From Brainerd to Brexit: Local Just Got Real

Originally posted on The Huffington Post.

A few weeks ago, most people probably hadn’t heard of Michigan’s Macomb County, the small cluster of suburbs outside Detroit, much less considered that it could determine the fate of the world. Continue Reading →

What Tyra Banks Needs to Know About Personal Branding

Stanford_Arches

 

Originally posted on the Huffington Post.

So, the former host of “America’s Next Top Model” has announced that she’s going to be academia’s next top branding expert. Tyra Banks is heading to Stanford University to co-teach a two-week class for MBA students next May on creating and protecting a personal brand. Continue Reading →

Why B2E Is the New B2B

Humanize

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.

Continue Reading →

Consumer/Lifestyle Branding Digest, May 11, 2016


Thinking of Rebranding? Look to These Larger Companies to Do It Right.
(Entrepreneur, 10.05.16)

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
(Business2Community, 30.04.16)

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


Personal Branding Digest, May 6, 2016


How Your Personal Brand Can Stand Out in Crazy-Competitive Spaces
(The Next Web, 29.04.16)

It’s a common misconception that personal branding is reserved for authors, speakers or those looking to become well-known personalities. In our digitally savvy world, where potential clients, investors and employers are just as apt to look you up on Facebook or Google search your name as they are to call your references, personal branding is mission critical.


Ditch the Elevator Pitch for a Social Selling Personal Brand
(Business2Community, 28.04.16)

Physical networking is a necessity for a personal brand. This blog post presents an alternative to the traditional elevator pitch: a social selling un-pitch.


10 Questions to Ask Yourself Before Creating Your Personal Brand
(Forbes, 26.04.16)

When it comes to your personal brand, being another face in the crowd isn’t going to cut it. You need to know how to differentiate yourself. But in order to do that, you need to know exactly who you are and what you stand for.


Personal Branding: 8 Ways to Create a Unique Business Identity
(Huffington Post, 24.04.16)

If you’re not familiar with what the term “personal branding” means, it’s a way of making yourself unique and memorable as a business (or business person).

“It’s not who you know that matters—it’s who knows you that’s important. Personal branding builds up your reputation to the point where you have a presence even in your absence.” —Jarod Kintz