BrandingPost: marketing Archives

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Nov29	Brands? It's all in your head Stan DeVaughn November 29, 2006 Know More: brandattributes, branding, brands, marketing, productmanagement 2.0, productmanagement Turns out Al Reis was right. Now there's further scientific evidence. "Positioning" is just another way of describing where your brand lives in the consumer's brain. Actually, it's not all that creepy or Manchurian Candidate-ish. It's reality and it's nothing... Posted at 1:28 PM \| Permalink \| Comments
Nov17	It's not easy being different (Part 2) Stan DeVaughn November 17, 2006 In yesterday's rant (View), I noted the fundamental requirement in this business to ask the toughest, and sometimes "stupidest" questions of entrepreneurs who would be category leaders and captains of new industries. I used the example of a mythical, Web... Continue Reading Posted at 3:43 PM \| Permalink \| Comments
Nov16	Think it's easy being different? Not in agencyland. Stan DeVaughn November 16, 2006 A meeting with a prospective client today afforded me the chance to talk about Steve Turner's, and my, favorite subject. Namely, our shop. Well, maybe not quite that crassly but I did get the opportunity to yammer at some length... Continue Reading Posted at 6:13 PM \| Permalink \| Comments
Nov13	Do these guys know their customers or what?! Stan DeVaughn November 13, 2006 In Silicon Valley marketing, one of the more enduring cliches is one about the need to"know your customers". Which, of course, has been honored more in the breach than the observance. Valley superstars in marketing are rare compared to the... Continue Reading Posted at 12:37 PM \| Permalink \| Comments
Nov10	Failure to ask (and answer) stupid questions reveals monumental stupidity Stan DeVaughn November 10, 2006 More free advice for wannabe entrepreneurs and early-stage companies: "The more stupid the question, the more valuable the answer" is an old saying I heard somewhere, back in the day, and it's still as relevant as ever. It's kind of... Continue Reading Posted at 2:17 PM \| Permalink \| Comments
Nov 9	More free advice for entrepreneurs! Stan DeVaughn November 9, 2006 OK, no cracks about getting what you pay for. This is what the blogosphere and Web 2.0 is all about right? In honor of the Web 2.0 conference here in my part-time hometown, I submit the following: My agency partner,... Continue Reading Posted at 6:37 PM \| Permalink \| Comments
	Some idiots have never seen a potential logo space they didn't want to buy It's more than fashionable to know your customers Do your customers and your website "click"? UC at home, the DeRussie in Rome: brand slippage will kill ya! Put your brand in context with a venue that's relevant: Yes, dammit, Event Marketing LIVES! Assume the position! But first, watch your language! Know your ABC's before pulling the trigger on your brand's PR launch Do you call a quantum computer a "quantum computer" or "the greatest thing since Cray" or just "the way Scotty beamed people up"? Imagine Steve Jobs in Camp Pendleton. Or playing for Steinbrenner. Make Customer-ese your first language Budget? You can't HANDLE a marketing/branding budget until you fill in these blanks! The Five Deadly Habits of Ad Agencies (and all providers of marketing services for that matter) Want to know the secret to getting the business? Give clients the right answers to these questions: Psst! Wanna make your brand a cult? They never asked me, but here's the speech I'd deliver at Branding U. Culivate your brand or die: Stanford Football's "marketing gene" snoozes and loses You know your marketing is inside-out if you... Can you brand a quantum computer? Don't underestimate the power of the elevator pitch in getting your brand airborne Jello=gelatin, Kleenex=facial tissue, Starbuck's=coffee? Maybe not yet, but... Where's the brand loyalty when we pay our people so much more than Starbuck's pays a damn barrista? Some branding basics: Don't attempt to realize a vast vision with a half-vast go-to-market effort "Branding"? "Marketing"? It depends on what your definition of _______ is. "Branded", shmanded -- there's nothing NEW about branded entertainment Hype for the rest of us Selling low and buying high is no way to go through life, Dorfman And you wonder why your budget's shrinking faster than George Costanza?

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