Clarity Across Cultures - American companies trying to sell goods overseas sometimes really blow it. The most widely known example is Chevrolet, which stumbled big time when it introduced its Nova model in Latin America: "No va" in Spanish means "no go."
Publisher: Business 2.0     Author: Business 2.0   

Code Warriors vs. Brandzilla - Successful branding today is a whole new ballgame that requires technology departments and marketing staff work together to create new campaigns.
Publisher: Digitrends.net     Author: Steven F. Edwards   

Contextual Branding - Martin would like to see advertisers become more creative, thoroughly examine consumer behavior, and figure out when the need for a particular product peaks. You can put your brand in a logical context by understanding consumer behavior and need.
Publisher: ClickZ.com     Author: Martin Lindstrom   

Courting Customers Across Channels - When consumers immerse themselves in your brand: game, set and match.
Publisher: ClickZ.com     Author: Pamela Parker   

Create a Brand that Sticks - A brand involves blending the image, purpose, and focus of your business, with your core marketing message, and coming up with something which will stick in the minds of people who encounter it. This article talks about how to make a brand that sticks.
Publisher: Eileen 'Turtle' Parzek     Author: Eileen 'Turtle' Parzek   

Curb Your Enthusiasm - Harley-Davidson customers love their bikes -- to the point where they scare off potential customers. Here's how Harley is expanding its audience without alienating its hard-core fans.
Publisher: Fast Company     Author: Fara Warner   

Differentiation: It's in the Detail - Visit Amazon.com, barnesandnoble.com, and Borders. Remove the logos, and you'll have difficulty recognizing which site belongs to which brand.
Publisher: ClickZ.com     Author: Martin Lindstrom   

Don't Shout, Listen - At Procter & Gamble, branding is almost everything. And in the age of the Web, almost everything is up for grabs. Here's how P&G has turned the Internet into a device for listening to customers -- and for experimenting with its brands.
Publisher: Fast Company     Author: Fara Warner   

e-Branding: Moving Your Customer Promise to the Web - The best way to launch an online operation if you’re a brick and mortar business is to develop a strategy that optimizes and re-enforces both. To do this, it’s important to understand what’s different about e-branding from traditional branding, and, just as importantly, what’s not.
Publisher: Marketing Today     Author: Arthur O'Connor   

Feelings Evoked by Warm, Erotic, Humorous or Non-Emotional Print Advertisements for Alcoholic Beverages - Since Mitchell and Olson (1981) highlighted the major influence of the attitude towards the ad (Aad) for advertising effectiveness, emotional responses in advertising have received increasing attention. Since then, numerous authors have found that ad evaluations were debilitated by negative affect and stimulated by positive affect, and that liking an ad could lead to developing a positive attitude towards a brand (Ab) and purchase intention (PI).
Publisher: AMS Review     Author: M. Geuens