Propaganda & Marketing

Perhaps nothing better illustrates how far behind Microsoft is in the search engine wars than a recent comment by the company’s chief executive, Steve Ballmer, about why he liked the name Bing for Microsoft’s new competitor to Google.

The name, he told The New York Times, “works globally” and has the potential “to verb up.” That is, some day, Mr. Ballmer hopes, people will “bing” a new restaurant to find its address or “bing” a new job applicant for telling events in his past.It once would have been unthinkable for a company like Microsoft to encourage people to use its brand name so cavalierly. Businesses feared that if their product name became a verb, then it would lose its individual identity.(Leia mais…) 

A agência de branding Kolbrener, norte-americana, acaba de lançar um trabalho memorável sobre branding que é sua “Tabela de Elementos do Branding”, que você pode ler e copiar no site http://www.kolbrenerusa.com/elements.htm

Muito interessante. Um perfeito e completo checklist de todos as possíveis variáveis que podem influenciar a construção e manutenção de um brand sólido.