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Designing Brand Identity: An Essential Guide for the Whole Branding Team

Designing Brand Identity: An Essential Guide for the Whole Branding Team

A revised new edition of the bestselling toolkit for creating, building, and maintaining a strong brand

From research and analysis through brand strategy, design development through application design, and identity standards through launch and governance, Designing Brand Identity, Fourth Edition offers brand managers, marketers, and designers a proven, universal five-phase process for creating and implementing effective brand identity. Enriched by new case studies showcasing successful world-class brands, this Fourth Edition brings readers up to date with a detailed look at the latest trends in branding, including social networks, mobile devices, global markets, apps, video, and virtual brands.

  • Features more than 30 all-new case studies showing best practices and world-class
  • Updated to include more than 35 percent new material
  • Offers a proven, universal five-phase process and methodology for creating and implementing effective brand identity

List price: $45.00

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How to Improve the ROI of Your Marketing Program by Eliminating Silos

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Marketing departments are made up of numerous moving parts, and they’re most successful when all work together seamlessly towards a common goal. Unfortunately, this is often easier said than done. Because many marketing departments are segmented according to functions like advertising, public relations, digital marketing and so on, it’s far too easy to fall into dreaded functional silos.

In fact, only 56% of marketers surveyed in the global “Teradata Data-Driven Marketing Survey 2013” said they routinely work with other functions. Meanwhile, only a third of marketers said they coordinate with other functions only on a project-by-project basis. And, even more alarming, , a new Teradata survey shows that 74% of marketers from around the world said marketing and IT are not strategic partners.

This lack of consistent integration shouldn’t be taken lightly, as silos can have some serious side effects. Internally, silos can create inter-office tension, hurt employee morale and motivate staff to put their own team’s short-term success above the success of the brand and broader department.

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Externally, silos can cause issues as well. If each has its own vision, the customer may get mixed messages and an overall disjointed experience. Combined, these problems can undermine customer satisfaction, reduce efficiency, significantly increase cost and, overall, erode the bottom line.

Luckily, a few simple steps can have you well on your way to knocking down the walls between different marketing divisions. Let’s take a look at three keys to breaking down silos and making your marketing department more effective inside and out.

1. Focus on the customer.

At the end of the day, silos are a problem because they negatively impact the customer experience. But, on the flip side, focusing on the customer experience from the beginning can be a great way to prevent silos in the first place. Instead of making initiatives about individual teams, make it about the customer. Why? It puts everyone on the same team.

As Scott Eagle, the CMO of marketing company Conversant, put it in a recent Forbes Insights study: “While it’s natural to think about how this is going to impact me personally or my group, thinking forward about the customer makes integration happen.”

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That’s because customers don’t think in terms of specific products, much less in terms of specific marketing platforms or methods. Instead, they think in terms of how to solve specific problems. Channeling this mindset helps all divisions take a step back from their heads-down execution or short-term goals, and motivates them to instead focus on collaboration and big-picture outcomes.

The customer won’t be the only one applauding this approach either — trust me. Steve Daheb, the CMO of Citrix, was also cited in the Forbes study and noted that taking a more holistic customer approach led his team to greater return-on-investment, solid pipeline growth and bigger deals.

2. Use data as a weapon.

Don’t overlook the value of data to add clarity to this customer-centric approach. By letting data do the talking, marketing leaders can take another step towards replacing competition and isolation among silos with communication and cooperation.It’s not about focusing on a certain function, but about focusing on what’s most important to the customer experience. Data helps make that decision based on facts – not on what may be perceived as picking favorites. That’s key to getting all teams to buy in.

Conversant’s Eagle added: “I’m going to make it about making the right decisions based on what the big picture of the data tells us. Data is our biggest weapon. It aligns departments behind the right decisions.”

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3. Put someone in charge.

While data can often serve as an objective third party of sorts to help eliminate silos, it often helps to have an actual person (or persons) in that role. To really ensure that silos cease to exist, put someone in charge to establish frameworks, encourage collaboration through teams and knowledge hubs, and even upgrade marketing talent.

Daheb at Citrix, for example, actually created a new department to serve as such an “overlay.” And Kelly Davis-Felner, the CMO of The Wi-Fi Alliance, took a similar approach. While working to build the company’s social media presence in China, Davis-Felner struggled to integrate their large U.S. team with a one-person Chinese team. With teams located in two different time zones, situations, cultures and countries, silos are almost inevitable.

