BrandingPost: March 2008 Archives

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Mar31	Here's real no-brainer: The ad's a success if the product SELLS. Stan DeVaughn March 31, 2008 Know More: ads and brain waves, measuring responses to advertising, Your brain on advertising Sometimes you can outsmart yourself. Brainwaves? Nope. All you need to look at are the blips on the revenue line. They're the only metrics that mean a damn. I'm serious. Posted at 10:22 AM \| Permalink \| Comments
Mar20	Marketing and branding in a recession Stan DeVaughn March 20, 2008 Here's David Ogilvie, 25 years ago, whose agency Ogilvie and Mather weathered several recessions and not only survived, but flourished. Maybe I should offer WWDOD (What would David Ogilvie do?) bracelets. Let me know if you want one! "Should you stop... Continue Reading Posted at 4:34 PM \| Permalink \| Comments
Mar19	Qunning, qlever, and qonsummately qorporate: The Frank Quattrone brand never lost its promise. Stan DeVaughn March 19, 2008 Leave it to the guy who beat the legal odds: Frank Quattrone is back in business and if history is any guage, he won't have to find the deals because the deals will find him. Bet on it. After vindicating... Continue Reading Posted at 3:23 PM \| Permalink \| Comments
Mar18	Welcome to the recession. One word of caution: nuke your budget and you nuke your brand. Stan DeVaughn March 18, 2008 I've never understood why marketing costs aren't considered part of the cost of production. What you do to give people reasons to buy your product is, in the minds of superior companies, the very definition of marketing. For inferior outfits,... Continue Reading Posted at 1:14 PM \| Permalink \| Comments
Mar17	David Letterman's "WorldWide Pants" has nothing on these Stanford entrepreneurs. Stan DeVaughn March 17, 2008 Seeing the world through the eyes of your customers beats hell out of looking at them through the legs of your pants. Who wears the pants in your marketing function? On second thought, I take that back.All entrepreneurs put their... Continue Reading Posted at 4:04 PM \| Permalink \| Comments
Mar12	Make the most important thing the MOST IMPORTANT THING: Sell your benefits on your web site! Stan DeVaughn March 12, 2008 The piece from AllBusiness.com in today’s SF Chronicle covers some oft-ignored territory. It’s a good primer on how to use an e-commerce site. I would add only this: most web sites, e-commerce or not, are pitifully inadequate when it comes... Continue Reading Posted at 10:22 AM \| Permalink \| Comments
Mar 4	Techies: Know thyself first, and your company's brand promise before that. Stan DeVaughn March 4, 2008 “Techies need to know the business,” reads this Business Week piece. Which, in my way of thinking about it and putting it, means they need to know what their companies’, or their products’, brands are promising to customers and users. ... Continue Reading Posted at 3:55 PM \| Permalink \| Comments
Mar 3	Click-through, schmick-through. It's not about banner clicks or Google Adwords, it's about how many bought how much of whatever! Stan DeVaughn March 3, 2008 It was never about the clicks. It was always about the ring of the cash register. Which meant it was ALWAYS about selling something, not how many people looked at – and clicked on -- some ad banner. Seems that... Continue Reading Posted at 2:19 PM \| Permalink \| Comments

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