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Word of Mouth |
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When a customer complains about your product, service, guarantee, or Web site, it's not always because the quality was lousy. It may have been because... more |
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Webogram Power |
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We've all done it. We've entered a store planning to purchase a single item -- a set of bags for the vacuum cleaner or perhaps some tomato paste. Then,... more |
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Turn Customers Into Marketers |
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P2P marketing is hardly a new phenomenon, however it is a phenomena that is about to be leveraged to unprecedented heights using our next generation of... more |
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Three Step Brand Check Up |
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Sorry, but this is for your own good. Open wide. Say, "Uniqueness, consistency, consumer focus." Well, say what you like, so long as you use your brand's... more |
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Tell The Truth |
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Some years a go a British real-estate chain decided to go the totally reverse way when selling houses and apartments. We all know the usual real-estate... more |
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ROI Branding |
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The days where branding was all about big budgets and doubtful return on investments is long gone. Even though the big brand image campaign still might... more |
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Over Deliver |
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For most manufacturers this initially would sound like a nightmare – but is it?
Recently I checked into The Peninsula Hotel in Chicago. Knowing... more |
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How to Rip Out the Competition in One Go |
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Some years ago, an Australian takeout pizza place used the Internet in an attempt to boost sales. Traffic was slow. Hardly anyone visited the site. The... more |
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Emotional Ties |
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A couple days ago, I was in a Scandinavian airplane on my way to Los Angeles. Ignoring the airline food, I noticed a cute little branding experiment on... more |
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Creative Thinking is Required |
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Some years ago, an Australian takeout pizza place used an untraditional channel in an attempt to boost sales. Traffic was slow. Hardly anyone visited the... more |
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Country Branding |
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While the whole world was celebrating New Years Eve one country had another point on the agenda – to leverage those pressures seconds after the clock... more |
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Brand Survival |
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As the international financial downturn continues, so does the test of branding.
I’m sure you’d agree with me that the easiest strategy for... more |
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Brand Alliances Put to the Test |
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I'll bet that, more than once in your career, you've pondered the risk of teaming up with some other brand in a co-branding deal. The deal probably looked... more |
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Branding Your E-Mails, Part 2: Find Brand Loyalty Close to Home |
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How do you achieve effective, branded e-letters? Well, last week I introduced the idea of branded e-mail, and I'll explore the topic further this time,... more |
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A Personal Recipe for Branding Success |
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Some time ago, I checked into a hotel in Hong Kong. The receptionist handed me a bunch of business cards. They weren't the hotel's business cards but my... more |
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