According to the Forbes Insight study, Davis-Felner realized a third party — someone who had knowledge of both countries and teams — was necessary. By bringing such a person on board, she said there has been more collaboration and far less siloing as The Wi-Fi Alliance works to build its social media presence in China.

All in all, silos can be detrimental to your marketing department… and your customers. But by focusing on the customer experience, following the data’s lead and having folks overseeing collaboration, you can take steps towards integrating your teams and improving results.

Christy Uher Ferguson has been developing marketing strategies and leading enterprise-wide initiatives as an experienced and innovative senior marketing communications executive for more than 15 years. She is currently responsible for conceptualizing, developing, and crafting content and messaging to support Teradata’s business objectives and thought leadership agenda.

The post How to Improve the ROI of Your Marketing Program by Eliminating Silos appeared first on @AskJamieTurner.

Declutter Your Inbox: 9 Proven Steps to Eliminate Email Overload

Declutter Your Inbox: 9 Proven Steps to Eliminate Email Overload

LEARN:: How to STOP Being Overwhelmed by Email and Get to Inbox Zero Are you buried under an avalanche of email? In our fast-paced world, it’s easy to allow hundreds–even thousands–of messages accumulate in your inbox. While email can enhance your personal communication, it can also turn into a huge time sink. Let email control you and it could lead to: low productivity, stress, distraction and a lack of focus on important projects. The solution? Learn how to declutter your inbox and never again get overwhelmed by email. DISCOVER:: How the “Inbox Zero Habit” Can Stem the Tide of Email Whereas most books (and blog posts) recommend fancy technology for email management, this doesn’t solve the root problem. It’s kind of like a doctor focusing on the symptoms, not the disease. In order to do your best work in a peaceful, constructive manner, you need to develop a specific routine that focuses on email efficiency. Put simply: You need to develop a habit for processing email. In the book “Declutter Your Inbox”, you will get a nine-step plan that helps clear the email clutter–no matter how many messages you receive on a daily basis. If you are someone who only spends 20 minutes managing email, the tips in this book will cut that time in half. On the other hand, if you are a high-powered executive who spends as much as three to four hours per day managing email, this book will help you discover a number of high-leverage habits that will increase your productivity. DOWNLOAD:: Declutter Your Inbox: 9 Proven Steps to Eliminate Email OverloadDeclutter Your Inbox” contains a detailed blueprint of how to be productive while processing email. You will learn how to:

  • Read and understand the six limiting beliefs about email.
  • Write template responses and use software to handle common questions.
  • Practice the “10 rules” of writing efficient emails.
  • Organize your inbox by creating email filters.
  • Use seven tools for managing an empty inbox.
  • Create a central location for files that you typically send.
  • Practice the 4 D’s when processing emails.
  • Streamline all your inboxes into one (or two) locations.
  • Develop seven habits for managing email.

Don’t become a slave to your inbox. You can get to inbox zero by creating a powerful routine for processing email. Would You Like To Know More? Download and take control of email today. Scroll to the top of the page and select the buy button.

List price: $7.99

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AWeber Releases 3,000+ Stock Image Gallery

If a picture is worth a thousand words then AWeber has just given you over three million new things to say! AWeber is excited to announce our new Stock Image Gallery that makes adding visuals to your email newsletters a snap. With more than 3,000 images you have endless combinations right at your fingertips. No need to worry about extra charges for storing too many images, being an AWeber customer gets you unlimited image storage.

Interested in getting started? Find out how to access the new AWeber Stock Image Gallery and the terms in which you can use the images. Not an AWeber customer yet? Sign up for $1!

Need ideas how to use images to spruce up your email newsletters? We have a few AWesome ideas for you!

Five Reasons to Start Adding Images to Your Emails

5 Reasons To Start Adding Images To Your EmailsEveryone likes pretty pictures. According to Web Marketing Group, 40% of us respond better to visual information than we do plain text. And considering that 90% of the stuff that enters the brain is visual, it’s no wonder that graphical content drives engagement.

So what’s a smart marketer to do? For one, start treating images as an integral part of your email campaigns. Still not convinced? Here are five ways that images drive engagement.

Grab Reader Attention

There is no denying that people skim email and social media content looking for a great piece of information that grabs their attention. Using images can slow them down long enough to focus on your message.

Not any old image will do. Images should be relevant to what you are talking about and easy on the eyes. Using blurry photos or pixelated graphics won’t impress anyone and can backfire by making you look unprofessional.

Deliver Shareable Content

Kissmetrics has researched that photos on Facebook get 104% more comments, 84% more click-throughs on links and 53% more Likes than text-based posts. Naturally, photo-driven email has a better chance at being passed along by your subscribers to their friends and colleagues.

