Brands and Branding

December 29, 2019

Branding has become one of the most important aspects of business strategy. Yet it is also one of the most misunderstood. Branding is sometimes considered to be merely an advertising function. And many managers and business writers hold the view that branding is about the management of product image, a supplementary task that can be isolated from the main business of product management. This note provides an alternative perspective, arguing that:  Branding is a strategic point of view, not a select set of activities.

Spotlight

TITANIUM Worldwide

TITANIUM Worldwide is a full service, integrated collective of certified-diverse media, marketing and communications agencies. Our collective experience encompass all industries and verticals with brands that are as diverse as we are. TITANIUM and its Members represent a shift in today’s ever-segmenting global marketplace. A shift that empowers entrepreneurship, proficiency and diversity, aligning with our culture of leadership in each of these areas. TITANIUM is the agency for today's business. 17 Founding Members, all certified-diverse $200 Million Combined revenue TITANIUM Worldwide Member companies *not inclusive of Media revenue

OTHER WHITEPAPERS
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Adroll the convergence of adtech and martech

whitePaper | January 1, 2020

When AT&T bought the first banner ad on Hotwired.com in October 1994, no one could have realised that they were witnessing the birth of an industry. This year, that industry will support sales of digital advertising worth over USD$223 billion. The advertising technology industry is a huge, complex and sprawling ecosystem. It incorporates everything from third-party ad networks to trading desks, real-time bidding platforms, retargeting, supply- and demand-side platforms, sophisticated attribution models and increasinglyartificial intelligence solutions.

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Unlocking the promise of streaming media

whitePaper | June 7, 2022

Over-the-top television and streaming audio offer consumers a rich array of on-demand content options, and the list of platforms and programs that serve up those options are increasing all the time. As streaming builds momentum with audiences, and as advertisers gain experience with the medium, TV and audio are increasingly becoming data-driven advertising channels.

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BRAND MAGNETISM

whitePaper | December 14, 2021

Branding. The term alone evokes a myriad of thoughts, definitions, and even feelings. Throughout our combined 30+ years of marketing experience, we have helped many organizations understand the difference between what they perceived branding to mean versus the realities that drive their brand’s culture and the customer experience. We have seen great brands defined and redefined, seen company cultures come to life, witnessed new launches leading to customer engagement, and products launched into the marketplace that evoke national appeal. What does all of that mean to you, charged with growth in the student housing business vertical? Clarity. Confidence. Stability. Growth. Let’s start with a simple definition.

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The Marketer’s Identity Crisis

whitePaper | December 1, 2021

In an increasingly cookie-less world, understanding a consumer’s complete digital footprint is difficult enough; delivering relevant marketing messages to them as they cross channels can seem almost impossible. The only way that savvy marketers can overcome this problem is by having an approach that resolves consumer identity across all touch points — both digital and offline. This whitepaper presents Neustar’s authoritative identity methodology, which provides a single, consistent view of consumers, no matter the channel or device. You’ll learn:

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complete guide to facebook advertising

whitePaper | December 4, 2019

Facebook in particular stands out in some cases, 7x cheaper than the next most affordable social media ads channel (Twitter). You can spend as little as $5 per day on Facebook advertising and see significant results. Sounds great, right! We’d love to make it easy for you to get up and running with Facebook Ads. This guide features the exact steps and lessons we’ve been taking to build up our own paid ads campaigns, and we’ll be keeping this post up-to-date with the latest news and learnings.

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THE STATE OF MEASUREMENT, PRIVACY, AND COMPLIANCE: Privacy and Compliance Top List of Advertiser Priorities

whitePaper | May 21, 2021

IDC’s survey of senior advertising decision makers in large companies in the United States, the United Kingdom, and Germany found that digital measurement has become table stakes for anyone who wants to run mobile marketing campaigns. There is little wonder why: measurement has proven to significantly increase return on advertising spend (ROAS) and the ability to retain advertisers’ competitiveness. While advertisers in all three countries reported that vendors delivered well on the measurement features they desired, they also felt there was room for improvement in terms of delivering on most privacy protection and compliance features. This likely was not due to vendors falling short but simply because privacy and compliance have become such top-of-mind issues.

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Spotlight

TITANIUM Worldwide

TITANIUM Worldwide is a full service, integrated collective of certified-diverse media, marketing and communications agencies. Our collective experience encompass all industries and verticals with brands that are as diverse as we are. TITANIUM and its Members represent a shift in today’s ever-segmenting global marketplace. A shift that empowers entrepreneurship, proficiency and diversity, aligning with our culture of leadership in each of these areas. TITANIUM is the agency for today's business. 17 Founding Members, all certified-diverse $200 Million Combined revenue TITANIUM Worldwide Member companies *not inclusive of Media revenue

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