The Most Powerful Brands Own a Word in Consumers’ Minds – Does Yours?
When a brand owns a word in consumers’ minds, that brand has been effectively positioned against its competition. Think of it this way: Some of the most recognizable brands in the world “own” a word in consumers’ minds. Here are some examples from the automotive industry: Cadillac = luxury BMW = performance Kia = affordability Think of some of your favorite brands. What word pops into your head first when you think of those brands? It’s very possible that the word you think of is the same word that the majority of consumers think of in relation...
read moreThe Death of Interruption Marketing
My new article on Entrepreneur.com discusses how the world of marketing has changed from being reliant on interruption to engagement. Following is an excerpt from the article, which you can read in its entirety here. “With the growth of social media, marketers have learned that simply interrupting the online conversation doesn’t always lead to sales, nor does it lead to positive word-of-mouth marketing. Now the goal of marketing is engagement. Consumers want to know, what are you going to tell them after you interrupt them? Marketers have discovered that there is tremendous...
read moreThe New Social Media Marketing ROI
I just wrote an article for the Yahoo! Advertising Blog that discusses the new ROI for measuring social media marketing performance. Following is an excerpt from my article: “Tracking online brand advertising and social media marketing success comes from tracking return-on-impression, the new form of ROI. Return-on-Impression encompasses two primary soft metric values: eyeballs and perceptions.” To learn more about the shift from tracking Return on Investment to tracking Return on Impression, follow the link to check out my post on the Yahoo! Advertising...
read moreFight, Flight or Flood – How to Respond to a Negative Online Buzz about You or Your Business
People talk about things that are meaningful to them. They’ve been talking about products, brands, businesses and people offline since the first means of communication were created. Therefore, it’s not surprising that people today talk on the social Web. The global conversation is loud and powerful, and it can positively or negatively affect your, your brand, and your business. But what should you do when someone says something negative about you or your business online? This is one of the most common fears of individuals and businesses considering leveraging the social Web...
read moreHarnessing the Power of Social Media – Interview with Susan Gunelius
Susan Gunelius was featured in a new interview for XLRQ Radio’s Embrace the Noise program where she discussed how companies, entrepreneurs, and organizations can tap into the power and reach of social media to effectively build brands, relationships and business. You can follow the link to listen to Harnessing the Power of Social Media with Susan...
read moreConnect with Susan Gunelius
