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ARTICLES ON ONLINE BRANDING


Please note: because of my commitments to the websites associated with my books, I no longer have time to add new articles to this page. That should not stop you reading them. This is for two key reasons:

1 Because they are mainly about the basics of digital marketing, they still have relevance today, and

2 They represent the history of online marketing - if such a short period can be described as 'history'.

If you want to fully understand the subject well enough to earn a living in the discipline - or just pass an assignment - read them and learn.



Is this the future of branding? All Brand Power to the Consumer Perhaps a shade over the top, but organizations ignore this concept at their peril.

Polarize me - if you want people to like you, first decide who needs to hate you Essentially, this article is about the wider [marketing] issue of segmentation a nd positioning - but it is based on website content, so I've included it here. By the way - a marketing strategy that is designed to actually put people off the product is very difficult for some non-marketers to get to grips with.

5 key characteristics of web brands I like this - but then I would. It looks at branding from the point of view of the customer - something all marketers/organizations should do [but many don't].

These results are quite surprising, particularley as one of the objectives of the research was to study 'the impact of search in a category not typically one that would be identified with search marketing'. Not the full report, but this press release has plenty of interesting stuff - Search Marketing Vital for Brand Building

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