Subject: Seven Deadly Sins of Branding

From: Chief Marketer <[email-masked]>
Date: Tue, 17 Apr 2007 10:19:29 UT

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April 17, 2007 | A Penton Media Publication

TABLE OF CONTENTS

Meet the Expertos
The Seven Deadly Sins of Branding
Becoming Media Cognostic
COLLOQUY Corner: The Baseline Customer Metrics
How Bloggers Contributed to the Downfall of Imus
BrandAnimation: We're Not an Army; It's Not a War

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From The Editor

Meet the Expertos
Last year Lee Vann, cofounder of Hispanic interactive services firm Captura Group, and CHIEF MARKETER published a series of articles covering the 10 best practices that companies can leverage to be successful in marketing to Hispanics online. As a follow-up to that series, Captura Group will be publishing monthly interactive articles about the Hispanic online market titled "Ask the Expertos."

Here is your chance to submit any questions you have about the Hispanic online market, from demographics, facts, and figures to strategy and Website development. Simply send your questions to [email-masked]. In the meantime, you can find out more about the panelists at www.ChiefMarketer.com.

This Week's Stories

The Seven Deadly Sins of Branding
Forget greed, lust, and sloth. The seven deadly sins of branding, according to DBD International president/creative director David Brier, include "the superior product fixation," "the 'no one can touch us' syndrome," and "brand schizophrenia and anarchy." Find out how these and the other sins can kill your brand at www.ChiefMarketer.com.

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Becoming Media Cognostic
You've surely heard about the importance of being media agnostic--that is, refusing to blindly favor one marketing channel or medium over another. Now Anthony Power of marketing agency Studeo is preaching the importance of being "media cognostic," which he defines as "understanding how media choices interact and influence attitudes and ultimately behavior." That, in turn, requires "being agile with media."

Power discusses what such agility entails, as well as how to use media cognosticism to create a more effective marketing program, at www.ChiefMarketer.com.

COLLOQUY Corner: The Baseline Customer Metrics
Direct marketers are well versed (or at least they should be) in RFM--recency, frequency, and monetary value as a way of categorizing customers. But many other marketers aren't, though they should be, especially if they're launching loyalty marketing programs. COLLOQUY editorial director Rick Ferguson explains how and why to track RFM at www.ChiefMarketer.com.

How Bloggers Contributed to the Downfall of Imus
"Brand marketers have been trying to figure out how to cash in on the blogosphere. In the meantime, they should look at how bloggers helped take down Don Imus." CHIEF MARKETER's own Tim Parry explains here.

BrandAnimation: We're Not an Army; It's Not a War
With talk of "campaigns" and "guerilla marketing" and "targeting," marketing jargon can sound downright warlike. And that's not how marketers should approach their job, says Swivel Media founder Erik Hauser. In his latest column, he explains why the industry needs to change its terminology.

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