Brand Marketing Insight

Ted Curtin Blog

 

Published Articles

 

By Ted Curtin



  • Tools to Help Your Brand Bridge the Mobile-Local Divide   Beneath The Brand
  • Location-based marketing enables brands to customize marketing messages based on a prospect’s location and preferences. By linking data about your customer’s preferences with the location, it makes the data richer and the message more relevant — and the richer the data, the more relevant the message, and the more likely you are to connect with your prospective customers. Click to learn more.

  • Taking Back The YouTube Brand    Beneath The Brand
  • Created only seven years ago, YouTube quickly became the next great online destination. Drawn by the organic brilliance of anybody and everybody being able to create and openly share video content, users flocked to this new site that embodied the ultimate democratization of the Web. These were the fertile grounds from which “Viral Content” first blossomed. Whose Tube Is It Anyway?.

  • The Rise Of Brick And Mobile   Digital Pivot
  • The growing number of shoppers using mobile devices to help navigate the retail shopping experience is not a just a trend, it’s a market evolution. Even though mobile adoption hasn’t fully reached a critical mass in the U.S., the retail brands that are getting ahead of this phenomenon and leveraging it to their advantage are the ones that will not just survive, but thrive in our increasingly mobile, connected, consumer-driven world. Click to learn more.

  • Super Bowl Spoilers   Beneath The Brand
  • This year’s Super Bowl battle has already started. Before the teams even hit the gridiron, advertisers have jumped onto the field with the hopes of taking an early lead and running up the score. Well before Manning or Brady completes their first pass, marketers are avoiding the coin toss and going head-to-head to compete, not for the Lombardi Trophy, but for the ultimate Super Bowl prize… You! See who's winning!

  • The ABCs of Mobile App Measurement   Beneath The Brand
  • Understanding the metrics behind the growing mobile channel is fundamental to assessing the value of your mobile app as well as the ROI of your mobile investment. According to e-Marketer magazine, an astonishing 63% of marketers don’t measure beyond the initial downloads. In order to develop a complete view of the mobile customer, you need to understand how they are interacting with your content and with what degree of frequency. Is your Mobile marketing on target?

  • Top Mobile Marketing Success Secrets   Beneath The Brand
  • From brand engagement to consumer functionality, few areas of the current marketing landscape offer as much promise and potential as mobile. Whether you’re in a B2B vertical or a direct consumer market, your customers are mobile and they access information and content across a variety of channels and screens. If you’re not providing an environment of seamless interaction with your integrated marketing message, you’re still not a mobile brand. Are you as mobile as your customers?

  • A $41 Billion Second Christmas   Beneath The Brand
  • Beyond Black Friday, Cyber Monday, and the days just before and after Christmas, there are plenty of opportunities for retailers to cash in — even in a sluggish economy. With consumer confidence on the rise and deals just about everywhere you look, more people increased their holiday spending, but the biggest gift yet may be the second Christmas retail brands enjoy. Have you used your gift cards?

  • The Lies of Viral Marketing   Beneath The Brand
  • How many times have you heard someone express a desire to create a viral video? Between clients who ask for them, or agencies that promise, neither should be trusted. Marketing involves planned initiatives, coordinated campaigns, and targeted messaging. Viral marketing is anything but. How those two words even came together is only a result of brands trying to capitalize on the enormous popularity of widely shared online content. Who can blame them? Is your message authentic?

  • Why AMEX Isn't Feeling Much ‘Like’ for Facebook   Beneath The Brand
  • One of the key pillars of mobile marketing’s promise is the ability to finally make good on the long coveted potential of being able to deliver the right message, to the right customer, at the right time. Location-based features built into smartphones use GPS signals that can be used to match users with local businesses and relevant deals and incentives. Whether you like the gaming aspect, the social element, or the commercial potential, nothing has captured the attention of marketers like Foursquare. Read the latest

  • Don’t Let Your Brand be a Turkey   Beneath The Brand
  • We all have so much to be thankful for, and while the Thanksgiving holiday may be an opportunity for us to pause and reflect upon the many blessings we share, it’s not intended to be the only day we show our appreciation. Imagine if we only expressed our gratitude once a year. You wouldn’t do that — and neither should your brand. In the past, thanking customers was typically reserved for high-end (or at least high-dollar) businesses. Have you thanked your customers?

