All Brand Power to the Consumer
Five years from now, almost every successful marketing activity will be created and driven by the consumer. Three tips to prepare for it. Nov 28, 2006
Brand Marketer, Storyteller
It's not enough to be a product promoter. You must also be a gifted teller of intriguing tales. Oct 24, 2006
Sticky Branding
Sticky branding is one of the most desirable branding techniques. A sticky component can be the glue between your online brand and consumers. Mar 28, 2006
Brand Citizens: Take a Stand
Brand ethics: when should a brand take a stand? And how do you deal with the fallout? Feb 28, 2006
Instant Branding: Viral E-Mail, Part 2
Getting viral with one part humor, one part daring, and a finely-honed sense of timing. Conclusion of a two-part series. Jan 24, 2006
Instant Branding: Viral E-Mail, Part 1
Getting viral with one part humor, one part daring, and a finely honed sense of timing. Part one of a two-part series. Dec 27, 2005
Smash Your Vision Statement!
Any self-respecting company has a vision statement, but is it worth the paper it's written on? Three tips to help make your vision statement mean something. Nov 22, 2005
The Branding and Mapping Mash-Up
Mapping and the Internet have teamed up to deliver a wondrous new world of community relations. Brand marketers, listen up! Aug 23, 2005
Absolut Branded Language
Integrate specific language into your brand and own those words. You may just achieve 'Absolut Perfection.' Mar 22, 2005
Indelible Branding
Would your brand's most loyal fans tattoo your logo on their arms? Feb 22, 2005
Now Hear This!
Identify your branded sound. It makes sense. Jan 25, 2005
The Moral of Collaboration
Few brands can survive alone on the World Wide Web. A strategy for finding online partners and allies. Dec 28, 2004
Playing the Brand Game
Are you a brand manager inclined toward safe solutions? Then stop reading now. Nov 23, 2004
Balance SEO With Brand Clarity
Top search rankings are tempting, but optimizing for search can blur a brand. Some help to keep the brand clear to consumers and visible to search engines. Oct 26, 2004
The Living Brand Manual
Give up trying to resuscitate that dry, lifeless brand manual. Search for a living, breathing, human version instead. Sep 28, 2004
Brand Bending
Brands no longer reside in marketing departments. Aug 24, 2004
A Ghost of Christmas Past
Martin confesses the worst brand debacle of his career. Season your holiday greetings with sense! Dec 23, 2003
Relating Cause to Marketing
Meshing cause-related marketing with a brand. Who will be first to take its potential to the Web? Nov 25, 2003
Unorthodox Brand Alliances
Thinking beyond the obvious can expose your brand to a whole new world. Oct 28, 2003
Small Spending, Big Branding
Australia's fastest-growing juice brand hit warp speed in five months with no TV, radio or print. The alternative? Go alternative! Sep 30, 2003
Brand Survival Techniques
Generate sales in hard times and bond customers with your brand. Sep 23, 2003
Future-Proofing Your Web Site
A future-proof test for your Web site. Is it ready for the consumers who conduct the most online transactions? Sep 16, 2003
Branding a URL
Three simple rules for promoting a Web site. Sep 9, 2003
Fish Streaming: Targeting Kids
How do you target kids? First, forget everything you learned about appealing to a sense of individuality. Apr 15, 2003
The 24/7 Marketing Department
Kids expect to be in touch with their brands at will. Even at 3:00 a.m. If you can't be there for them, the Web can. Apr 8, 2003
The Real Decision Makers, Part 1
Eight-year-olds don't buy cars or furniture, but they play a bigger role than you'd think in determining which ones their parents buy. Branding to adults... and their kids. Mar 25, 2003
Five Steps to Online Trust for Your Brand
Trust is a brand's greatest asset -- especially in troubling times. Martin tells you how to create brand trust and credibility online. Mar 18, 2003
Bring the Background Forward
Desktop wallpaper is more than an overlooked branding element. A good execution could elevate your entire brand strategy. Feb 18, 2003
The Emotional Tie
Emotions are ties that bind -- to your product and brand. Feb 11, 2003
Goodwill: Good Thinking
The right move at the right time can result in financial growth and help a worthy cause. Feb 4, 2003
Real-Life Branding
Your brand image isn't about abstractions; it's about true stories of people's interactions with your brand. Jan 28, 2003
Give Your Brand Away, Part 1
A brand's ultimate achievement is to no longer be owned by a company, but by communities of consumers. How can brand development become Brand Nirvana? Dec 17, 2002
Non-Bland Brand Building
Making customers smile (or even laugh) is hardly the worst thing that could happen to your brand. Dec 10, 2002
Put Your Index in Order
You don't need a customized search engine to ensure customers find what they want. Nov 19, 2002
Unity, Fraternity, Loyalty
Loyalty isn't just about the way your product tastes, smells, or feels. It's about how using it makes your customers feel. Nov 12, 2002
Webogram Power, Part 2
Map your strategy for upselling and cross-selling customers on your Web site. Oct 1, 2002
Webogram Power, Part 1
Map your strategy for upselling customers on your Web site. Sep 24, 2002
Sensory Brand Management: It Makes (Five) Senses
Why does most brand building concentrate on two senses when appealing to all five is likely to double brand awareness and strengthen the impression a brand leaves on its audience? Sep 17, 2002
Give Away Giveaways
Think twice before you order those T-shirts! Digital merchandising is cheaper, cooler -- and attracts way more attention to your brand. Sep 10, 2002
Perils of One-to-None
One-on-one or flying solo? Sites should adapt to their customers, not the other way 'round. Sep 3, 2002
Danger! Jargon
What language does your brand speak? Do your customers understand it? Aug 27, 2002
Do Your Brand a Favor: Misspell It!
