ss_blog_claim=5f03e3e7fa6ca8c951b6fbd30fa71c10 2008 October | Beneath the Brand

Monthly archives

Article Marketing: Choosing Good Sites for Submission

On the web, there are thousands of sites that accept articles. Among them include:

1. Article Snatch
2. Article Cube
3. Isnare
4. Amazines
5. Go Articles

These are the leading article submission sites you may come across and normally, they help a lot in boosting your page rank and your traffic.

Aside from them, there are other sites to check out as well. Some don’t have good ranks and are just starting. Most of the good ones have closed shop and while they have already established themselves, it remains that you just have to look for other sites as well.

If you are in a hurry to…

Article Marketing: Place your URL at the Bio Box Only

As far as Internet Marketing is concerned, article submissions is certainly one of the common practices you will find. But while you may think that article submissions is mainly for the sake of establishing an individual as far as his ability to write, check out the bio-box and you will certainly find a link to a certain website.

The initial understanding would be that this is where the author originated from. However, take a look at his other articles, you will find a different URL. Does this author hold plenty websites you may ask? Well perhaps not.

That is where you get link…

The Voice of Movies

On September 1, a man passed away. This man’s voice had been heard countless times by millions of people. Yet most people would not be able to tell you his name.

The man was Don LaFontaine, and his claim to fame, his brand, was that of the movie trailer guy. His voice had been featured in thousands of movie trailers, as well as on various TV shows, commercials, and more. Don had not set out to create a brand, but his distinctive voice quickly catapulted him to the upper echelon of voice actors.

A brand sets you apart and communicates a message.…

History’s Biggest Branding Blunder

Imagine you have a product that is among the best selling in the world. Sure, you have a few competitors who pose a threat to your supremacy. What can you do to make sure you stay on top?

How about completely change your product?

Umm . . . what? Change the product? Wouldn’t that kind of undo all of the branding we had done in the past for the possible but unguaranteed opportunity of greater market share?

Sounds like quite a gamble, doesn’t it?

That is exactly what Coca-Cola did in 1985 when they created New Coke. They completely halted production of the original formula,…

A Branding Coup

Everything old is new again.

Old toys, old fashions, old TV shows. All are enjoying a renaissance here in the early parts of the 21st century. And they are giving manufacturers a great opportunity for product placement.

One of the most recent franchises brought back form obscurity is Knight Rider. Micheal Knight’s car, Kitt, is not only super nifty and able to talk, but he is like a transformer, able to morph into several different types of vehicle.

Oh, and did I mention that they are Ford products?

That’s right, Kitt’s natural form is that of the new Mustang GT. Very slick. He can…

Pirate Candies Recalled in Canada

Still on the Melamine issue, Canada seems to have discovered traces of this dreaded contaminant in one of their locally sold candies. Sherwood Brands has been distributing Pirate’s Good Milk Chocolate across Canada and it seems that the Canadian Food Agency has ordered a recall on these candies.

While the case is isolated in Canada only, expect other countries do to their own tests if they are distributing the said chocolate candy brand as well.

(Source) WECT6


Brian Yalung is an Editor at Talent Zoo mainly contributing to latest news and issues on advertising and marketing. He is the editor for Beyond Madison…

Personal Case Study: Acura - Part 2

A week ago, I was sharing the frustrations I was having with Acura. For those of you who missed it, you can read about it here.

The big question was “What decision will Acura make, and how will that decision support or work against their brand promise?”

In the end, Acura took partial responsibility. They did not give me a whole new transmission, but they did give me a fantastic deal on one.

I am not completely happy about that, because I am still having to fork over a significant chunk of change.  However, such consideration is in line with their brand promise…

What’s the Deal with Polar Bears Drinking Coke?

I just don’t understand what the big fuss is about when it comes to Coke using Polar Bears as symbols in enjoying Coke. Are people just plain ignorant today that they go back in time to hit ads made by companies which have been adored in the past?

This is not to defend Coke as a softdrink company. Coke is a much loved brand in the world today. But while symbolizing that Coke is perhaps well-loved in most countries is an understatement. It really is!

Coke is not good if consumed in bulk by kids. But as far as ads are concerned,…

Policing Your Brand: Fan Sites

In the electronic information age, policing your brand will require frequent surveys of the Web in order to keep tabs on your brand’s presence in Cyberspace. Who knows what’s happening to it out there? Cybersquatters, typosquatters, spoof sites, gripe sites, feigned competitors, and blatant impostors are among only the illegal (or barely legal) brand diluters. The Semantic Web provides ample online fora where literally anyone, often anonymously, can offer commentary and insight about your product/service/company/organization in real time, directly affecting its image and reputation… your brand.

“Fan sites” have proven to be especially problematic. By its very definition, a fan site…

Policing Your Brand: Typosquatters

We read a lot about brand management, brand equity, and brand protection. But what about policing your brand? There are laws to protect copyright, trademark, and intellectual property. But first you have to be aware of infringements as early as they are detectable. Managing and protecting your brand requires diligence in policing it as often and as thoroughly as is possible–especially in the electronic information age.

