Building and Management

Some Smokers Believe Branded Cigarettes Are Less Harmful

2012-01-01T17:58:00.000-08:00

In a recent survey, more than twenty-five percent of young smokers aged 16 to 25, said they believe cigarettes in branded packaging are less harmful than those packaged in a plain design; based on the packaging and design alone.

Because many young people are not fully aware of the risks of smoking, the aggressive branding strategies employed by Tabacco companies, such as glitzy and eye-catching packaging; can be more persuasive. In fact, one in six young smokers surveyed said they would consider the pack design when deciding which cigarettes to buy. Furthermore, 12 percent surveyed said they would choose a brand, because it was considered "cool."

Although tobacco advertising is banned in several regions, tobacco companies can still make effective use their packaging to promote their brand and mislead consumers. In perhaps the strongest and most disturbing example of this misconception, 25 percent of regular smokers aged 16 to 25 believed a branded pack of cigarettes, was less harmful than another.

In light of the mounting evidence of this aggressive brand building strategy, governments from around the world are considering adopting Australia's progressive lead, and banning all eye-catching designs and branding from cigarette packaging; to deter young people from being lured into smoking. In a desperate move to preserve their precious branding opportunity, the Tobacco Manufacturers' Association argues that the introduction of "plain packs, would likely lead to yet further increases in the illicit trade in tobacco products, by making them much easier for a counterfeiter to copy; than existing branded packs."

Supermarket Copycat Branding May Have Duped Holiday Shoppers

2011-12-26T08:48:00.000-08:00

Are Supermarkets using copycat branding techniques, to make their own products resemble popular, branded goods? Officials are concerned that shoppers may have been duped into buying products they didn't want this Holiday Season, because of confusing product branding. Many experts have voiced concern, that the copycat practice is intentional, and meant to persuade consumers.

"There are a range of ways that we could change the trademark legislation to not just trademark the name, but [also] trademark the look," said one Food and Grocery Council executive.

An associate professor from the University of Western Australia, says that supermarkets are "pushing the limits" of what is considered legally acceptable, under trademark law. Although there are a variety of laws, that are designed to prevent companies from copying the brand building efforts of other businesses' products, trademark laws are not doing enough to protect manufacturers; or consumers.

Establish and Build Trust With Branded Content

2011-12-19T19:41:00.000-08:00

After reporting a drop in spending in 2010, a recent study suggests that corporate spending on generating and distributing custom branded content, has reached its highest level ever; on average. In fact, according to a recent study, U.S. firms have spent an average of $1.91 million this year; on branded content. Of that, the report attributes approximately $450,000, or nearly 25% of spending, to digital PR services and other forms of electronic branded content.

Businesses' primary motivation for creating and broadcasting branded content, among almost half of companies (49%), was to educate new and existing customers. The motivations for brand building that followed education, included customer retention and upselling of products or services; which werevery closely tied for second place.

Furthermore, the study also determined that generating meaningful branded campaign content, also contributed to establishing and building a trustworthy online reputation; and consistency in a businesses' brand. When a business' sales team’s message works in cooperation with branded content, and the message is effectively broadcast in social media and across the Internet, businesses can quickly become a reliable, trusted source of information.

Twitter Brand Pages and Their Brand Building Opportunities

2011-12-15T11:42:00.000-08:00

From the new brand pages to embeddable tweets, the recent changes to Twitter are substantial and will improve the way businesses and brands use; the popular social networking website.

Approved for ONLY 21 brands (with The Rock eyebrow), the new brand pages have a lot of improvements over the standard Twitter profiles and verified accounts. Branded pages will have the benefits of their @ replies and mentions displayed separately, for much easier review. In fact, tweets that mention the brand's name will be separate from tweets directed at the brand. As well, digital PR firms will be able to track the impact of their tweets across their audience, by observing the actions other users take; in relation to the brand's related tweets. This feature is reminiscent of Google's Ripples, and can be useful in identifying Twitter users, who are the most influential; in the brand's niche.

