Branding

It takes a lot of training to work in digital media. The recruits we invite into the fold must be well versed in our type of work and the industry as a whole. And yet, they aren't hard to find – or at least, they won't be. That's because a new generation of Internet marketing experts is already in the making.


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Many brands give in to the siren call of sponsorships. Online, the sites that don't offer such partnerships in some form or another are few and far between. As prolific as digital media sponsorships are, however, they require a specialized strategy for success. At the top of the to-do list is ensuring that your sponsorship serves a purpose and showcases the defining characteristics of your products.

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This week I'm going to discuss further the importance of using colour when designing your website. There's much to think about when building or redesigning a site, both in terms of standing out from the crowd and creating a relevant and consistent online image for your brand.

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There's so much to consider when building or redesigning a Web site. Your site is your brand's best suit or new dress – a visual representation of who you are and what you're all about. But it's also your elevator pitch, and your first opportunity to make an impact with your target consumer.

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Where, oh where, should your banners go?

You're bound to ask yourself this at the onset of every new campaign. The goal, of course, is to find that spot on the site page most likely to grab the user's attention. The rule used to be that "above the fold" and "top of page" are best. Is it relevant still?

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What makes a good product site – one that you'd like to emulate for your own brand, that stays with you even when you've shed your marketer's hat and donned your consumer one? Is it a beautiful design? Flawless functionality? Or is it the experience?

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In this week's PERSUASION column, A spoonful of sugar makes the additive go down, Simon looks at the controversy surrounding high fructose corn syrup and the Corn Refiners Association attempts to change public opinion through rebranding and an ad campaign.


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Rich media campaigns boost intent to recommend

Display campaigns may not often get credited with the last click before a conversion, but their value as a branding tool continues to be borne out. Research from audience data intelligence firm Lotame indicates a significant lift in intent to recommend a product among internet users who have seen a display ad.


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The term "social currency" may not have been coined to reference the current online space, but it certainly applies. Offline, the general concept is that everything from knowledge about sports and popular culture to sharing a meal can incite social interaction, and has the potential...




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It isn't overdramatic to say that each brand has a unique character. Packaging, copywriting, and marketing materials all combine to create an image that impresses on the consumer exactly what the brand is all about. In digital advertising, imparting the essence of that character primarily comes down to two things...

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In this week's PERSUASION column, How about a history lesson with that lager?, Simon Houpt looks at Canada's long standing history with breweries and how integral it is to marketing a beer.


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Every brand has a unique personality. It may be the product of careful image and identity management as it applies to everything from logo and packaging to signage and ad copywriting, but it's primarily an association made on behalf of the consumer. Your brand's personality can be defined by...

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