branding
B2B marketing goes mobile
There was an interesting article by Christina Kerley over on Marketing Profs a few weeks ago on why B2B marketers should be taking mobile marketing very seriously.
Christina argues that, if we’re not taking advantage of mobile marketing, we risk “missing out on super-sized opportunities for integrating a valuable new brand touch point for their customers [...]
What we can learn from Tiger Woods about B2B technology value propositions
I’m not much of a professional golf fan, but I was - of course - well aware of Tiger Woods and the brand attributes - superb control, killer cool, supreme confidence, highly intelligent (that time at Stanford!), near perfection, uncommon discretion - that made him such a desired and prevalent spokesman for a broad range [...]
This just in: Digital Vertical Marketing launches
One of the original Opinionated Marketers, and my very good friend and colleague, Sean Branagan, has just launched a new company. Digital Vertical Marketing provides search, social media, and branding services for B2B companies (primarily in tech).
What’s unique about Digital Vertical’s approach is their focus on a select set of vertical markets where they [...]
Spreading your branding dollar too thin
Opinionated Marketer emeritus John Whiteside sent me a link to a Houston Chronicle blog post on a public transportation branding controversy that’s occurring in Houston.
METRO is the overall name and brand for their pubic transportation system. I’ve been there, but don’t really know anything about Houston’s public transpo, but I don’t think they have subways/rapid [...]
Wigged out: will the LA Dodgers keep marketing Manny?
Anyone who follows baseball - and I am one of those anyones - knows by now that super-star Manny Ramirez, late of the Boston Red Sox, now of the Los Angeles Dodgers, has been busted by Major League Baseball for testing positive for a banned substance. Man-Ram has been suspended for 50 games, and the [...]
Peep, Peep, Peep…
What with Easter and spring upon us (okay, this is New England, spring is technically upon us), I thought I’d celebrate the season by taking an Opinionated Marketer holiday, and recycling a 2008 post on Peeps.
And if you want to have some fun, google “peeps diorama.” Newspapers all over the country sponsor annual contests in [...]
Old fashioned, new-fangled: how different methods of getting your point across can both prove effective
There was an interesting article in The Wall Street Journal last week on how Monster Cable takes a ham-fisted approach to anyone who dares to use the word “Monster” in their company or product name. (Access to this content may require a subscription.)
Certainly, it would make sense for them to want to prevent confusion among [...]
Ryanair’s latest publicity gambit
Since yesterday was St. Patrick’s Day, how can I pass up a comment on Ryanair’s latest publicity gambit, which has been in the news the last few weeks.
Dublin-based Ryanair is Europe’s screechingly bargain-rate airline - one that makes it at least seem like it’s cheaper to jet off to someplace you’d never go - like [...]
What Barbie can teach us about B2B technology marketing
Barbie turned 50 the other day and, love her or hate her, that is some brand she’s got going. So just what can us B2B technology marketers learn from Barbie’s fifty long years of plastic,leggy blond success? Plenty.
Pick a brand identifier and stick with it. Not everyone loves bright pink, but Barbie sure does. And [...]
Things not to do when you’re naming your new product
Elicit input from all stakeholders. Don’t tell them what you’re going to do with it. Ignore it.
Elicit input from all stakeholders. Let them think that you have a process for deciding the name. Don’t let on that there is no process.
Elicit input from all stakeholders. Pretend you’re going to take it seriously. Go ahead and [...]
