What is the true value of your mobile app real estate?

How many branded apps does your brand maintain? What is the “real estate” value of these apps? Unlike bricks and mortar, the key phrase in branded apps is not location, location, location, but is engagement, engagement, engagement, carefully, methodically linked to the brands your important customers experience (UX).

What is a branded app? It is simply an application normally placed on a mobile device that a brand or company uses to reflect and promote its brand identity. The app features the brand’s values, colors,...

By Thaddeus Kubis, 30 May 2017, 0 comments. Categories: Branding, Gamification, Mobile Marketing.

49% of consumers willing to pay more for a brand with positive values

In a crowded marketplace, consumers are developing ways to choose between the multitudes of brands clamouring for their attention.

While cost and quality are obvious ways of distinguishing between competing companies, a study by UK agency MediaCom seems to point towards social values as being a key factor in consumer choices.

Of the 2,000 UK consumers surveyed as part of the study, 40% have stopped using a brand (or never used it in the first place) because of its values or behaviours. 63% believe that brands...

By Colm Hebblethwaite, 22 May 2017, 0 comments. Categories: Branding, Social Media Marketing.

Brand protection: when is the right time to take legal action?

An effective enforcement strategy is a crucial part of protecting any brand. Being over-zealous in the pursuit of infringers can, however, sometimes harm as much as it helps.

UK brewing company BrewDog recently found this out to its cost, when it pursued two small, locally owned pubs for infringement of its trade marks.

this case highlights the difficult balance between pursuing an effective brand protection strategy

The crowd-funded company prides itself on its “non-corporate” ethos and having...

By Tom Lingard and Grace Merry, 08 May 2017, 0 comments. Categories: Branding.

80% of consumers forget branded content after 3 days

After all of the consumer and market research, the long days, the design and implementation process, how long does your delicately crafted branded content stick in consumers’ minds?

Well, according to research by Prezi, for 80% of consumers the answer is three days.

The research, carried out in conjunction with renowned cognitive neuroscientist Dr Carmen Simon, found that the main three reasons consumers forget content are:

-          irrelevancy...

By Colm Hebblethwaite, 25 April 2017, 0 comments. Categories: Branding, Campaigns.

Why your 2017 budget needs to include ‘data-driven marketing’

The tables have turned. Rather than marketers using blanket advertisements to draw customer interest and raise awareness of their brand or product, consumers are now connecting with their favorite brands.

Marketers now have access to information about exactly how, when and where consumers want to engage with them.

This means that retailers must be dynamic when it comes to their marketing efforts. Brands can no longer rely on a key billboard at the busiest intersection in the city. They need to give the...

By Rachael Kotadia, 21 March 2017, 0 comments. Categories: Branding, Customer Experience, Data-driven marketing, Mobile Marketing.

How social media storms, Brexit and GDPR are impacting marketers’ efforts

Social media is giving consumers more power to effect change over brands, while marketers feel as though there is more pressure on brands to ‘behave ethically and provide a role model for society’.

That is the verdict from a new study conducted by the Chartered Institute of Marketing (CIM), who polled more than 100 members on challenges and opportunities facing marketers in 2017.

When it came to handling whatever social media could throw at them, one in five (21%) respondents said they would find...

By James Bourne, 14 March 2017, 1 comment. Categories: Branding, Social Media Marketing.

Branding for the heart and the brain: Getting the typography right

The success of a brand today hinges on its ability to speak to its audience in a voice that can be heard clearly. Brands must compete not only with other brands, but also with the ever-changing contexts in which their brands might be seen. In our increasingly brand- and smart device-saturated world, this can be as challenging as humming a tune in Times Square and hoping that pedestrians strolling around the Village will hear and sing along.

Typography is the voice of a brand

By Nadine Chahine and Jonathan Dobres, 09 March 2017, 0 comments. Categories: Branding, Content Marketing.

How rich content is helping to build brands across the connected world

Over the years, we have seen manufacturers using all available technologies to aggregate and publish various types of enhanced information about their products. While rich content may not be new to most brands, product manufacturers and retailers in the eCommerce world, it continues to help boost conversions and to connect at a deeper level with their consumers.

Rich product content – which can include photos, videos, interactive tours, 360 views, comparison charts, Q&As and product selectors, has...

By Chris Bosworth, 06 March 2017, 0 comments. Categories: Branding, Content Marketing, E-Commerce.

What is cognitive marketing - and why does it matter to you?

It’s almost possible to hear the sigh from marketers around the country… as if there isn’t enough to fit into every day, they’re now expected to become a psychology expert too?!

Well, not exactly. But if marketers want to ensure their communications strategies thrive in 2017, they need to know a few things about cognitive biases. These mental tendencies have the potential to pose some of the biggest obstacles to ROI in the next 12 months, and the worse thing is, they can’t even...

By Adam Oldfield, 24 February 2017, 0 comments. Categories: Advertising Technology, Best Practice, Branding.