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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.
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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?
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Signing the web

Is your site truly accessible? Are you providing the best possible service to all your visitors?

I expect you’ve taken the first step, and perhaps your site is accessible to level A (or even AA). But have you considered taking the extra step, and providing accessible charting in your investor section, transcripts for all your video or audio sections on site, or providing a sign language translation for your webcasts and videos?

There are up to 70,000 users of British Sign Language (BSL) in the UK, and up to 500,000 users of American Sign Language (ASL) in the US. This is a big constituency which you should perhaps be considering.
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