Inbound marketing connects online: 13
Brand Responsibly Manifesto: 13 What is all this talk about inbound marketing? Is inbound marketing the same as content marketing? And why is it so much more effective than traditional or “outbound” marketing? When your audiences are looking for what you offer, where are they looking? Most people start... read more
Build your brand online and offline for bigger results: 10
Brand Responsibly Manifesto: 10 These days your online brand, your digital presence, your organization’s visibility and presentation in social, on the web, in e-mails and all of those other options … is frequently the version of your brand persona seen first and most often. How are you ensuring that... read more
Get a higher marketing ROI from your points of choice: 12
Brand Responsibly Manifesto: 12 Your audiences are bombarded daily by ideas, messages, advertising, visual clutter and a profusion of information. Your audiences are overwhelmed and frequently have a tough time making a decision. That’s why the concept of “point of choice” is essential to building a marketing program that... read more
Create the visual and verbal brand: 9
Brand Responsibly Manifesto: 9 A brand is made up of experiences–what people see, hear and read–whether online or offline. As communication channels continue to splinter and new choices emerge, managing brand consistency is even more challenging. Manage how your brand is seen, heard and read In a culture overwhelmed with... read more
Brand positioning is messaging and identity: 5
Brand Responsibly Manifesto: 5 Strategic definition describes current perceptions, audiences, and communication channels. It directs well-crafted messages and a bold identity to express the brand’s positioning. That positioning is recognized through messaging and identity. Positioning is the visual and verbal brand The concept of positioning was introduced in the... read more
Audience perceptions are the foundation of a memorable brand: 2
Brand Responsibly Manifesto: 2 When building a brand, our goal is to create a memorable brand program. We want to stand out, be recognized and generate response. Yet we can’t be all things to all people, so the first step is to understand the people we’re trying to reach.... read more
You have a new logo, now what?
The new logo is finished, but are you done? You’ve got the new logo, new colors and some new brochures and a new website. Are you done? Can you relax? Nope. There’s always more to do. Just like your website needs to be monitored, updated and refreshed, your brand... read more
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