It sounds like the article in MarketingProfs on  Creating Branded Keywords and Driving Their Search Demand Through Buzz by Jeremy Swiller goes well with many of the Buzz Marketing posts I’ve made over the last 6 months so I thought it would be worthwhile to go over the article and add my input.

"Creating branded keywords is no different from creating a need for your product, except you’re packing the punch of your business offering into an easy-to-remember phrase. The real benefit lies in developing a new channel of revenue based on a need that only your company can fulfill. "

Want to point out that branded keywords convert much better anyway and I had found this particularly true for my architectural clients who often sell house plans on a keyphase containing their name (which is part of their brand).  I have seen this over and over again.

"…Web sites that specialize in travel, mortgages, or consumer electronics should take particular note of this tactic. "  Or…."Sells unique, valuable, beautiful, one-of-a-kind products… that you and five other people have heard of".

Ok, that would go along with what I just wrote about Architects as house plans go along with mortgages as part of the home building industry.  Also, one of my friends’ wife has a side business selling dishwasher covers, this would also apply to her.

"Reasonably estimates that it’s going to be a while before your Web site cracks Google’s top 10 for highly competitive terms such as "digital camera" and/or your marketing plan requires a high ROAS on a PPC campaign. A newly branded term would have no competition, but it could quickly have search demand if promoted properly. "

Also true; but you’d need to create a large enough demand to drive significant traffic - lets’ see what Jeremy has in mind.

Here’s where it gets tricky - you first have to determine if what your unique "branded" term is going to be and what attribute of your product or service it promotes - that’s not that easy and it might be a good idea to get help with it and not try to come up with the branded term  yourself because:

The keywords needs to be easy to say and remember and support your brand and there are naming rules that seem to help (ie:a keyword such as "triple-trimmed steaks" would support the keyword term "steaks." This is beneficial for your SEO campaigns). 

Other considerations suggest hiring a professional branding expert to come up with right branded term for your business.

In terms of creating Buzz the article suggests you first "identify those individuals and help educate them on your niche within your marketplace"  - in other words, you need to do research first.  Once you figure out who the influential are then you have to reach out to them and get their support (that’s not easy for everyone to do - some people are better at it than others).   The author suggests using Targeted Press Releases to reach and engage influentials.

Also, reaching out to other bloggers is an important Buzz activity - esp to blogs that link to your competitors:

"Bloggers: This tactic is similar to courting other media, and it requires some planning and thought. Determine which blogs are linking to your competitors and check the context. You’re looking for bloggers who are constructive, but honest. Become frequent readers of their blogs (if you aren’t already), and be sure to constructively respond to posts when appropriate. Ask industry-related questions and show a genuine interest in the subject matter. When applicable, use your branded keyword to answer a posted question."

The rest is just standard SEM, doing targeted media buys, etc.   I think the part with reaching out to other bloggers that link to your competitors and have good quality content is the most interesting idea that came out of this article by Jeremy Swiller.