Monthly Archive August 2017

ByApex Digital Media

Apex Digital Marketing – Imitation is the Greatest Form of Flattery .au

Here at Apex Digital Media we keep a close eye on our rankings. We are an SEO firm after all. So it’s not surprising that once we started to achieve some stellar rankings for keywords like “local SEO” or “Social Media Management” people were going to copy us. Enter Apex Digital Marketing .au – probably the most visible offender as far as “brand thievery” and SEO coat tail riding go.

Imitation is the greatest form of flattery no doubt, but some people take it a little TOO far. To the point where it becomes fraudulent.

The most visible examples of this for us is Apex Digital Marketing in Australia.

ApexDigitalMarketing.com.au - fraudulently associating with Apex Digital Media

They got the “apex digital” part of our name ranking to piggyback on, but these guys took it a step further. They even connected themselves to us in LinkedIn – and were listed on our page as an employee of our firm. This despite the fact that they are out of network for us.

Apex Digital Marketing - Fake Profile

Maybe they are a great firm who produces great results, I’m not here to judge that. What does concern me is someone pretending to be our brand – Apex Digital Media because if they are scam artists or engaging in shady business practices they are visibly trying hard to associate themselves with our company… The Linked In listing is proof of that.

That aside, I don’t own the name “Apex Digital Marketing” – I’m not here to say that people who are using that name can’t use it – just that they can’t pretend to be us. There are thousands upon thousands of businesses using the word “apex” in their name – so it’s really more about making your brand actually mean something to people other than yourself.

There is another “Apex” brand in New Zealand too. A quick search for the term “Apex digital marketing” will turn us up along with 2 other businesses in Australia.

Apex Digital Marketing vs Apex Digital Media

Here are the other two brands that are most visible for this result:

ApexDigital.co.nz & ApexDigitalMarketing.com.au

Building a brand is something we’ve worked hard to do over the past 3 years so when someone comes in and tries to co-opt that for their own benefit it’s something we are going to take a serious look at. For now these seem like mostly harmless associations, but this is something we look at frequently.

At the very least we hope the people who are riding on our coat tails are doing high quality work!

– Team Apex

ByApex Digital Media

Google Maps Messaging – Customers Direct Message From Your Listing

A New Channel for leads, Google Maps Messaging

Great news for businesses – Google Maps Messaging now allows customers to direct message you via your maps listing. As the general public at large shifts to mobile devices this is a fantastic addition by the team at Google that should help businesses of all types to better interact with customers searching for goods & services.

If you have a published Google Business listing (based in the US only for now) you are able to set up a verified phone number to receive live SMS text messages. The message comes directly to your phone from your Google business listing! This way you can instantly answer questions and interface with prospective customers. A brand new channel for leads and new business.

In addition to being a new channel for leads, it also enables you to better communicate with other local businesses. If you don’t already have a Google Business listing it is highly advised! In addition to the many opportunities to connect with local customers, the business listing will also help to improve your local SEO presence.

Fantastic upgrade for SMB’s Google!

Read more from Google Support

ByApex Digital Media

Brand – The Origin & History From Cattle to Computers

Brand – it’s a term we all know being part of a consumer culture. Where did the term come from though, what are it’s origins?

cattle brandA few weeks ago I went with my daughters class on a field trip to an old cattle ranch. One of the exercises we did was to create our own logo brand. Ranchers back in the day identified their cattle with a unique logo that was burned into their skin or a “brand.” This little exercise made me realize that the term “brand” comes from cowboys. In it’s origin, a “brand” was originally a way to identify your cattle, it was your logo. The idea of livestock branding goes back even further than the old West. When you factor all this in, “branding” dates all the way back to ancient Egypt! Until my daughter’s field trip I had never even made the connection between cattle branding and modern day digital advertising & branding but that’s really where it all comes from.

History of the Word Brand

The word “brand” is of Germanic origins from the same root also comes “burn.” It originally meant anything hot or burning in the same sense as “firebrand” or a burning stick. By the Middle Ages, it commonly identified the process of burning a mark into stock animals with thick hides, such as cattle, so as to identify ownership. This practice became widespread in countries with large cattle populations, such as Spain.

These terms and customs were eventually brought across the ocean to North & South America. They were further refined by the vaquero tradition which dominated what is now the southwestern United States & northern Mexico. In the Old West, a “branding iron” became the tool of choice for cattle ranchers. It was a basic iron rod with a simple symbol or mark – eventually known as a “logo.” Cowboys would heat the rod in a fire. Once the iron had become red hot, it was pressed against the hide of the cow. Once livestock was emblazoned with a unique brand cattle owned by multiple ranches could graze freely together on the same open range.

Modern Day Marketing & Branding

Branding is a set of marketing and communication methods that help companies to set themselves apart. The long term goal is to create a lasting impression in the minds of customers. There are several aspects involved including identity, communication (via logos & trademarks), awareness, loyalty, and other management strategies.

 

Apple - Think Different

Apple’s Brand is Distinct

Apple is a great example because they are the most profitable company in the world right now… (or at least in the top 3 depending on what day it is.) What they’ve been able to do as a brand is truly remarkable. Apple instantly associated itself with revolutionary thought. From the day they burst on to the computer scene they billed themselves as an alternative to the stale corporate world of personal computers. “Think Different” those 2 words combined with the silhouette of a bitten apple have grown into a technology empire. Apple’s success is of course due to many factors beyond their logo and ad copy but these are important parts of how a business like Apple makes the jump from garage to empire.

Clearly Defining the Value of a Brand

In accounting, a brand defined as an intangible asset is often the most valuable asset on a corporation’s balance sheet. Companies need to manage their brands carefully to create shareholder value, and their valuation is an important management technique that ascribes a money value to a brand. This allows marketing investment to be managed so as to maximize shareholder value.

Yes it’s true, a brand on it’s own can hold value. Going back to my Apple analogy – think about the weight that their brand now carries. Anything Apple puts out will instantly be bought by it’s loyal following. This is not just due to the logo and marketing though – Apple has spent years delivering quality products to it’s customers and their brand has a reputation for this. So while the logo and the messaging are important what’s even more important in marketing is delivering on that message and retaining the customers that your brand marketing attracts.