Facebook helps advertisers engage their customers

I'm taking a break from my review of basic marketing fundamentals to discuss something key from the recent Facebook F8 event. On September 23rd, Michael Lazerow published an article on Adage commenting on Facebook's Ad product evolution.  In his post, Michael comments on three key items: Facebook now helps you build better connections Facebook can be used to let your customers tell your product's story Facebook can help you unlock the...

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Is Anyone Aware?

One of the items I mentioned last week was Brand Awareness.  What is Brand Awareness?  It is the measure of a consumer's knowledge of your very existence.  The "aggregate" level is the proportion of consumers that "know" your brand.  Why is this "level" even important?  It's important, because the creation of brand awareness is the PRIMARY goal of advertising, and it influences the behavior of the buyers of your product. ...

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Brand Assessment

Last week I discussed the details of Brand Architecture.  Before I talk about further evaluating a Brand Architecture, I wanted to explore the Brand Assessment.  The data gained from researching and evaluating your brand in an assessment is a key requirement before considering any future change in your Brand Architecture.  If you don't know anything about your brand in the marketplace, you cannot make any intelligent decisions about...

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Brand Architecture

Last time I presented a short definition, and some questions for consideration, regarding performing a Brand Audit.  Now, we're going to start to look at different aspects of a brand audit.  First, we're going to review Brand Architecture. Brand Architecture defines how subordinate brands relate to the parent brand, and to one another.   Structures range on a scale from: House of Brands Endorsed Brands Umbrella Brands The...

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