With online brands being subject to so much scrutiny and dissection, its imperative that a crystal-clear branding strategy is created to define the brand clearly, identify and promote differentiating factors that are sustaining and linked to the brand’s identity and finally, deliver messaging that is aligned with the brand’s objectives.
That being said, here are a few tips on how to build an online brand: » Read more: 4 Online Brand Building tips
Richard Nixon’s legacy remains shrouded in controversy years after he resigned. His presidency was complex and inconsistent and was clouded by his personality and political practices which took place during one of America’s most turbulent times.
It didn’t help that the environment in which Nixon started his presidency – including the conflict in Vietnam and an unfriendly Congress at home – was among the worst in history. Yet Nixon’s achievements during his six years in office were superior. » Read more: The False Branding of Richard Nixon
Monday morning in Boston. I hardly had time to brush away the blues when I read about the Disney buyout of Marvel Entertainment for $4billion. Heck, that’s 0.5% of the $800B stimulus package. But, I digress. This tie-up is one of the largest corporate deals this summer and signals the coming-of-age of Marvel’s entertainment business. Originally, a comic book company, Marvel declared bankruptcy in the mid- nineties as it faced a slump in comic book sales.
Interestingly, this deal is a merger of two companies with similar business models. Both companies commercialize the popularity of their characters who are very popular in a variety of customer segments. They promote these characters on a variety of media platforms as well as through third-party licensing deals all around the world. » Read more: Some thoughts on the Disney-Marvel Deal
Having engaged in a brand audit exercise for Fujitsu in India many years ago, I recall the exercise that Coopers and Lybrand had run for us. It was a tremendous learning experience and my first exposure to the complex and exciting world of branding. While searching for online branding models on Google, I came across this mindmap which was created by Martin Jelsema a branding specialist. I’m enclosing the same with this entry. » Read more: Brand Audits – A diagrammatic depiction
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