Increasingly, companies are hiring community managers – but what are they, and what do they do? And, most importantly, do you need one?
I invited David Peralty to explain his new role as community manager at PicApp …
[Read more…] about Community Manager: Why Are They Important?
Last week, I wrote a post called “Creating a Relationship Brand” that discussed what a relationship brand is and how creating a relationship brand can bring great rewards in the long term. Today, I’d like to talk about the steps marketers can take to turn their brands into relationship brands.
First as a reminder, a relationship brand is one that holds widespread appeal among consumers but still allows each individual consumer to experience the brand in his or her own unique way. In other words, relationship brands allow consumers to make personal connections with the brand while still feeling like they’re part of a larger group. The success of relationship brands lies in the shared experience of consumers. Think of Harley Davidson as a classic relationship brand example. The marketing behind Harley Davidson leverages its relationship brand status, including targeted messages that embrace the shared brand experience. [Read more…] about The Path to Creating a Relationship Brand
Standard 404 Page
You know how they say you can judge someone by their shoes? It’s often the little things that let us down. FTSE 100 corporate sites tend to be big and complex to match the organisations they serve, but can be seriously underpowered when it all goes wrong.
Being presented with a 404 page is irritating at the best of times, but there are different ways of handling this, and – predictably enough – the FTSE 100 demonstrate the full range of options available.
[Read more…] about When it all goes wrong in the FTSE 100
Chief Brand Officer (CBO) – it’s still a fairly new term in the business world, or at least it’s still fairly unused. So what exactly is a chief brand officer? What does a CBO do, and what value does the CBO bring to an organization? Let’s take a closer look.
First, if you haven’t already read Branding Spotlight: What is Branding? and Branding Spotlight – How to Develop a Brand, and you’re not clear on the basics of branding, then take a moment to read those posts. Then, come back to this post and read on to learn more about the role of a chief brand officer. [Read more…] about The 6 Hats of a Chief Brand Officer
Creating a memorable and recognizable brand image, message and promise is the ideal for every chief brand officer, brand manager or business owner, but how does one get there?
[Read more…] about Branding in the Spotlight – How to Develop a Brand
The role of branding in business and marketing has grown significantly in terms of prioritization across the corporate and small business worlds, particularly with the advent of positions such as chief brand officer and chief imagination officer. The question remains: what is branding?
Despite branding’s move to the spotlight, the vast majority of businesspeople still don’t have a firm grasp of what branding truly is. In fact, I dare say that many businesspeople view branding as another funnel of expenditures by the marketing team that does little in terms of generating ROI.
[Read more…] about Branding in the Spotlight – What is Branding?
