Brand tagged posts

How To Tap Into Social Norms to Build a Strong Brand

Posted by bridget.randolph

In recent years there has been a necessary shift in the way businesses advertise themselves to consumers, thanks to the increasingly common information overload experienced by the average person.

In 1945, just after WWII, the
annual total ad spend in the United States was about $ 2.8 billion (that’s around $ 36.8 million before the adjustment for inflation). In 2013, it was around $ 140 billion.

Don’t forget that this is just paid media advertising; it doesn’t include the many types of earned coverage like search, social, email, supermarket displays, direct mail and so on...

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Google surpasses Apple as world’s most valuable brand, we feign surprise

f5978  BrandZ Global 2014 715x196 640x175 Google surpasses Apple as world’s most valuable brand, we feign surprise

After 3 years dominating the #1 spot in BrandZ’s “Top 100 Most Valuable Global Brands” rankings, the king has just been dethroned. According to their 2014 rankings — published today — Google is now the top dog after growing a whopping 40% from last year and carrying a brand value of $ 159 billion. Apple? Well, they’re still doing quite well for themselves occupying the #2 spot and declining 20% to $ 148 billion.

According to Millward Brown Optimor VP Oscar Yuan, it’s Apple’s lack of innovation and ground breaking new products that has lead to their decline, creating products that are merely evolutionary and no longer revolutionary. As Apple stagnates, Google on the other hand — with their Google X Labs ventures — is constantly moving forward...

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The Panda Patent: Brand Mentions Are the Future of Link Building

Posted by SimonPenson

f5de2 SEO 5357dc3dadeea7.44498958 The Panda Patent: Brand Mentions Are the Future of Link Building

There has long been speculation about how Google actually measures “brand authority.” Many times over the past couple of years have those who speak outside of those fortified Googleplex walls made it clear that brand building is the way to win the organic visibility war.

That statement however has always sounded wooly in the extreme. How is it possible to measure an almost intangible thing at scale and via a complex formula? If you are Google, it seems there is ALWAYS a way.

A fairly innocent-looking patent filed last month, which some say could be
the Panda patent may have gone some way to answering that question.

Within this post we dive into that patent and other supporting evidence in an attempt to understand what the opportunity may be for digital...

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Building a Brand Online: The Golden Age of Digital

Posted by willcritchlow

This post is based on a talk I gave at our SearchLove conference in Boston last week. It ties quite closely with the post my colleague Ron Garrett wrote last week: Search Marketers Need to Evolve. You can probably tell we’ve been doing a lot of thinking about this.

When I gave this talk at SearchLove, I hoped that it would put in context why we bring such a range of speakers and topics together at our conferences and to inspire the attendees to go back to their companies and make real changes. I hope this post will do the same for you.

a71d1 SEO 535051c1661ab5.72328031 Building a Brand Online: The Golden Age of Digital

As digital marketers, our focus on analytics has served us well in driving direct, measurable sales. The dominant form of
brand marketing, however, has remained offline with TV taking the lion’s share of the budget and atten...

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