All posts by Jeff Esposito and Keith Trivitt

Two Marketing Guys Walk Into a Branding Storm…

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Ice cream vendor s bicycleFor marketers, 2010 has thus far been a tough year – at least on the branding front. We’ve seen the downfall of several of the world’s top brands, including the ongoing BP oil spill debacle and the ensuing fallout for its corporate image and brand, along with Google’s recent privacy concern issues and several other high-profile branding dustups.

A recent Financial Times article (PDF Version) examined the perils of a tarnished brand. After reading the article, we thought it might be interesting to examine the broader issues and implications from a marketer’s perspective, with Jeff Esposito coming from the point of view of a corporate communications guy working for a global brand (Vistaprint), and Keith examining this issue from the perspective of a PR agency exec who works with SMBs, global brands and everything in between. Continue reading

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What Should Be Increasing in 2010: Branding

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Blank billboard in desert landscapeAs a recent Financial Times article noted, companies are looking to spend more money in terms of marketing over the next calendar year. While we would love to say that a large piece of the pie would be allocated towards branding and public relations, we are realists and know that the money—for the most part—will go towards ever more advertising efforts.

And that is a damn shame. While advertising may be the flashy cog that looks good in media forms, what does it all mean? Your company is much more than a singing fish, talking baby or another gimmick. Sure you can name what companies are associated with the previously mentioned gimmicks. The question is, do you know what these brands really stand for? Continue reading

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