Branding in Social Media vs. Traditional Media
August 25, 2008
Integrating a social media plan into your branding strategy has moved from being an option to becoming a necessity for survival in today’s fast moving marketplace. Not too long ago, the thought of adding a viral component to a marketing campaign was a nice add on but hardly a requirement for success. Today, the companies that are going to survive and thrive are the companies that understand the importance of social media and experiment with it to find the best ways to leverage its reach and power in order to drive returns.
With that shift in strategic direction in mind, consider the ways that social media differs from traditional media described below. Read more
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Harry Potter - The Story of a Global Business Phenomenon by Susan Gunelius is Published
August 22, 2008
I’m happy to announce that my book, Harry Potter: The Story of a Global Business Phenomenon, was released on Tuesday in the United States after a successful release in June in the U.K. It will soon be available in multiple languages around the world as well.
The book’s primary audience is graduate students and marketing/business professionals who are interested in learning about the marketing strategies behind the making of one of the biggest brand success stories in history.
It is written in a manner that makes sense to readers whether or not you’ve read a book or seen a movie in the Harry Potter series, because it’s primary goal is to disect and analyze the marketing and branding of a children’s fantasy novel that became an international sensation. I also discuss the steps another brand would need to take to attain similar success.
If you’d like to learn more about the book, you can follow the link to a recent interview. The book is available in bookstores and online through sites such as Amazon, Barnes & Noble, Borders and more. I hope you’ll give it a read through and stop back to share your thoughts about the branding and marketing of Harry Potter.
Image: Susan Gunelius/Palgrave Macmillan
The Olympics, VISA and Michael Phelps
August 20, 2008
Three brands, one commercial series — the Olympics, VISA and Michael Phelps
In the United States, three brands have dominated television this summer - the Olympics, VISA and Michael Phelps. I thought it would be interesting to take a look at the commercials that feature the branding threesome and see what Corporate Eye readers think about them. Read more
Procter & Gamble Seeks Creative Input from Consumers
August 18, 2008
In a growing trend, Procter & Gamble is turning to consumers to help create a tagline for its new Crest Whitening Expressions toothpaste flavor through a contest on YouTube and supported by a print and television campaign filmed in American Idol-style with Emeril Lagassi as one of the judges. The campaign was created in part by Saatchi & Saatchi New York (TV) and Digitas New York (online).
In an article in Brandweek, Blake Cahill, senior vice president of sales and marketing at Visible Technologies Seattle was quoted as saying that the campaign is an example of how brands are relying more and more on consumers to provide creative content as ideas from consumers prove to be, “many times more creative than what their own agencies deliver.” Read more
Would Your Customers Wear Your Brand on a T-shirt?
August 15, 2008
According to an article in BrandWeek, ad agency David & Goliath surveyed pub-goers in California and asked them which liquor brand they would be willing to wear on a free T-shirt. Jack Daniels and Corona took the top spots, but the interesting part of this unscientific study is how it can be applied to just about any industry.
Consider your own market. If you surveyed people about your brand’s industry and asked them which brand they would wear on a T-shirt, what brand would they choose and why? Would your brand be the one they’d be proud to display on their shirts or would they rather show off their loyalty or approval of a competitor’s brand? Read more