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Home arrow Marketing Optimization arrow Does Brand Really Matter?
Does Brand Really Matter?
Wednesday, 24 July 2013

A recent experiment reveals how brand impacts the conversion process

Thursday, July 25, 2013



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Synopsis

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Topic: Does Brand Really Matter? A recent experiment reveals how brand impacts the conversion process

Branding is generally perceived as a powerful tool marketers can use to build awareness of their products or services in the marketplace.

But, what really is a brand?

Can something as abstract as a logo or color scheme actually impact the conversion process, or is all the focus on branding just a waste of time and resources?

In this Web clinic, Flint McGlaughlin, Managing Director, MECLABS, revealed the results of a recent experiment with one of the largest print news sources in the United States.

Here are some of the key questions our research findings sought to answer:

  • What is a brand?
  • What is the role of a brand?
  • How does it affect conversion?
  • When should marketers leverage brand?
  • When is branding a waste of time?

Flint also shared three essential principles every marketer should understand in regard to brand.

Here is some feedback from the live audience of the Web clinic:

I liked the analysis of what a brand is and is not, very helpful to see it from that perspective. –Matt

It was rushed and felt [as if] the speaker had to catch a plane rather than spend time on the webinar. –Ginny

Flint's discussion of brand was very interesting and a welcome addition to the topics covered by these webinars. –Brett

View the free on-demand clinic replay, or listen to the audio recording (mp3), to learn more from Flint about how you can use branding effectively to aid your marketing efforts.

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About This Brief

Credits:

Presenters
Flint McGlaughlin

Writers
Austin McCraw
Jon Powell

Video Production and Editing
Dennis Beard
Tara Marotta
Luke Thorpe

Technical Production
Steven Beger
Beth Caudell
Paul Cheney
Melissa Elbert
Erin Hogg
Jessica Lorenz
John Tackett
Christine Risberg

 


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