Mindshare Strategy
Archive for March, 2008
Mindshare
If you’re new here, you may want to subscribe to my RSS feed. Thanks for visiting!A lot of people tell me how funny the word “mindshare” looks. It’s a made up word that, apparently, has a completely artificial definition. I like things that way. It appeals to my deep desire for ultimate control over things [...]
YouTube
(This week’s bonus post also featured on IntegratedBrand.com)
I’m a big fan of YouTube. I’ve always been impressed by the deluge of quality content put out by amateur video producers. As fun as it is, though, I never really thought about the business applications of YouTube until recently.
We all loved show-and-tell in Kindergarten. We got to [...]
'Negative' Equity
The negative aspects of your brand are just as important as the positive ones. Marketing missteps and managerial mistakes in the past should be embraced as learning opportunities, not errors. No company can ever be perfect, and forcing a squeaky-clean image of perfection on your brand can actually kill it – no one is perfect [...]
Branding
This weekend I was tasked with explaining the difference between “branding” and “branding” to some old friends of mine. When most people hear the word “brand” they immediately think of logos; likewise, most “branding” agencies are really creative design or advertising firms that specializing in creating and promoting logos.
When I say brand, I refer to [...]
A friend of mine suggested I open an account with Twitter. It’s an interesting system that allows you to update your friends on your to-the-minute status while keeping up to date with them as well. It’s guaranteed up-to-date because all the communication can be mirrored to your cell phone via SMS messaging!
For the rest of [...]
Brand Equity
Finally, a metric for measuring the comparative equity in a brand name across markets, industries, and products.
For years, people have talked about brand value and brand equity in difficult to define terms. Brand value was one of three things: 1) the current financial worth of a brand entity, 2) the future financial worth of a [...]
