Consumer/Lifestyle Branding Digest, December 16, 2015


What Publishers Should Learn from Brands
(MediaPost, 12.11.15)

Earlier this week I attended IIeX Forums 2015, a two-day event that brings together consumer insights professionals, market research companies and technology firms. The first day focused on behavioral marketing; the second, techniques like neuroscience and biometrics, which can measure certain behaviors that happen before the consumer is even aware of it. Attention and emotion are two types of “nonconscious behaviors” that were discussed extensively.


Make It Easy for Customers to Make Your Brand a Habit
(Business2Community, 05.12.15)

For the average person, the rise of mobile has made things easier. Traffic warnings and subway updates reach you wherever you are. Taking a high-quality picture can be as easy as lifting your arm. And cashing a check no longer means searching out a physical bank branch–and if you DO want to find a bank, mobile makes that easier, too.


How Coca-Cola Overhauled Its Marketing in 2015
(Marketing Week, 14.12.15)

Back in March this year, Coca-Cola introduced a one brand strategy where its four product variants, Coca-Cola, Diet Coke, Coca-Cola Zero and Coca-Cola Life were placed under one Coca-Cola master brand instead of being marketed as separate products.


What One Direction and Trump Can Teach CMOs About the New Definition of Celebrity Branding
(Forbes, 10.12.15)

As brands seek to maintain relevance and momentum among Millennials and Gen Z, collaborating with celebrities presents opportunity and new complexity. It’s a move that requires careful consideration and the full involvement of chief marketers.


“Those who dismiss the value of PR nearly always seem to be the ones who need it most.” —David Alexander


We Are the PR Champions

Kate Urbach and Stephanie Clarke are going places. The Council of PR Firms agrees. For its annual PR Champion honors, the council named Kate and Stephanie to its list of accomplished young professionals. Kate, senior account executive for the Havas PR Global Collective and numerous accounts including the United Nations Foundation, tops the council’s I Can’t Believe I Get to Do This section. Her first-person feature highlights her megasuccessful voyage to Cannes last year and U.S. road trip this year for our work with the Brazilian production/design industry, and around Europe for the Collective. Stephanie was named to the PR Champions category. An account supervisor, Stephanie works on numerous accounts, including Fox Restaurant Concepts, for which she is more than exceeding client expectations with her media relations campaigns. The best advice she has ever received—to challenge herself and take risks, according to her Q&A—is certainly paying off all around.

Corporate Branding Digest, April 6, 2015


How PR Is Seizing the Advantage in Content Marketing
(The Drum, 18.03.15)

Over the past decade, as the internet has decimated circulations and ad revenues, publishers have both cut back on journalists and resources and come to rely more on PR to fill space with stories. (And interestingly, there has been a steady, decade-long drift of experienced hacks over to the ‘dark side’, tempted by better wages and prospects; magazines and newspapers’ losses have been PR’s gains).


You Have to Be Fast to Be Seen as a Great Leader
(Harvard Business Review, 26.02.15)

It’s obvious that business is moving faster and faster and that to keep up, leaders at all levels need to know how to pick up the pace.


What CMOs Can Learn from Fallen Journalists
(Forbes, 19.02.15)

What a week it was for journalists. Noted New York Times media columnist and luminary David Carr passed away. Arnaud de Borchgrave, former Washington Times editor in chief and celebrated foreign correspondent, passed on February 15. CBS correspondent Bob Simon perished in a car crash. Brian Williams’ credibility continues its downward spiral as people question his spurious claims about a helicopter skirmish in Iraq and other reports. And those who consider comedian and filmmaker Jon Stewart a journalist are lamenting his resignation as The Daily Show host.


3 Tips for Building Your Brand by Giving Away Images
(Entrepreneur, 03.12.14)

Building up a solid resource of free images online is a great way to create an effective digital asset that will keep driving traffic and references to your site.


“Define what your brand stands for, its core values and tone of voice, and then communicate consistently in those terms.” —Simon Mainwaring