These Brands are Proving How Effective Periscope Can Be
When Periscope, the live streaming video app, came out earlier this year with the hefty support of its newly connected parent company, Twitter, everyone in the marketing world had to…
Top 5 Brand Building Strategies for Professional Services Firms
It’s hard to overestimate the value of a strong brand for a professional services firm. It can help you win new clients, command premium fees, and attract and retain the…
Three Tips for Crafting Newsworthy Brand Narratives
The art of getting earned media coverage for a product, service, or business is not as easy as it sounds. Though the degree of difficulty varies from brand to brand,…
Four Branding Lessons From the Video Gaming Industry
I remember my first love: the Atari 2600, the first popular home video game system. It was 1982, I was 10 years old, and I was broke. I wanted one…
Branding Matters: Follow These Tips or Your Company Will Fail
Building an extraordinary brand presence is no easy feat. It takes work — and it also takes a lot of guts. There isn’t a company worth mentioning that hasn’t gotten…
Seven Things That Make Consumers Distrust Brand Websites
Consumers say content errors and inaccuracies are the top issues that make them distrust a company's website, according to a recent report from Neustar and the Ponemon Institute. The report…
Five Things That Successful Brand Managers Do
I have good news for people who explore a career in brand management: Good brand managers will continue to be a hot commodity. Last year, Procter & Gamble, the company…
The Biggest Mistake Brands Make When Trying to Tell Stories
As brand storytellers we’re trying to engage consumers and convince them to buy our products. Yes, that’s the bottom line goal. The challenge (and most often, failure) of brand storytelling…
Build Your Brand by Separating It From Product
Sometimes the hardest thing—conceptually—for marketers to do is to separate their brand from their product. "Product is king." "All people really care about is the product." "Price and product—that's it."…
Growing Strong: Sprout Rebrand Reflects a Company on the Rise
Over the past year, Sprout Social has planted many seeds—and yet another has blossomed. To reflect a company that is on the move, Team Sprout decided that the timing was…
5 Engagement Metrics To Calculate Brand Health
Content marketing is best described as the “art of communicating with your customers and prospects without selling.” If your brand is like most, however, your content marketing probably promotes the brand too much and…
3 Ways To Measure Brand Awareness
Increase in brand awareness, or the extent to which consumers are familiar with your brand, is one of the most common content marketing business cases. Another way to think of…