Brand Positioning
Five words or less. Use consumer language, not "clientese." Follow the 4D rule. These are a few of my guidelines for writing positioning statements that are compelling and executable.
Five words or less. See if you can write your own tagline that clearly captures the essence of your brand. And don’t whine and say that’s a copywriter’s job… if you can’t boil down the brand essence into a short, memorable phrase, chances are a copywriter can’t either. It’s not a quick and easy process, but it pays off.
comScore – The Great Debate
By now, nearly everyone in the web analytics community is abuzz over the recent release by comScore of a study on cookie deletion rates. comScore tracked a specific web site (advertised as a portal) and one 3rd Party Ad Serving network against a panel of 400,000 users. During the study, comScore measured how often the 1st Party cookies (issued by the portal) and the 3rd Party cookies (issued by an Ad Serving Network) were deleted and replaced. The results can fairly be described as startling in several respects.
Marketers Learning Value of Social Networks
Fox Interactive Media – and about half a dozen other companies – conducted a study to determine the value of social media for marketers. Sampling 3,000 US internet users, they discovered…
Partial Feeds Don’t Lure Visitors
Conventional wisdom tells us that if you publish partial feeds, people will click through to your site to read the rest of your story. The truth is that it just doesn’t work out that way. FeedBurner’s VP of Publishing Services, FeedBurner’s Rick Klau, noted last week:
comScore, Nielsen/NetRatings Respond to IAB’s Letter
Last week, the Interactive Advertising Bureau CEO Randal Rothenberg challenged comScore and Nielsen//NetRatings to increase their transparency and submit to an independent audit of their outmoded panel-based Internet measurements.
Social Technographics Reaches The Audience
Charlene Li at Forrester Research has introduced a new buzzphrase: social technographics.
It’s all about using the right technologies to build relationships.
US Broadband Penetration Just Stinks
The United States has 58.1 million broadband (256 kbps or better) in December 2006, but at 19.6 subscribers per 100 inhabitants, America is just average at getting broadband to the people.
US Broadband Penetration Just Stinks
Colbert Sets Off Googlebomb
The Google bomb is back, and Stephen Colbert is, figuratively speaking, riding atop it, cowboy hat in hand. That’s right – according to the top Google search results, Colbert is the "greatest living American," and, as it so happens, also possesses some "giant brass balls."
Social Networks Provide “Momentum Effect”
Fox Interactive Media has released findings from a study that looked at the growth and marketing power of online social networks.
Over 70 percent of Americans ages 15-34 are using social networking sites on a regular basis. The sites see a spike in traffic during primetime hours, which improves communication with family and friends along with building brand connections.
EFF Makes Viacom Cry Uncle On Fair Use
We’ve said it before: It’s not a good idea to eff with the EFF (Electronic Frontier Foundation). Now that Viacom has admitted it effed up by ordering the take down of a parody on YouTube, the EFF and Stanford Law’s Fair Use Project (FUP, or as they collectively should be known, EFF-FUP) have dismissed their lawsuit.
Yes, that was a long way to go for an effing pun.