No one spells or types flawlessly. Smart marketers take human foibles into consideration when developing a URL strategy. Aug 20, 2002
Context: We All Love a Story
Just because you're selling a 'boring' product doesn't mean your marketing has to be stale and stuffy. Aug 13, 2002
Big Brand, Zero Bucks
Put away that wallet! Build a brand from zero -- on a near-zero budget. Aug 6, 2002
Don't Think Too Different
Don't reinvent the wheel on your Web site -- or change the rules of the road. Jul 30, 2002
Brand Games: Your Move
Do you trust consumers enough to put your brand's fate in their hands? Jul 23, 2002
Branding With Passion
Build a better brand. Do the right thing -- with the right charity. Jul 16, 2002
Build Your Brand, Legally Speaking
Would you hire a lawyer to build your branding campaign? Then why let them write copy on your site? Jul 9, 2002
Overdue for a Brand Tune-Up?
You launched four or five years ago. Is your site still in synch with your brand? Jun 25, 2002
Pushing Sponsorship
Ever thought of naming your child after a corporation? A new era of sponsorships is dawning, so you'd better grab the opportunity. Jun 18, 2002
Cross-Channel Synergy? Where?
A little channel integration goes a long way -- boosting conversions 35 percent. Why aren't marketers bothering to do it? Jun 11, 2002
Creating Traffic With Creative Branding
A pizza joint needed to boost its Web site traffic. Mission accomplished. The one restaurant is now a franchise, and most of its competition is out of business. Here's what it did -- and how you can apply its strategy to your business. Jun 4, 2002
Linking: To the Brand Or to Bewilderment?
There's a signpost up ahead. Does it point straight into a branding Twilight Zone or enhance your visitors' experience? May 28, 2002
Cross-Channel Branding
Think your brand should have the same tone of voice across channels? Martin disagrees. May 21, 2002
Brand Alliances Put to the Test
Here's evidence that a co-branding alliance may be something you should consider. May 14, 2002
Trust: The Internet Comes of Age
Brand trust can be built online, according to a recent study. Does that mean the advantage of traditional media is finally over? May 7, 2002
Click-and-Mortars Finally Click!
The Web can't appeal to human senses like a real-world retail store can, which hinders upselling and impulse buying. Martin finds evidence this is changing. Apr 30, 2002
www.what?
A company's URL is an extension of its brand. Keep is simple, keep it consistent, and your customers won't have to guess where to find you online. Apr 23, 2002
Microsite Focus
Successful branding isn't about being everything to everyone. It's about making it clear you can do one thing -- the thing the user is searching for. Apr 16, 2002
Home Page Monotony
What's the point in having an entire site if you plunk everything on the home page? Why do dynamic brands feature stubbornly static home pages? It's the first brand element the world sees when it visits your site. Your home page deserves some extra planning. Apr 9, 2002
Your Own Brand Custodian
Make your site stand out by engaging your customers in a dialogue. Apr 2, 2002
Stop Guessing
You can measure some aspects of your promotions, but do you know if your brand message is getting through? Mar 26, 2002
Web Branding: Take It Personally
Corporate site not conveying your brand's personality and essence? Take a look at what teens are doing online: branding done right. Mar 19, 2002
Brand + Brand = Success? Part 1
How much of a benefit is co-branding, really? In this series, Martin defines the topic, looks at the hype and the reality of co-branding -- and defines ground rules for successful co-branding for both parties. Mar 5, 2002
One Voice?
Much has been said about the need for a company's communications to speak with one voice, but there are reasons for your brand to learn a variety of different languages. Feb 26, 2002
B2B = Boring to Branding?
Think B2B brands are a bore? You don't know one of the best corporate sites on the Web is about ball bearings. Yes, you read that right: ball bearings. Feb 19, 2002
Language 4U?
Are you speaking your customers' language? As you answer this question, here are a few things to consider. Feb 12, 2002
Your True Competitors
You think of your competitors as companies offering similar products or services as yours, but your real competitors may be in a completely different field. Feb 5, 2002
Brand New Branding
To brand successfully, you need to understand the new instant-gratification consumer mindset arising in the world today. Jan 29, 2002
See Your Brand Vision?
If your company is hiding behind a timid mission statement, it's time to inject some personality. Jan 22, 2002
It's the Detail That Counts
Are you guilty of sending out plain, undifferentiated emails to your customers? Jan 15, 2002
Instant Gratification
More than ever before, brands need to instantaneously reward their customers for loyalty. At a time when consumers have learned that the whole world can change in a day, long-term rewards just aren't as meaningful. Jan 8, 2002
Permanent Brand Visibility
Satisfied with getting your target audience's attention for just a few seconds? Take a look at tools that can solidify your brand's image in a consumer's mind. Dec 18, 2001
Can Loyalty Survive Recession?
Frequent-flier and traveler loyalty programs have been rousing successes in engendering brand loyalty, but how will they perform in a recession? Dec 11, 2001
Is Harry Committing Suicide?
The Harry Potter brand seems to have cast a spell over kids (and their parents) the world over. But how long will he hold sway over his target audience? Dec 4, 2001
Get Closer to Reality
The Web's advantage is interactivity. Use it wisely, and you'll be competing with brick-and-mortar retailers on their own turf. Nov 27, 2001
Wireless Power
The wireless messaging channel known as SMS is ripe for exploitation. But Martin says few advertisers are taking advantage of the opportunity. Nov 20, 2001
The Direct Mail Virus
Message over medium. The threat of anthrax could deter people from opening direct mail pieces, even from brands they've trusted all their lives. If marketers chose mail, email, or even SMS, sensitivity is more important now than ever in maintaining brand value and restoring confidence. Nov 13, 2001
Where's the Real Risk?
Are marketers looking at today's realities or simply following a popular perception of the "right" way to do branding? Nov 6, 2001
The Red Cross: First Aid for the Swiss National Brand?
