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Why brand marketers often win the battle but lose the war - Marketing Land

…cheaper there. The problem with traditional branding is that the measurements of success haven’t changed much from the 1980s, when the best gauge of effectiveness was a “lift study” to figure out whether more Americans had positive feelings about your brand after running an advertising campaign.…

VIDEO + SLIDESHOW: The Future Of A Brand - Marketing Land

…beautiful brand, how to build one, and grow brand loyalty. Tomorrow’s consumers do not want to buy “products.” They want to buy experiences from brilliant brands. What does that mean for our everyday roles as marketing practitioners? It’s time to rethink your brand marketing…

Measuring Brand Perception & Strength With "This Is Not Spam" - Marketing Land

…spam” is a sign of brand strength and loyalty. Email analytics provides more than just campaign performance. Data like “this is spam” and “this is NOT spam” are an effective measure of brand perception and strength, product branding, and even strength of global…

Report: Major Brand Adoption Of Facebook & Google+ Has Dropped - Marketing Land

…“top brands” are using Facebook and Google+ today than eight months ago. But it’s not a huge decline and may just represent the normal coming and going of online brand activities. In its latest Social Share Report, BrightEdge says that 90 of the world’s top brands have…

Signal expands its identity solution beyond a brand's own properties - Marketing Land

…BrightTag) has offered an identity solution that helped brands track its logged-in customers across browsers and devices, when the customers interacted with the brand’s sites or apps. It was designed to analyze customer journeys, so brands knew how their registered customers interacted with them…

Brand equity: Does your email build it up or tear it down? - Marketing Land

…work on brand communications.Brand equity is what your audiences think of your brand – your customers and prospects plus people who encounter your brand out in the world even without buying. Think of it like your brand’s bank account.Whenever you send a communication about your brand – an…

Best practices for a new era of brand safety - Marketing Land

…longer have to follow a one-size-fits-all method.Applying brand suitability to brand safetyThis often starts with an understanding of brand suitability, which is just one pillar of brand safety. For example, the appropriate context for brand messages around products geared to parents of newborns…

E-Commerce On Twitter Brand Pages? Later This Year, Report Says - Marketing Land

…company’s Twitter brand page. E-commerce capability is reportedly one of several “big changes” that’s coming to Twitter brand pages, according to an Ad Age article today. Ad Age cites a trio of executives who say that Twitter will add new capabilities to brand pages including…