For example, let’s say you are a professional organizer and work with clients to declutter their work environment. One of the key benefits of your service is increased productivity and less lost paperwork. You could simply list out the reasons why people should hire you or you could post a visually engaging infographic that highlights the client benefits to your service. Which do you think is more likely to be forwarded to your subscribers, friends and colleagues?

Create a Branding Opportunity

Including images in your emails doesn’t just help create memorable content, it solidifies your brand identity. Consistently adding your company logo, colors, photos and icons to your emails lets your readers know that this email is from you – not some spammer or an unknown source. Images help build a sense of familiarity. Your subscribers will keep opening your emails because they know what to expect – more awesome content from your company!

Showcase Your Products and Services

Ever hear the adage, “show, don’t tell”? Sometimes text on its own isn’t enough to convey your message, but images provide a powerful opportunity to do just that. Do you want your subscribers to buy your latest ebook? Show off the cover in your email! Did your company just unveil a new series of training classes? Show them in action!

You don’t have to be a master wordsmith to create an effective email. When you let your photos do the talking, you can show off your products or services in a way that visually connects with your readers.

PRO TIP: Make sure you include a link with your images so that when readers click on that ebook cover they are taken directly to checkout!

Give Your Emails a Human Touch

As you know, trust is a huge part of deciding whether or not to make a purchase. Images not only give your business a visual identity, they humanize your emails by letting your readers know what kind of experience they can expect when working with you – and that experience isn’t always something you can put into words.

Images give you the opportunity to show your customers that you understand their needs. If you are a real estate company, showing a family happily moving into their new home will strike a chord. If you are an event planner, a photo of a beautiful wedding reception will inspire those in your audience who want the same thing. Always try to use your own images if possible, but if you can’t quite capture the right snapshot, you can browse through AWeber’s Stock Image Gallery for ideas!

Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less

Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less

NAMED one of  5 MUST-READ BUSINESS BOOKS BY FORTUNE MAGAZINE

Publishing is the NEW MARKETING.
 
How do you cut through the noise, commotion, and bad information that is right now cluttering up your customers’ digital space?
 
Epic Content Marketing.
 
One of the world’s leading experts on content marketing, Joe Pulizzi explains how to draw prospects and customers in by creating information and content they actually want to engage with. No longer can we interrupt our customers with mediocre content (and sales messages) our customers don’t care about.
 
“Epic Content Marketing” takes you step by step through the process of developing stories that inform and entertain and compel customers to act–without actually telling them to. Epic content, distributed to the right person at the right time, is how to truly capture the hearts and minds of customers. It’s how to position your business as a trusted expert in its industry. It’s what customers share and talk about.
 
Once we hook customers in with epic content, they reward us by sending our sales through the roof.
 
Epic Content Marketing provides everything you need to:
 
* Determine what your content niche should be to attract and retain customers
 
* Discover and develop your content marketing mission statement
 
* Set up a process for creating and curating epic content
 
* Learn how to leverage social and email channels to create–and grow–your audience
 
* Measure the performance of your content–and increase your content marketing budget
 
With in-depth case studies of how John Deere, LEGO, Coca-Cola, and other leading corporations are using content to drive epic sales, this groundbreaking guide gives you all the tools to start creating and disseminating content that leads directly to greater profits and growth.
 
Whether you’re the CMO of a Fortune 500, a digital marketer, or entrepreneur, “Epic Content Marketing” gives you the tools you need to vanquish the competition. Start your epic journey now!

Check out EpicContentMarketing.com for book bonus material and to download “20 Epic Examples of Content Marketing”

List price: $25.00

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Tablet Users Should Be a Significant Focus of Your Mobile Marketing Strategy

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Tablets are taking over.

It started with the iPad, but now countless technology companies have released tablets with increasing success. This infographic from Usablenet walks us through everything you need to know about the tablet industry, from technology trends to user behavior. Some of the key data points include:

  • 12% of all Internet time occurs on tablets.
  • Conversion rate on tablets is 2.63%.
  • Almost a third of tablet owners will use their tablets for purchases (this will be two thirds by 2018).
  • 51% of the travel audience owns a tablet.
  • By the end of this year, there will be over 208 million tablets in users’ hands.

Bottom line: tablet users are engaged and present, and they deserve to be marketed to. Keep them in mind when developing your next mobile strategy. Check out the full infographic here:

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The post Tablet Users Should Be a Significant Focus of Your Mobile Marketing Strategy appeared first on @AskJamieTurner.

