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Brand

comScore Measures View-Thru Value of Online Advertising

Online advertising is where it’s at for many brands and companies, but click-thru rates are typically less than 0.1%.  Knowing there was more value to online advertising than click-thru rates, comScore developed its Brand Metrix norms database, which is used to measure the “view-thru” rates of online advertising. 

In short, just because a person doesn’t click on an online ad when they see it, doesn’t mean it hasn’t had some kind of effect on that person’s future behavior.  The comScore Brand Metrix was created to measure that added value to online advertising, and it shows that online ad exposure is undervalued by 20% or more when only click-thru rate is used to determine the impact of an online ad.  [Read more…] about comScore Measures View-Thru Value of Online Advertising

Innovative Branding Through Facebook

I found a great article on Trendhunter today that lists 40 Facebook innovations.  Interestingly, many of the innovations are brand promotions from companies such as Coca-Cola, Adidas, Mazda and more.   It just goes to show that the social web should be an integral part of your marketing plan if you want to stay ahead of the curve.

A few brand-related Facebook innovations jumped out as particularly inspiring for future social media marketing campaign planning:

  1. CokeTag: Coca-Cola launched the CokeTag on Facebook that people can use to promote themselves.
  2. Mazda Design Challenge: Facebook users were invited to design a new concept car for Mazda.
  3. Adidas Celebrate Originality brand campaign: This campaign was supported by YouTube and Facebook videos and content.
  4. Mars Snackfood: Using the Facebook Celebrate application, people can give each other virtual gifts like candy bars.  If they give a Mars candy bar, the recipient gets a virtual gift and a coupon for the real thing.
  5. Clinique, Harley Davidson and more use free gifts as ads: When a user sends a virtual gift of a product with your brand name on it, your brand gets a nice bit of advertising!
  6. PETA2: Peta launched a special Facebook group for youth activists.

The possibilities for brands to leverage the social web, including social networking sites such as Facebook, are incredible.  Is your brand on board yet?  Don’t get left behind!

Image: Flickr

Even Category Leaders are at Risk in a Weak Economy

Over a year ago, I wrote a post on a blog about branding that I used to write where I pointed out that Toyota might be the automotive category leader, but based on my experience at the time with a local dealership, Toyota was also quite arrogant about that position in the marketplace.  In that post, I suggested that Toyota should rethink its brand strategy to remain in the leadership position in the long-term, because no matter how great a product is, consumers won’t stick with it if they don’t feel valued by the faces of that brand.

So today, I read an article on BusinessWeek.com that talks about Toyota’s tumbling profits.  It seems even the arrogant, untouchable category leader is at risk in a weakened economy.  The question is, will Toyota change its brand strategy from one of arrogance as in, “we’re doing customers a favor by letting them buy our cars,”  or will the typical road of finding places to cut costs and reduce value to both employees and consumers be followed?  I think we can assume the latter will be the likely path taken by Toyota, but of course, that remains to be seen. [Read more…] about Even Category Leaders are at Risk in a Weak Economy

Economy Down, Bargain Brands’ Value Perception Up

As one might expect, when the economy takes a nosedive, consumers’ perceptions of bargain brands go up, and their perceptions of luxury brands go down. 

In a recent study of over 1 million U.S. consumers over the age of 18, conducted by YouGovPolimetrix, the power of consumer confidence was demonstrated as luxury brands took a value perception hit while bargain brands like Wal-Mart took a leap. [Read more…] about Economy Down, Bargain Brands’ Value Perception Up

Raising the Importance of Brand to Corporate Executives

In a recent study by the Association of National Advertisers (ANA) and Interbrand, 118 marketing officers and senior marketing executives were surveyed about brand value in their organizations.  The results are quite disappointing in that 55% of senior marketing executives do not have a quantitative understanding of brand value within their companies.  That’s a brand gap that needs to be closed!

Since executives don’t understand the importance of branding and don’t know how to quantify it, 64% of the surveyed marketers stated that brands have no influence over decision-making within their companies.  That’s a huge missed opportunity for these companies! [Read more…] about Raising the Importance of Brand to Corporate Executives

Social Web Becomes Mainstream – Is Your Brand There?

According to a new report by Forrester, the social web has become mainstream in the United States.  In fact, it’s grown to be commonplace with more than 75% of Internet users actively participating in some form of social media in 2008.  That’s up from 56% in 2007.  If you were wondering whether or not your brand should have a presence in social media, it looks like the proof is in the numbers. 

Of course, some social web participants are far more active than others, and the trick is finding active social web users to act as brand advocates and word-of-mouth influencers to give your brand a boost.  However, the first step is to get a social web presence for your brand, if you don’t already have one. [Read more…] about Social Web Becomes Mainstream – Is Your Brand There?