Personal Branding Digest, October 2, 2015

When It Comes to Personal Branding, David Price Is Right
(The Globe and Mail, 01.10.15)

In the marketing world, we constantly work with executives on their personal branding in an effort to humanize them in the eyes of their customers and position them as thought leaders within their industries. Any executive looking to develop a personal brand would be wise to take some notes from David Price.

7 Tricks for Building Your Personal Brand
(Business2Community, 18.09.15)

The concept of a brand can include many things – emotions, images, stories – but its essence hasn’t changed. A company’s brand – and a person’s brand – is an identifying mark. And it can make all the difference.

Grow Your Brand by Creating an Alter Ego
(Entrepreneur, 12.08.15)

Superman has Clark Kent, Bruce Wayne has Batman and Granger Smith has Earl Dibbles Jr. Granger Smith is a country music star and curator of one of pop culture’s most beloved alter egos. For the sake of your brand platform, I encourage you to take a page out of Smith’s playbook and create an alter ego for yourself.

The Most Valuable LinkedIn Feature You Aren’t Using
(Forbes, 06.08.15)

LinkedIn has evolved tremendously since it was founded in 2002. They have transformed their platform from a simple online resume and networking site to a comprehensive system for managing all your personal branding activities and actions. They have been adding features regularly, providing a richer and more productive experience that allows you to forge strong and meaningful relationships with your connection.

“Don’t be scared to present the real you to the world, authenticity is at the heart of success.” —Unknown

Health and Wellness Branding Digest, October 1, 2015

How Smart Marketing Transformed the Epi-Pen into a Billion-Dollar Product
(NPR, 30.09.15)

NPR’s Robert Siegel talks to Bloomberg Business reporter Cynthia Koons about how the cost of EpiPen, which fights severe allergic reactions, has increased in the past year alone.

Consumers Care About Health and Wellness. Is Your Marketing Keeping Pace?
(Loyalty360, 18.09.15)

Health and wellness are a key priority for consumers. In fact, 47 percent of consumers described themselves as “health conscious” in 2015. That’s up from 46 percent in 2010, according to Deloitte.

The 5 Best Practices for Content Marketing in Health & Pharma
(LinkedIn Pulse, 16.09.15)

The pharmaceutical industry is known for being traditional, conservative, and burdened by regulations and protocols. These regulations make pharma marketers wary of embracing new approaches, including the growing trend toward content marketing. Despite being the term on everyone’s lips, content marketing has been sidelined by the industry either because they don’t fully know how to implement it or because they give up on it after not seeing immediate results.

Getting to the Brain of the Matter: Exploring an Untapped Marketing Opportunity
(MediaPost, 08.07.15)

If the heart, the icon of health, were a brand, it would be Coke. Or Google. Or Wal-Mart. So what about the brain? Right now, it’s the off-brand cola getting flat in the vending machine. And that’s not just a modern issue—the brain has a long history of being dissed.

“Branding gives you an exceptionally effective way to broadcast who you are to your target market quickly and efficiently.” —Rick Haskins

Consumer/Lifestyle Branding Digest, September 30, 2015

4 Ways Spotify and Pandora Target Millennials Differently
(Adweek, 29.09.15)

Spotify and Pandora are often pitted against one another as competitors fighting for control of the digital-music industry, particularly when it comes to targeting millennials who are highly influenced by pop culture and listen to hours of music every week.

Seen but Not Heard: Social Media and Millennial Marketing
(Content Standard, 21.09.15)

Pretty much every website has a “Contact Us” page these days. The most sparse pages might only provide a mailing address and phone number, while other companies go out of their way to create special user portals, live chat, or exhaustive directories to help their audience. Among these, it’s not too uncommon to find social media links offered as a means of communication, with implicit promises of fast response and personalized interaction.

Uber CEO: We Need to Get Better at Telling Our Story
(Marketing Week, 17.09.15)

Uber is still learning how to articulate its values and tell its brand story to the wider world, its CEO and co-founder Travis Kalanick told the Dreamforce conference in San Francisco.

Marketing to the Youth Comes Down to Changing the Rules of Engagement
(Media Update, 08.09.15)

In terms of segment size and buying power, the “Youth Market” are of great significance to marketers, with roughly half of South Africa’s population being under the age of 24 and the most recent annual spend for consumers aged 8 to 23 being estimated at around R111-billion. So says Mike dos Santos of The Strategy Department.

