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


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


Cause Branding Digest, September 22, 2015


It’s Time to Kill Cause Marketing
(Triple Pundit, 18.09.15)

As a marketing guy who’s spent a large portion of a long career forging connections between companies and causes, I’ve been doing a lot of thinking lately about the state of cause marketing.


Brand Philanthropy: A CMO Explains Why
(Forbes, 17.09.15)

Earlier this year Western Union set out to see if people still believed in the American Dream. Over the course of seven days and nearly 14,000 miles they sought out Americans—200 of them to ask them if they in fact still believed in the American Dream.


Green Sky Thinking: Successful Strat for Sustainable Marketing
(Marklives.com, 10.09.15)

If you’ve read about the benefits of building purpose-driven brands, but remain unsure of what and how to do it, read on, because today I go beyond the “reasons why” and unpack the “how to’s” behind a campaign.


Let’s Talk About (Brand) Love (and Sustainability)
(GreenBiz, 30.06.15)

One of the ah-has from the soon-to-be-released 2015 Eco Pulse study is that, indeed, a company’s sustainability or social responsibility commitment is a reason to love the brand.


“Be undeniably good. No marketing effort or social media buzzword can be a substitute for that.” —Anthony Volodkin


The Marketing Genius of Brand the Donald

Gage Skidmore

[Originally posted on the Huffington Post.]

For any serious student of marketing and media seeking a perfect pop culture storm, I give you the man currently dominating the race to be the U.S. Republican Party’s 2016 presidential candidate. Before Donald Trump wisecracked and bad-mouthed his way to global media prominence as the political maverick of the moment, he had already had a decade of celebrity as the host and hard-assed boss of the reality show “The Apprentice.” And before that, he had made megabucks as a real estate developer and dealmaker.

Continue Reading →

Cause Branding Digest, May 5, 2015


The Key to Creating Socially Conscious Businesses
(Fast Company, 17.04.15)

On a broad scale, how do we create altruistic organizations that can really transform society and transform economic systems? This is the field I’ve been studying since I left the corporate world eight years ago, and I’m convinced that the key to this is compassionate, authentic leadership. We need a new generation of leaders to step forward and provide this new kind of leadership.


How to Pitch Environmental Performance to Your Market
(GreenBiz, 01.04.15)

Thanks to industry drivers and growing demand, environmental performance has taken its rightful place alongside functional performance, cost, aesthetics, safety and other criteria in product creation and purchasing. Now it is time to include it in marketing.


How Social Impact Strategies Just Might Save the World
(Entrepreneur, 10.03.15)

Taking a page out of the nonprofit playbook, corporate entities like Bain & Company, Unilever, Starbucks and others have all recently implemented social impact strategies. A new kind of intellectual framework, social impact strategies allow companies to view their brand from a different perspective in order to constantly reassess their external and internal engagement operations.


Sustainability and the CMO
(MediaPost, 17.09.14)

As Gardiner Morse wrote in a recent Harvard Business Review article, “a marketing revolution is under way and nowhere is that more visible than in the CMO’s transforming role.” Morse was specifically referring to Unilever’s CMO, Keith Weed, who notably now oversees both marketing and communications and sustainable business. It is a shift from the model that exists at the majority of companies, namely that sustainability exists in a separate division.


“The environment is where we all meet, where we all have a mutual interest; it is the one thing all of us share.” —Lady Bird Johnson