  • The Power of Anticipation   Beneath The Brand
  • Some people call it “Holiday Creep.” No, we’re not talking about a Grinch-like creature stealing Christmas or some other nefarious person spoiling the Holidays, but it is wicked, just the same. Once again, brands and retailers alike, in their misguided attempt at one-upmanship, feel they have to get their stores decorated first, their message out fast, and their precipitous discounts out earlier. Read about the most powerful force

  • Social Media — Not Just for Dummies   Beneath The Brand
  • It’s one of the greatest organizational challenges of the day. Across a variety of channels, businesses are scrambling to understand and harness the power, speed, and reach of social media. The proliferation of mobile devices from smartphones to tablets only serves to increase the level of urgency as businesses try to remain relevant and connected to their customers. But to be able to effectively harness the full potential of social media marketing, you must first understand the underlying premise. It’s social! Read more...

  • Apple Dethroned?   Beneath The Brand
  • With no shortage of news coverage, along with a steady stream of system and software upgrades, Apple’s iPhone line has received top billing and has remained king of the smartphone hill since first defining the market. Challenges from RIM’s Blackberry and the long-promised Windows phone were easily laughed off due to less than ideal functionality and frequent technical glitches. But steadily rising to the top of the hill — first overseas and now domestically - as the quiet new king of smartphone operating systems — is Android. Watch the battle unfold

  • 12 Most Paranormal Social Media Activities Brands Engage In   12 Most
  • It may be the scariest thing to come across your screen this season, but it’s not at the box office. No, this frightening activity doesn’t come with spilled popcorn and screaming teenagers, but it should scare any CEO or marketing executive hoping to utilize social media to help grow their brand and build customer loyalty. An especially scary 12 Most...

  • Coke Goes White…to Be Green   Beneath The Brand
  • For the first time ever, the iconic Coca-Cola can will shed its red for a frosty white new look. But this holiday campaign is more than just a “season's greeting” from the world’s largest soft drink maker. The temporary re-branding effort is in support of the “Arctic Home” campaign. More on Coke's new campaign

  • 12 Most Important Questions to Ask Before Building a Mobile App   12 Most
  • Mobile technology gives consumers instant access to more information than ever. Apps allow companies to promote their products and services, interact with customers, and solidify their brand’s value proposition throughout all stages of the customer sales journey. But don’t put the App before the strategy. Apps alone won’t mobilize your brand and an App isn’t going to draw users just because it’s there. Before you commit time, money and personnel resources to designing, developing and promoting your new App, you should ask yourself these 12 Most important questions:

  • You’ve Still Got Mail    Beneath The Brand
  • Marketers can be a lot like guppies: always swarming like a school of simple-minded fish, chasing that next shiny new object. It’s not an easy way to stand out from the crowd. If you’re interested in differentiating your product or service while effectively delivering a message, you’d be wise to not just aimlessly follow the masses. Learn More

  • Social Media Changes — Can You Keep Up?    Beneath The Brand
  • Social media is changing as fast as it is growing. People are embracing this unprecedented ability to connect and share with each other. The challenges marketers face — trying to reach and engage customers more meaningfully — are compounded by the increasing number of channels and devices to choose from. As marketers, it can be daunting to ensure you have the most meaningful message presented on the most contextually relevant channels, and to generate adequate reach, gain actionable insights, and ensure the highest possible ROI for your brand. Are you keeping up?

  • K.I.S.S: 'Keep It Social, Stupid'    Beneath The Brand
  • It’s one of the greatest organizational challenges of the day. From Twitter to Facebook, YouTube to Google+, businesses large and small are scrambling to understand and harness the power, speed, and reach of social media. The proliferation of mobile devices from smartphones to tablets only serves to increase the level of urgency as businesses try to remain relevant and connected to their customers. But to effectively harness the full potential of social media marketing they must first understand the underlying premise. It’s social! Are you connecting?

  • When Life Gives You Lemons…Break out the Credit Card!    Digital Pivot
  • Your smartphone has already taken the place of so many devices. It’s a camera, a web browser, a calculator, a calendar, an alarm clock, an address book, a photo album, an MP3 player, it sends and receives email and yes, it still can be used as a phone. But now a little device, appropriately called “Square,” is starting to have a very big impact on the way we spend and accept money. Learn how you can take credit cards

  • News Flash: Brand Loyalty Is Not Dead!    Beneath The Brand
  • There’s a growing sentiment in certain business sectors that brand loyalty is dead. These people believe that even the slightest pricing advantage or disparity can sway customers. They suggest that service or quality enhancements, loyalty programs, and even membership benefits only serve to slow down the inevitable commoditization of an industry, where price is king and profit margins disintegrate. But you need to ask: What have they done to earn that loyalty? Are you earning your customers' loyalty?

