Branding

Sports Box Out the Arts in Brand Sponsorship

Sports Box Out the Arts in Brand Sponsorship

By

69% of the $19 billion spent on marketing sponsorships in the U.S. last year went to sports. Only 5% went to the arts.

In the Age of Storytelling, Is the CTA Still Viable?

In the Age of Storytelling, Is the CTA Still Viable?

By

Marketers have always put calls-to-action in messaging, but research suggests that sequenced ads may be more effective.

World Cup Engagement with a Side of Hash(tags)

World Cup Engagement with a Side of Hash(tags)

By

Anyone can create a hashtag (and #AnythingCanBeAHashtag)—but only some hashtags resonate.

Infographic: Marketers Lose Sight of the (Money)ball

Infographic: Marketers Lose Sight of the (Money)ball

By By

Failing to measure ROI keeps marketers from getting to the big leagues.

Mobile Payments Will Force Credit Card Marketers to Rethink Branding

Mobile Payments Will Force Credit Card Marketers to Rethink Branding

Companies promising to simplify the card carrying experience threaten to eliminate one of the credit marketer's most time-honored branding tools.

The Tweet Beat: Marketing Heartbleed

The Tweet Beat: Marketing Heartbleed

By

No one's saying the massive security flaw isn't real—but lots of people are cynically noting how Heartbleed feels like part of a marketing campaign.

What Direct Response Marketers Need to Know When Moving Into Retail

What Direct Response Marketers Need to Know When Moving Into Retail

5 ways direct response marketers can be more brand focus in their marketing plans

The Rationale Behind Personal Branding

The Rationale Behind Personal Branding

By day, Mayur Gupta is global head, marketing technology, at Kimberly-Clark. In his off-hours, he blogs.

What's Your Social Persona?

What's Your Social Persona?

By

Marketers should align their social interactions with how they want their brand (and their personal brand) to be perceived.

The Dollars and Cents of Email Deliverability

The Dollars and Cents of Email Deliverability

5 ways marketers can ensure that customers receive, open, and respond to their email.

7 Ways to Liven Up Your Branding

7 Ways to Liven Up Your Branding

By

Marketers can express their brand message in unexpected places—and surprise and engage customers in the process.

Is Customer Service Killing Your Brand?

Is Customer Service Killing Your Brand?

4 reasons marketers should care about customer service and how it affects their branding and customer retention efforts.

Just Because I Know You Doesn't Mean I Like You

Just Because I Know You Doesn't Mean I Like You

One Tough Question: What marketing measure is overrated or outdated?

Three Overlooked Email Marketing Truths

Three Overlooked Email Marketing Truths

Email marketing is far more than a way for brands to send content and promotions.

Brand of Gold

Brand of Gold

Personal branding for marketers and salespeople alike is a business imperative.

A Logo You Can Listen To

A Logo You Can Listen To

By

Branding isn't just for your eyeballs. Ears can also get in on the action.

Infographic: Any Way You Want It, That's the Way You Need It

Infographic: Any Way You Want It, That's the Way You Need It

By

When it comes to communicating with brands, customers move to their own beat.

Infographic: Brands Leave Their Mark on Consumers

Infographic: Brands Leave Their Mark on Consumers

By

Consumers would rather buy their favorite brands than shop around for private label products.

Tennis Star Sexes Up Classic Champagne Brand

Tennis Star Sexes Up Classic Champagne Brand

By

Moët & Chandon's new brand ambassador Roger Federer kicked off his new role with a slick photo shoot with fashion photographer Patrick Demarchelier.

Is Your Brand an Empty Promise?

Is Your Brand an Empty Promise?

Three steps to making and keeping a compelling brand promise

November 2012 Marketing Challenge: Answers

November 2012 Marketing Challenge: Answers

If your edgy branding campaign was generating a lot of buzz but at the same turning off a large demographic—what would you do?

Sony Creates Pictures Worth 1,000 Words

Sony Creates Pictures Worth 1,000 Words

By

The electronics giant uses search queries to select video topics that aim to engage, educate, entertain, and keep Sony top-of-mind.

Oil giants try to stay slick while containing the spillage of negative perception

Oil giants try to stay slick while containing the spillage of negative perception

By

The brand reputations of oil giants BP and Shell are frequently haunted by past controversies—but which brand strikes oil with its marketing?

Bad branding causes Diet Dazzle to lose its luster

Bad branding causes Diet Dazzle to lose its luster

A fictitious soda company launched a new branding campaign, and it's causing some friction. See how you would react to this month's marketing challenge.

Chase Sapphire card owners form Facebook golf club

Chase Sapphire card owners form Facebook golf club

Chase's luxury credit card brand Sapphire launched a marketing campaign for avid golfers.

Perrier cans have a svelte new look

Perrier cans have a svelte new look

Ryan Partnership's design work for Perrier stays true to the brand's personality—refreshing, premium, modern, and clean.

Transaction and experience: The twain must meet

Transaction and experience: The twain must meet

By

Bad transactional experiences make people mad—but without a smart brand marketing plan in place it's unlikely consumers will be at the point of transaction at all.

Survival of the most relevant

Survival of the most relevant

Digital marketing today needs to focus on building brand affinity so customers want to hear what a company has to say and offer.

Top brands are data masters

Top brands are data masters

By

Creating a holistic customer experience through customer insight is a common trait of the world's 100 most valuable brands, according to Interbrand.

Perspective from India: Creating a global services brand

Perspective from India: Creating a global services brand

It's important to contextualize brands in the countries in which they were born—at least until they are truly accepted as global brands.

Sign up to our newsletters

Latest Jobs:


Company of the week

Data Services, Inc. meets the needs of today's data-driven marketer by providing front-end database management and data analytics platforms alongside our expertise in global contact data quality, database building and ongoing maintenance that comes with our 45+ years in business.


Find out more here »

Featured Articles

Pitney Bowes Intros Location Intelligence Platform

Pitney Bowes Intros Location Intelligence Platform

Spectrum Spatial attempts to make the world a small marketplace for B2B and B2C companies alike.

The New Path of the B2B Buyer's Journey

The New Path of the B2B Buyer's Journey

Intent, which tells you who, how, and when to target, is a common thread on the customer journey.

Which Brands Are the Most (and Least) Trusted?

Which Brands Are the Most (and Least) Trusted?

It's been a bad year for TV service providers.