“Stories create the emotional context people need to locate themselves in a larger experience.” —Scott Bedbury

Cause Branding Digest, September 29, 2015

Older Millennials More Cynical About Cause Marketing
(Marketing Daily, 28.09.15)

While Gen Y continues to expect companies to become more committed to social and environmental causes—and to share about them through social media—there has been a shift, according to new research from Cone Communications. Older Millennials 25 to 34 are increasingly questioning their ability to make a real impact, and are more skeptical about corporate-cause efforts. Only 25% of them, for example, believes that making a purchase can create a significant impact, compared with 36% of those between the ages of 18 and 24..

Volkswagen and the Dark Side of Corporate Sustainability
(GreenBiz, 24.09.15)

Two weeks ago, the $50 billion German auto giant Volkswagen AG was named best in class—yet again—for automotive industry sustainability by the prestigious Dow Jones Sustainability Indices.

A Brand Is Just a Brand—Unless It Has a Purpose
(Forbes, 22.09.15)

Over the past several years, I have seen companies put more effort – meaning, more time and money – into their brand, and it’s starting to pay off. According to the BrandZ Top 100 Most Valuable Global Brands 2015 report, the brands in its Top 100 list are now worth $3.3 trillion, which represents a 14% increase over last year. The report, which is published by MillwardBrown, also notes that building and sustaining a valuable brand is essential to business success because of market disruption and the changing consumer mindset.

8 Branding Tips: Be Your Customers’ Best Friend
(Triple Pundit, 14.09.15)

Thirty-seven percent of employees say they have a clear understanding of what their organization is trying to achieve and why, according to Stephen Covey’s “The 8th Habit.” If employees don’t know what their organization is trying to achieve, then customers sure as heck won’t know. What we have here is a branding problem.

“You can have everything you want if you help enough other people get what they want.” —Zig Ziglar

Personal Branding Digest, September 25, 2015

5 Steps to Build Your Personal Brand
(Entrepreneur, 23.09.15)

Your personal brand is how you appear to the world. Therefore, it serves to reason that a strong brand is preferable to one that is unpolished and uninteresting.

Writing Your Personal Brand Story: Easier Said than Done
(LinkedIn Pulse, 21.09.15)

For many, writing a personal brand story may be one of the biggest hurdles in building a personal brand. Why? For people who don’t like being the center of attention or talking about themselves; writing their own bio or even building a LinkedIn profile can be a daunting task. It kicks off an internal dialog about whether or not what they are writing may be considered “bragging” or too “self-absorbed.”

3 Ways to Make Your Personal Brand Newsworthy
(Business2Community, 13.09.15)

Even in this era where we’re told the formula: EC=MC, (“every company is a media company”) developing a personal brand that’s newsworthy and attracts traditional media attention has merit.

Taking Control of Your Personal Brand
(Forbes, 23.07.15)

Embrace your story. And make sure you’re the primary force in telling that story to the rest of the world.

“At the center of your being you have the answer: You know who you are, and you know what you want.” —Lao Tzu

Health and Wellness Branding Digest, September 24, 2015

What CVS Can Teach You About Kicking the Traditional Sales Model Habit
(New York Business Journal, 15.09.15)

“Kicking the habit” is most often associated with quitting smoking, and we’ll get to that topic in just a moment. Just as addictive and dangerous to many a company’s long-term health, though, is the dependence on the traditional sales model.

Functional Foods: Pharma Food or Lifestyle Antidote?
(Natural Products Insider, 02.09.15)

Functional foods are somewhat undefined and abstract; yet they are driving growth in the grocery industry. Consumer understanding about health, nutrition and optimization are key factors in this high-growth product category. But so-called functional foods are more than a moniker or a product category; they are the result of an iterative confluence of consumer needs.

Effective Healthcare Marketing Doesn’t Have to Be Brain Surgery
(MediaPost, 31.07.15)

A few months ago, I judged the final round in the North American Health Effie Awards. In addition to having a fantastic and fun time debating various entries with my esteemed industry peers on this judging panel, something interesting struck me about the strongest finalists and ultimate Effie winners. These “best of the best,” culled down from hundreds of entries, had a lot in common. What was behind their success was not overly complicated and certainly not brain surgery. It was an excellent reminder that great marketing in the healthcare space today stems from a few basic and simple concepts.

Danger: Your Biggest Asset May Become a Liability
(Marketing Week, 29.04.15)

Brands marketing just one product attribute can become vulnerable to changing consumer attitudes.

“When you create a compelling brand you attract people who want the promise of your brand—which you deliver.” —Dave Buck

Consumer/Lifestyle Branding Digest, September 23, 2015

Two Words Will Free You from the Shackles of the ‘Scope of Work’ Agreement
(Forbes, 16.09.15)

Once useful in shaping a business relationship, the “Scope Of Work” agreement between an agency and a client has become a stifler. The agency promises X, Y, and Z, and delivers all three. The client, over time, wonders why the agency never presents any new thinking. Boom! A divorce in the making.

