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Gen Wright's Articles in Branding

  • Online Brand Management - 5 Benefits Of Viral Videos
    Viral video is simultaneously the most entertaining and the most infuriating element of online marketing. Let's clear the air quickly: No one can promise you a viral video success. Ever. Viral videos succeed because the audience likes them and spreads them on to other people. If the audience doesn't get it, the video doesn't go viral, and there is nothing that can guarantee the response you want. Let us consider the success of one particular viral series to see some of the benefits available from this branding tactic.
  • In Their Own Way- Stories Of Online Branding Success
    Here are a few web branding success stories. These are not the names that are usually thrown about, like YouTube or Facebook. Rather, these are people who have developed a niche success in their own field, and have become world-famous brands in their own way, and their own time.
  • How To Avoid Four Surefire Ways To Kill Your Brand
    There are no guarantees of success when developing a modern brand. Brands are driven as much by the customer as they are by the originator, and the customer doesn't always want what's being sold. What follows are four ways you can miss the point, and some advice for avoiding them.
  • Online Brand Protection- Don't Get Crazy
    It is true that there are people out there who intend to misuse and abuse brand associations that others worked hard to create, and there are steps to take to limit them. However, there is such a thing as overzealousness. Attempting to outright control the Web is an exercise in folly, and we provide a clear example of when going too far can go wrong.
  • Online Brand Building By The Numbers
    In the process of building your company's online brand, you're going to have to deal with a veritable ton of information. However all the information in the world isn't going to do your online marketing efforts a bit of good if you aren't able to measure it against carefully chosen benchmarks of performance. In short, you need to identify your metrics.
  • Branding In The Digital Age
    In many ways, branding is as much an art as it is a science, a technique of knowing how to read the mercurial moods of the purchasing public. In the age of the digital marketplace and an ever-connecting world population, new challenges and ideas present themselves to the savvy business. Anyone with a brand to promote must heed these signs or find themselves left behind.
  • Branding - For Better or Worse
    Many times, no one can predict what will make a brand into a particular success or failure overnight. However, every company can take three common sense steps to protect their brand and the products it represents.

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