  • Google Doesn’t Love You!    Beneath The Brand
  • Google doesn't love you! Bing and Yahoo don’t necessarily care about you either, but that doesn’t stop them all from striving to deliver the most relevant search results to users in the shortest amount of time. In fact, that’s probably their most important focus, but sooner or later you need to realize it’s not for you. While this may surprise some people, search engines aren’t in the business of delivering search results. Search engines are in the business of connecting the most relevant advertisements with the most likely customers. Read More

  • Does Your Brand Register on the Richter Scale?    Beneath The Brand
  • Just about everyone on the east coast north of Atlanta felt the "big" earthquake. Depending on what floor of a building you were on, that could have been anywhere from very scary to deeply unsettling. If you were outdoors, maybe it was just incredibly disorienting. Either way, there was little doubt — things were shaking! But more powerful than the tremor was the incredible force that followed. What's your brand's magnitude?

  • Where’s Your Brand When the S#!% Hits the Fan?    Beneath The Brand
  • It’s easy to be good when everything is going right. You’re providing a service or selling a product that your customers value. If you treat clients well, they’ll come back. Exceed their expectations and they’ll likely share with their friends and connections. But if you really want to be valuable and stand out from the competition, you’ll be someone they turn to in a time of need. See how you can create real brand value

  • Has Your Brand Reached Its Debt Ceiling?    Beneath The Brand
  • Is your marketing department writing checks your brand can’t cash? Marketing creates expectations. Your brand story should convey a clear and meaningful value proposition that your customers can connect with and relate to. Your advertising should convey that promise across all channels to successfully differentiate your offering from your competitors’. When a customer first steps foot into your store, your branch, or your hotel lobby, is there a sense of validation or disconnect? See what your options are

  • Your Phone May Be the Safest Wallet You've Ever Owned!    Beneath The Brand
  • Mobile gives marketers an unprecedented ability to connect with consumers in meaningful ways with personalized relevance and valuable information. Consumers are never more than an arm’s length away and intimately connected to their phones as communication devices, social media tools, and even publishing platforms. It’s up to marketers to translate this opportunity into contextual relevance that adds value, simplicity, security, and functionality to the user’s hectic life. Now, marketers and banks alike are about to put their money where your mobile is. Continue Reading

  • The Top 3 Multicultural Mobile Marketing Mistakes    Beneath The Brand
  • There’s tremendous opportunity for companies targeting multicultural markets. Between the growth potential of emerging regions and already-high adaptation rates among existing markets, mobile is already the primary Internet access point among many populations. But there is also enormous danger for marketers hoping to cash in by simply translating an ad campaign from English to Spanish and watching the money roll in. Read More

  • Relevancy Isn't Optional Anymore    Beneath The Brand
  • Marketers used to talk about relevancy as some nebulous concept — an ideal state they would strive for in their overall efforts, or a brainstorming topic from the last creative strategy session. Now, the proliferation of mobile changes everything. As a brand, you no longer own the media or the channel and you barely control the message. Brands need to wake up... Relevancy is no longer optional. Continue Reading

  • Your QR Code is Hurting Your Brand!    LinkedIn
  • Quick Response codes have begun invading our visual landscape. Most Americans don't even know what they are. The pro-QR camp views these futuristic Aztec-looking bar codes as the next great thing in mobile marketing and customer engagement. Others have already written off this ubiquitous mark as a dying fad. But there's a deeper issue, with potential risks or rewards, depending on your mobile strategy. Learn more about the dangers of QR Codes

  • Can Mobile Actually Save Print?    Beneath The Brand
  • As recently as this past May, and as long ago as the days of the TV boom in the early 1950s, we’ve heard predictions of print’s demise. Even the Washington Post’s own Howard Kurtz wrote about “The Death of Print” as a “result of history and public indifference.” But don’t be so quick to write off this essential form of communication. New digital and mobile technologies may just be the thing that ensures the relevance of print far into the future. Continued Coverage of the 2011 Mobile Marketing Association Global Forum

