All posts by Martin Jelsema

About Martin Jelsema

Coming up on 50-years doing advertising, branding, market research and new product marketing.

A Compendium of Branding Ideas

Here are three ideas that might be adopted for your branding activities. The first introduces newsjacking, the second suggests the importance of branding for destinations, and the third speaks to personal branding. Just click on a headline to read the original story.

Breaking Bad: How to Use Newsjacking to Your Brand’s Advantage – Business 2 Community
Breaking Bad: How to Use Newsjacking to Your Brand’s AdvantageBusiness 2 CommunityNewsjacking, also known as culture-jacking, is the process of injecting your ideas or angles into breaking news, in real-time, to generate media coverage for your brand. Done effectively, it can validate your brand as a thought leader in your industry …

Colorado Gears Up For Ambitious Branding Effort –

Longs Peak in Rocky Mountain National Park

Colorado Gears Up For Ambitious Branding EffortOrganizers believe this campaign is different because they are calling on everyone across the state to bring ideas to the table. “Engaging every citizen in the State of Colorado. Giving them the opportunity to express their point of view and give their …

 

 

 

 

Easy, Universal Blogging Idea for Personal Branding Success – Business 2 Community (blog)
Business 2 Community (blog) Easy, Universal Blogging Idea for Personal Branding SuccessBusiness 2 Community (blog)Easy, Universal Blogging Idea for Personal Branding Success image RCP AireyWork4MoneyTWO75 186×300 Serendipity and a willingness to look for inspiration everywhere can play big dividends. Often, the best ideas for building your personal brand come …

Brands: an investment in growth and stability

I contend that the brand is the most long-lasting and valuable asset of almost every successful business.

Companies can switch physical facilities innumerable times and brand awareness will not change. They can go through several CEO’s without customers noticing any basic change in the brand. Economies will cycle through good and bad times without affecting a brand’s image.

Think investment when you think of branding

Successful companies know their brand(s) are valuable assets. Continue reading Brands: an investment in growth and stability

Brand Audit Guidelines

A brand audit is a review and verification of your brand

Several years ago I devised a diagram and explanation of the elements to be considered in a full-fledged brand audit. You can access a pdf of this document by clicking here. As I said, it is comprehensive, taking into account various aspects of a brand and its competitors: Financial, organizational, marketing, positioning, differentiators and brand personality considerations. You can use it as a brand audit plan.
For organizations where only a portion of a major audit might be needed, I’ve included several resources below. Continue reading Brand Audit Guidelines

Branding is Much More than “Spreading the News”

branding is more than spreading the news
As a branding consultant and specialist for over 20-years, I’m having a problem knowing what folks recognize as “Internet branding”.

In off-line situations, ad specialty concerns will advise prospects that putting their name and logo on pens or mouse pads will “brand” them. Nonsense – branding is not the same as exposure of your name. I see many now claiming on the Internet that “branding is name exposure”. Continue reading Branding is Much More than “Spreading the News”

Warning: exaggerating is not good branding

Be sure to be truthful or...Quite often we see brands making claims or offering benefits that are incredulous.

The product or service may be tops in its category and perform up to expectations, but an unbelievable statement of superiority will cause prospects to shy away, and perhaps even scoff.
Credibility is so important in building trust for a brand that any hint of exaggeration can be detrimental. Remember that folks have long memories, particularly about negative or untruthful claims. And even if a statement is true, it may not be creditable, so be careful that your enthusiasm doesn’t carry you away. Look at those claims from a customer’s point of view.

Even attempts at humor along these lines (Dairy Queen’s “cats in a bubble” ad, for instance) tend to diminish the brand’s credibility. Continue reading Warning: exaggerating is not good branding