brand strategy

#Hercules Bowls Over Northeast, Nabbing Another Social Win for Weather Channel

Posted by Sheila Shayon on January 3, 2014 04:07 PM

What’s in a name? Everything if you’re in storm branding—the latest battleground for weather services eager to claim mindshare in an increasingly crowded media space.

This week's Nor'easter was called the "East Coast Blizzard" by AccuWeather, "Major Winter Storm" by the National Weather Service, "Bethany" in Connecticut, and "Hercules" by The Weather Channel and most everyone else, including Governors Chris Christie and Andrew Cuomo, who both tweeted messages about the storm using the TV/web/mobile network's #Hercules hashtag. 

In addition to annoying horror writer Stephen King (who dubbed the practice "dorky" to his Twitter followers) and other weather-watching brands by pushing Athena, Sandy and Nemo, The Weather Channel's practice of branding storms (this Western winter season, with the help of a high school Latin class in Bozeman, Montana) has irked the World Meteorological Organization, a 191-member organization based in Geneva.Continue reading...

brand partners

Slate's Quora Partnership Offers a Lesson in Brand Erosion UPDATE

Posted by Abe Sauer on July 26, 2013 06:09 PM

"When I was pregnant, one OB called me disgusting and told me to have an abortion."

The anecdote is from a new post titled "Are Doctors Biased Against Obese People?" The post is part of Slate's Quora blog, a partnership set up with the social network-answer service. The problem—as many commenters and physicians have pointed out—is that the piece chronicling a collection of experiences the author claims to have had is preposterous and nearly impossible to believe. But there is Slate's credible endorsement, right there on the top banner.

The post is a warning about the dangers of brand eroding content partnerships as online publications increasingly search for new revenue streams and reach.Continue reading...

political season

Barack Obama Goes Down to the Wire with Jay-Z, Will Ferrell and the Boss

Posted by Mark J. Miller on November 5, 2012 04:32 PM

As Barack Obama campaigns at his final rally today in the vital swing state of Ohio with his pals Jay-Z (who sang, "I've got 99 problems, but Mitt ain't one) and Bruce Springsteen, apparently some voters may be confused. And not because they're undecided.

The hard-fought, long-awaited presidential election will finally take place on Tuesday and America will decide which leader it wants to follow: President Barack Obama or Governor Mitt Romney. This pair has done pretty much everything it can on the marketing front, short of skywriting and Potter-style notes delivered by owl, to get their respective messages out to voters. Combined, their campaigns have spent more than a billion dollars on television ads alone this election, an almost embarrassing sum of money given the state of the U.S. economy.

And online was no different. The two candidates have dedicated digital teams that have been trying to push their message through every online channel imaginable. One of those, though, is getting some negative attention: brand hijacking. That's when a brand buys search-engine ad space for when a consumer searches for a competing brand. In some parts of the US, when someone searches for “Barack Obama” in Google or Facebook, ads for Romney appear. And when some Americans search for “Mitt Romney,” ads for Barack Obama appear.Continue reading...

social media watch

How to Optimize Tweets? Cite Trusted Sources and Recognized Brands - Study

Posted by Sheila Shayon on June 12, 2012 11:56 AM

On Twitter, the brand currently defining conventions of digital conversation, the source remains the strongest factor in value and quality and trust trumps emotion. New research shows the key factor in predicting a tweet's popularity is the source of the link being tweeted. And just as in search engine optimization, recognizable (brand) names help.

A just-released study from UCLA and Hewlett-Packard's HP Labs researched four factors and their influence on optimizing tweeted headlines and news links with accuracy 84% of the time:

• The credibility of the news source that generates and posts an article

• The category of news the article falls under (sports, technology, health)

• The subjectivity of the language in the article

• Famous people, brands or other notable entities mentioned.

The data was collected from Feedzilla’s API over nine days and 40,000 news articles, and popularity of articles was measured as the number of times a news URL was posted on Twitter. Using Stanford's Named Entity Recognizer to identify a famous person or company and measure prominence relative to others resulted in a score for each of those 40,000 articles based on the four factors.Continue reading...

search and destroy

Google Won't Reward New TLDs, But Will Punish "Over Optimized" Sites

Posted by Sheila Shayon on March 19, 2012 03:16 PM

When Matt Cutts speaks, people listen. So when Google’s software engineer and webspam guru recently posted (on his Google+ page, of course) that ICANN's looming dotbrands — the generic (vanity, customized, branded) top level domains or TLDs that are fast approaching — won't boost search engine results, the SEO and domain name worlds sat upright.

Cutts was responding to ARI Registry Services CEO Adrian Kinderis, who penned an op-ed column that argued: “Will a new TLD web address automatically be favoured by Google over a .com equivalent? Quite simply, yes it will,” wrote Kinderis, basing his argument on Google’s ranking algorithms that search for domain name keywords thus enabling business and brands to create commanding "clean name spaces."Continue reading...

brand vs. brand

Trademark Wars Escalate and it's all the Web's Fault

Posted by Mark J. Miller on March 5, 2012 10:01 AM

Building up a brand has always been crucial to a business but the value has gone up even higher in the Internet age. The New York Times reports “brand experts and trademark lawyers say the value of simple, easily understood brand names has escalated in the Internet era because consumers are more likely to find such products while doing searches on the Web.”

Because of that, trademark fights have escalated, the Times notes, pointing to the trademark spat over the phrase "app store" by Microsoft, Apple, and Amazon.

But it is the smaller companies that have more stake in grabbing hold of those trademarks, the NYT points out, since the larger ones can attempt to crush the smaller — a legal tactic that some call "trademark bullying."Continue reading...

search and destroy

What Time Does the Super Bowl Start?

Posted by Abe Sauer on February 2, 2012 12:21 PM

Here is a collection of links to pieces that are using Huffington Post's 2011 "What time does the Super Bowl start" search engine optimization (SEO) pageview trick.Continue reading...

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search and destroy

Google Is Judging Your Brand (Maybe)

Posted by Abe Sauer on April 30, 2010 09:18 AM

Does your brand rely on Google? Does your brand utilize Google at all in its overall strategy? We thought so.

Then this latest development will be of interest. We'll let Search Engine Land lay it out:

"First, Google rolled out recommendations for 'pages similar to' earlier this week, now they also appear to be testing brand recommendations in response to certain queries... some users are seeing 'brands for' recommendations for searches such as ''digital cameras.' 'cheap laptops].' 'label printers,' 'fishing rod' and others."

Oh yes, they have screenshots (like ours above).Continue reading...

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