Archive for the ‘Brand Manager’ Category

Definition of a Brand

December 13, 2008

Charles M. Berger former brand marketer for H. J. Heinz Co. and CEO of Scotts Miracle-Gro Co. passed away a week ago today.

Mr. Berger developed the messaging which differentiated Heinz ketchup from its competition by positioning Heinz ketchup as “thick and rich” which in turn was brilliantly used to imply Heinz ketchup’s competitors were not.

Mr. Berger’s communications strategy proved to be a profoundly effective brand marketing tactic: Identify what your customers really want and receive from using your brand, then memorialize both its strengths and the competition’s weaknesses in the same few words.

Like all successes – after the fact – it usually looks and sounds easier to do than it actually was. I am sure Berger spent years perfecting the Heinz ketchup brand message.

Ultimately Heinz ketchup television commercials  featured an OK Corral style ketchup duel where Heinz proclaimed it was the slowest ketchup in the west…east, north and south” – effective imagery which conveyed the strengths of his brand while simultaneously contrasting them with his competitors weaknesses.

Simply brilliant.

According to Heinz Chairman and CEO William R. Johnson, Berger’s marketing prowess “enabled Heinz to break out of a tie and gain permanent leadership in ketchup.”

In a 2001 interview with Design Management Journal, Berger gave his definition of a brand:

“A real brand owns a very tiny but important piece of real estate in a consumer’s mind.”

“Heinz ketchup actually looks and tastes the way it did in 1890. In most cases, although you have to keep changing the product, the brand should be immortal.”

Although Mr. Berger is no longer with us  – and provided his successors at Heinz don’t try to rethink or rework his success – Berger’s work on behalf of the Heinz ketchup brand ought to remain as close to as immortal as any brand message has yet become.

GoogleTestAd Testing What?

December 3, 2008

I was surprised to learn today searches for googletestad continue to rank high in Wordtracker’s top 200 long-term keyword report.

GoogleTestAd ranks #119 in Wordtracker’s long-term keyword list.

About Wordtracker’s top 200 long-term keyword report:

“Our current database contains 290,313,559 search terms and represents the complete queries from the largest metacrawlers on the web (Metacrawler/Dogpile etc.) for the last 150 days.”

What is the “GoogleTestTad”?

A search in Google for “googletestad” doesn’t produce a Google.com explanation page but does produce the following Google Adwords sponsored links result :

GoogleTest Ad

GoogleTest Ad

However, a search for “Google Test Ad” in Google produces a suggested spelling correction from Google – “Did you mean: google text ad.”

Google Test Ad

Google Test Ad

Not to digress – but  I wonder why Google asks the question – “Did you mean:” but doesn’t punctuate their question with a question mark?

Anyway and as far as I can tell – the GoogleTestAd has always had the same ad text:

Headline = Congratulations

Description 1 = This is a family safe ad

Description 2 = All systems are go!

Display URL = http://www.google.com.

Interestingly, clicking on the ad for googletestad takes me back to Google’s home page.

Google Home Page

Google Home Page

Although Google continues testing and bidding on searches for googletestad, I am not sure whether its score is being kept or who is keeping it.

If the Google Ad for googletestad were like all others wouldn’t it too have a Quality Score?

To place ads in its behalf wouldn’t Google have to have an in-house Adwords team marketing Google’s products?

Otherwise, who is managing and bidding on keywords in their behalf?

If there is an in house advertising team – How many people are in Google’s advertising group?

How many products do they market, how many keywords do they manage and how much do they spend annually promoting Google products?

Wouldn’t Google’s buying their own ads also constitute brand management?

Does Google have a “brand manager”?

If so, who is Google’s brand manager?

Brand Lift through iGoogle Artists Themes

April 30, 2008

Google re-introduce an expanded roster of Artist Themes for iGoogle.

What if you could have your brand’s most loyal customers display your brand image alongside Google’s in your customer’s browser’s homepage?

Can you say Brand Lift?

Innovative earlier adopters like Dolce & Gabbana, Philippe Starck, Diane von Furstenberg (I guess Mr. Diller approves) the Beastie Boys and even Lance Armstrong have already taken the leap.

See for yourself in this YouTube video montage showcasing 68 original iGoogle themes by world-class artists:

Find more Google iGoogle Artist themes at Google.com

iGoogle Artist Theme

iGoogle Artist Themes

iGoogle Artists Themes

iGoogle Artist Themes

Google Adwords Demographic Bidding

January 24, 2008

The Inside Adwords Blog has announced Google Adwords Demographic Bidding Beta.

Google Adwords Demographic Bidding

Search Engine Watch provides a link to the Beta sign up page, however when I tried to get to it I got a “problem loading page” error.

Problem Loading Page

By adding Demographic Bidding, Google Adwords will help brand managers and their advertising agencies reach more of their target audience.

TrumpUniversity.com You’re Fired!

September 24, 2006

Donald Trump The Apprentice?

Apparently Mr. Trump has entrusted the marketing of his brand online to one of the apprentices he fired.

Why?

Over the last several weeks one of my email accounts has been receiving five times more email spam than usual.

Among them, email from Trump University. Not just one. Six in the last ten days.

In “his” email Mr. Trump states, “Trump University is something I’ve thought about for a long time. I didn’t want to put my name on anything having to do with education unless it was going to be the best. So I’ve put together some of the finest instructors in the world, professors from great universities, the finest business schools and also friends of mine from the world of business that have gone through the hard knocks. Some of them aren’t even educated at all. But they’ve gone through these tremendous hard knocks and they’ve gone out and they’ve succeeded.”

Then there is some CYA boiler plate.

“This is a commercial message from Join Trump U. To stop receiving commercial messages promoting Trump University, please visit http://jointrumpuniversity.com/remove. You may also send an unsubscribe request with a copy of this original email to: Join Trump U, 5072 North 300 West, Suite 220, Provo, UT 84604.

“We are Fully Compliant with the CAN-SPAM Act of 2003.”

“You are receiving this message because you have opted in to one of more of our partner sites. If you would like to stop receiving our messages and special offers, please click here to remove your name from our mailing list, or you may write to the address below.”

The address where I have been receiving Trump U email is an address I never use.

I have since went an unsubscribed myself to the Trump University list.

Whether removing my name from their database works on not will remain to be seen.

Does Donald Trump have a brand manager? Who is in charge of his brand management?

Even with the Trump University emails being sent at arms length, hasn’t the Donald Trump brand been sullied with the millions of email spams sent out on his behalf?

Or does this marketing strategy produce results?

If it does work, why then don’t I receive spam emails from other “universities” like the University of Phoenix?

Only time will tell whether the email spam tactic for increasing enrollment from the minds at Trump University was born out of marketing education and experience or not.


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