The Vans Life and Why Content Creation Deserves to Be Cool
(Content Standard, 10.09.15)

As a fan of a sport in which I’ve also competed, I like how running offers something different depending on your point of view. When you’re in it, it’s gratifying; you love the work you put in to be successful. When you watch it, it’s exciting; nothing beats a nail-biter between someone you know and everyone else.

The 7 Tenets of Branding
(Entrepreneur, 16.08.15)

In today’s competitive marketplace, entrepreneurs—tasked with raising capital, attracting talent and getting their businesses off the ground—are up against a staggering statistical fail rate. But by following some basic principles related to design, marketing and user experience—tenets of some of the most powerful businesses out there—you can increase your odds of starting and maintaining a successful brand.

Five Ways Brands Can Better Use Video
(Marketing Week, 20.05.15)

From putting purpose at the heart of the narrative to implementing a “newsroom style” approach to content creation, we highlight the top five methods companies can adopt to create better video, according to the brands and agencies that spoke at this week’s Video Masterclass, presented by Marketing Week and Econsultancy.

“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” —Seth Godin

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
(, 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 →

Corporate Branding Digest, September 21, 2015

3 Reasons Why B2B Digital Marketing Is Different from B2C
(Business2Community, 17.09.15)

A great marketing strategy for any business focuses on how to create, distribute, and track buyer-centric content. But B2B digital marketers face a unique challenge that B2C does not—training content chaos.

3 PR Lessons from the Brand Attack on Chipotle
(Forbes, 05.09.15)

Late last week, an ad challenging Chipotle’s health and environmental claims appeared in the New York Post. It also provided a website link at which each of the chain’s major branding elements are deconstructed and debunked.

How Marketers Can Protect Their Organization’s Reputation During a Data Breach
(Social Times, 19.08.15)

Consumers view data breach incidents as a personal violation in trust and loyalty. Though many organizations are responding to the threat by doubling up on their security measures, they are often overlooking the critical need to build and maintain trust before an incident takes place.

How Brands Can Source the Best Tech Startups
(Marketing Week, 21.05.15)

The proliferation of digital in marketing has already given rise to many technology start-up accelerators, which fund and coach businesses from idea to implementation, but the industry is seeing the emergence of initiatives that could be most aptly compared to a dating or match-making service.

“Here is my equation for success on brands and business: [IQ+EQ+TQ+BQ]CQ. (Translation: Intelligence, emotion, technology, bloody quick, with a creativity quotient.)” —Kevin Roberts

Personal Branding Digest, September 18, 2015

Ignore and Build Your Brand
(Business2Community, 17.09.15)

I’ve been editor of the Personal Branding Blog for six years and across the years I’ve seen my fair share of naysayers saying “there’s no such thing as personal brands,” Funny, it’s those same people who say that who are often working hard building their online reputation, investing in promotions and content marketing to boost their “image” and their presence.

Can You Really Enhance Your Online Presence? Here Are 8 Ways!
(The Huffington Post, 10.09.15)

What most people still don’t understand is that creating a website and joining various social media won’t guarantee anything at all since those are just the beginning. The real work actually is in weaving a great online presence with a little help from those tools.

How Anyone Can Stand Out and Build a Personal Brand
(Forbes, 23.07.15)

As the war for talent becomes more fierce, building a personal brand has never been more important. In fact, building a personal brand is the best way to help create job security for yourself. To learn more about how to stand out from everyone else, I spoke with Dorie Clark, who recently released a book called Stand Out: How to Find Your Breakthrough Idea and Build a Following Around It.

How to Take Control of Your Personal Brand
(New York Business Journal, 22.06.15)

The power of personal branding tells the world what is unique about you, differentiating you to the audience you want to reach. Differentiation also provides relevancy and strength to your words and actions, making you a trusted authority in your field. Ultimately, allowing you to reach business and career success.

“Too many people overvalue what they are not and undervalue what they are.” —Malcolm Forbes

Consumer/Lifestyle Branding Digest, September 16, 2015

Burberry to Launch First Brand Channel on Apple Music
(Mobile Marketing, 15.09.15)

British fashion label Burberry will be the first brand to have a dedicated channel on Apple Music, following a deal between the iconic luxury designer and the tech giant.

How Is Digital Changing the Real Estate Game?
(Marketing, 07.09.15)

Digital has played a pivotal role in shortening the time cycle of property purchase process by making the much-needed market intelligence available to those who need it the most.

The Secret Ingredients to a Successful Branding Strategy
(Entrepreneur, 10.08.15)

When it comes to branding, there’s no easy recipe for success. Branding is an imperfect science that boils down to constant change—based on where you are, where you want to be and, most importantly, what the market is doing.

