BrandRants

Brand Focus: Getting to the point

Sean Duffy — Thu, 19 Jun 2014 08:33:29 +0000

The third in a three-part series on best practices to focus your brand's offer and communication.

Five filters to sharpen your communication's focus.

Brand Focus: The fear factor

Sean Duffy — Tue, 27 May 2014 07:17:55 +0000

The second in a three-part series on best practices to focus your brand's offer and communication.

One of the primary tasks of strategic marketing is helping brands focus both their message and their target audience.

Brand Focus: It's just good customer service

Sean Duffy — Thu, 22 May 2014 15:25:52 +0000

The first in a three-part series on best practices to focus your brand's offer and communication.

One day I decided I needed a bluetooth headset. So I popped into my local phone shop to pick one up. I was confronted with a wall of over 30 identical-looking, PVC blister-packed, bluetooth headsets. "Which is best for me?" I wondered.

Getting your brand found online

Sean Duffy — Tue, 13 May 2014 08:50:14 +0000

There are only three ways new prospects can find your brand online, be sure to use all of them.

So you have set up a brand website with helpful content for your prospects, perhaps you have an online store, your CEO posts weekly to your thought leader blog...

Nine ways to adjust your brand strategy to work online

Sean Duffy — Thu, 08 May 2014 12:21:20 +0000

How to bridge your brand strategy into a digital strategy that will drive content marketing and social engagement

A premium fashion brand is unsure if it should follow back on Twitter or remain aloof like its competitors do. An industrial door brand...

The fallacy of global brand positioning

Sean Duffy — Wed, 23 Apr 2014 09:29:17 +0000

Is it really possible to define a brand position that works globally?

When Jack Trout and Al Ries penned the marketing classic, "Positioning the Battle for Your Mind," most of the examples they used in support of their theory were domestic US cases. That never occurred to me until I began developing positioning statements for global brands. It wasn’t going well.

Time for marketers to stop talking about branding

Sean Duffy — Wed, 16 Apr 2014 07:24:55 +0000

Many business people are openly dismissive of “branding” as meaningless fluff. I agree. Twenty-odd years of brand consulting has convinced me that they're right. The word "branding" itself has no more substance than a dust bunny and about as much impact on the bottom line. That’s why if brand management means anything to your company, take this advice: Ditch the word “branding.”

5 Tips for taking your brand abroad

Sean Duffy — Tue, 08 Apr 2014 07:34:33 +0000

What are the opportunities and challenges facing brands who wish to market themselves internationally? This was the focus of "Amerikadagen." I was thrilled to share the stage with some of the sharpest thinkers in international marketing and brand development and thought I'd share a few of their insights with you.

Positioned for Success: How SME brands can rule the world

Sean Duffy — Thu, 03 Apr 2014 09:27:44 +0000

International brand positioning tips from the Amerikadagen forum on marketing small and medium enterprises abroad. I was honored by the invitation to speak at Amerikadagen, an event that addressed the opportunities and challenges facing small and medium enterprises (SMEs) that wish to market themselves abroad.

The DOs and DON'Ts of strong brand positioning

Sean Duffy — Wed, 26 Mar 2014 12:40:03 +0000

Few things will help your brand build an engaging online audience faster than a strong position. Your brand’s position is an early gatekeeper in the prospect’s journey to purchase and onto brand advocacy.