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