Can a country's reputation be marred by the demise of its national airline? Martin thinks Swissair's bankruptcy may have left the Swiss national brand as riddled with holes as its eponymous cheese. Oct 30, 2001
Trust and Security: A Brand's Most Esteemed Values
Marketers need to realize that customers' outlooks have changed. What was true for your marketing plan two months ago might be irrelevant today. Oct 23, 2001
Brand Games: Are You Ready to Play?
Grab your joystick and hold on tight, because a promising new marketing medium is emerging, and it shows all the signs of delivering an intense ride. Oct 16, 2001
Differentiation: It's in the Detail
Just because navigation conventions have become quite conventional, there are still plenty of opportunities for your site to distinguish itself -- and enhance your company's brand identity. Oct 9, 2001
Cutting Back Without Cutting Yourself Off
In these difficult times of belt-tightening, you may think you know the tried-and-true ways to slash costs -- but the most obvious ways may be fraught with danger. Oct 2, 2001
Back to Basics
With stock prices falling, jobs being cut, and salaries being renegotiated, even some of the world's most-recognized brands are struggling. In this atmosphere of insecurity, we need to see brands expressing secure values. Sep 25, 2001
Think Fast, Be First
Within 24 hours of the attack, Amazon had reconfigured its home page. In demonstrating its human face, it has garnered kudos that might otherwise have taken years to establish, at a cost of millions of dollars. Sep 18, 2001
Be Direct
On the Web, most members of you audience are likely not marching to the beat of the same drummer. So how come most content on most Web sites is written the same way on most every page? A brand can have many faces and still be strong and clear. Sep 11, 2001
Double the Branding for Half the Price
How effective are banner ads in brand building? Can they really work? It depends. But if designed well, banner ads intended for branding can in fact contribute to achieving campaign goals normally associated with click-through banner ads. Sep 4, 2001
Brand Brother Is Watching You
It is possible to measure the real value of online brand building, as long as you have something to measure against. The trick is, of course, determining what the appropriate performance criteria should be. Aug 28, 2001
ROI: RU OK?
It has been almost impossible to measure the results of long-term branding campaigns that are often run over several years and across multiple channels, handled by multiple agencies, and managed by multiple departments. But times are changing. Aug 21, 2001
Another Channel, Another Challenge
Just as the whole world was thinking "WAP," the honors have gone to SMS. But the really interesting issue for the world's marketers is that of building and controlling brands in the medium. Aug 14, 2001
T-Commerce: The Net/Teen/Consumer Equation
The fastest growing of market segments, which also happens to be the largest online audience segment, the quickest-learning online segment, and the segment likely to become the biggest spending group in consumerdom, is now able to purchase stuff online. Aug 7, 2001
A Brand Health Check, Part 2
In part 2, Martin offers five more questions for an online self-examination. If your answers are yes to all of the questions, your brand is well on its way to being able to sustain, and hopefully increase, its level of health. Jul 31, 2001
A Brand Health Check, Part 1
How can you take care of your brand's health? Well, the answers are obvious -- and certainly easier said than done. But the fact is that the brand builders often appear to be systematically forgetting some fundamental brand-health issues. Jul 24, 2001
Negative Product Placement
Have you been noticing the emergence of negative product placement -- on TV, in movies, and on the Web? Martin has, and he thinks that the trend sadly parallels U.S. electioneering practices. Jul 17, 2001
Instant Branding
Ten years ago, you had to plan a TV campaign at least a year ahead. You had to book it at least three months ahead, and you had to start production at least four months prior to airing. Now, the months of preparation have been reduced to hours. Jul 10, 2001
Optimize Your Branding Touch Points
In an era of communications growing more complex daily, Martin asks, "Have you optimized all your consumer touch points, or are your touch points relying on haphazard coincidence?" In other words, what's your channel strategy? Jun 26, 2001
E-Children: Come Home
It's tough enough to live with your parents even if you get along. Imagine, though, that they kicked you out of the house when you were just a toddler, and now that you're an independent teenager, they want you to move back in. Yikes! Jun 19, 2001
Smash Your Web Site
Imagine we smashed your Web site by searching through every page and deleting the brand and any references to it -- and then asked the consumer to visit the site without knowing what its brand was. Jun 12, 2001
Brand Version 1.1
Just as manufacturers change toys and games to satisfy evolving play preferences, brands must also keep pace with social evolution if they are to preserve their relevance in the marketplace. Jun 5, 2001
Retailers: No Rest for the Weary
Retailing concepts are dramatically challenged every decade. Even though retailers have won the first three rounds of the latest fight, they can't rest on their laurels. The heads of e-tailers may be bloody, but they are unbowed. May 29, 2001
E-Tailing's Critical Success Factors
There are five e-tailing success factors. They are simple, but critical. Yet they are neglected and mismanaged, which explains why only 5 percent of e-tailers survive. May 17, 2001
Broad Branding
Broad branding refers to a 360-degree view -- a total branding plan that should aim to secure links between media channels, promoting positive synergy between all communication channels used in your broad-branding strategy. May 3, 2001
An E-Lesson From Hans Christian Andersen
Many a dot-com story is a fairy tale gone awry. Why? Because not many sites have what it takes to be as sticky as one of Hans Christian Andersen's stories. Apr 19, 2001
E-Male? No More
Most Web sites look like index pages from the New York Stock Exchange. Soon, though, women will be making their mark, and the male-dominated view of cyberspace will be no more. E-male, make room for f-e-male. Apr 5, 2001
Opportunity Clicks
There's a world of communications technology out there, often in places you might least expect. It may seem a chaotic world, but there's a message in the madness: Brand opportunity is just clicks away, and it's time to make your mark. Mar 22, 2001
Click With Brand Synergy
So you reckon a click-and-mortar strategy is for you? Ask yourself this: Why? In the end it should be about adding value to your customer's relationship with the brand. Mar 15, 2001
The Internet, on Sale
In the case of the Internet, do most expect something for nothing -- or at least more for less? The answer is yes. The question is, Why? Higher expectations of lower prices, that's why. Maybe it's time for a change. Mar 8, 2001
M-Gambling: What Are the Odds?
