Brand Command White Paper

Brand Command:
Mastering Brand Marketing

On The Search Engines &
Brand Protection Online
“A Must-Read White Paper For Regional,

National, And Global Brands”
Disclaimer:
This document cites real, verifiable examples. There is no intent to harm or
promote any of the brands presented. The examples are utilized to
enhance your comprehension of the content.
Authored by Ayohwahr Interactive
CEO, Tom Crandall
“Welcome to our ‘USA Today’ version of Brand Command. It is designed to be an

easy read and effectively illustrate a proven methodology for medium and large
companies. I invite brand marketing practitioners and corporate leaders to contact
me about the tactics and strategies herein, and how they may apply to your
company.”
-Tom Direct Line: (480) 570-9694
TABLE OF CONTENTS
I.SEARCH FOR SUCCESS ...................................................................................................................3
II.WHAT IS BRAND COMMAND? ......................................................................................................3
III.BRAND PROTECTION ....................................................................................................................4
IV.SEO ...............................................................................................................................................11
V.PAID SEARCH (SEARCH ENGINE ADVERTISING) ......................................................................15
VI.ONLINE PR ...................................................................................................................................20
VII.LINK BUILDING ............................................................................................................................20
VIII.BUSINESS DEVELOPMENT TO BRAND LOYALTY .....................................................................22
IX.ANALYTICS ...................................................................................................................................25
X.INTEGRATING ONLINE MARKETING ...........................................................................................25
XI.JOIN US! .......................................................................................................................................29
XII.CONTACT US ..............................................................................................................................31
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email: brandcommand@ayohwahr.com | website: www.ayohwahr.com

I. Search For Success
Search has proven to be a vital communicative medium for many
brands.
Search features pull marketing versus push marketing—meaning

people and organizations are looking for you, your products, your
services, and your information. Are you really prepared?
Search is how consumer and b2b prospects perform research and

due diligence.
Search is an unbeatable channel for business development, direct

sales, and lead generation for many.
Search is efficient, cost-effective, always available, and provides

measurable ROI.
Search also allows clients, customers, competitors, employees,

and news media to dilute, defame, erode, or malign your brand.
Search is responsible for 80% of all web traffic (Harris Interactive)
Is your search marketing performance as effective as it could be?
II. What is Brand Command?

Brand Command is a methodology consisting of proven strategies
for regional, national, and global brands. The tenets of Brand
Command are to:
9 eliminate trademark infringement, copyright violations, and

defamatory claims online
9 eliminate or mitigate negative or unwanted visibility online
9 dominate brand real estate in the search engines
9 master business development, direct sales, lead generation,

and subscriptions with pull marketing content and programs
9 integrate offline campaigns and communications with

expanded online engagement
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III. Brand Protection
The evolution of the web now dictates that brands need to

monitor brand visibility—you need eyes and ears online.
Depending on the type of company, you may need to monitor
your brand for up to six categories of visibility:
• Brand Abuse ~ trademark infringement, copyright violations,
defamatory claims, competitors advertising on trademarks
• Brand Erosion ~ consumer complaints, customer service issues,
disgruntled clients, unwanted visibility
• Brand Dilution ~ the weakening of a brand though its overuse in
search engine advertisements
• Traffic Diversion ~ direct and indirect competitors advertising
on your trademarks in the search engines
• Corporate Buzz ~ company news, executive visibility
• Non-compliance ~ illegal affiliate (distributor, reseller, partner,
vendor) claims or guarantees
Brand Abuse
Brand Abuse is a serious issue online and must be addressed by
corporate leaders with a fiduciary responsibility to the company, in
order to protect the brand and ensure future growth.
Brand Abuse includes illegal actions such as trademark
infringement in all forms (words, symbols, scents, devices, etc),
copyright violations, competitors advertising on trademarks, as well
as defamatory or malicious claims made against your brand.
Brand Abuse runs rampant, and today, many large enterprises
have several instances of Brand Abuse that their leadership is
unaware of.
In the Brand Abuse example below, we take a look at Allstate
Insurance by searching Google with the keyword “Allstate.”
The third result is a website entitled, “Allstate Insurance Sucks.” Not
only is the copy destructive to the brand and highly visible, but the
domain for this site is www.allstateinsurancesucks.com, which may
be ruled as trademark infringement. See Diageo PLC (Guinness
Beer) v. John Zuccarini.
In a similar case, Taubman v. Webfeats, a Circuit court held that
defendant’s registration of gripe sites incorporating plaintiff’s
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trademarks into the domain names was protected by “Fair Use” of
a trademark and the First Amendment.
Companies face a difficult battle when attempting to take down
“complaint” sites online where disgruntled customers and
employees publish their grievances publicly.
If the “complaint” site is engaged in commercial activity, federal
trademark infringement, dilution and trade libel laws will protect a
company against disparaging use of corporate names and
trademarks. When the purpose of the disparagement is solely
complaint or parody, these laws provide far less protection.
In addition to legal actions, brands should utilize other strategies as
well. What is the solution? Our Brand Command methodology
dictates that brands need to dominate Brand Real Estate in both
natural and the paid results of search engines, described later in
this white paper.
There isn’t much a company can do if another party uses their
trademark in a sub-domain or sub-folder see Interactive Products
Corporation v. a2z Mobile Office Solutions, Inc.
Note: Allstateinsurancesucks.com runs ads on their “customer

