Tag: branding

Total Results: 17

Apps must avoid the fate of dot-coms

Published: July 20, 2009

If the industry chatter is any indication, mobile applications may suffer the fate of dot-coms earlier in the decade: failure to live up to expectations.

How to ensure that the brand’s iPhone app isn’t deleted

Published: July 2, 2009

By Maya Mikhailov

Key guidelines for brands that wish to remain on a consumer's iPhone longer than a carton of milk remains drinkable in the fridge.

CNN.com Mobile claims branding lift for The UPS Store ads

Published: February 2, 2009

A recent UPS Store ad campaign on CNN.com Mobile is said to have generated significant lift in brand awareness, ad recall and intent to recommend and to use.

Coca-Cola runs Christmas mobile branding campaign

Published: December 12, 2008

In an effort that can be emulated in the U.S. by other brands, Coca-Cola Co. is running a new mobile marketing campaign in Germany that incorporates its signature Coca-Cola Christmas song.

Exposure to mobile ads lifts branding: Dynamic Logic

Published: August 21, 2008

New research from Millward Brown's Dynamic Logic unit claims that mobile advertising can be an effective medium for raising brand awareness through the purchase funnel.

Mobile: A branding or direct marketing medium?

Published: August 15, 2008

By Chris Arens

I am often asked that headline question and my response is simple: "It depends." There is never a tried-and-true answer and those who claim to have one are kidding themselves.

Carrier price war -- a race to the bottom?

Published: February 25, 2008

Does it make sense to initiate a pricing war in a wireless carrier industry that's commoditized, has little brand differentiation in service offerings and may be reduced to pipe status?