2009

B2B Social Media:
Understanding its
Influences on Channels
and Communities. A Deeper Shade of Green: Building Industry Magazine Editors Delve into Details. Cook for the Cure. Demand Creation in a Down Economy. Giving Back to the Community with Habitat for Humanity. Integrating Online Social Media Into Your Media Plan. It Takes a Village to Build a Dream. Landscaping at Miller Brooks—A Green Perspective. Miller Brooks Symposium Gives Manufacturers Valuable Insight for Marketing to Architects. New Year’s Resolutions for Your Marketing and Branding Efforts. PR Pros “Tweet” On Clients’ Behalf, How Sweet. So, what should I do on Earth Day 2009? Social Media Perspectives.

2008

Give Your Brand a Full Spa Treatment. Good Words. And Great Names. Green Lipstick and the Environmental Pig. Hammers, Nails, and Heart. How it Feels to Live in a 650-year-old Wooden Home. The Key to a More Productive Workflow. Marketing that Makes a Sustainable Difference. New Year’s Resolutions for Your Marketing and Branding Efforts. Out to Lunch: A Video Postcard. A Slow Cook for the Cure. Social Responsibility Marketing: Brand Builder or Brand Distraction? Sweet Successes. What We’re (Re) Reading

2007

2007. The Perfect Time for a Road Trip Alcoa CSI “Uncorks” a New DVD to Introduce its Unique Wine Seal. Cook for the Cure 2006: Record-Setting Sauces Cook for the Cure—Spoil Your Dinner! Green What? Integrate, Segregate, Reformulate? Measuring the Effectiveness of PR: Thinking Beyond the “Thud Factor” Miller Brooks Builds with Habitat for Humanity. Online Media Measurement See What’s New at Miller Brooks! The Shock of the New. What is a Brand Touchpoint? What We’re Reading: Made To Stick Word of Mouth Marketing

2006

Brand Washing. Branding in the Blogosphere. Cook for the Cure: A Souper Time Cook for the Cure Invite How Does Your Brand Speak to Multiple B2B Audiences? June Blitz: Largest in Habitat History Making the Most of Your Online Advertising New Look, Easy New Access. New Year's Resolutions for Your Marketing and Branding Efforts. Peter Drucker: Thoughts on Business from "the Man Who Invented Management." Trade Shows. Afterthought or Forethought? Why Marketing Matters

2005

Are Employees Speaking Your Brand Language? Conducting a Brand Audit: An Energizing Experience. How to Justify Your B2B Budget. How to Watch TV for Your Brand. You Can Learn a Lot. Less is More: Refining Your Brand's Print Materials. Patience. Is it the Missing Ingredient in Marketing Innovative New Products? Personal Accountability in Branding. Taking a Cue from Reality TV: Is It Time to Pimp Your Brand? The Sound of Branding. Triangulation: Three Views into Your Brand. Value Proposition. Positioning Statement. Are They Really Different? What's an Elevator Pitch?

2004

Are You Over-Hyping your Brand? Brand Understanding: Developing a Great Positioning Statement. Brand Warfare: 10 Rules For Building The Killer Brand. Good News/Bad News: Your Brand Made Headlines. How to Recover from Bad Press. Marketing B2B, Products vs. Services: Is There a Difference? Media Management: The Value It Brings to a Brand. Measuring Marketing ROI: Holy Grail or Myth? Mosaic Branding: A Way of Thought? The Right Media To Drive Your Brand. The Value Of Market Research For B2B Brands. Trade Show PR: Remain True to the Brand. Writing a Marketing Plan: Taking the Hassle Out and Putting the Value In.

2003

Brainstorming: How To Get The Most From Your Ideation Sessions. Brand Crisis? What Crisis? Brand Messaging: Why You Need It, And How To Develop It. How Do Customers Touch Your Brand? Understanding What's Important Can Make All the Difference. How To Get Your Brand Into Show Business. Is Your Brand a Product, Organization, Person, or Symbol? Keeping Your Brand Look and Message Consistent. Project Management: Working Behind The Scenes To Synchronize Your Brand. Putting The Web To Work For Your Brand. The Art Of Innovation: What Every Brand Can Learn From Inspired Product Design. When Do You Need Another Brand? Who Cares About Paper?