complaint” site, thereby leveraging the Allstate Insurance brand to
engage in commerce, and may not be protected as “Fair Use.”
Example – Brand Abuse
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Brand Erosion
Brand Erosion can be a brand killer. It is easy for a disgruntled
customer, employee, or deceptive competitor to publish negative
experiences with your company’s products and services.
Brand Erosion is best prevented by constructing multiple web
assets to dominate search engine visibility—this also results in
providing visitors multiple brand categories to click-through.
In the first Brand Erosion example we take a look at a lawsuit filed
by RSA Homes against Google and The Rip Off Report, a consumer
advocate website based in Arizona.
The New Jersey home builder contends that a posting published
on Ripoffreport.com by an angry customer is costing him
financially, and is tantamount to cyber-defamation. He is suing
Google as a willing accomplice for displaying the web page as
the 2nd result for the query “RSA Homes.”
The anonymous online posting describes the home builder’s
construction work as a “shoddy” nightmare.
What Happened? The owner of RSA Homes, Raffi Arslanian,
attempted to secure funding for a new development. Three
different banks rejected Arslanian after searching Google and
finding the prominently displayed Rip Off Report web page in
Google.
Example I – Brand Erosion
In the second Brand Erosion example below we take a look at Jiffy

Lube by searching Google with the keyword phrase “Jiffy Lube.”
The second result is a website entitled, “What’s Wrong At Jiffy
Lube?,” and features the domain www.jiffylubeproblems.com
(trademark infringement?).
The fourth result is an investigative video report by NBC news,

which finds five out of nine L.A. area Jiffy Lube locations charging
the customer without doing any work.
The story is cited again in the ninth result, on Snopes.com, and is

the first result for “Jiffy Lube” on You Tube (third example).
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Example II – Brand Erosion
Example III – Brand Erosion
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Brand Dilution
Frequently searched companies have got to take control of their
brand. Brand Dilution is the weakening of a brand though its
overuse. In the search engines, multiple, simultaneous
marketing/advertising communiqués, which are inconsistent in
message and/or look and feel, flood searches for many prominent
brands.
In the Brand Dilution example below, we take a look at the
Hydroxycut Weight Loss Program by searching Google with the
keyword “Hydroxycut.”
The strength of this brand is severely diminished by the use of third
parties trying to generate ad revenues (commerce) on their
“Review” sites, and by resellers/vendors engaged in a price war on
the Brand Real Estate of Hydroxycut.
The leadership of Hydroxycut would be wise to implement
Google’s current trademark policy to halt the use of trademarks in
the title and copy of advertisements for Hydroxycut-branded
searches. This would allow them to maintain the integrity of their
brand, and help clear the way to engage prospects directly.
Incidentally, there were 34 advertisements for the keyword search
“Hydroxycut” at the time of this research, and none of them
appeared to be placed by the brand.
Example – Brand Dilution
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Traffic Diversion
Traffic Diversion requires the monitoring of branded searches for
the purpose of identifying third parties advertising on your
trademarks.
Traffic Diversion occurs when direct and indirect competitors
place ads for your trademarks (company name, products, etc.) on
the search engines. These ads dilute your brand and divert traffic
away from your web assets.
Brand Siphoning is a form of Traffic Diversion that takes place when
an affiliate, vendor, or reseller competes with the brand by
advertising on branded keywords on the search engines.
Common perpetraters trying to divert (steal) traffic for branded