M-commerce's biggest headache right now isn't how to make graphics look better, the sending frequency stronger, or the reach better. It's about how to make money in the future. Is gambling the solution? Mar 1, 2001
Generally, Generic Generalizes
"That which has been is what will be, that which is done is what will be done..." Yet not all songs are written, not all brand names are taken, and not all URLs are gone. Feb 22, 2001
Baby.com: Time to Grow Up
It was once a novelty, it was hip, it was in. And although a ".com" address is still a must, ".com" in a company name is a bust. It's simply out of fashion. But it's also more than that. Feb 15, 2001
Brand-New Kids on the Block
How many times have you heard it? "Children are the future." It's no surprise, then, that our youngsters have been quietly dragged along in the brainwashing wake of branding, creating icons, and engendering loyalty. Feb 8, 2001
Users Might Pay, but They Don't Come Free
Advertising revenue is decreasing, as is investor faith in many dot-coms. The result is a return to the commercial world's tried-and-true revenue-earning model: The consumer pays. But will your introduction of a fee result in empty traffic reports? Feb 1, 2001
Country of Origin as a Branding Statement
A product's country of origin constitutes an important piece of branding that, in many cases, can be so influential it overtakes the brand's other reputation builders. A product label says a lot more than "Made in..." Jan 25, 2001
Branding: It's All About Focus
What's the secret formula for successful branding? There's no hidden magic in the process of building a brand. Here are three simple principles to ensure successful brand building. Jan 18, 2001
Shhh... The E-Tailing Infant Comes of Age
Remember the turbulent years of e-tailing's infancy? Now it looks as if e-tailing has already weathered its teenage years -- and, showing signs of maturity, may be safely leaving home. The quiet of this holiday season confirms to Martin that this is so. Jan 11, 2001
Contextual Branding
Martin would like to see advertisers become more creative, thoroughly examine consumer behavior, and figure out when the need for a particular product peaks. You can put your brand in a logical context by understanding consumer behavior and need. Jan 4, 2001
The Emergence of Luxury E-Tailers
Luxury products attract the prices they do because of their brand names. It's easy to see how being able to buy the right brand of product at the right store appeals to consumers. But how is this going to play out online? Dec 28, 2000
Benchmarking
How good is your brand, and when can you afford to be truly satisfied that it's at the top? Martin tells you how to measure your brand with benchmarking. Dec 21, 2000
Five Easy Lessons for Holiday Selling
Here are five simple points guaranteed to make the difference between e-tailing's 1999 and 2000 holiday seasons. This year is e-tailing's last chance to regain consumer confidence. Dec 14, 2000
Bye WAP... Hi-Mode
Ask programmers about i-Mode, and they'll laugh! But consumers understand it because it's user-friendly. Wireless Application Protocol (WAP), on the other hand, isn't the answer to everyone's wireless dreams. Martin tells you why the most advanced technology isn't always widely accepted. Dec 7, 2000
.Com: The World's Most Expensive Address
We've got seven new family members to supplement ".com" domain names. So the problem's solved, right? Think again. These new address structures are likely to be no more popular than the ".net" address. Nov 30, 2000
Global Branding Versus Local Marketing
The exposure of local brand building in the international arena contributes to difficulties in global branding strategies. We know local marketing can't be centralized. So it's vital for the strategic group to work hand in hand with the tactical group. Nov 23, 2000
The Trust Business
E-tailers must establish consumer trust if consumers are going to buy online. Maintaining consumer trust in your brand requires respect for consumer privacy and restraint in email marketing. Nov 16, 2000
The Brand Catch-22
The Internet isn't for everyone. Some brands are more successful online while others fare better in TV or print. Hence, the brand Catch-22: Going online is dangerous, yet avoiding an online strategy can create criticism as well. Nov 9, 2000
Page Clicks Versus Page Flicks
Martin ponders the difference between real books and e-books, between retailers and e-tailers, and between the real world and the virtual world. Nov 2, 2000
Wireless Hype Phase 1
As wireless technology hype builds in the United States, it instills every dot-com company with the conviction that it must include wireless commerce in its operating strategy. Just as the web underwent a posthype period of calm and reflection on the part of users, marketers, and retailers worldwide in 1998 and 1999, the wireless Internet will do the same. The protocol's name might alter, but you can be sure there is a role for wireless technology in the Internet's future. Oct 26, 2000
E-tail-Retail Battle: And the Winner Is...
Martin wrote a couple of articles on the battle for supremacy between retailers and e-tailers. At that point, it seemed the first round went to the retailers, as online shopping was justtoo new for the average consumer to feel comfortable with. Then the second round seemed to be going the e-tailers' way. A Forrester Research report on e-tailing now predicts almost all pure e-tailing will be dead by 2002. Martin revisits the situation to report on the third and final round. Oct 19, 2000
Does a Brand Blast Work?
