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Tag Archive 'branding'

Where is the Edge of Social Media Participation?

Posted in SPURspectives, branding, community, consumer behavior, consumer engagement, consumer generated content, consumer perception, customer engagement, customer interaction, customer relationship management, donor engagement, marketing, network, social branding, social marketing, social media, social network, spur communications, twitter, web on Feb 1st, 2010

Edges matter — ask any first grader. If you color outside the edges you’ve got a problem. Edges matter in marketing. That’s where you win. Brand leadership is attained by owning an edge among the four major points of differentiation; price, product, performance, and placement.

Jackie Huba, author of the popular blog, Church of the Customer, [...]

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Rebranding And The Elephant In The Room

Posted in SPURspectives, branding, community, consumer behavior, consumer engagement, consumer generated content, consumer perception, customer engagement, customer interaction, customer relationship management, donor engagement, follower, leader, marketing budget, marketing innovation, network, social branding, social marketing, social media, social network, spur communications, web on Jan 18th, 2010

Rebranding is a wonderful thing. The process enables you to fine tune your brand promise to your brand expression. It gives you an opportunity to stand out from the crowd. It is the ultimate corporate fresh start. Unfortunately, it can be very difficult to do, especially if your quiver of marketing tools has the same [...]

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Why Your Brand Needs To Lead

Posted in SPURspectives, branding, community, consumer behavior, consumer engagement, consumer perception, customer engagement, customer interaction, donor engagement, follower, fundraising, investment, leader, marketing, marketing budget, marketing innovation, non profit, nonprofit, spur communications, transformation on Dec 29th, 2009

How do you choose one brand over another? It’s a complicated question. Do you always buy the leading brand? Businesses spend a fortune trying to convince us that they are the one to buy, but there is only one leader in each category. Does the leader really have an advantage? Yes, sometimes.
Spur Communications’ blog SpurSpectives [...]

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Rebranding — Sometimes It Pays To Be Different

Posted in SPURspectives, banking, branding, community, consumer behavior, consumer engagement, consumer perception, customer engagement, customer interaction, economic recession, financial services, follower, investment, leader, marketing, marketing budget, marketing innovation, spur communications, transformation, web on Dec 28th, 2009

Everyone raise your hand up high. Who love’s their bank? Uh-huh. Not much happening out there when it comes to sharing the love for your bank. It’s a tough time in banking. Yet, most banks aren’t seeing this as an opportunity. When everyone zigs you should zag. One bank is doing that and is reaping [...]

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Brand Conflicts — A Lesson In Physics

Posted in SPURspectives, Uncategorized, branding, consumer behavior, consumer engagement, consumer perception, customer engagement, customer interaction, donor engagement, imitation, marketing innovation, social marketing, social media, spur communications, transformation on Dec 15th, 2009

I love brand strategy. There’s nothing that I find more fulfilling than the process of developing positive perceptions. It’s fun to be called in to wade through the morass of product and service attributes, history, competition, and market conditions to try to figure out how to generate positive change. The puzzles are almost always unique [...]

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Storytelling for Business — The Campfire Principle

Posted in SPURspectives, Uncategorized, branding, community, consumer engagement, consumer perception, customer engagement, donor engagement, follower, leader, marketing, marketing innovation, social marketing, social media, social network, spur communications, tribes, twitter, web on Dec 8th, 2009

Did you ever go on a campout? Do you remember telling stories around the campfire? Could you tell one of those stories today? Believe it or not, most people can. That story that you heard once or twice as a child is a vivid memory that can be recalled and retold. That’s pretty powerful. So, [...]

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Is Twitter Killing The English Language?

Posted in SPURspectives, Uncategorized, branding, community, consumer engagement, consumer generated content, customer engagement, customer interaction, donor engagement, follower, marketing, marketing innovation, network, nonprofit, personalized marketing, social branding, social marketing, social media, social network, spur communications, twitter, web on Nov 19th, 2009

A friend of mine said that the other day. He was giving a presentation on social media at the time. I was floored when he made a statement that he felt Twitter was killing the English language. He went on to say that was why he refused to use it. I was stunned. My friend [...]

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What if your mundane is my remarkable?

Posted in SPURspectives, Uncategorized, branding, community, consumer behavior, consumer engagement, customer engagement, customer interaction, donor, donor engagement, fundraising, leader, marketing, marketing budget, marketing innovation, network, non profit, nonprofit, social branding, social network, spur communications, web on Nov 17th, 2009

When was the last time you looked around your organization as if you were new? Or better yet, brought in someone new to look around and tell you what they saw? You might be very surprised by the result. You may even find a missed opportunity to blow your own horn.
I got to participate in [...]

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Do Your Customers Take You Seriously?

Posted in SPURspectives, Uncategorized, branding, consumer behavior, consumer engagement, consumer perception, customer engagement, customer interaction, donor engagement, marketing, marketing budget, marketing innovation, personalized marketing, social marketing, social media, social network, spur communications on Nov 5th, 2009

It seems like a silly question — do your customers take you seriously? But it’s one you may want to ask yourself. What would you gain if you were taken more seriously than now? Would it impact your bottom line? Your career? Your general happiness?
If you are out selling or are busy marketing your company’s [...]

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Brand Erosion: Killing Your Organization One Tiny Bit At A Time

Posted in 1:1 Marketing, CRM, SPURspectives, branding, community, consumer behavior, consumer engagement, consumer perception, customer engagement, customer interaction, customer relationship management, marketing, personalized marketing, spur communications on Sep 3rd, 2009

I got an email the other day from a guy I know. He sells enterprise-level software for data analysis that’s used by marketers to study their customer data. It enables you to drill down in massive databases to glean all manner of insight about the behavior of your customers — very powerful stuff. I’ve talked [...]

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