searches include eBay, Amazon, several of the shopping
aggregators, and faux search engines engaging in search
arbitrage. A Cease & Desist letter from your legal department will
usually take care of this problem.
Corporate Buzz
Corporate Buzz can be positive or negative and impacts how the
organization and leadership are perceived.
Corporate Buzz may include company news, executives in the
media, employee achievements or offenses, corporate policy
blunders, and product/service innovations and failures.
Bank of America reportedly created controversy by “offering a
credit card for illegal immigrants.” The screenshot below cites an
example of how the policy to offer this service was scrutinized by
thousands of news and blogger sites. .
Example I – Corporate Buzz
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The second screenshot illustrates unwanted search engine visibility for
Bank of America, which lost secure customer data for 1.2 million federal
employees, including some members of the U.S. Senate
Example II – Corporate Buzz
Non-compliance
Non-compliance can affect brands that have affiliates,
independent representatives, distributors, associates, partners,
resellers, and vendors promoting their products and services.
Non-compliance can affect brands that must follow FDA, FTC, or
FCC regulation.
Non-compliance can affect Direct Selling and Network Marketing
brands.
Many organizations are being forced to allocate more resources

to address non-compliant web visibility published by contracted
affiliates and representatives.
In the example below we take a look at XanGo International (a
health juice company); specifically, one of several hundreds of
news stories reporting FDA intervention for non-compliant
advertising claims made by independent distributors.
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Some of the illegal claims reported by the FDA included:
• curing cancer, HIV, and Parkinson’s disease
• lowering blood pressure
• relieving neck, back, and knee pain
Example – Non-compliance
IV. SEO
SEO, or search engine optimization, is the process of optimizing
your web pages to rank at the top of natural results in the search
engines for targeted keywords. The major search engines include
Google, Yahoo, MSN, and Ask.com.
Targeted keywords are uncovered utilizing various tools to provide
you with comprehensive keyword research.
Comprehensive Keyword Research allows you to:

• Drive traffic to your site by optimizing pages for keywords
people use when they’re searching.
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• Write high-impact website copy by incorporating terms that
people immediately identify with.
• Plan profitable paid search campaigns by building up a
broad range of keyword phrases that will capture your
target market.
• Develop great content ideas that directly address your
customers’ needs.
• Understand your target market’s behavior and concerns by
analyzing the words that they use.
• Measure the size of a potential online market by the number
of searches conducted.
• Develop new revenue streams by using popular keywords to
inspire new product and service ideas.
There are two categories of SEO:

A. Branded SEO
B. Non-branded SEO
Branded SEO is the process of optimizing your web pages to rank

at the top of natural results in the search engines for frequently
searched branded keywords (company name, trademarked
product names, etc.)
A major premise of Brand Command methodology is to dominate
Brand Real Estate on the search engines. So how do you
dominate the natural results of branded keyword searches?
How do you ensure the majority of first page results on Google are
brand assets?
In the example below we take a look at Hewlett-Packard by
searching Google with the keyword “HP.”
Hewlett-Packard and a handful of other brands know that the key
to dominate natural results for branded searches is through the use
and promotion of sub-domains.
Some of the sub-domains Hewlett-Packard utilizes for maximum
Brand Real Estate coverage include:
welcome.hp.com, hpl.hp.com, shopping.hp.com,
grants.hp.com, docs.hp.com, government.hp.com
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Example – Branded SEO
Not only does Hewlett-Packard dominate their precious Brand Real

