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Jones Soda appears to be getting back to their grassroots ways. Their case study in quickly taking a brand mainstream is valuable to many other start-up and smaller brands who are aggressively trying to build volume.
Uncategorized
links for 2010-06-29
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ABI CEO, Carlos Brito wants to revamp their marketing – and it sounds like they are focusing on the Budweiser brand in particular. Yes, the Bud brand has suffered for years because it has become an "everything brand". It has literally tried to be everything to everyone and that doesn't work.
Along with "reinforcing the foundations of the brand" ABI also needs to strengthen Bud's positioning, key usage occasion and consumer focus. I think Brito knows all of that and he speaks to the key usage occasion in the last paragraph.
Reading time: 1 minute
links for 2010-06-13
links for 2010-06-12
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Ever need to plot multiple locations on a map. I know I do and this is a great tool.
links for 2010-06-07
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Spike Jones from Brains on Fire shares their case study on how they built a community for Fiskars scissors. 20 minute video.
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Great quotes from smart word-of-mouth practitioners. Worth a read for sure.
links for 2010-06-05
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I'm a big fan of how Mark Hellendrung is marketing and selling Narragansett. Great to see his success continues.
links for 2010-05-31
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Listening to your social media mentions is a mandatory marketing responsibility these days. The problem is that it's a lot harder to listen to what consumers are saying on the preferred platform – Facebook. This piece shows off a new tool where you can track Twitter AND Facebook.
links for 2010-05-18
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Cool blog post on people who have taken a niche and built it into a personal brand.
links for 2010-05-13
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Scott Monty clearly lays out how marketers are working hard on measurement, but on the wrong objectives. Hits, click-thru and stickiness are all good things, but really not as meaningful as the likelihood of consumers becoming brand advocates. Are consumers reaching and retaining and repeating the right information? That is the big question.
links for 2010-05-07
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What is the role of a social media platform? This infographic will tell you.