You've no doubt heard about the Pizza Hut rocket. Talk about a brand blast! Marketers are always looking for new ways to give a brand a big liftoff. But is the big-splash, big-blast campaign a good branding tactic? Oct 12, 2000
Branding by Communication Channels
Riding in a taxi in Japan, Martin discovered the GPS monitor, a device with targeted ads for a captive audience. Forget TV and print media marketing plans, it's time to focus on channel branding strategies. Media plans can include the Internet, the mobile Internet, the GPS taxi monitor, and the Palm PDA. Every message uses a channel strategy that knows minute by minute where to find your brand's target consumers. Oct 5, 2000
Rebranding the Olympics
Martin lives Down Under, upside down, and in the center of the world's biggest-ever branding exercise. It's called Sydney 2000. Being so close to a world event is fascinating from a brand-building perspective. Martin explains how the International Olympic Committee (IOC) faced major crises over alleged bribery at the Atlanta Games and athlete doping at the Sydney Games. Learn what the Sydney Organising Committee for the Olympic Games (SOCOG) did to restore trust to the Olympics brand. Sep 28, 2000
Can Coke Put the Fizz Backin Its Brand?
Coca-Cola's recent megadeal with AOL signals a new marketing strategy that includes more online visibility. Coke also teamed with NTT DoCoMo in Japan, giving away mobile phones and plans to do the same in Europe. Its new decentralization strategy enables individual markets to develop localized products. But this branding strategy is nothing new as far as dot-coms are concerned. Can Coke possibly be a market-leading brand by following the leader? Sep 21, 2000
Eat Dust, Dot-Coms
Last week Martin discussed how the great superbrands have become anachronisms in the face of dot-com brands' meteoric rise and how the brand pioneers seem to be languishing in offline limbo, gathering dust on supermarket shelves. This week he looks at how we can dust these great entities off and restore their lustre. Sep 14, 2000
Superbrands Face a Superchallenge
The technology companies Microsoft, IBM, Intel and Nokia are four of the top five most valuable brands. For every new dot-com brand that appears on the cyber horizon, the classic superbrands seem to recede a little more from the consumer's notice. Classic superbrands face a superchallenge. The development cycle they've pursued over the decades is just too slow to keep them from gathering dust. Sep 7, 2000
The Only Way to Build Brand
Internet real estate prices have increased dramatically, resulting in sites squeezing more and more information into less and less space. Martin tells you how to get the best out of small and costly space by focusing on interactivity, the Internet's operating asset. Forget banner ads, one-to-one communication and targeted messages are the only way to build brand. Aug 31, 2000
Leave No Test Unturned
Before a television commercial is aired, it undergoes thorough testing to ensure every second is effective and the advertiser's message is understood by viewers. Market testing is an obvious prerequisite to commercial success, so why is it that less than 1 percent of every web site goes through any market testing? Aug 24, 2000
Where Are All the Sexy Surprises?
Why is much of the stuff we see on our screens so boring? Open up Microsoft Outlook and you see gray on gray, clip- art icons, and a hint of blue. Open up Word, and you fall asleep before you can start writing. Many of the tools we use and the sites we visit are very businesslike and incredibly boring. The sites that offer surprise and creativity will capture consumer attention and brand loyalty. Aug 17, 2000
M-Branding
How can you build a brand on a canvas smaller than a matchbox? What if you could use only one color (say black on a green background), you had no scope for graphics, and the consumer was paying for every second it takes for you to send him or her a commercial message? Welcome to the new world of m-branding, as WAP-enabled cell phones become bigger than the World Wide Web. Aug 10, 2000
Brand Crisis Management
Last week Yahoo! got some negative publicity over its online auction site in France offering Nazi paraphernalia for sale, which is against French law. This was not a predictable crisis, even for the most experienced brand experts. But it ensnared the well-respected Yahoo! brand, which suddenly had to deal with a public relations nightmare. Martin explains how brand crisis-management programs can protect your brand from potential crises. Aug 3, 2000
Branding Without a Brand
Most marketing professionals still believe that true branding is based on the logo. But branding is much more than developing a familiar consumer image. Consumers should recognize your brand without even seeing your logo. Jul 27, 2000
Full 360-Degree Branding
Strong branding is all about creating a story or, if a story already exists, making it spin off the product and the brand. Fascinating stories quite often create the foundation for the whole brand its philosophy, its direction, and its ethos. Martin explains 360-degree branding and why you need more than just a nice-looking web site to build a brand. Jul 20, 2000
Asia: New Wireless M-Generation
Did you know that more than 600 million people are projected to have mobile or cell phones within three years? Most will have WAP (wireless application protocol) access. Most will be in Asia. And once these forecasts see fruition, the days of Internet dominance will be over because there will be more wireless Internet users than fixed-line users. Martin tells you about the birth of wireless in the Far East and the implications of the first m-branding generation. Jul 13, 2000
Will Advertising Learn to Speak Web?
Ever try to learn a new language as an adult? Some succeed, but most don't ever manage to speak the language fluently; they simply came to it too late. There's an analog to this in the advertising world. Avertising agencies are struggling to belatedly learn a whole new language. Millions of people are currently attending the lessons five years too late and at the same time competing with a group that was born and raised with it as a mother tongue. The language? Interactivity. Jul 6, 2000
The Future of Copyright
We've all heard about the battle between the music industry and Napster, and few of us doubt that we'll see more of the same. What does copyright actually mean in a digital age? How will it evolve? The way Martin sees it, Napster might just turn out to be the music industry's best friend. Jun 29, 2000
Retailers Versus E-Tailers: Know Your Strong Suit
The race for most retailers today is getting online. But theyre on the wrong track with a focus on beating the online competition. Can retailers really compete against price, product selection, and unlimited information? Martin thinks its a battle thats lost before its begun. Retailers will have to rethink their focus and may find success all comes down to being the best at what youre good at. Jun 22, 2000
The Feminine Net
It's time to quit all the rational talk, the clichid graphics, and the "techie" look on today's web sites. The feminine side is starting to dominate the Internet, and we'll soon see the same purchasing trends online as we are used to seeing offline. Jun 15, 2000
B2B Sites Need Branding, Too
There's a misconception in some quarters about B2B branding. It contends that the principles of brand building suddenly don't apply or aren't needed once B2B communications replace B2C messages. It seems that B2B communications are governed by a "Why should I bother?" mentality. Businesses aren't emotionally driven, they're not brand-conscious, they buy on price. Because of this erroneous assumption, most B2B web sites look alike. Martin's advice is to remember one thing: We're all human beings. Jun 8, 2000
The Narrow-Line to Success
As retailers cut back their outlets and reduce their floor space, e-tailers are re-evaluating their true market position. Martin explains the trend toward successful niche selling online and offline. Jun 1, 2000
To Each His Own Web Site
Toss the 2,331 business cards you just accumulated at your last cocktail party. Cursory acquaitances could soon change, especially if everyone had their own web site. Martin paints a picture of this likely scenario. May 25, 2000
A Web Site for Everyone... and Everything
Let's consider how the web might look a year or two from now. First, get used to the idea that every consumer will soon have his or her own web site. In Europe and the U.S., for instance, we all have a personal identity number; well, transfer this to the Net. But it doesn't stop there. Every product, everything we buy, will also have its own web site. Take cars: Every car that's every single vehicle will some day have a unique site with layers of information of interest to everyone from potential owners to the police. May 18, 2000
What Do Online Points Add up To?