Estate in the natural results of the keyword search, “HP,” but they
are providing a better user experience for the searcher. Here is a
list of the most frequently searched keywords (phrases) for HP:
HP printers
HP computers
HP inkjet cartridge
HP support
HP laptop
HP ipaq
Are the keywords in line with the results in the screenshot above?
The second and third examples below illustrate the fact that the
major search engines set the rules. They allow multiple sub-
domain results from the same top-level domain to be visible in any
given search, as highlighted in the illustrations.
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Example II – Branded SEO
Example III – Branded SEO
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Non-branded SEO
Non-branded SEO is the process of optimizing your web pages to
rank at the top of natural results in the search engines for
frequently searched, generic keywords, related to your type of
company, products and services, geographic location, etc.
While Non-branded SEO is outside the branded search focus of this
white paper, I am displaying an example for the purpose of
comparison. In this example we look at the non-branded keyword
ranking of Discount Tire by searching Google with the generic
keyword “tires.”
Example – Non-branded SEO
V. Paid Search (Search Engine Advertising)

Paid Search (PPC) is the practice of placing ads on the major
search engines for relevant keyword searches.
When it comes to Paid Search management for branded searches,
there are some high-impact best practices to protect your brand.
Every search engine has a unique policy to mitigate Trademark
Infringement. For example, Google will allow you to eliminate the
ability for third parties to use your trademarks in the title and copy
of ads. It is a bureaucratic process, and you will have to submit
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documentation on your trademarks, but it will generate two major
results:
A. It will cause many outside advertisers to just stop running ads
on your branded searches.
B. It will reduce your cost-per-click, sometimes beyond 70% in
our experience.
Note: There are many brands who have not utilized this option and
end up paying $50,000 a month in pay-per-click instead of
$30,000.
In the first example below we take a look at Paid Search visibility
for Mary Kay Cosmetics by searching Google with the keyword
phrase “Mary Kay.”
By failing to invoke this trademark policy with Google for branded
searches, Mary Kay Cosmetics is:
1) Spending more on pay-per-click than they need to
2) Not in control of their brand messaging
3) Vulnerable to non-compliant, confusing, or inaccurate
claims by independent representatives
Take a look at the Paid Search ads of the screenshot below:

“Failing in Mary Kay?” “Low Pay With Mary Kay?”
Example – Paid Search
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The leadership of Mary Kay has an opportunity here to take back
their precious brand, engage consumers directly, and assign direct
retail sales and leads to independent representatives participating
in a paid lead program, easily created and managed by
corporate, garnering positive ROI.
In the next example we take a look at Paid Search visibility for
Isagenix International by searching Google with the keyword
phrase “Isagenix.”
By invoking the trademark policy with Google for branded
searches, Isagenix International is:
1) Reducing costs on pay-per-click
2) In control of their brand messaging
3) Ensuring compliance by not allowing their affiliates to
compete on the search engines for “branded searches”
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But wait—there’s more. Remember, a major premise of Brand
Command methodology is to dominate Brand Real Estate on the
search engines.
So how do you dominate the paid results of branded keyword
searches?
How do you ensure the majority of first page paid results on
Google are brand assets?
In the example above, Isagenix International is utilizing their
agency to run multiple ads with multiple, trademark-ed domains,
on different Adwords accounts.
Why would they do this?
A. To dominate Brand Real Estate and increase sales and leads
B. To provide visibility for multiple types of searche(r)s,
accommodating visitors with an enhanced user experience.
C. To confront Brand Dilution by third parties trying to divert
branded search traffic.
D. To reduce their CPC/monthly spend (see below)
Note: This strategy is exactly like having multiple affiliates

advertising on your trademark, with at least four exceptions:
1. Your brand controls the messaging, calls-to-action, and the
consistent (branded) look and feel of the landing pages
2. The URL’s in the ads display your trademark, increasing trust,
thereby dominating conversions
3. Because these ads dominate conversions, the Google
Quality Score for the ads is high and your cost-per-click is
reduced
4. Advertising for many third parties becomes a waste of time
and they stop bidding on your trademarks, thereby reducing
your monthly ad spend sizably
The ensuing result for Isagenix International is more than

economical.
• Isagenix International controls brand messaging by
eliminating competing or defamatory ads (they can’t
defame you if they can’t use your trademark)
• Isagenix International presents users multiple options and
converts a continuous flow of direct sales and leads
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• Isagenix International no longer has to worry about bad
apples from their network of outside distributors advertising
false claims or guarantees on the search engines, or
communicating confusing messages not in alignment with
corporate marketing.
Let’s take another look at Allstate Insurance. In the screenshot