2002

A Brand's Functional Benefits vs. Emotional Benefits. An Electronic Brochure? What Is It and When Is It Needed? Collaborative Branding: When Agencies and Other Suppliers Work Together, Brands are the Big Winners. Creating A Direct Response Campaign? Think Like a Fisherman. Expand Your Brand: How to Make Your Brand Speak to Media and Analysts. How Long Should It Take to Produce a Brochure, a Website, an Ad? The Purpose Of A Corporate Brochure. The Softer Side Of Branding: Understanding the Nuances of Brand Personalities. What Color Is Your Brand? What's The Personality Of Your Brand? Try This Simple Brand Association Exercise. What Is The Value Of Your Brand? When Does A Brand Need A Logo?

2001

All Aboard: How to Get a Greater Return from Your Direct Mail. Brands, Channels, and Customers. Building Your Brand in a Tough Economy? Give Your Brand A Spring Cleaning. Is Your Brand Ready for the Internet? Get a Clue from the Cluetrain. It's A Brand New Day. Branding with Strategic Public Awareness. Justify Your Marketing Budget. Lights, Camera, Action! Tips for Launching Your Brand on TV. Photography: To Stock or Not to Stock? Is This Really a Question? SIC vs. NAICS: Understanding the Difference. What Business Are You In? What's an Elevator Pitch? Wolverine: Building A Brand That Works.

2000

Bingo Cards: Are They Dead? Creating a Harmonious e-Brand. e-Branding: How To Embrace It. e-branding: Sometimes Simpler Is Better. How to Strengthen Your Lead Management Process. Maintaining Your Brand's Image. Making Taglines Work. Managing Visual Assets In A Digital World. Mapping Your Web Site. Messaging: The Foundation for Good Communication. Miller Brooks: Growing with the Changing Times. Naming: Will It Play Around the World? Project Management: Necessary Evil or Strategic Advantage? Top 10 Steps to Taking a Brand Overseas. Why Every Brand Needs a Brand Architecture.

Branding in the Blogosphere. 2006 Qtr 2

Branding in the Blogosphere

Branding in the Blogosphere.

Millions of Internet users are now visiting blogs. That’s thanks in large part to blogs’ accessibility and usability for the mainstream consumer.

Blog. Short for weblog, these e–journals are housed on the Internet for public and private consumption and are updated frequently. Yet just as journalists are bloggers, so can be corporate executives, product experts, industry watchdogs, consumer enthusiasts and your neighbors’ kids.

A blog can provide content about anything. It can be an ongoing dialog about the installation of an old Firebird engine. It can be about home loans. Or corporate happenings.

So should you consider a blog for your brand? As with most means of communications, there are benefits and downfalls to consider. The first thing to determine is whether or not a blog fits appropriately into your marketing goals. If you are exploring extending your brand into the broad and engaging realm of the blogosphere, there are a few things to keep in mind:

Blog within the parameters of your brand. Properly implemented blogs can help build an indelible connection between customers or potential customers and your brand. Ensure your appointed blogger is a good steward of your brand, yet has the freedom to communicate honestly, outside marketing speak. Depending on your goals, the blogger may be a product engineer, customer service representative, etc.

It cannot be left alone for long periods of time. A blog is an active, ongoing source of information and insights. Expect frequent visitors who expect frequent updates. Timely postings are essential.

Maintain your brand. The blog may be a new means of communication, but it’s still an interface between your company and an Internet user. Keep its graphics and messaging in line with the brand.

Make it a two-way street…or don’t. It’s up to you. Allowing visitors to post comments can further brand loyalty. It can also hurt, especially if questions are not answered directly and with candor and honesty.

Before diving headfirst into the blogosphere, get familiar with the medium. Go online and visit a few for your own research. You can find them by typing “blog sites”into your favorite search engine or go to www.technorati.com, a search engine for blogs. And, should you opt to blog, be sure to keep it about your brand.

Back to top