Corporate Eye

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Best Practices

Mozilla’s Firefox as a Relationship Brand

This week, I’ve been talking about relationship branding (see “Creating a Relationship Brand” and “The Path to Creating a Relationship Brand“) and relationship brands such as Apple, Macintosh and Harley Davidson. Today, I’d like to focus on another relationship brand that has been in the news a lot lately – Mozilla’s Firefox.

Firefox is a web browser that has drawn a huge amount of online buzz over the past few years. While Microsoft’s Internet Explorer remains the market leader, Mozilla’s Firefox has taken a comfortable chunk out of Internet Explorer’s market share. The secret to Firefox’s success – allowing people to experience the brand then band together as the “cool group” that uses Firefox instead of the behemoth, Microsoft’s, product. Sounds similar to how Mac became a relationship brand, doesn’t it? [Read more…] about Mozilla’s Firefox as a Relationship Brand

When Brands Attack – The Rise of Comparative Advertising

Did you ever take “The Pepsi Challenge”?  Have you seen the Mac Guy vs. PC Guy commercials?  Chances are at some point you’ve seen some form of comparative advertising that could more accurately be called a “Brand Smackdown”.  Not unlike two brands entering an ultimate fighting ring, comparative advertising has become an all-out battle among some of the world’s top brands.

In the news of late has been the Dunkin’ Donuts vs. Starbucks taste test ads where Dunkin’ Donuts tells consumers that more “hard-working” people prefer their coffee than the high-priced Starbucks, “elitist” coffee.  Rumor has it, Time Warner is preparing to launch a comparative advertising campaign against Verizon. [Read more…] about When Brands Attack – The Rise of Comparative Advertising

Branding in the Spotlight – What is Branding?

The role of branding in business and marketing has grown significantly in terms of prioritization across the corporate and small business worlds, particularly with the advent of positions such as chief brand officer and chief imagination officer. The question remains: what is branding?

Despite branding’s move to the spotlight, the vast majority of businesspeople still don’t have a firm grasp of what branding truly is. In fact, I dare say that many businesspeople view branding as another funnel of expenditures by the marketing team that does little in terms of generating ROI.
[Read more…] about Branding in the Spotlight – What is Branding?

5 ways to market your company on YouTube

Have you visited YouTube recently?

No, I don’t usually have time either, but I have identified five different examples of using YouTube as a marketing tool for you. Each of these is a slightly different approach to marketing the company to potential recruits.

1. Classic talking heads: executives and experts

The first example are the videos placed by companies to discuss issues related to their industries.

For example, BDO Stoy Hayward have added a series of videos discussing retail issues such as the ethical agenda, and the resurgence of the High Street. These are a way of conveying the expertise of the organisation, and are a long way from the singing guinea-pigs or roller skaters racing against cars for which YouTube is well-known. But is YouTube the right place for this kind of video?
[Read more…] about 5 ways to market your company on YouTube