below, there are three outside entities attempting to divert
branded search traffic.
In this example, all three advertisers are independent websites that
claim to offer the best-priced policies of the major insurance
companies—wrong. Companies like Insureme.com
(Insurecom.com in the screenshot) are lead generation sites which
sell warm leads to any insurance agent willing to buy them.
Instead of allowing third parties to dominate the Brand Real Estate

on Paid Search, doesn’t it make sense to place targeted ads for
frequently searched categories of their business? For example:
Allstate Car Insurance
Find discounts and request a free auto
insurance quote. Compare & SAVE!
www.allstatecarinsurance.com
Allstate Home Insurance

Choose the right insurance coverage
to protect you and your assets.
www.allstatehomeinsurance.com
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Allstate Agents - Locations
FIND an Allstate Insurance Agent
in your community.
www.allstateinsuranceagents.com
By placing targeted ads Allstate Insurance would accomplish

three things:
A. Allstate Insurance would dominate their Brand Real Estate
B. Allstate Insurance would provide a better user experience
by presenting additional, relevant options
C. Allstate would dilute the effectiveness of third parties
attempting to divert traffic on Allstate-branded searches,
and at the same time, generate more business.
VI. Online PR
How can you use the web to spread the word about your brand’s
news? How can you leverage search engines to raise awareness?
Through strategic development of:
A. High-profile Interviews
B. Expert Articles, Podcasts, and Webcasts
C. White Papers/Case Studies
D. Press/News Releases
E. Executive and Guru or Expert Blogs
F. RSS and Content Distribution
G. Social Media
H. Virtual Communities
Optimize all of this content to rank in the natural results of the

search engines, utilize Paid Search campaigns on relevant,
branded keywords, and present it in a fashion designed to attract
media attention and influence prospects.
There are more strategies but one thing is for sure; Good Online PR
requires you to persude online journalists and targeted bloggers to
engage their audience with your knowledge or information.
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VII. Link Building
Link Building is a controversial topic, especially since inbound links
to your web assets are the most important factor in ranking your
web pages, and Google's Matt Cutts is now actively accepting
reports for improper paid link code.
There are two types of links:
A. Naturally Acquired Links
B. Manually Created Links
Naturally Acquired Links are generated by virtue of the usefulness

of your content, and strength of your brand. The more useful
content you publish, the more likely it is that third parties will link to
your web assets.
Here are some examples of useful content:
A. Contact Information/Newsletters/ Company
News/Subscriptions
B. Product Manuals/Warranty Information/Poduct
Specifications
C. White Papers/Case Studies/Free Reports
D. Online Tools/Programs/Calculators
E. Rebates/Free Offers/Coupons/Giveaways/Interactive
Contests
F. Expert Tips & Advice/Reference Guides/Top Ten Lists/eBooks
G. Research/Event Coverage/Interviews
Manually Created Links sometimes are considered spam—think of

message board signatures, reciprocal links, social media profiles
(Squidoo, eSnips, Flickr), social bookmarking sites (del.ici.ous, Blue
Dot, Furl), citizen news sites (Newsvine, Huliq) and others.
While it is impossible for search engines to judge the intent of these
types of links (link spam vs. useful links for your audience), they may
de-value or ignore these types of links in their algorithms.
Link Quality
The search engines measure the quality of links to your web pages.
The overall strength of a link from an outside website to your web
page varies based upon multiple factors—here are some:
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1) The age of the link
2) The thematic relevancy of the page/site the link resides on
3) The quality of the page the link emanates from (is it from an
authority site?)
4) The anchor text in the link (the words composing the link)
The example below depicts the number of active, inbound links

directed at USAToday.com’s web pages from outside websites.
Using Yahoo’s Site Explorer tool, we see there are currently
7,329,694 incoming links.
Example – Link Building
VIII. Business Development To Brand Loyalty

