Lessons from expensive marketing failures

By Susan Kuchinskas

Interactive ad campaigns that miss the mark are as common as skid marks in winter. While failures are always costly, high-profile missteps can be particularly hazardous to a marketer’s bottom line. We took a look at six 2008 campaigns that fomented outrage to see where they went wrong. And while it may not be fair to call any of these campaigns flops — after all, all of these ads got the blogosphere buzzing, with mainstream media coverage as well — we can tell you how to do better.

Filed under: Brand Building, Failures, Lessons, Marketing

5 Steps to Brand Building

Touchpoints Are Key to Building a Strong Brand

From Scott Glatstein, for About.com

Customers experience your brand in numerous ways: products, packaging, price, marketing, sales personnel, etc. Each of these contacts or touchpoints molds the customer’s impression of the brand. Some of these touchpoints are obvious, like product performance, and one-on-one customer interactions. Other touchpoints, such as the product manual, monthly statements or post-sales support, may be subtler in their brand effects.

Filed under: Brand Building, Brand Building, Brand promise, Customer experience, Scott Glatstein, Touchpoints

Seven Steps to Brand-Led Marketing

Step 1: Become truly ‘Marketing Minded’
When many people think of marketing they think of meeting customers needs. Understanding and responding to changing customer needs is essential, but there is another dimension. Brand-led marketing ensures that you meet customer needs in a way that is different from your competitors . If you can’t find this point of difference you’re in danger of becoming a price-based commodity.

Filed under: Brand Building, Brand Building, Marketing, Objectives, Vision