Corporate Eye

Archive for December, 2009

Last week, I published a list of 20 must-read branding articles of 2009, and this week, I’m taking that recap a step further by offering my list of 15 must-read branding stories of 2009.

Below are links to 15 stories about well-known brands that got us thinking in 2009.  These stories might have surprised us, validated our existing opinions, or even established the first steps in defining new branding trends that will carry into … Read the rest

Raising brand awareness through entertainment marketing and product placement in movies and on television can bring significant exposure, but it can also cost a significant amount.

But what if you look at product placement from the movie and television studios’ perspectives?  Sometimes, studios pay companies to use their products, brand names, locations, and so on in movies.  How can you make their need work to your advantage?

Consider the movie Up in the Air starring … Read the rest

Every season has its own kind of beauty, and Winter is no exception.  Those pesky leaves that looked so refreshing when Spring came are now long gone, so trees are showing off their sculpted shapes.   It’s an annual reminder that what’s underneath is just as important as what’s apparent.

Which is my not-so-subtle way of saying that the fundamental design values of a website are as much a key to excellence as those persuasive videos … Read the rest

As we’re nearing the end of 2009, I thought it would be a good time to look back at some of the most popular posts from Corporate Eye this year.

I’ve listed the most popular from each of our writers, based on pageviews, so later posts don’t get such a good run-up – most of these are from the first half of the year. I’ll add a few of the most popular ones from the … Read the rest

Corporate websites should communicate to stakeholders. Some companies understand this clearly.

For example, Internet Initiative Japan, an information services company, has a link to IIJ Up Close on its homepage.

This is an interesting twist on what is typically an About Us section.

Something that is not normally seen on Corporate Websites is a discussion of the company’s unique strengths. Note this on the upper right. The company provides a concise summary of its … Read the rest