The driver for capturing direct sales and targeted leads online is
through search engines and content distribution.
Dominate your Brand Real Estate and design high-converting
Landing Pages, utilizing order forms, lead generation forms, and
subscription forms. Generally speaking, the more data you require
on a lead form, the more serious the inquiry will be. We find that
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some Asian societies will fill out forms en masse out of simple
curiosity.
Create and distribute press releases, articles, white papers,
ebooks, blog postings, social media profiles, and audio and video
podcasts to procure visibility.
Use Pull Marketing strategies to convert leads and subscriptions.
One example of Pull Marketing would be to offer proprietary
collateral, such as an informative “White Paper,” in exchange for
contact information.
Below is an excellent example of Pull Marketing featuring Jillian
Michaels from NBC’s hit series “The Biggest Loser” and her weight
loss program.
Example – Pull Marketing/Landing Page
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The Brand Relationship
A Brand Relationship must convey certain characteristics such as
trust, dependability, passion, caring, and respect.
The web and email have significantly expanded the capacity for
companies to nurture Brand Relationships with the access to, and
delivery of, newsletters, alerts, recipes, promotions, exclusive
product releases, coupons, free updates, catalogs, customer
service, and much more.
Brand Loyalty
Brand Loyalty is the crown jewel achievement of marketing. Brand
Loyalty occurs when clients or customers of a brand are
committed to repurchasing or recommending the brand to others.
Powerful product reviews such as the example below have left
American consumers with the following brand perception: While
Sony TV’s are usually the most expensive, the premium picture
quality is worth the investment.
Example – Brand Loyalty
Visibility of Brand Loyalty influences prospects and spikes sales.
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Brand Loyalty allows a company to focus on business retention
rather than business development.
Brand Loyalty online can appear in many forms: impromptu
celebrity endorsements in the news, extraordinary product review
submissions on the shopping aggregators, raving testimonials on
message boards, or rousing ovations on blogs.
So what do you do with instances of Brand Loyalty? When
appropriate, highlight them in press releases, promote them on
blogs, and reward! Loyalty Reward programs are popping up
everywhere and loyal customers appreciate them.
IX. Web Analytics

Everything online can be measured! Web Analytics is a program
that collects data about the activities of people accessing your
website. Analytic data provides the details of how they found
you, when they visited, what pages they looked at, what they
bought or downloaded, and much more. How should marketing
practitioners determine what to measure?
Your ability to mine Actionable Data is crucial to your business
operation and can make a profound difference on your bottom
line—particularly if you generate a lot of traffic online or your web
assets play a significant role in business development.
Example – Google Analytics Screenshot
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X. Integrating Online Marketing
In The May 2007 issue of Glamour Magazine, 38% (50 of 133) of the
advertisements presented an online call to action and 74% (99 of
133) referenced a web address.
Simple commands, such as “Visit” or “Shop,” accounted for 20%
(10 of 50) of the calls-to-action online.
While the percentage of print advertisers referencing a web
address has climbed since 2000, the number of ads prominently
presenting a well thought out call-to-action online is suprisingly
scant.
Creating Microsites, or “Search Commercials,” is inexpensive,
dynamic, and measurable. If you are a corporate practitioner you
may be thinking, “Inexpensive? Are you serious?” My contention is
based on the premise that you are not being mugged by your
agency, or that you have an in-house creative team to support
the development of online assets.
The real opportunity here is to create a Brand Relationship, and
ultimately, Brand Loyalty, by expanding the initial offline
communique online, and truly engaging the targeted prospect.
What’s the best feature of the internet? It’s always on! Working for
you 24/7 to create satisfying user experiences and build your
brand.
Below are five advertisers from the May 2007 issue of Glamour that
stood out for their Pull Marketing strategies designed to direct
prospects to web assets:
1. Always ~ “Go to Always.com for a free sample while
supplies last”
2. Caress ~ “Free samples and enter for a chance to win”
3. Jewelry.com ~ “May is Gold Month. Enter to win your
favorite gold jewelry”
4. Imitrex ~ “Save up to $25 on your next refill of Imitrex”
5. L’Oreal ~ “Log on to get application tips and tricks”
The most interactive campaign stemming from the May 2007 issue
of Glamour is Caress Fairy Tales, a two-page spread for Caress
Exotic Oil Infusions, Cream Oil Body Wash.
This fantasy escape theme plays out in the form of a romantic,
mysterious movie preview, entitled “Modern-Day Fairytales.” The
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creative is warm, lush, dreamy, and playful, down to the shape
and colors of the product packaging.
The call-to-action is prominently placed in the middle of the left
page, then repeated in the footer.
Watch the fairytales

