Branding

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Image courtesy of Microsoft.

Can You Measure the ROI of Your Social Media Marketing?

Effective social media measurement turns the traditional ROI approach on its head: "managers should begin by considering consumer motivations to use social media and then measure the social media investments customers make as they engage with the marketers’ brands."

Image copyright of BP p.l.c.

How to Save Your Brand In the Face of Crisis

When bad things happen, companies need the right strategy for talking their way out of a mess and avoiding a calamitous pummeling of their corporate image. Choosing the best response can spell the difference between a brand’s survival — even enhancement — and its irreversible tarnishing.
Courtesy of Procter & Gamble

Is Your Company As Customer-Focused As You Think?

To become a customer-focused organization requires senior executives to open up communication with people throughout the organization so they can hear what is actually going on — as opposed to a sanitized version. Few companies make this leap, even though not doing it can hurt long-term performance. However, managers can come to terms with their company’s weaknesses in the realm of customer focus by posing a set of five questions specifically designed to uncover their vulnerabilities.

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Do-It-Yourself Brand Creation

Strong brands are often seen as an important corporate asset. But what happens when user communities—connected by the Internet—start to create their own brands? That question was explored in an intriguing August 2008 working paper, “Costless Creation of Strong Brands by User Communities: Implications for Producer-Owned Brands.” The paper suggests that companies with traditional brands would be wise to pay attention to this emerging arena.

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Making Sustainability the Real Thing

Jeff Seabright, The Coca-Cola Company’s vice president of environment and water resources, explores how the beverage giant is moving to greater sustainability.

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Showing 21-40 of 59