Duct Tape Marketing Revised & Updated: The World’s Most Practical Small Business Marketing Guide

Duct Tape Marketing Revised & Updated: The World's Most Practical Small Business Marketing Guide

Is Your Marketing as Simple, Effective, and Affordable as Duct Tape?

Let’s face it, as a small business owner, you are really in the business of marketing.  The problem for most small business owners is that they suffer from “marketing idea of the week” syndrome instead of implementing a systematic approach to the problem of small business marketing.

In Duct Tape Marketing, renowned Small Business Marketing guru John Jantsch shows you how to develop and execute a marketing plan that will give your business the life and longevity you knew you could have when you made that decision to go out on your own.

CAREFUL! Duct tape is a serious tool… it sticks where you put it. So are the ideas in this book. If you’re ready to make a commitment and are willing to make something happen, John’s book is a great place to start. ―Seth Godin, author of Purple Cow

For all those who wonder why John Jantsch has become the leading advisor and coach to small businesses everywhere, Duct Tape Marketing is the answer. I have never read a business book that is as packed with hands-on, actionable information as this one. There are takeaways in every paragraph, and the success of John’s blog is living proof that they work. Duct Tape Marketing should be required reading for anyone who is building a business, or thinking about it. Bo Burlingham, editor-at-large, Inc. magazine, and author of Small Giants: Companies That Choose To Be Great Instead of Big

Duct Tape Marketing is a worthy addition to the growing library of how-to books on small business marketingconcise, clear, practical, and packed with great ideas to boost your bottom line.Bob Bly, author of The White Paper Handbook

With the world suffering from depleted reserves of trust, a business that sells plenty of it every day tends to create the most value. The great thing about trust as a product feature is that it delivers exceptional returns. With this book, John Jantsch has zeroed in on exactly what small businesses need to sell every day, every hour. ―Ben McConnell, co-author of Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force

John Jantsch has provided small businesses with the perfect perspective for maximizing all marketing activities – offline and on. Jantsch has the plan to help you thrive in the world of business today. Read it, all your competitors will.John Battelle, cofounding editor or Wired and author of The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture

Duct Tape Marketing is a great read for anyone in business. It has fresh ideas laid out in a practical and useable way. I highly recommend this book for growing any business.Dr. Ivan Misner, Founder of BNI and Co-author of the New York Times bestseller, Masters of Networking

List price: $16.99

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If You Can’t Do This, You Should Stop Your Campaigns.

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When people talk about the KPIs (key performance indicators) of their digital marketing campaigns, they throw all sorts of metrics around. Click-through-rate, Facebook likes, email subscribers… the list goes on and on.

But the truth is that, unless you can measure the return on investment, these are all vanity metrics. (TWEET THIS)

The problem is that a surprising number of marketers still don’t know how to calculate ROI. That’s why we at the 60 Second Marketer have created an eBook to walk you through the process and help you determine what aspects of your campaign are most valuable to your bottom line.

The best part is, the eBook is free! So click here (or below) to download it in full, and let us know what you think in the comments!

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How I Made $10 Million From Internet Affiliate Marketing

How I Made $10 Million From Internet Affiliate Marketing

This is a history of affiliate marketing from its beginnings. It?s also the compelling story of a man and his life-journey. Every bit as suspenseful as it is informative. An outrageous rags-to-riches story of a high school dropout who earned over a million dollars by the time he was twenty, and then moved on to launch a separate business to compete against Yahoo. All for not when his trusted business partner screws him over – Losing all access to his websites, taking his business partner to court, and eventually having to declare bankruptcy – Antoine then proceeds to start from scratch. Eventually, he developed a technique of search engine optimization that lead to riches. With this fresh start he made millions more and relocated to a tropical paradise. He bought an ocean-front property and never had to pay another cent of income tax. Discover preposterous anecdotes like how he earned over $5000 a month from an idea that took less than five minutes to implement. Also learn how he capitalized on being lazy and outsourced everything. This is the ultimate tale of making it rich, losing it all to a swindle, winning it all back, getting stiffed by the government, only to prevail and achieve your dreams. This inspiring and practical start your own business guide shows readers how to stop dreaming of a better life and start living it! Learn advanced internet marketing SEO secrets along with which affiliate programs can make YOU rich!

List price: $14.95

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My Latest Niche Blog And The First Steps I Took

I’ve setup three blogs for family members in the last month and I thought I’d take you through the early steps I took getting the latest one started. It’s just a simple blog I made for my wife where she’ll show animal videos she liked called Amazing Animal Watch. Some newer bloggers might find value...

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