Furthermore, Twitter has added customizable header images, which will allow for more visible real estate. Brands should take this valuable opportunity to insert their brand logo, a promotion, or remarkable special. Let's face it, the space increase means more opportunities, to build your brand or business. In addition, brand managers can choose to feature a particular tweet above the brand's timeline, which auto-expands to reveal video or embedded photos; from within the tweet. This should encourage businesses to showcase the brand’s breaking news, special product, featured content, and much more.

In our opinion, the Twitter redesign will allow brands to more effectively promote their brand building message, while at the same time monitoring valuable online reputation management information; and communicating with the consumer audience.

Sony Shifts Focus to Smartphones and Rebranding in 2012

2011-12-07T19:23:00.001-08:00

Now that Sony is no longer engaged in a joint venture with Ericsson, it will drop the Ericsson brand name next year. This means that all phones produced post mid 2012, will carry only the Sony brand.

Sony says it is looking forward to having greater resources at its disposal, and is ready to take a sizable piece of the consumer market, away from it's competition. Next year, consumers can expect to see the company utilize more digital PR services, to increase and improve it's marketplace exposure, as the company goes through a rebranding. In doing so, Sony will look to improve on their existing marketing and advertising strategies.

In 2012, consumers can expect that Sony brand managers will step up their brand management campaign efforts, re-focus, and invest more in brand building strategies; that target specific markets. For example, Sony has plans to exit the feature phone market, and concentrate on building bigger and better smartphones. In a strong move toward this, Sony has partnered with Google, and will continue to make Android smartphones; in the future.

Building a Diamond Brand Takes Engagement

2011-09-21T13:25:00.000-07:00

As is the case with many other luxury products, the image of a diamond as a valuable commodity, has been preserved through clever marketing and branding campaigns. In particular, the De Beers diamond advertising campaign is widely regarded, as one of the most successful campaigns; in history.

N. W. Ayer & Son, the advertising firm retained by De Beers in the mid-20th century, succeeded in reviving the American diamond market and encouraging new markets with it's slogan "a diamond is forever." The multi-faceted brand building and marketing campaign, included product placement, advertising the diamond itself (rather than the De Beers brand), and building associations with celebrities and royalty.

The approach was a generic, with the intention of focusing upon the promotion of diamonds in general, or particular types of diamond engagement rings and diamond jewellery; rather than specific brands. The "a diamond is forever" campaign lasted for decades but was effectively discontinued in early 2011. This slogan is now being used by De Beers Diamond Jewelers.

Search Engine Marketing Firms Should Educate Their Clients

2011-07-31T19:20:00.000-07:00

For many website owners, the thought of having to advertise and promote their business, brand and website on the Internet, as well as in traditional forms of marketing; is overwhelming to say the least. It is for this reason, that many companies look to digital PR firms and search engine optimizers, for dependable marketing results.

Although this may seem like a viable alternative to a do-it-yourself campaign, there are a number of entrepreneurs who are still reluctant, to use digital PR services; or search engine marketing professionals. In fact, I am convinced that the biggest obstacle facing business owners; is their own apprehension. So, with that being said, what is the answer? It's simple. Internet marketing firms, must educate their clients.

Aside from the contractual duties that must be performed, digital PR and Internet marketing firms have an obligation; to educate their clients. Not strategies and technical jargon, but instead by sharing things like past experience, useful advice and current research data. Taking the time to educate clients about their competition, consumers and marketplace, will encourage a deeper understanding of the Internet and search engine marketing services provided, and in turn; associate real value in them.

Social Communities Offer Brand Building Opportunities

2011-07-26T16:41:00.000-07:00

Established social communities like Facebook, YouTube and Twitter, are becoming an increasingly popular hang-out, for consumers, businesses and brands. The introduction of Internet marketing and the speedy adoption of social media, has created an excellent opportunity for companies to communicate with consumers; and build their brand online.

Developing a company Facebook page for example, has become common practice and practically a necessity, for most businesses and brands. In a recent discussion with Ramadama Dingdong, the brand manager cautioned business owners that "Meeting and engaging motivated consumers, and even other brands, in large social communities like Facebook, Twitter or YouTube; is not an opportunity that should be missed." He continued to say that "Businesses that take their time to participate in the conversation around them, and make a meaningful contribution to the community, will be pleasantly surprised by the number of consumers who will approach; eager to learn more about their business and brand."