hosted by Kate Walsh at
caressfairytales.com
The offer: “Free samples and enter for a chance to win exotic
prizes at caressfairytales.com”
Playing on a laptop near you.
Upon arriving at the microsite, www.caressfairytales.com, visitors

are greeted by host Kate Walsh in a short welcome video
expanding the offline messaging. The video fades and renders a
new look and feel in the screenshot below:
Example I – Integrating Offline and Online Marketing
An additional interactive element allows visitors to “Create Your

Own Prince Charming” or “Star In Your Own Fairy Tale.”
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The three business related calls-to-action are, 1) Enter For A
Chance To Win, 2) Free Samples, and, 3) Tell a friend. The
selections prompt nicely designed registration forms which capture
demographic and contact data.
Did Caress support this campaign with paid search ads for “Caress
Fairy Tales?” Yes, they nailed it right down to the ad copy,
“Unleash Your Mysterious Side And Win A Trip To Japan Or
Morocco.” Travel, romance, mystery—is that alluring?
While the campaign didn’t produce an adgasm for the elites at
Adrants, it is an excellent example of engaging targeted
prospects for a seamingly featureless product, and developing the
mighty, mighty Brand Relationship.
One advertiser that I felt missed an opportunity was Crunch Fitness
and their “Beach Body Bootcamp” campaign. Crunch advertised
a “Complimentary Fitness Class and Giveaways,” citing ten cities
and dates. There was no reference to a website.
The ad did not feature an online call-to-action, such as “RSVP
Online, Space Is Limited!,” “Take A Peak At The Most Innovative
Fitness Classes Available Including Cardio Striptease And Kama
Sutra Yoga,” or “Can’t Make This Date? Visit Online For Special
Events and Free Fitness Tips.”
Crunch Fitness truly is a unique fitness experience and I love the
creative employed on their website–check it out at
www.crunch.com.
The beautiful thing about the internet is, It’s always on! On a
weekly basis I research products and services I am interested in by
using search engines. Often times my interest is triggered by offline
marketing and advertising campaigns—TV, radio, print, billboards,
buses, taxis, even bathroom stall signage.
Another opportunity for business-to-consumer companies is to
invest in sponsorships and cross-promotions with organizations or
events that exude stature and a loyal following.
In this endeavor, it is critical for the brand to establish a clear link to
an event or organization.
Note: the presence of a competing brand may significantly dilute
your opportunity.
The screenshot below displays my recent experience at a NASCAR
Racing event in Phoenix. DIRECTV and ESPN partnered with
NASCAR to provide an interactive attraction designed to
generate new business and create a Brand Relationship.
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DIRECTV is a racing team sponsor and ESPN a new media partner
for 2007. Fans are invited to receive free photos in different
scenarios—in Victory Lane, at the ESPN Sports Desk (below), etc.
After the picture is taken, an attraction staffer provides the visitor

with a business card that features a heavily branded website
where the visitor can download, share, and send the photos in
exchange for name, age, zip code, and email info.
There is much ROI to be had by implementing interactive
campaigns that require visitors to register their profile and contact
info. This delivers Marketing a database to increase mindshare
with touchpoints to targeted consumers.
Example II – Integrating Offline and Online Marketing
The bottom line is this: if you can influence a targeted prospect to

come to your website with offline messaging, it is likely you will
convert a sale or lead, and establish a precious Brand
Relationship.
Note: I switched to DIRECTV and the sports package upgrade
(including multiple ESPN channels) three weeks later. I can’t
imagine going back to Cox cable with their current offering.
If you are simply going to place a website address on an offline
campaign, don’t just use the home page. Create a sub-domain
specifically for that campaign that is easy to remember and uses a
keyword associated with the campaign. The online messaging
should be an extension of the offline advertisement, and designed
to convert additional actions.
Page 29 of 31

