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Branding Tag

Gianfagna Strategic Marketing / Posts tagged "Branding" (Page 3)

10 Signs it’s Time to Shake Up Your Marketing Strategy

When business is good and sales are going well, it’s easy to get complacent about marketing. After all, if it ain’t broke, do you really need to fix it? Yes, you do. Complacency in marketing can be a costly mistake. Markets, competitors, and channels change fast. If you’re not keeping pace, you can fall a step behind. Sooner or later, your bottom line will show it. Here are 10 signs it’s time to give your marketing strategy a jolt: Looking dowdy at the tradeshow: Tradeshows are like a marketing face-off with your...

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How Trader Joe’s Creates Branding Magic with Facial Tissues

Trader Joe’s, the quirky grocer and wine merchant, is destination shopping for many consumers. There’s a Trader Joe’s near my home in Cleveland, Ohio and my friends often find a way to squeeze in a trip to Trader Joe’s when they visit. Why is Trader Joe’s so popular? Because it does two things exceptionally well: It sells high-quality food and wine at value prices and masterfully brands itself and its private label products. Here’s how Trader Joe’s turns an ordinary private label product – a box of facial tissues – into a...

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When Does “Edgy” Marketing Go Over the Edge?

Have you seen the new “Ship My Pants?” ad campaign from Kmart? The TV spot is a viral sensation with nearly 16 million YouTube views. It’s been featured on CNN and The Today Show and it’s everywhere on social media. But just imagine the discussion that took place at Kmart when the company’s ad agency, Draftfcb Chicago, proposed an idea that sounds a lot like what happens when you don’t have time to make it to the bathroom. When is “edgy” marketing over the edge? Would you have said yes to “ship my...

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A Peek Inside the C-Suite: CMOs Re-define Marketing’s Role

Chief marketing officers at top companies are using customer insights and passion to build brand equity and increase the strategic value of marketing within their companies, according to new research by Dr. Rachel Talton, an award-winning marketing and branding consultant, researcher, and author in Cleveland, Ohio. Here’s what Talton has learned about today’s CMOs and some tips for how marketing agencies can help clients create smarter marketing strategies....

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More than Swag: Why Branded Premiums are Smart Marketing

Branded premiums and promotional products can be an extremely effective tactic in a smart marketing strategy, especially for business-to-business (B2B) marketers. Here’s why you should be using branded premiums and seven tips for selecting a premium for your business....

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7 Tips for Creating a Powerful Tagline for Your Brand

A brand identity is an organization’s public face. The visual representation of a brand – the logo – is often paired with a short marketing tagline that positions and differentiates the brand in the marketplace. The tagline’s role in branding is straightforward: Communicate the company’s most important advantage, benefit, or point of distinction in a few compelling words. But it’s harder than it looks – and most marketers fail. In part two of this two-part post, here’s advice for creating a powerful positioning tagline for your brand in a smart marketing strategy. ...

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Branding Strategy: The Power of a Positioning Tagline

Which candy “Melts in Your Mouth, Not in Your Hand"? Which car is “the Ultimate Driving Machine”? Which auto insurance company puts you "in good hands"? If you're an American consumer, you know the answers to these questions without even having to think, because smart marketers like Mars, BMW, and Allstate have created unforgettable positioning taglines that have become powerful components of their brands. What is a positioning tagline? Does your brand need one? And how do you create a great one? In part one of a two-part post, I explain why...

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