3 Ways to Use Company Culture to Strengthen Your Marketing
In Los Angeles today, being pro-GMO (short for genetically modified organisms) in your food choices is akin to being pro-Communist in the 1950s. But meal-replacement company Soylent doesn’t care. Last fall, it took out a billboard ad proudly proclaiming itself to be “pro-GMO.”
The New 3 P’s of Branding (And How to Use Them)
That was a turning point in how I explain the need for the company or corporate brand. I had used a bunch of marketing buzzwords like “brand promise,” “personality,” “core messaging,” but I had missed the bigger picture of explaining how promoting our company was going to impact our business results. The CEO did not see how developing the corporate brand would sell more products, earn more customers or even attract new talent.
Hands Off My Smiley Face: Emoji Become Corporate Tools
(The New York Times, 20.06.16)
Emoji have emerged as cultural forces in and of themselves. The crisp, candy-colored glyphs form a modern emotional palette. And it’s growing: On Tuesday, the Unicode Consortium, the body that standardizes emoji, will release 72 new ones that will soon make their way to our fingertips, including a black heart, a wilted flower and a pregnant woman.
Trashing the Brand: ANZ and CBA Could Pay a High Price for Choosing Profit Over People
(Smart Company.au, 21.03.16)
The recent CBA and ANZ scandals show that the big banks fail to understand the long-term pay off from investing in their relationships with people over short-term profit.
“So often corporate America, business America, are the worst communicators, because all they understand are facts, and they cannot tell a story. They know how to explain their quarterly results, but they don’t know how to explain what they mean.” —Frank Luntz