Pitfalls of Corporate-Rebranding Implementation

19 04 2011

Corporate rebranding is intricate and time-consuming; but with the mergers, acquisitions, and ownership changes of the current dynamic business environment, it’s a necessary endeavor.

The corporate visual identity becomes especially important in instances of organizational change, because that identity symbolizes the new entity, provides visibility and recognizability, and communicates the new corporate structure.

Many studies and guides cover the benefits and management of corporate identity, the principles and process of rebranding, and the essentials and mistakes of strategic implementation, but there are far fewer that deal with tactical execution and follow-through.



Social Marketing Gaining Prominence in Companies’ Plans

6 04 2011

As social media takes firmer hold of marketers’ attention and budgets, favored social channels, their primary uses and their individual strengths are becoming more evident, according to a new study by BtoB.

“Emerging Trends in B-to-B Social Marketing: Insights From the Field,” released today, found that 93% of all b2b marketers are engaged to some extent in social media marketing, with the most-used channel, LinkedIn, employed by 72% of survey respondents. Facebook (71%) and Twitter (67%) are nearly as popular, and together these three form the core of most b2b marketers’ social media programs.


Using Search Marketing to Stay Out of Bankruptcy

1 04 2011

Over the last year, an inordinate number of retailers filed for Chapter 11 bankruptcy. Interestingly, over the past three years, my firm pitched nearly every one of them on managing paid search, but failed to win their business. Given that so many of these bankrupt prospects chose another path, it seemed like a fun exercise to evaluate what these firms did wrong in relation to their search marketing campaigns.


Forrester says b2b marketing budgets will increase 6.7% this year

23 03 2011

B2b marketers will increase their marketing budgets on average 6.7% this year over last year, according to a new report from Forrester Research.

The report, “Bigger B2B Marketing Budgets Come With Great Expectations,”  found that the high-tech services area is leading growth (an average 17.0% increase this year), followed by finance and insurance (7.8%), high-tech products (5.9%), business and professional services (4.3%) and manufacturing (4.3%).


Brand Marketers Compete With Counterfeiters in a Search-Driven World

23 03 2011

Counterfeiters have found fertile ground online, taking advantage of the global reach and efficiencies of the Internet to find new customers while exploiting the Internet’s anonymity to hide their tracks. Well-known brands are ripe targets for these scammers who compete with legitimate search marketers for traffic, clicks, and conversions.

We recently analyzed five major sports brands, including U.S. leagues and international competitions, to see who was using these brands in online trading and promotion of sports apparel with questionable provenance.


Secrets of Case Study Winners: How B2B Marketers Can Create Successful Programs

8 03 2011

In the face of hard resistance from clients, most B2B marketers manage to publish only a smattering of case studies.

Yet a few B2B companies stand out. Several interviewed for this article have strategically produced dozens (in one case, over 100) client case studies. Their success with case studies is not due to their products’ superiority, but to their straightforward and calculated techniques for getting clients on board. As a result, their sales teams benefit from broad collections of case studies and first-class reference programs. This article reveals their secrets.