XI. Join Us!
Brand Command is all about protecting your carefully nurtured
brand online and dominating your Brand Real Estate on the search
engines. It’s that simple.
If you are a corporate leader or brand marketing practitioner, and
have specific questions about the material covered, please
contact me directly at (480) 570-9694.
We invite corporate marketing practitioners and experienced

agencies, consultants, and vendors to join us in the development
of our “Brand Command” book, slated for publication this fall.
This section of the expanded hard copy edition will be dedicated
to real-life experiences, successes, and lessons learned, related to
Brand Protection Online, SEO, Paid Search, Online PR, Business
Development, Pull Marketing, Analytics, and Integrating Online
Marketing Initiatives.
Your contributions may be subject to editing, and every source
will be credited, unless otherwise agreed to.
To submit your experiences, visit:
http://brandcommand.ayohwahr.com/brand-command-
book.htm
Thank you for your interest in our “Brand Command” methodology

and your desire to leverage the power of your brand online!
Tom
Page 30 of 31

To be in command of your brand, contact us for an initial
consultation.
In addition to our standard agency services, we also specialize in
training in-house staff the core competencies presented. We are
very passionate about this industry and stay current on the latest
techniques, trends, and news.
Thank you for the opportunity to share our methodology. Please
send any questions or comments to:
brandcommand@ayohwahr.com
General Contact Information:
Phone: 480.228.8984
Email: contact@ayohwahr.com
Web: www.ayohwahr.com
Blog: www.semreportcard.com
Page 31 of 31

Brand Command White Paper

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Brand Command:

Mastering Brand Marketing

“A Must-Read White Paper For Regional,

“Welcome to our ‘USA Today’ version of Brand Command. It is designed to be an

I.SEARCH FOR SUCCESS ...................................................................................................................3

II.WHAT IS BRAND COMMAND? ......................................................................................................3

III.BRAND PROTECTION ....................................................................................................................4

V.PAID SEARCH (SEARCH ENGINE ADVERTISING) ......................................................................15

VII.LINK BUILDING ............................................................................................................................20

VIII.BUSINESS DEVELOPMENT TO BRAND LOYALTY .....................................................................22

X.INTEGRATING ONLINE MARKETING ...........................................................................................25

XI.JOIN US! .......................................................................................................................................29

email: brandcommand@ayohwahr.com | website: www.ayohwahr.com

Search features pull marketing versus push marketing—meaning

Search is how consumer and b2b prospects perform research and

Search is an unbeatable channel for business development, direct

Search is efficient, cost-effective, always available, and provides

Search also allows clients, customers, competitors, employees,

Search is responsible for 80% of all web traffic (Harris Interactive)

Is your search marketing performance as effective as it could be?

II. What is Brand Command?

9 eliminate trademark infringement, copyright violations, and

9 eliminate or mitigate negative or unwanted visibility online

9 dominate brand real estate in the search engines

9 master business development, direct sales, lead generation,

9 integrate offline campaigns and communications with

email: brandcommand@ayohwahr.com | website: www.ayohwahr.com

The evolution of the web now dictates that brands need to

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Note: Allstateinsurancesucks.com runs ads on their “customer

Example – Brand Abuse

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Example I – Brand Erosion

In the second Brand Erosion example below we take a look at Jiffy

The fourth result is an investigative video report by NBC news,

The story is cited again in the ninth result, on Snopes.com, and is

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Example III – Brand Erosion

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Example – Brand Dilution

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Common perpetraters trying to divert (steal) traffic for branded

Example I – Corporate Buzz

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Example II – Corporate Buzz

Many organizations are being forced to allocate more resources

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Comprehensive Keyword Research allows you to:

email: brandcommand@ayohwahr.com | website: www.ayohwahr.com

There are two categories of SEO:

Branded SEO is the process of optimizing your web pages to rank

email: brandcommand@ayohwahr.com | website: www.ayohwahr.com

Not only does Hewlett-Packard dominate their precious Brand Real

email: brandcommand@ayohwahr.com | website: www.ayohwahr.com

Example III – Branded SEO

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Example – Non-branded SEO

V. Paid Search (Search Engine Advertising)

email: brandcommand@ayohwahr.com | website: www.ayohwahr.com

Take a look at the Paid Search ads of the screenshot below:

Example – Paid Search

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Example – Paid Search