Yahoo is not a Search Company
According to Yahoo! CEO Carol Bartz, “We’re not a search company.” You might ask, then what the heck is Yahoo? According to Bartz, it’s a site that creates a complete experience through social, mobile and video components. The Yahoo! we know today is just the tip of the iceberg of where the company and brand are going in the future. The challenge will be repositioning the brand that has for so long been associated with search and as the brand tagging along behind Google, into a brand that delivers a more experiential and less transactional promise. I’m rooting...
read moreVatican Radio Gives Advertising Thumbs Up
In an effort to raise more money to keep the $30 million per year Vatican Radio alive, the Vatican will begin accepting advertising. An Italian electricity company was the first to sign on to place ads on Vatican Radio, but the doors are open for advertisers around the world to snatch a piece of the Catholic media pie. Frankly, I think the Vatican has bigger problems to focus on than trying to keep Vatican Radio alive. Selling advertising isn’t going to fix the bigger problems they face. Don’t get me wrong, I’m sure the spots will sell. But it’s a...
read more3 Steps to Organic Brand Positioning
Traditionally, brand positioning is defined as how customers perceive your brand or product in relation to similar products offered by your competitors in your market. Marketers usually try to create brand position through advertising and promotions in an attempt to influence customers’ perceptions of their brands. However, in today’s world of busy schedules and nonstop messages, companies need to find different ways to position their brand. By listening to your customers and making changes internally, you can build your brand position organically. Organic brand positioning is...
read moreCover of ‘Building Brand Value the Playboy Way Released’
The cover of my new book, Building Brand Value the Playboy Way, to be published by Palgrave Macmillan this fall, was finalized today. Here it is… What do you think?
read more$2500 XBox Nikes
As the saying goes, imitation is the ultimate form of flattery. I suppose that saying can be applied to the “art of branding” — when an artist interprets a brand in his or her medium of choice. Think of the Campbell’s Soup can painting by Andy Warhol? I arrived back from a great beach getaway this week to read this article on Yahoo! about the $2500 X-box and Nike shoes created by artist Sole Junkie out of California. With that kind of price tag, this certainly isn’t going to become a widely popular pair of sneakers (neither Microsoft nor Nike endorse it),...
read moreConnect with Susan Gunelius
