Sunday, 31 December 2017

Brand Architecture: of Google Vs Procter & Gamble

Brand architecture is the organizational structure and the names the brands within its portfolio. 

Main types of the brand architecture are monolithic – here the corporate name is used in all products, endorsed in this all sub brands are linked to the main brand by visual or verbal means and free standing is where all the corporate brands is responsible mainly as umbrella company under which each product or service operate according to the target market.

For example Google has recently restructured its business under Alphabet Corporate Brands.

Sunday, 24 December 2017

9 Ways to Create Brand differentiation

Brand differentiation

This is how the brand standout from the rest.

Easiest way out can be the riskiest way the Price Differentiation

Super discount:  This is based on the fact that to be the cheapest but this can means lower profitability and very difficult to maintain the consistency in quality.

Highest Price:

This pricing is mainly used in Luxury brands it’s state of status symbol.

Mid Point this is between the highest and Lowest Point. It rarely delivers differentiation.

Other ways to explore

1)      Uniqueness
2)      Create an Experience
3)      Be the expert
4)      Elevate your prices
5)      Shared Values
6)      Be Emotional
7)      Focus on Design and Look
8)      Build a Community
9)      Give More Value

Sunday, 26 November 2017

Brand Image and Changing Time

Brand Image is the intangible part which consumer experiences when he is in various touch points such as logo, signage, slogan , USP ,tagline etc..

For example the Mac Donald’s image as a brand is direct reflection of their brand promise like Fast delivery and economic price which they have been doing concisely for more than two generation’s.

Google image as brand has been more as a Internet search company and has been successful due to simplicity and total focus on search.

Various touch pints of Google

Logo :
Google logos

Initial Google logo from 1997                          

 Original logo in Baskerville Bold, used from September to October 1998, with a different color combination from the one in use today. 

The logo used from October 1998 to May 30, 1999, differs from the previous version with an exclamation mark added to the end, an increased shadow, letters more rounded, and different letter hues. Note that the color of the initial G changed from green to blue. This color sequence is still used today, although with different hues and font. 

The company logo changed to one based on the Catull typeface and was used from May 31, 1999 to May 5, 2010. The exclamation mark was removed, and it remained the basis for the logo until August 31, 2015. 
 The logo used from May 6, 2010 to September 18, 2013, showing a reduced distance of the projected shadow, a change in the second "o" to a different yellow hue and a more flattened lettering. 

Google’s “don’t be evil” slogan was proposed by Googler Paul Buchheit in the early 2000s when Google was still finding its footing. 

Saturday, 25 April 2015

Responsive design vs. dedicated mobile landing pages

To provide a cleaner user experience (without the pinch-to-zoom, scrolling-all-over, eye-squinting
madness), many marketers have turned to a technique called responsive design.

Responsive design essentially allows you to have one page that accommodates all device types and
screen sizes, from mobile to tablet to desktop and beyond.

Depending on the ways you intend to interact with your user, this can save you time and development
resources and help you maintain a cohesive design language and brand identity.

While responsive design is all the rage in web design circles these days, it’s not always the best solution for campaign-specific landing pages.

To illustrate this point, let’s ask a question:

Will users book European travel from their phones?

While we should always test assumptions like these, logic tells us this is not very likely. So if device
context tells us the user is landing on the page from mobile, what should we do?

We may want to build unique mobile landing pages that feature tailored content and conversion
actions that are more appropriate for mobile users.

So instead of asking users to book an expensive (and perhaps complicated) trip on their phone,
provide them with some information and user testimonials to establish credibility. Maybe offer
them a free travel checklist that they can download in exchange for entering their name and e-mail.

You have now traded the blue skies conversion goal of asking them to book a flight from their phone for a lighter conversion goal that has a much greater likelihood of conversion and that affords you the
ability to remarket to them. Not bad, right?

Saturday, 18 April 2015

Lost your Android phone? Just Google to find it

If you misplace your Android phone in the car or leave it somewhere around the house, search engine giant Google can now help locate the smartphone.

Using Google search on a desktop, users need to type in 'Find my phone' and an approximate location of the device will be shown, Google said in a blog post.

"We've all been there -- you've searched under your car seat, tossed around the sofa cushions and you still can't find your phone. If you know where your computer is, you can now ask Google to find your Android phone from your desktop," it said.

The users just need to ensure that they have the latest version of the Google App on their registered device.

The Android Device Manager will allow users to ring their device, using which they can locate their device. The phone will ring for five minutes, once the ring option is chosen.

Users would also have to ensure that the smartphone's location services are on so that Google can locate it.

The feature also allows users to lock and erase data off the device in case of theft or loss of the handset.

However, there are other apps available in the market to track and erase data remotely if required.

Click Here to Find Now 

Saturday, 11 April 2015

Getting the most out of user intent

Many search marketers fail to understand the value
of user intent. Keywords that show high intent or that have proven to drive consistent assists should
be given high priority.

To prioritize these terms, they should be isolated in their own ad groups or at times their own
campaigns. This allows you to allocate specific budgets to these terms, place them in ad groups
with hyper relevant ad copy and design tailored landing pages to maximize results.

Think of the context of intent as helping you identify your Most Valuable Players and set them up for
success. In many cases, these players will carry the entire campaign.

Saturday, 4 April 2015

Conversion assists

Google provides some insights into what keywords assist with a conversion.

An assist is defined as a keyword that drove the initial visit to the site. The user may later search a
different query and end up buying an item.

The second search phrase would be credited with the conversion but the first would get credit for the

Using assist reporting you can start to understand that some keywords are important for bringing
initial visits that will later result in conversions from a second or third query. We need to understand
which keywords drive assists and which ones drive conversions so that we can serve landing pages
that address different points in the marketing funnel.

For keywords likely to assist conversions later, you’re better off going with a lower commitment CTA on your landing page. At this stage, offering an ebook or white paper helps establish you as an expert, creating a long-term relationship with the searcher and increasing the assist rate of these terms.