Regardless of whether you are using Facebook, YouTube and/or Twitter to build your brand, if the proper Internet marketing strategies are applied to an ongoing brand building campaign, you can effectively increase your marketplace exposure, generate consumer awareness and improve brand recognition. Furthermore, the relationships that you forge through this approach to social media marketing and brand management, are often long-term, deeply meaningful and highly supportive.

Take Your Social Media Marketing Personally

2011-07-11T18:57:00.000-07:00

An open and pro-active approach to social media marketing, encourages businesses and brands to connect with their friends, followers and fans, by promoting a two way conversation; that inspires consumer participation. If businesses take this personalized approach to brand building with their social media resources, it will encourage deeper customer relationships, and promote long-lasting brand loyalty; and continued company support.

By personalizing your social media interactions with a genuinely human touch, it will provide an opportunity to build a brand, with the support of trusting and loyal consumers, who have confidence in your business. However, to be successful at this approach, businesses must consistently generate rich and meaningful content, that is written in first person; and uses a steady and conversational tone. Furthermore, particpants should use their proper name, and display appropriate photos so that other community members can closely relate, and become less apprehensive about building open relationships; with social media administrators.

If you inspire a personal, open and direct conversation with active Internet consumers, the information that is shared between you and the audience, will flow naturally into their network of family, peers and community. This unintrusive method of promotion, encourages the highly desirable viral benefits, of word of mouse marketing. In fact, each time a fan or follower comments on your Facebook page or status update, their interaction is shared with (an average of) one hundred and thirty; of their friends. This action increases positive business exposure to potential clients, and promotes brand reinforcement for existing customers.

Exact Match Domains Still Influencing Google Search Results

2011-06-28T07:35:00.000-07:00

Since viewing a Webmaster video from Matt Cutts, in which he spoke about the influence of exact match domain names on Google search results, our staff has conducted and monitored a number of detailed SEO experiments; in an ongoing effort to prove or disprove the EMD theory.

Although branded domain names are popular with corporations and businesses, Internet and search marketing professionals may recommend a domain name that is heavily influenced by their detailed keyword, and keyword phrase selection. This is likely because, it appears that exact match domain names are favored in Google search results, repeatedly and consistently.

When we began to monitor the Google search results for an international SEO competition, our marketing and brand management staff observed results that confirmed, the popular EMD theory. In this case, the domain names that included the keyword ramadama dingdong, appeared to be favored over other domains in Google's results; when searching for "ramadama dingdong."

Once again this demonstrates, that if consumers are commonly searching for a brand by name, then a branded domain name is ideal. Otherwise, an exact match domain that is based on a search term, is strongly recommended until Google changes it's algorithm, to reflect a new position on the influence of EMDs; in it's own search results.

Build Your Brand on Three Principles

2011-05-10T07:05:00.000-07:00

One of the most important aspects of introducing (or even re-introducing) your business, product or service to consumers, is identifying the principles of your organization; that connects you with customers. This can often be found, within the contents of your business's Mission Statement.

Although the company's Mission Statement, may contain a number of applicable terms to describe your business's strengths, focus your attention on the three (3) best words. For example: professional, dependable, knowledgeable. Take your time when determining your selections, because the words that you commit to, will combine to form the foundation of your organization's brand building message.

Once you are completely satisfied with your choices, these three words must consistently appear in all forms of your business's marketing and advertising, both online and offline. Furthermore, your efforts must relate a cohesive story about your business, that is based on the three principles you have identified, and connects you with new or existing customers. This approach to building your brand, will encourage apprehensive consumers to build a lasting relationship, with your business, products and service.

Guest post by the Swamp Ass, Ramadama Dingdong.

FB Legacy Inspires a New Fashion Movement- What's Your FB?

2010-08-01T11:44:00.000-07:00

The brand that sparked a movement of fashion and music fusion is back, and they want to know; What's your FB?

The FB Legacy collection, is inspired by turn-of-the-century industrial workman wear. The brand provides complementary wardrobe staples, and represents the modern man; with core sportswear apparel. According to the clothing line’s founder Daymond John, FB Legacy is the "modern-day response to ever-changing fads.”

