Archive for the ‘Branding’ Category
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The Old Spice Guy Has a Dirty Secret: Sales Are Down
BNet reports that Procter & Gamble (PG) “faces an unpleasant dilemma on its Old Spice brand”: the campaign featuring “an impossibly handsome man in a towel” is hugely popular but sales of the product are going down.
So the question remains: is advertising an art form meant to entertain the masses? Or is it meant to sell soap (or deodorant, as the case may be)?
In this troubled economic times, I vote for sales.
You?
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Role of Branding in Conversion Optimization
What is the Role of Branding in Conversion Optimization?
In many marketing departments there is tension between advocates of branding and advocates of response advertising. At times it seems more ideological than logical.
Branding and response are on the same team
In our conversion rate optimization work, we find no divergence between branding and response. We’ve seen that the website that delivers on the expectations of your brand achieves higher satisfaction and conversion rates.Unfortunately, graphic designers often use ‘the brand’ to mean ‘my artistic preference’, and the result is an artistically-clever but functionally-frustrating experience.
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Why Branding “vs” A/B Testing?
In this week’s SherpaBlog, the brilliant Anne Holland presents the positions of two camps, the Brand Camp vs A/B Camp, and their approaches to beating the recession. “Whichever side you’re on — brand vs A/B — someone else on your team is evangelizing the other direction as the best way to beat the recession,” she writes.
However, with the due respect owed, I question one of her conclusions: “Who’s right and who’s wrong?” she writes. “Hate to say it, especially as a chief proponent of measurement in marketing, but brand should always win.” Continue Reading
Raquel Hirsch
Chris Goward