As consumers in the offline world, we're addicted to spending money to earn points. In the online world, the most common way to earn points is you guessed it by spending money. But you can also earn points for handing out your email address, reading your emails, surfing, recommending a product, placing ads in your email client, reading ads, and even finding stuff. But what do these points add up to? Martin weighs the pros and cons of online points programs and their impact on branding. May 11, 2000
Star Branding
These days, any Hollywood star with a shred of self-respect has his or her own web site. In most cases, these sites support fan-club activities. But more and more, they are becoming revenue centers. Martin shows us yet another way that the Internet offers brand building a new life. Something to keep in mind when building your own brand platform. May 4, 2000
The Myth of Free Branding
We all recognize special offers like "Buy three for the price of two" or "Buy one and get one free." Most B2C Internet businesses weren't slow to adopt these tricks developed by marketers over decades. But in the Internet world, the word "free" took on another meaning. Suddenly everything's free. It's turning the consumer/retailer relationship upside down with consumers asking "Why pay for anything anymore?" Martin tells you what can happen if this trend continues. Apr 27, 2000
Will Advertising Learn to Speak Web?
Ever try to learn a new language as an adult? Some succeed, but most don't ever manage to speak the language fluently; they simply came to it too late. There's an analog to this in the advertising world. Avertising agencies are struggling to belatedly learn a whole new language. Millions of people are currently attending the lessons five years too late and at the same time competing with a group that was born and raised with it as a mother tongue. The language? Interactivity. Apr 20, 2000
E-tailers: Only One Chance to Survive
Research studies show that e-tailers only have one chance to survive. One bad experience almost guarantees a customer won't return for more. Not so for bricks-and-mortar businesses, which can sometimes get away with bad service repeatedly without losing a customer. Martin explains the relationship between off- and online branding the clicks- and-mortar synergy a factor that could diminish or improve the harmonious synergy between the brand off- and online. Apr 13, 2000
C-Commerce Calling
Europe and Australia are already well down the track, but the U.S. is still lagging behind. But probably not for long. We're talking about WAP (wireless application protocol), the next generation to follow the Internet. WAP will probably change everything we thought we knew yet again! And the new trend is likely to be called c-commerce (for "cell commerce"). Martin sketches out a scenario not unlike that of Disney-Pixar's "Toy Story," in which every product has a life of its own. Apr 6, 2000
An Old-World Gimmick for the New Media
What role should brands like Pepsi, M&M's and Palmolive have on the Internet? You can't buy, sample or play with the product online. What would you expect to get out of visiting these sites? Not every brand is suited to life on the Internet. In fact most FMCG (fast-moving consumer goods) brands face huge challenges just finding an online niche for their products. Martin has a great solution from old-world marketing. Mar 30, 2000
Who Can You Trust on the Internet?
Real-world brands versus online-only brands: Which do you think consumers generally have more trust in? One of the problems the Internet world faces today is the lack of trust consumers are demonstrating in web sites and online brands. Not only is it apparent that users don't trust the information they are being exposed to on the Net, they resent and fear an invasion of their privacy online, and they doubt the security of online purchasing systems. Martin tells you how to develop consumer trust for your online brand. Mar 23, 2000
Media Exchange Rate
What's a banner ad worth? It depends, compared to what a television commercial, billboard ad, store display sign or radio spot is worth. It seems that worth depends on the comparative success of each of these media. As more online ad forms are introduced, this question arises: "What is the true value of online media compared to its offline counterparts?" Martin envisions a "media exchange rate" that would make every brand marketer's life easier. Mar 16, 2000
Knowledge-to-Knowledge: New Brand Platform
Time for a new buzzword. How about "K2K"? A takeoff of B2B and B2C, K2K can change the way we perceive brands, and the way we build and evaluate them. Martin tells you how traditional brands can exploit the leverage from new brand platforms created by reliable users. Users will create branding content themselves by becoming an interactive testimonial source. This year may be the last in which we'll see users prepared to share knowledge with other users for nothing. Mar 9, 2000
Mini-branding Comes to the Net
Remember your first miniature bag of M&M's? You know, the baby bags that held only 30? Bet you liked them. Most of us harbor a fascination for miniature things. And manufacturers notice this predilection. Mini-products have proven to be a huge success, despite the fact that these smaller products sell at proportionately higher prices. Mini-branding might just prove to be the next-wave branding trend on the Internet. Mar 2, 2000
Dot-Com Branding Dilemma
Dot-com hopefuls vie for media, investor and potential partner attention wherever they go. On average, newdot-coms spend $25 million per year on marketing. The battle for consumer recognition via the Superbowl backfired when dot-coms failed to obtain brand identity. Will something dramatic happen to halt this desperate trend? It's likely that alternative communication channels will be used for promotion. Guerrilla marketing could be the next big thing. Feb 24, 2000
The Race to Map Shopping DNA
We've all been impulse buyers. How often do you go to the supermarket for milk and bread and come out with a cartload of groceries? The overflowing shelves inspire product purchases: almost 60 percent of products bought at the supermarket are not premeditated purchases. It's no accident, but rather the result of a well-known methodology called space management. You can't browse, choose and buy on the web, but this kind of planning is needed. The race for mapping the human "shopping DNA" is on. Feb 17, 2000
Global Brands: A Matter of Time?