The "What's your FB?" campaign has been launched to demonstrate the difference between FB Legacy urban hip hop clothing and current Industry fads. Each vignette features an actor, athlete or artist who represents Mr. FB.

In one spot, called "Trendy vs. Slim Thug", Slim Thug stands opposite a guy dressed in a ridiculous outfit. The rapper clearly states that his style is not about baggy jeans, which he jokes were popular 10 years ago. Then, as he flashes his bank roll in front of the camera, he tells "Trendy" that he "wouldn't be able to fit it in them tight jeans." Slim Thug ends with the brand's tag line: "Trend is short. Style is forever, Baby. What's your FB?"

The highly anticipated FB Legacy collection, which will hit stores in the Fall of 2010, is an opportunity for the clothing line; to return to its deep rooted history.

“We are trying to educate the kids about the history of it...We’re a legendary brand. We were around for a long time” says Daymond John. In an article written for the globalgrind.com, author PiperMckei writes:

"...a sense of pride overcame me as I thought of the meaning of the brand, the friendship between four Queens natives that remains just as solid as it was at it's inception. We've seen a lot of brands sweep through Hip-Hop and Fashion, but none of them seemed to connect with the people like this one has. It's inspired artists to become brands, it encourages unity and pride amongst the masses and it has managed to persevere in an 'City of Iron'."

The new FB Legacy clothing collection, as defined by founder Daymond John; is a "sportswear for the modern man, that will compliment any wardrobe".

Sources say, the FB Legacy clothing line will launch on DrJays.com, in the Fall of 2010.

YMCA Adopts New Brand Strategy- Branding Y

2010-07-23T07:11:00.000-07:00

For the first time in nearly half a century (43 years), YMCA of the USA is adopting a new branding strategy; which includes a change from the traditional logo as well.From now on, the more than 2600 YMCAs in the United States; will consistently be branded as “the Y.”

Earlier research performed by the YMCA, provided disturbing and eye-opening results. "Nearly 100 percent of Americans recognized the YMCA name, but very few understood what it stood for."

The Y's new marketing/branding strategy, is designed to increase awareness and understanding of the impact; the organization makes in their communities. As well, the organization intends to offer more programs/services, to more people; in the following three (3) areas: Youth Development, Healthy Living and Social Responsibility.

The new branding strategy, will simplify how the Y is able to communicate the programs and services; they continue to offer clients. The organization's new message is focused and clear: Every program/service offered by the Y, is designed to nurture the potential of children/teens, improve health and well-being, and motivate people to support their neighbors; and their community.

I Guess Hemi's Don't Come in Green

2010-07-08T08:56:00.000-07:00

First Chevrolet (Chevy) and now Chrysler (Hemi). Why are car manufacturers abandoning the car enthusiast brands, that have helped to forge their enormous success?

In support of a recent decision, Chrysler has initiated a campaign to distance itself from the performance-oriented Hemi brand; in favor of a greener and more fuel-efficient image. Chrysler says it intends to invest it's marketing dollars into the new Pentastar V6 engine technology, that it promises will improve fuel economy (in its vehicles); by as much as 25 percent. Wonderfully environmentally-friendly, except the car still runs on gas; right?

Do you remember the old "That thing got a Hemi?" advertisements? The term "Hemi" was once a branding bonanza. The brand spoke of power, performance and dependability. If someone asked you "That thing got a Hemi?", and you answered "Yes"; you instantly earn the admiration and respect of your audience. It was a status symbol. It did not require further explanation, or a follow-up...except for maybe "Sweet"?

Nevertheless, Chrysler has said that (most of) their vehicles, will no longer be powered by Hemi. Except, guess what? They really are. Chrysler has said that it will allow the Hemi name to be use sparingly, for the line of V8 engines used on certain Dodge and Ram vehicles; but will be cut entirely from Chrysler models. The remaining members of the Dodge/Jeep lineup running the iconic Hemi engine (300C, Charger RT and 2011 Jeep Grand Cherokee) will be branded as a "5.7-liter V8." Wow, that sounds much more fuel efficient! Instead of just knowing, what (Hemi) was taking all my gas money; now I know exactly how (5.7L-V8) it takes it.

