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Branding

offline retail presence

The Importance Of Offline Retail Presence In An Online World

Today, the World Wide Web is ingrained as part of the day-to-day experience for all of us. From communicating with colleagues and banking online to personal entertainment and staying in touch with friends, “logging on” is now an intrinsic human behavior. The movement has completely reimagined the retail industry, with the rise of online shopping materializing as a convenient, and cost effective way to consume. Yet, while the latest research from Verdict Retail predicts that UK online retail sales will hit [...]

luxury strategy

Marketing To A High-End Consumer, Using The Luxury Strategy

40 years ago, a group of European luxury brands, famous but small at the time, decided to use the opportunity of globalization to grow significantly beyond the small circle of their happy-but-few historical customers. To do so, they needed to implement a marketing strategy, but they quickly discovered that while the usual marketing strategies would help them grow, they would also put them out of the luxury bracket. So, they decided to implement a totally new business strategy, which [...]

Positioning Your Brand Keeps Your Business Focused and On Track

Positioning Your Brand Keeps Your Business Focused and On Track

Recently we’ve been working with some businesses that have been struggling with growth. Only it’s not the trouble you think it is — business is actually good. The trouble is whether they’re growing the “right way” for their business. Many business owners think that they need to chase every revenue opportunity down. And while in start-up mode with little to no cash flow coming in, it’s easy to understand why that makes sense. But very soon that becomes a habit. [...]

How eCommerce Is Turning Stores Into Just Another Marketing Channel

How eCommerce Is Turning Stores Into Just Another Marketing Channel

Remember when a brand’s website was little more than a 2.0 version of a brochure? In 2003, Prada’s website featured two photos taken from its ad campaign– nothing else. Versace’s homepage boasted more sophisticated web design and a Flash animation, but took an annoying 97 seconds to load. With a few exceptions – like LVMH group’s online shop eluxury.com – high-end brands back then saw the internet as just another promotion tool. The business of selling – that was [...]

Personal Name SEO for Personal Branding & Job Search

Future-Proof Your Personal Name SEO for Personal Branding & Job Search

Personal name SEO requires a personal name claim along with a complete and consistent use of your resume name, both on and off the web. And, so should you always use the proper resume name for personal name SEO (search engine optimization). As the first step in developing a strategy for personal name SEO, I wrote about how to complete a personal name SEO audit to determine the best resume name to use for personal branding and job search. The second step [...]

Cultural blunders : Brands gone wrong

Marketers create more brand blunders than one would think, and these blunders can cause brands a lot of harm. Some of them, if they are lucky, escape with just a touch of public ridicule and shaming. Oftentimes, the advertising, marketing, and PR agencies come out unscathed, but the brand can sometimes take years to recover. Attempts to create globally consumed brands, or regionally consumed brands throughout AsiaPac, have proved challenging. Changing a product to cater for local needs or [...]

branding

The 6 Biggest Branding Errors Most Startups Make

Branding is an imperative central foundation to any marketing strategy. Serving as the aggregate component of your company identity, your brand is often responsible for formulating first impressions, building familiarity in the public, growing your reputation, and ultimately, securing the long-term loyalty of your customers. Without that core identity, your company is virtually indistinguishable from your competitors, and even with a solid business model, it’s unlikely that your customer acquisition and retention programs will succeed. Branding is perhaps most significant [...]

Personal Branding Tips Every Entrepreneur Needs to Know

5 Personal Branding Tips Every Entrepreneur Needs to Know to Make It Big

In today’s digital world, succeeding as an entrepreneur means building a visible, impactful social brand. A personal branding is defined as attaching monetary value to a person as opposed to a business, service or product. When an entrepreneur’s personal brand is adequately developed, it spells true thought leadership. Compound that with social media marketing, and that personal brand becomes influential. So, what can you do to brand yourself like an influential leader? Here are five personal branding tips that [...]