  • Is that a Brand in your pocket?    Beneath The Brand
  • Not since the proliferation of the PC has a single technological advancement come along with more potential to change not just the competitive marketplace, but the entire nature of the consumer landscape. Always connected and always within arms’ reach, mobile is uniquely positioned to deliver the direct marketing trifecta of the “Right Message” to the “Right Person” at the “Right Time.” The growing love affair between people and their devices, combined with some incredible new technologies, continues to raise the promise of the mobile channel. Special Coverage of the 2011 Mobile Marketing Association Global Forum

  • Quickest Way to Get Ahead? Give Your Customers a Promotion!    Beneath The Brand
  • Congratulations! Your company is providing clear value and delivering great service. You can confidently say that your brand is connected. You regularly engage your customers in meaningful ways and you’re rightfully proud to be able to say that you have advocates,
    but are you missing a greater opportunity?


  • Did Google’s “+1” Miss the Mark?    Digital Pivot
  • By now you’ve heard of it. You may have seen it appear in Google’s organic search results for something you looked for just this past week. There’s even a chance you’ve already incorporated the functionality into your own website. It’s Google’s new “+1” feature - their latest attempt to add a social element to online search. What do you think?

  • Is Your Brand Flabby? 4 Secrets To Get It Back In Shape!    Beneath The Brand
  • For people, it’s easy. With the nice weather, you might go for an early morning bike ride, a trip to the gym, an evening run, or even a nice long swim to stay in shape and feel great. But what are you doing about your brand? Chances are your brand needs some exercise as well. Your brand could use a fitness routine. You don't even have to break a sweat!

  • Happy 100th to America's Fastest Brand    Beneath The Brand
  • It’s a Super Bowl Sunday of sorts — a culmination of years of building, experimenting, and most importantly, learning from mistakes. This Sunday marks the 100th anniversary of the Indianapolis 500 — one of the world’s most famous auto races, and a chance for us to learn about building a brand to last. Can your brand go the distance?

  • Can the New PlayBook Save the BlackBerry Brand?    Beneath The Brand
  • The tablet market is one of the fastest growing technology sectors. Full-featured mobility transcends personal and entertainment applications, offering tremendous potential for all aspects of business productivity. Tablets have already cut into e-book and PC sales. Apple, with over 20 million units in market, is unquestionably the front leader in the game, but now it might finally have some well-positioned competition. Is this a game changer for RIM?

  • 3 Key Steps to a Successful Slogan    Beyond Madison Ave
  • Great slogans are a marketer's secret weapon. They can make an ad campaign stronger or simply reinforce your brand’s value proposition. Slogans aren’t just for big brands anymore, and if yours isn’t pulling double duty, it’s time you rework it. But what makes a slogan great? Here are a few timeless favorites. What's your favorite advertising slogan?

  • Wanna Buy a Verb?    Beneath The Brand
  • It’s now the ultimate status symbol in the world of online brands. Revenues that exceed the GDP of many nations are a nice start. Global influence measured in millions of users is certainly impressive. Cross-platform adaptation that transcends various operating systems is valuable. But the ultimate sign that an online brand has arrived is when your brand becomes, not just a household name, but a Verb! Got $8.5 Billion dollars to spare?

  • Your new PR department is out of your control!    Beneath The Brand
  • The proliferation of social media “publishers” adds tremendous reach to your existing PR strategies. Their numbers are impressive and they'll champion your cause because if you succeed, they do too, but if you're not proactive and open with your communications, they'll quickly turn against you and your brand will suffer dearly. Meet your new PR team

  • Your Customers Are Mobile - Why Isn't Your Brand?    Beneath The Brand
  • Mobile phones have evolved from simple communication devices to the new way we connect with information and each other. If you're not connecting with your customers where and when it matters most to them, Are You Risking Irrelevance?

  • 5 Key Steps To Brand Alignment   LinkedIn
  • Without it, your brand is just an empty promise. To make sure your brand delivers, you need to take a 360 degree look at your brand, your company and your corporate mission. The following key steps will help guide you towards successful brand alignment. Read More

  • Build Customers, Not Just Traffic   LinkedIn
  • All that hard-earned web traffic is meaningless unless you convert your visitors into customers, subscribers, or members. These simple steps will increase your conversion rates. Continue...

  • A Brand Without a Purpose is Just a Logo    Beneath The Brand
  • Some are colorful, some are clever, and some are just incredibly catchy, but a logo doesn't make a brand. Successful brands are about depth, experience, and meaning - Is Yours?


  • More Brand Marketing and Strategic Insight to Come...