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  • The Differences Between Marketing and Branding [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Marketing Strategy

    The terms "marketing" and "branding" are sometimes used interchangeably. However, whereas there is overlap between the two disciplines, they are not necessarily the same.

  • Brand + Demand: Taking B2B Marketing From Cost Center to Value Center

    Article

    CONTENT TYPE: Article | TOPIC: Branding

    Companies are fighting to survive, and Marketing needs to be more than a cost center. Although it's easy to preach about the value of brand marketing, the rubber needs to meet the road in practical execution and deliver tangible results.

  • The Boomerang Brand: Five Ways to Avoid It and One Time to Embrace It

    Article

    CONTENT TYPE: Article | TOPIC: Branding

    Brand launch. Brand refresh. Rebrand. You know the drill. But what do you do when the best brand option was one you left behind?

  • The 100 Most Valuable Global Brands [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Branding

    Apple is the most valuable brand in the world in 2023, with a brand value of $880 billion, according to Kantar BranZ's annual ranking of the world's most valuable brands.

  • The 12 Breakthrough Brands of 2023 [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Branding

    AI, healthcare, metaverse, matrimonial, and canned fish brands have been among the biggest disruptor brands this year, according to the 2023 Breakthrough Brands report from Interbrand and Vox Media.

  • Different Is Better Than Better | Marketing Smarts Live Show

    Video

    CONTENT TYPE: Video | TOPIC: Branding

    As a brand, you can do everything right: employ the smartest people, use the most reliable tech, deliver the greatest value to customers. But if you're just trying to be better at what everyone else is doing, will your company really stand out?

  • B2B Branding, Stories, Social Efforts, and Disruptive Innovation: David Aaker on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Marketing Strategy

    Host George B. Thomas and guest David Aaker discuss the concept of disruptive innovation and its relevance in today's marketing world. Discover why innovation is the only way to grow, why stories stand out, and how social media has completely changed the game.

  • How AI Rewrote the Slogans of 50 Well-Known Brands

    Chart

    CONTENT TYPE: Chart | TOPIC: Artificial Intelligence

    Can AI do a decent job of rewriting the taglines of popular brands? To find out, Quality Logo Products had an artificial intelligence program rewrite 50 slogans and then surveyed 1,007 Americans to see if they liked the original or AI-generated one better.

  • How to Create a Socially Responsible B2B Marketing Campaign

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Socially responsible marketing tactics can encourage your potential clients to think more favorably of your brand while creating a better work environment for your employees. Here's how.

  • How to Create an Awesome Brand Persona: A Step-by-Step Guide

    Article

    CONTENT TYPE: Article | TOPIC: Branding

    Personification is the art of giving something (your brand, say) human characteristics to draw out emotion in people (your audience, for example). Check out this article to learn how in a few easy steps.

  • How to Analyze Competitive Messaging in Four Simple Steps

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Knowing the relative positions your company and its competitors occupy on the market landscape helps you shape content for all your marketing materials. But how do you determine the positioning of your competitors? This article outlines a straightforward process.

  • How to Authentically Brand Yourself in a Digital World | Marketing Smarts Live Show

    Video

    CONTENT TYPE: Video | TOPIC: Career Development

    Eric Yaverbaum has had countless successes in his career, but he manages to keep a handle on what truly counts in both career and life. And he has a lot of wisdom to impart that every marketer should be keen to keep in mind.

  • Companies With the Best and Worst Reputations Among Americans

    Chart

    CONTENT TYPE: Chart | TOPIC: Branding

    Which highly visible companies have the best and worst reputations among Americans? To find out, Axios and The Harris Poll conducted a survey in March 2023 among a nationally representative sample of 16,310 Americans.

  • Communities Are the Future of Marketing | Marketing Smarts Live Show

    Video

    CONTENT TYPE: Video | TOPIC: Marketing Strategy

    Why are communities the future of marketing? Mark Schaefer, author of Belonging to the Brand: Why Community Is the Last Great Marketing Strategy, has a lot of ways to answer that question, and he goes into many of them.

  • The Role of Authenticity in the Online Path to Purchase [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Marketing Strategy

    This infographic looks at the role reviews/ratings and customer service play in conveying brand authenticity, and how that authenticity translates into sales and loyalty.

  • Brand and Trust: Becoming a Trusted B2B Voice | Marketing Smarts Live Show

    Video

    CONTENT TYPE: Video | TOPIC: Customer Experience

    This episode of the Marketing Smarts Live Show, produced by MarketingProfs and its Marketing Smarts Podcast, is the inaugural episode of YouTube-based series, which began airing in June 2022.

  • The 10 Strongest and Most Valuable Global B2B Brands

    Chart

    CONTENT TYPE: Chart | TOPIC: Branding

    Consulting and commercial services firm Deloitte has the strongest B2B brand in the world, according to recent research from Brand Finance.

  • Reframing Brand Measurement: It's Not Who, But Where

    Article

    CONTENT TYPE: Article | TOPIC: Branding

    Customer profiles, user browsing data, and benchmark studies are designed to help companies know exactly who their customers are and what brand sentiments they have. But what if we don't need that much information?

  • SEO, Backlinks, and BEO: Three Pillars for Stronger PR and Brand Awareness

    Article

    CONTENT TYPE: Article | TOPIC: SEO

    Now that media outlets have fully transitioned to online spaces, PR and SEO have become intrinsically linked. Journalists do searches, too, and the higher a press release ranks in search results, the more likely it will be covered.

  • The Most Hated Brand in Countries Around the World [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Branding

    What brand do people complain about most in different countries around the world? To find out, Merchant Machine evaluated tweets containing brand names for positive or negative tones using an AI sentiment analysis tool.