Going international with your brand can be like starting from scratch. Successful national brands establish their image over time, an image that relates to their local market. The Internet has made worldwide brand building easier. But don't let this fool you. Net users are human beings. They don't suddenly adopt a worldwide preference by upgrading to version 2.0. Cultural change is needed, and that takes time. But the Internet may offer a chance to telescope that time, bringing global brand building closer than we thought. Feb 10, 2000
Auction Sites on the Block?
With e-commerce growing exponentially and e-tailing sites mushrooming around the globe, the consumer is faced with an infinitely swelling array of choices. The result is a growing need for shopping assistance tools to help consumers navigate their way through the maze. Martin ponders the effectiveness of auction sites versus these new shopping agents that roam the Net, investigate against consumer criteria, and recommend solutions to consumers that they probably would never have found themselves. Feb 3, 2000
The Future of Retailing
What's the role of retailing in the Internet marketing future? Martin envisions big entertainment centers - the "Disney Worlds" of shoes, cars, and so on. The retailers' earnings won't depend on sales because they won't make any. Their existence will be determined by the number of visitors they attract, the number of repeat visits those consumers make, and the length of time they spend in the showroom. Jan 27, 2000
Customization: Does It Really Fit?
Finally Nike has done what many observers expected the company to do last year. Nike Retail Services, Inc. introduced Nike iD, an interactive site that allows visitors, professional athletes and everyday consumers to design and order customized shoes. Almost at the same time that Nike offered this new service, Levi's deleted its customized service from the Levi's site because of disappointment in the response it generated. So who is on the right track, Nike or Levi's? Jan 20, 2000
Product Placement: The Interactive Choice
Product placement: a concept familiar to us from the movies. In one story, James Bond will be driving a Lotus. In the next, he might be behind the wheel of a BMW. In "Back to the Future 2," Pepsi logos were ubiquitous. Theoretically, the Internet, too, could be one big product placement opportunity. Jan 13, 2000
Offline Tweens
Just when most people would have sworn that offline toys were dead, Pokemon appeared on the toy scene with paper-based toy cards - and, within a few weeks, almost killed online toy sales. Most toy products went the other way: LEGO introduced LEGO Mindstorms, Disney offered Disney Blast, Mattel went for CD-Barbies. These companies went for toys on the Net or on CD. But Nintendo did the unexpected and introduced a truly interactive concept: An offline toy. Jan 6, 2000
E-tailer Testing Season
This Christmas season it's finally happened: The first real test for e-tailing. This has been the first Christmas in which e-commerce has offered bricks-and-mortar businesses serious competition. The first Christmas where online hype has been replaced by educated consumer intention as user after user chose to buy Christmas gifts via the Net. But it will also prove to be many e-tailers' last Christmas. Dec 30, 1999
Users Do The Branding
Imagine someone approached you on the street, opened his coat and, displaying his pendant range of Rolexes, said, "PSST! Wanna buy a watch?" Would you buy one? Probably not, even at a discount. Why? Because you don't know the guy. There's not a lot of difference between this example and everyday e-commerce dealings. Martin tells you about the uTOK concept, based on giving private people a public voice. It offers a way of branding products that lets the users do the branding. Dec 23, 1999
Who?.com
You're probably among the 90 percent of people who've tried registering a domain name and been rejected. That's a catastrophe if the name you tried to register was your brand name. The value of dotcoms has inflated in the wake of the panic this dilemma has caused, with domain name prices now in the million-dollar class. So, will prices keep inflating? And what is the trend? Will dotcom disappear, to be replaced with a more flexible domain structure? Dec 16, 1999
Brand Building Now A Small Company Reality
Amazon was one of the first dotcoms in the world to recognize the value of affiliate programs, starting a flurry over similar programs. The key problem is that affiliate programs promote the affiliate owner, not necessarily the "affiliatee." But you shouldn't promote other sites unless you really stand to gain. Martin tells you about a new concept that offers web sites a neutral shopfront and all products relevant to the site. You promote your own brand name rather than an affiliate owner. Dec 9, 1999
Rat Race Scurry
Today, 40 percent of the web development budget goes toward marketing, thanks to a growing opportunity for web sites to drown in over two billion pages of Internet competition. As a result, marketing activity is frenzied, with more than 80 percent of all television commercials in the USA featuring a web address, and 30 percent promoting an individual web site. Can this trend continue? Dec 2, 1999
Information Poor Vs. Information Junkies
The Net is set to become the media that for the first time seriously splits people into groups based on their economic status. A recent AC Nielsen study shows that an American white family is 25 percent more likely to have access to the Internet than a non-white family. Economically- restricted access to the Internet compares with living in Los Angeles without a car. It's not necessarily life threatening, but in LA terms, you're cut off from the real world. Nov 25, 1999
My Very Own Brand
Mass market brands are dead, if you can believe a range of new surveys that say the new generation's faith in "old" classic brands is vanishing rapidly. Forrester concludes that some of the best known brands are steadily losing marketshare to new upcoming brands on the Internet. Teenagers prefer sites like Kasparov vs. The World, Quokka and Bolt. What does this mean for the future of brands? Is the basic Procter & Gamble philosophy of one-brand-per-million consumers slowly dying? Nov 18, 1999
Orchestrating The Brand
Marketers will need to become sense generators for consumers, as the Internet increasingly dominates consumer purchasing, and sight becomes the key vehicle for decision making. Think about it. All the senses we used previously to determine if a product was worth buying or not won't work any more. In cyberspace, the rows of products are gone. Holding a product in our hand isn't possible. Smelling a product belongs to the past. And tasting a sample? Forget it. Nov 11, 1999
