Conversations with a MA Marketing Class – Their take-away (part 1 of 2)

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The London Metropolitan UniversityLast week a member of the Newman Partnership, Ltd. spoke at London Metropolitan University. The topics included working in digital marketing and brand equity.

At the end of both of my lectures, one of my favorite professor’s noted some key things to take-away from the lectures.

For digital marketing my old professor reinforced my warning that digital marketing is a growing and developing field making it a very competitive work place. And how it is important to go online and begin using the tools and monitoring capabilities that are already available to students for free. These tools include: Wayback Machine, Google Analytics, Google Keywords, Google AdWords, LinkedIn, Xing.com and others. And how you need to not only know how to use these services but also to analyze the results. Secondly, that for many people it is truly important to find a field that they are passionate about. Because when it comes down to it we should at least enjoy and feel rewarded by the work that we are doing.

In the brand equity course, where I spoke about umbrella vs. individual branding, my professor friend summarized that there is no “easy answer” when choosing umbrella or individual branding. That each case is decided on an individual basis where the strengths and weaknesses of both options are weighed when looking to launch a new brand or product. Because sometimes brand equity can be hurt a firm if it is too closely related to it. And that individual branding can create safety for the firm if the products brand equity goes South, as it was with Sunny Delight.

Tomorrow we will post what the take-away was for the Newman Partnership, Ltd.

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