Marketing Strategy: Do You Need a Sub-Brand?

Whether in the early stages of brand building, or a well-known household brand – it’s possible that the use of a sub-brand could increase sales and market awareness for a product or series of products that may be under the radar, or waiting to be launched. While there are numerous strategies to implement successful corporate branding, the use of sub-brands is the chosen path for many – from manufacturing to higher education. Sub-branding, sometimes referred to as a subsidiary or extension brand – is tied to a parent company or brand, but carries it’s own name, visual communication and market strategy. Characteristics of the brand usually tie back to the parent brand, however remain distinct and with their own set of brand standards. Benefits of Sub-Branding The core benefit of launching a sub-brand is that allows for expansion into specific markets. Often, in a varied line-up under one brand, a…

4 days ago

5 Reasons to Consider a Microsite for Your Business

The use and benefits of a microsite can many times go under the radar when strategizing for marketing initiatives. In reality, they are a valuable tool in promoting an event, campaign or product launch. In its most basic form, a microsite is a website that features affiliated or branded content from specific company or organization – but that is located away from the actual homepage of the business itself. The site has its own URL, however some companies choose to create a similar extension that references the business home page URL. To understand whether a microsite is a good fit, a team must determine if it meets the needs and goals of their marketing program. SEO Because of the fact that a microsite is housed by its own URL, an entirely new Search Engine Optimization system can be built. Since users will be driven to the site because of one…

One week ago

Successfully Launching a New Product Into a Crowded Marketplace

It’s official, half of the year is behind us – and fourth quarter is around the corner. For many companies, this is the ‘bread and butter’ of their financial goals and can make or break a year. Having a great product is only half the battle, launching a product that will be profitable and even disrupt the market – requires a great deal of planning, strategy and hands-on effort. Once upon a time, a company could launch a product by simply attending an industry specific trade show or hiring a PR company – all in one shot. While those outlets remain critical elements in a launch strategy, a myriad of platforms now exist that reflect the shifting market and rise in technology. In order to implement a launch that will truly make an impact – several alternate methods must also be tapped. Create Anticipation Don’t wait until the product is…

11 days ago

5 Creative Branding Strategies That Use Non Traditional Content

One of the best ways to use brand your company is through the use of content. A great piece of content that is marketed effectively will help bring awareness to your brand while also building your credibility. While you can probably use standard articles in your branding efforts, non traditional content can often be a better alternative as content in the form of videos and images can really pick up momentum on social media and really help you get the word out there. Here are five types of non traditional content that you can use for your branding. Infographics Infographics are still one of the best ways to resonate with your target audience. This type of content is delivered in a punchy and visual manner which is incredibly effective in getting readers to pay attention to the content and actually consume it. Producing constant infographics can be a great branding…

12 days ago

How to Get Set Up for Usability, UI and UX Testing

Many marketing managers know that they want to improve their website’s usability, UI, and UX, but don’t quite know how to approach such a project. They often don’t know where to start or what to pay attention. To make any kind of design testing worthwhile, you have to break it down into simple steps and stay focused on what you want to achieve. The first step to getting set up for any kind of testing is to first observe what’s happening on your website. You can do this with the usage of click heat map software tools, analytics, and general statistics. Most of these software tools are cheap, fairly easy to set up and understand. They will give you a good idea of how users are interacting with your website on multiple levels. After a few days of collecting this information, you need to think about your primary goal and…

13 days ago

5 Tips for Improving Your App’s UX Design

Just because your app has a great design doesn’t necessarily mean that your users will be ecstatic about using it. App UX design is just as important as the visual presentation of the app. Without optimizing for user experience, you’ll frustrate your users with redundant tasks, unintuitive user interaction, or useless functionalities. Here are some great tips for improving your app UX design. Tip #1: Optimize functionalities and make it clear what users should do As an example, if there is a functionality to pull out a tab to access a navigation menu, it should work without any issues. It should not be too sensitive where a single tap pulls it out all the way nor too tough to the point where users need to really work on it to bring it out. It’s also important that you clearly explain to users what they need to do to take some…

14 days ago

How Does Your Site Measure Up?

As if we needed another reminder that web usability has become an integral part of user experience – Google released a new service to test your site’s usability and speed on mobile and desktop. If you’ve been putting off the inevitable – checking your website for usability has never been easier. The highly user-friendly interface provides a simple prompt to enter your URL and within seconds, a full report of what is working and what needs to be optimized on your site is delivered. The tool is aptly named Think with Google and ‘grades’ webpages for multiple criteria including: Mobile Friendliness, Mobile Speed and Desktop Speed. This new tool is not only ideal in appealing to Google’s all important search rankings, but in ensuring that your website is up to date with the most ideal user experience possible. Even slight changes can make all the difference in bringing in new users and…

26 days ago

Designing Digital Experiences in Fashion

Marketing and brand strategy for fashion, lifestyle and luxury brands has now clearly shifted to a predominantly digital experience that goes far beyond an online purchase. To grow brand visibility and gain community engagement, the communication style requires a multi-dimensional, cross-channel approach with emotional content experiences at strategic touch points. Design companies are now fast becoming media companies – creating digital media experiences for fashion and lifestyle brands is, quite simply, necessary for survival. In designing the digital interfaces for fashion, the focus is on pushing the boundaries past the collection or product itself, to kinetic and visually rich media environments. The iteration of a fashion brand with a contextual virtual environment creates a storyline, nuance and complexity, moving the audience through a sensual and emotional experience. It’s the essential difference between linear advertising and creating content. Telling the brand story of a fashion label both visually and contextually requires well-defined, engaging and inspiring delivery from…

1 month, 5 days ago

Reinventing Retail: Tapping Into Experiential Ecommerce

At one point in time, online purchasing was seen as simply a cheaper and more convenient source for goods and services than buying in-store. With the growth of Ecommerce, consumers now have touch points across both digital and in-store experiences to drive conversion and inform their purchases. Taking into consideration the emotional connection derived from an in-store experience, retailers and service providers offering Ecommerce can no longer operate on a basic one size fits all platform for their digital presence. From a customers perspective, the online buying experience now must authentically reflect, and be able to compete with a comparable in-store experience. These elements include an immersive experience that taps into in-store implementations by visually representing the company or organization across the digital journey, encouraging user connection and promoting engagement to the user throughout the entire pathway to conversion. Leveraging strong branding and insights – designers, marketers and business owners…

1 month, 15 days ago

White Papers: A Marketing Tool for Greater Visibility

Designed to educate the market about a product or service, the white paper is a document that complements the selling process with authorotative facts crafted to inform the user and heighten their knowledge about the brand or organization. Some may say that the white paper could be swapped for more  flashy platforms such as video but theres arguably no better way to gain the trust of an audience than the use of this tried and tested format. With quality content and great design – a white paper can succeed in lead generation, heightened brand awareness and expert status. Traditionally, white papers are often populated with informational content including data, facts and graphs (usually infographics) and is commonly available as a download to select customers/stakeholders or email promotion to a prospective client base. White papers positioned as premium, fact-based content often succeed in generating some of the most conversion prone leads due to the level…

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2 months, 6 days ago