One such element to guard your brand against are known as “typosquatters.” A typosquatting Web site has a Web address almost identical to that of your company’s Web site (e.g., espnn.com, gooogle.com, beneathtebraand.com, etc.), and…

The More Choices the Better

Melamine is still in the air and it is no longer concentrated on the milk and cookies. Rather, it has gone deeper and this has been accounted for in the eggs that come from China.

Chinese eggs were found positive for melamine, something that has been identified to stem from possibly the chicken feeds that Chinese chickens feast on. Now while that has been already checked out, it makes you wonder if feeds for animals could be tested next. And so the melamine probe continues!

(Source) Associated Press

Brian Yalung is an Editor at Talent Zoo mainly contributing to latest news and issues on…

The Festival of Stuff

OK OK. We are coming up on some interesting holidays, which comes from “Holy Day.” Christmas, Hannukah, even Thanksgiving has spiritual overtones. Halloween has a spiritual history, although few people know it. I am guessing a lot of people suspect Halloween is about more than just dressing in goofy outfits and going on a sugar binge, but aren’t really sure what the deeper meaning is.

But this post is not about Halloween.

We just finished Sweetest Day, which is a total farce. Some guy at a greeting card company said “This is the slowest time of year for this industry. We have…

Fighting Dirty in the Technology War

For decades, Mac and Windows have been at war, trying to win the hearts and checkbooks of consumers. Mac has recently made a series of moves that could be instrumental in the short term outcome of this battle.

Over the past few years, Mac has produced a series of television commercials featuring a hip young guy to represent Macs, and an older, slightly dorky guy to represent Windows. When those commercials first began, it was an excellent branding and positioning move. The commercials highlighted the strengths of Mac operating systems as compared to Windows.

Recently, however, those commercials have become less about…

How to Build a Brand - Part 1: Taking a Stand

A brand is the identity of a company. Before a company can even begin to figure out a brand, it has to decide what message it wants to convey. A brand will communicate to consumers, and they will come to identify with that brand.

Wal-Mart’s brand is all about economy. Their message is “Come to us for inexpensive products.” They promote that message in everything they do.

A company’ brand may begin as something, but later evolve based on consumer perceptions. This is why many larger companies re-evaluate their brand every so often. Mazda asked customers what they thought of when they…

How to Build a Brand - Prelude

It is my guess that many readers of this blog are either into branding and marketing professionally, or have a small business and are hoping to get some pointers. At this point, there probably aren’t many guys from Microsoft reading this blog for tips on how to strengthen the company’s brand.

So, over the course of this series, I will start from scratch and go over the steps to building a brand. If you aren’t interested in branding, it will be long, boring, and pointless. (But then I would wonder why you are reading a blog about branding in the first…

Building Brands through Good Causes

One thing you cannot take away from big names in the business industry is their social responsibility. Some call it a marketing thing but the thing here is doing it for a good cause for the people who need it.

Take for example Starbucks which grew to fame for its coffee and strategic placement of shops that has made it into a global brand. Each year, it does its own part in giving back to the community, holding charities and good causes to support in whatever way it can.

The latest is their partnership with Red to which consumers will be able…

Can a Voice Be a Brand?

Can a voice be a brand?

Not on its own, necessarily. But it can be a part of a brand, especially if it’s associated with a mammoth advertising and cultural icon.

Case in point: Pop ‘N Fresh, aka “The Pillsbury Doughboy,” the mascot of The Pillsbury Company. His instantly recognizable “ho ho ho” catch phase, uttered when he’s poked in the stomach, has been heard in Pillsbury television and radio (and now, Internet) advertisements since 1965.

At the time of his public debut, Pop ‘N’ Fresh’s voice was provided by actor Paul Frees (also known as the voice of Boris Badenov on The…

Can the Car You Own Indicate Your Candidate Preference?

Can the car you own indicate your presidential candidate preference? According to a recent marketing research study of 11,142 vehicle owners by Kelley Blue Book, it does.

Conducted September 19 through October 8, the survey concluded the following:

  • Senator John McCain (R-AZ) rates high among domestic and luxury owners. Among the domestic brands, owners of GMC (61%), Chevrolet (60%), Buick and Dodge (each at 58%), as well as Ford (57%) vehicles are the highest in favor of McCain. In the luxury vehicle segment, McCain leads among Lexus, BMW, and Lincoln owners at 52% each
  • Senator Barack Obama (D-IL) leads McCain among owners of…

Thriller Can Make Michael Jackson Proud

Do you still remember Michael Jackson’s record breaking hit “Thriller”? Well it has been almost 20 years now and while you don’t really hear it everyday, once Halloween strikes, it is something that is ripe for the season.

Now that the time for monsters, witches and warlocks are here, don’t be surprised if some Halloween functions and parties would have presentations of this all-time hit by the controversial Michael Jackson.

It does bring back memories but most of all, it really fits in perfectly with the creep Halloween celebration that is going on in most parts of the world today.…

Giving it to you, your way.

When a big corporation dabbles in supporting local artist, typically the results are boring. But when the King decides to get involved… now we’re talking fresh!

Recently, Burger King has shown a whole new way in which they can give it to you your way: the Burger King Studio. They’ve put together some very talented artists and asked them to create original designs that can be used on Tees, Nikes and more to come. It’s a fun and creative way to express the BK brand without hitting you over the head with “buy, buy, buy!”

There are many events that are set…