Originally posted on CityAM.com.
Urgent memo to executives everywhere: please stop saying things like “failure is not an option.” Continue Reading →
Originally posted on Adweek.
Good riddance, 2016. For many of us, it was 12 long months full of bad news, fake news and surreal news, the most controversial election anyone can remember, plus too many other highlights and lowlights to mention. Continue Reading →
Originally posted on CommPro.
At first glance, Donald Trump’s big win on Nov. 8 is the kind of incredible, unexpected, underdog victory that most marketers only dream about. Continue Reading →
Originally posted on D&AD.
Following the introduction of the new D&AD Professional Awards category for PR, Marian Salzman, CEO of Havas PR, offers some award-winning creative PR examples and tips. She explains why, in the ever-changing landscape of creative communications, PR matters. Continue Reading →
We’re all in the software business today, according to Harvard Business Review, no matter what we’re selling. What it means: We’ve all got to act with the agility of a software startup, from our products and services to every team in our company, focused on “solving a business problem,” says the magazine. In public relations, we’re always after the next innovation that will help our clients make the news (or as Havas PR says, be the news). Agility is the answer, a characteristic we’ve all got to have 24/7/365—so much so that our agency has written the book on agile PR, due out in December. Watch this space for more information.
Originally posted on Campaign US.
The communications landscape has gotten far more complicated than simple business-to-consumer and business-to-business campaigns. Today, everyone is a stakeholder, and companies and marketers need to talk to all of them. There was some discussion of business-to-human communications at the recent Cannes Lions Festival, but really what it comes down to is B2E—business-to-everyone.
We are honored to be winners of eight awards in very diverse categories of the Bulldog Reporter Media Relations program. Decorated journalists, including a Pulitzer Prize winner this year, judge Bulldog’s biggest competition. We received two golds, for United Nations Foundation’s Earth To Paris campaign (Best Green Campaign) and our pro bono work for Tucson Values Teachers (Best Education/Public Service Campaign). Our silvers honor Earth To Paris (Best Not-for-Profit/Association/Government Campaign), La French Tech at CES (Best Travel, Hospitality & Destinations Campaign and Best Special Event/Stunt) and Fox Restaurant Concepts (Best Food & Beverages Campaign). The pair of bronzes honor our work for the Indigenous Peoples Law and Policy Program (Best Not-for-Profit/Association/Government Campaign) and #GivingTuesday (Best Campaign Under $100,000). And on the shortlist: Tucson Values Teachers for Best Issue/Cause Advocacy Campaign.
The Next Wave: The Age of the Customer
(Branding Magazine, 24.05.16)
There’s a wave coming and marketers must know what’s driving it if they hope to ride it successfully. Using a surfing metaphor, James McQuivey, Vice President, Principal Analyst at Forrester Research, discussed the next wave, the age of the customer, and keys to brand leadership.
Living the Brand: How to Build a Strong Brand Persona
Why do we gravitate toward certain brands while actively avoiding others? What is causing the rise in “lifestyle” branding? When does a brand become something more than just a brand?
5 Ways Generation Z Thinks & Buys Differently
Admit it. The world is changing all the time. And the businesses that want to keep up with the stride of time must be versatile. And for a business to be versatile, it’s crucial to see what the customer base used to be like, and what the customer base is like.
Embracing Negative Comments Can Help Corporations Increase Consumer Trust
Public trust is incredibly hard won once a corporation has been mired in negative publicity. Volkswagen and Chipotle face huge obstacles in regaining consumers after debacles, but can simply owning up to their transgressions on social media really help? A recent study conducted by researchers at the University of Minnesota and Youngstown State University found that embracing supporting and opposing perspectives to comments by a corporation can enhance its trustworthiness.
“Focus on the core problem your business solves and put out lots of content and enthusiasm and ideas about how to solve that problem.” —Laura Fitton
Originally posted on Forbes.com.
The stakes are beyond high. Perhaps more than companies, and certainly more than most personalities, locations and destinations need to brand themselves. They need to have an identity, and to have a say in the stories that are being told about them. There’s very good reason that I’ve written a lot about place branding in the past few years.
Thinking of Rebranding? Look to These Larger Companies to Do It Right.
The task of rebranding a small company can be relatively easy. It typically involves surveying your five employees and handful of other stakeholders (i.e. — your spouse), then choosing a new logo, color scheme and tag line.
Build Your Brand as a Relationship
(Harvard Business Review, 09.05.16)
The way we think about brands need to change. In the past, they were objects or concepts. You had a relationship with a brand. But in this social age, brands are the relationships. By defining a brand’s particular kind of relationship, companies can create greater engagement, differentiation, and loyalty.
Why Consumer Brands Should Focus on the Top 5% of Customers: 3 Ways Brands Can Laser-Focus on Top Social Influencers
When I think of brands that have an in-depth CRM strategy, enterprise giants like IBM and HP, rather than Pepsi or Kellogg’s, immediately come to mind.
Why Brands Need to Respond to Individual Customer Journeys
(Marketing Week, 14.02.16)
Having a clear understanding of your customers’ journey to purchase is essential to generate repeat sales, encourage people to buy your products more often and spend more money with you over their lifetime.
“Branded content is created for a company. A content brand is created for a valuable company.” —Drew Davis