Corporate Eye

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Susan Gunelius

Susan Gunelius

Is Your Brand Ready for Mobile Advertising?

“Mobile Ad Spending Set to Soar”

That’s the headline from an article from eMarketer last week.  According to a study by Strategy Analytics, brands across the globe are prepared to invest more than double what they spent in 2008 on mobile advertising in 2009 – from $1.0 billion in 2008 to $2.4 billion in 2009.  Is your brand ready for the ad spending shift?

The vast majority of that money is expected to be invested in mobile message advertising with much smaller sums invested in mobile search advertising and mobile display advertising. [Read more…] about Is Your Brand Ready for Mobile Advertising?

Brands and Social Media Marketing – Samsung

Samsung Electronics America is tapping the social web in its promotions leading up to the Super Bowl on February 1, 2009.  The Super Bowl is one of the most watched sporting events in the United States and, it is broadcast globally.  Brands pay big bucks (over $2 million is not unusual) for a 30-second advertising spot during the Big Game that is likely to be seen by well over 100 million people around the world.  Samsung is counting on it with its new marketing campaign.

Samsung has created an entire campaign around its 30-second ad buy during the 2009 Super Bowl Pregame.   The campaign is called “That’s How I See It” and is intended to hype Samsung as the Official HDTV of the NFL – a sponsorship title I’m sure they paid heavily for. [Read more…] about Brands and Social Media Marketing – Samsung

Corporate Brand Mind Survey from Harvard University

Harvard University’s Department of Psychology is conducting some interesting research related to corporate brand reputations, and you can participate by taking a 10-minute survey on the Mind Survey website.

The tests are broken down into 19 categories related to emotional triggers, and each test references the same collection of corporate brands . 

The 19 surveys included in the Mind Survey project focus on: [Read more…] about Corporate Brand Mind Survey from Harvard University

Branding in Social Media vs. Traditional Media

Integrating a social media plan into your branding strategy has moved from being an option to becoming a necessity for survival in today’s fast moving marketplace.  Not too long ago, the thought of adding a viral component to a marketing campaign was a nice add on but hardly a requirement for success.  Today, the companies that are going to survive and thrive are the companies that understand the importance of social media and experiment with it to find the best ways to leverage its reach and power in order to drive returns.

With that shift in strategic direction in mind, consider the ways that social media differs from traditional media described below. [Read more…] about Branding in Social Media vs. Traditional Media

Harry Potter – The Story of a Global Business Phenomenon by Susan Gunelius is Published

I’m happy to announce that my book, Harry Potter: The Story of a Global Business Phenomenon, was released on Tuesday in the United States after a successful release in June in the U.K.  It will soon be available in multiple languages around the world as well.

The book’s primary audience is graduate students and marketing/business professionals who are interested in learning about the marketing strategies behind the making of one of the biggest brand success stories in history. 

It is written in a manner that makes sense to readers whether or not you’ve read a book or seen a movie in the Harry Potter series, because it’s primary goal is to dissect and analyze the marketing and branding of a children’s fantasy novel that became an international sensation.  I also discuss the steps another brand would need to take to attain similar success.

If you’d like to learn more about the book, you can follow the link to a recent interview.  The book is available in bookstores and online through sites such as Amazon, Barnes & Noble, Borders and more.  I hope you’ll give it a read through and stop back to share your thoughts about the branding and marketing of Harry Potter.

Image: Susan Gunelius/Palgrave Macmillan

Would Your Customers Wear Your Brand on a T-shirt?

According to an article in BrandWeek, ad agency David & Goliath surveyed pub-goers in California and asked them which liquor brand they would be willing to wear on a free T-shirt.  Jack Daniels and Corona took the top spots, but the interesting part of this unscientific study is how it can be applied to just about any industry.

Consider your own market.  If you surveyed people about your brand’s industry and asked them which brand they would wear on a T-shirt, what brand would they choose and why?  Would your brand be the one they’d be proud to display on their shirts or would they rather show off their loyalty or approval of a competitor’s brand? [Read more…] about Would Your Customers Wear Your Brand on a T-shirt?