Sorry, I don't buy it. The change initiated by Chrysler, is not about manufacturing a greener vehicle for consumers; it is about creating a greener image for the company. Consumers who look to buy a Hemi, are not concerned with fuel efficiency. They accept that they must sacrifice fuel economy, for the power, performance and dependability, the Hemi brand promises. Start telling consumers how big (5.7L-V8) that Hemi really is, and you just might scare them away.

How and Why Kellogg's Built Brand Classics

2010-06-23T06:52:00.000-07:00

In recessionary times, when financial markets, governments agencies and major institutions are unable to deliver the “feel-good” products/services that consumers demand; shoppers will (most often) turn to more promising sources of strength and assurances. When times are tough, consumers will consistently select the brands and branding, that transports them back to the “good old days”; with the promise of a secure and familiar experience. In many cases, consumer satisfaction is derived from a form of entertainment, clothing, food or automobile.

Typically, consumers believe that days from the past; are/were somehow better. Even people too young to remember, will entertain feelings of fondness for places and products, that inspire the feelings of happiness; from the “good old days.” When there seems to be no reprieve from their daily miseries, people will reminisce about the things that have represented stability and integrity; in their life. They become nostalgic for the simple and genuine articles, that they perceive as classic and authentic. So, when the going gets tough, the toughest brands turn to the past; to help consumers feel better about the present.

Consider for a moment, some of the brand building strategies that Kellogg has implemented, in the marketing some of their more popular products; to consumers. For example, the Cornflakes advertisement, promotes that it has been considered "The Original and Best" since 1906. To further reinforce the classic/traditional message, Kellogg's has utilized vintage Normal Rockwell pictures, to remind consumers of how traditional; Cornflakes really are. As well, the company's Rice Krispies Treats are also represented in print, television and websites, in such a way that it consistently reminds consumers; that "this classic delicious snack has been making memories for kids and parents alike for generations." You can see how this ad is not at all elusive or illusionary. It focuses on Family and Tradition. Two things that strongly influence a consumer's memories of the “good old days.”

Successful Internet Marketing and digital PR firms have realized and accepted, that the past is making a comeback in brands; and in branding strategies. The most resilient brand names have put forth the effort, to ensure that their products/services can be revived as classics; for many years to come. The companies that are the most successful at this approach, will closely associate their brands with positive feelings and experiences, and encourage future recollection of these memories; when times get tough.

My Memo (Back) to GM: Reconsider Your Chevy Branding Position

2010-06-21T10:02:00.000-07:00

Recently, GM executives sent a memo to their employees, instructing them to stop referring to the company’s most famous product as a “Chevy”; when making mention to dealers, family and friends. With this move, it would seem that the company (GM) is making an aggressive effort to disassociate itself with a brand, that has become one of the most recognized names on the planet; and an icon of popular culture.

Consider for a moment: How many companies have earned enough consumer devotion to a product, that customers have generated an affectionate "pet name" for it? Coke, Bud...Chevy? This has been the positive end result, for some of the most recognized brands in the world (like Coca-Cola or Apple), who have repeatedly demonstrated consistency in their branding strategies; year after year.

I am certain that the GM executives are aware, that in an effort to encourage sales and promote consumer awareness/loyalty in the past, their branding strategies have made a promise to Chevy customers. As a result, this promise is heavily reflected in the Chevy car or truck buyer's immediate and future expectations of the company, product and brand. Not only have consumers selected the popular Chevy brand because it meets their basic needs, but also because the brand has promised a certain quality or style; that they have grown to rely upon. And, when a recession hits and the competition for diminished auto sales increases, the details that seem insignificant to GM, may suddenly become increasingly important; and heavily influence the Chevy consumer's consideration/purchasing process. Perhaps, it will be enough to entice more Chevy customers to address the question: "Have you driven a Ford lately?"

For a company that only a year ago had to be bailed out of bankruptcy by U.S. taxpayers, and is still predominately owned by the federal government, GM should seriously reconsider their decision to omit the popular nickname (Chevy); that clearly embodies half the appeal of their flagship brand (Chevrolet).