The Intimate Brand
The Internet has become much more than search engines and bookstores like Yahoo! and Amazon.com. A range of new online dating sites have appeared in the last few months that communicate with people in very personal ways. These dating sites open the door for brands to communicate with their consumers in situations that were never possible before. Brand building on the Internet has not only become more targeted - it has also become more intimate. Nov 4, 1999
The Death Of Portals
The portals we know today will probably not exist 12 months from now, thanks to the appearance of true Internet-based one-to-one communication. Consumer infomediaries are a third party search engine collecting data about its users and acting on the user's behalf to gain benefits on the Internet. This technology can capture and handle the tons of data necessary to create true one-to-one communication. Oct 28, 1999
Retailers vs.The Net: Round 2
Retailers need to know what they do best if they're going to survive. The Internet has already created many upheavals for them, and it's still causing trouble. The high investment in infrastructure is a key problem for traditional retailers. As are the incredible efficiencies of selling over the web. Oct 21, 1999
Clicks, Brands And Mortar
Firms that use traditional marketing techniques rather than Internet strategies are known as "bricks-and-mortars." And they've been dubbed the true losers of the '90s as more and more cyber-born e-commerce sites have captured marketshare. Barnes & Noble, Toys R Us and HMV were shocked that Internet-based businesses could capture several percentage points in their industries in five short years -- something that usually takes many years to establish. But it looks like the real winners will be those bricks-and-mortars, afterall. Oct 14, 1999
The Integrated Brand
The role of the brand will change dramatically in the next couple of years. Try to imagine a world where products talk together, coordinate their actions and act before you're even aware. Too futuristic? Nope. Many inventions that began as futuristic concepts have become commonplace. The telephone was meant as a hearing device for deaf people. The first television news segment was read from a newspaper. If today's Internet is like black and white TV, what will color be like? Oct 7, 1999
Can Truth Kill Brands?
A free voice has always been sought-after. Just think about the Second World War and the resistance movements' creation of independent radio. Each time freedom has been squeezed into a box - it has triumphed. Now it's become a business. A new generation of Internet sites have geared up for what could be the most interesting race for market share in months. It all started with ThirdVoice and its "sticky notes" system. Sep 30, 1999
Online Brands Move Offline
Two years ago, most companies began to realize the importance of having an online strategy. Disney's Donald Duck became interactive, Mattel's Barbie can be designed on- screen, Levi's can customize your perfect pants, and Swatch offers a worldwide Internet watch. But just as many companies were beginning to master online branding, those at the head of the pack were already moving their online brands offline. Sep 16, 1999
The Talking Brand
When the computer controlled Furby was launched in 1998, many people were surprised that a soft toy could sell more than 1 million units in five weeks. For parents it was perhaps not so surprising - they had already witnessed the invasion of interactive toys. The days when brands based all communications on a monologue are long gone. The only brands that survive will be those that not only talk, but listen, learn and react. Sep 9, 1999
Todays Teens, Tomorrows Net Consumers
For the first time since making its way into our living rooms, television has had to share viewing time with another medium: the Internet. 25 percent of prime television viewing time has been replaced by Internet surfing. Today's teens and kids are leading this communication and entertainment revolution, embracing Internet shopping as the norm and researching school assignments by surfing the net. Sep 2, 1999
Morphing Offline Into Online
Strong online brands have built customer loyalty and captured market share, proving that cyberspace success is within reach to those properly armed and ready. Meanwhile, offline brands are quick to realize that an online presence is not only desirable, but critical to meet customer expectations and stay competitive. Martin tells you how to reevaluate your marketing strategies to attract customers via the Internet. Aug 26, 1999
Be Global - Act Local
Even though the web makes every site global, the need for localization is stronger and more important than ever. On one hand you have to be local, but you also have to be global and loyal to your brand. Leveraging on the millions of dollars spent yearly on worldwide brand marketing is essential for local brands to survive. Let your brand walk, talk, learn, listen and react! Aug 19, 1999
Transferring Your Brand To The Web
Potential new revenue is one of the main reasons for businesses to go online. But transferring your brand to the web doesn't guarantee higher earnings. It takes more than the strength of the brand, the quality of the web site, and the size of the marketing budget. Martin tells you the common success factors that appear time after time. Aug 12, 1999
Todays Special: The Push For Loyalty
Like many of you, Martin got a $10 voucher from Amazon.com for future book purchases. But his friend got one for $16. A more valuable prospect? Until now, it's been about selling online at a low price. But we're entering the second phase of e-commerce - where knowledge about a customer can be translated into real sales. A new chapter on the Internet with the aim to create more loyal customers. Aug 5, 1999
The Role of Retail in the Internet Age
Shop till you drop? No way. Say good-bye to long lines, congested parking lots and the turmoil of tugging your tikes from store to store. Instead, just park your car in your driveway and get online while cruising 24-hour one- stop shopping malls. It's what's hot, and it's forcing retailers to redefine their roles while capturing a global audience in this vivid, new Internet age. Jul 1, 1999
Offline Versus Online Brands - The Winners and Losers
It took more than 50 years for Coca-Cola to become a worldwide market leader, but only five years for online search engine Yahoo! to gain market dominance. The role of the brand has changed dramatically -- and has created a vacuum between offline and online brands. Jun 22, 1999