Brands’ Inane ‘Visions’ Have Lost Touch with What Consumers Really Use Them for
(Marketing Week, 20.05.15)

Brand purpose, content marketing and the belief that millennials are looking for ‘more than just a brand’ are leading to brand managers creating brand visions that have nothing to do with their actual product or consumer.

“A brand is a metaphorical story that connects with something very deep—a fundamental appreciation of mythology.” —Scott Bedbury

Cause Branding Digest, September 15, 2015

Social Responsibility as a Startup Launchpad: A Look into CSR and Entrepreneurship
(The Huffington Post, 14.09.15)

What images come to mind when you think of Tom’s? Perhaps it’s an image of the fashionable espadrille, but for me at least, it’s an image from one of their marketing campaigns: a group of Tom’s employees walking towards the camera in an impoverished community with gifts in hand–the gift of shoes.

What Does Climate Change Mean for Business?
(Eco-Business, 10.09.15)

Businesses ignore climate change at their own peril, as it will affect their supply chains and profit margins, among other things. Taking the effort to mitigate climate change and prepare for potential risks will pay off in the long run, said experts at the 2015 International CSR Summit.

Get Noticed: How to Communicate Your CSR Story with Purpose
(GreenBiz, 31.08.15)

In today’s world, being a responsible corporate citizen is table stakes. Nine in 10 global consumers expect companies to go beyond profit-making and address social and environmental issues, according to one recent study.

How Hurricane Katrina Changed the Game of CSR Forever
(Business2Community, 26.08.15)

Ten years ago, Hurricane Katrina not only devastated New Orleans and the Gulf Coast. It also shattered the confidence Americans had in their government to respond to domestic emergencies.

“If people like you they will listen to you, but if they trust you, they’ll do business with you.” —Zig Ziglar

Corporate Branding Digest, September 14, 2015

Grow from Your Strengths
(Strategy + Business, 18.08.15)

The only sustainable way to capture new opportunities is to remain true to what your company does best.

5 Branding Considerations You Should Think About When Setting Up a Company
(Startups, 05.08.15)

There are many things to consider when setting up a company—and one of the most important elements is your brand. It’s fair to say that there are a lot of different ways a brand can work—and it’s actually an ever evolving thing. However there are a lot of considerations for branding in the initial stages of company formation.

3 Things Jessica Alba’s Honest Company Must Do to Stop Its Brand from Burning
(Entrepreneur, 03.08.15)

The single most valuable and fragile asset of any organization is its reputation; it takes years to build, but only days for it to be irreparably dismantled.

Why Data Must Be the Driver for Business Transformation
(Marketing Week, 29.05.15)

Brands overhauling their businesses to become more customer-centric must put data at the centre of their reforms and instill it in their organisations, to avoid creating a new but irrelevant proposition.

“The best salespeople are not salespeople, they’re people who’ve not only bought the product, but also bought into the idea of the company and the brand.” —Jarod Kintz

10 Power Women Brands

Southbank Centre

[Originally posted on]

As I get ready to travel to Istanbul to talk about women and their future—very bright—for the Turkish Ad Age Women to Watch event sponsored by MediaCat, and as I notice more and more conversation around the women whose personal brands keep trending, I have tried to devise a list of those I must keep studying. In compiling this group below (listed alphabetically) through my selectively objective lens, I have admittedly missed tens of tens of those moving mountains when it comes to gender equality. Continue Reading →

Personal Branding Digest, September 11, 2015

7 Haute Tips to Make Your Personal Brand Soar
(Haute Living, 01.09.15)

“Keeping up with the Joneses” was a show that originated in the early 1920s. Fast forward generations later and we are literally “Keeping up with the Kardashians.” Comparing what we have with celebrities is superfluous at the best of times, but we do it nonetheless. We buy what they have, wear what they wear, date similar people to whom they date, in essence we have aligned ourselves with what these people represents and who we would perhaps like to be.

Personal Branding: A Must for the College-Bound, CEO and Everyone in Between
(The Huffington Post, 26.08.15)

Personal branding isn’t just for college students angling to enter the workforce. Rather, personal branding is a lifelong effort, one that’s constantly evolving and requires regular maintenance. Our individual brands define who we are in the workforce — they guide our career paths and have an indelible impact on our financial future. In short, they’re one of the most important aspects of professional life.

Attract Website Visitors for Your Personal Brand Through Social Media
(Business2Community, 25.07.15)

A successful traffic generation strategy for your website is done with a combination of great optimization, content, and a solid social media marketing strategy. The new rules of SEO don’t need to be a hindrance to attracting more visitors as using this powerful online tool helps your brand connect with your audience.

You’re Branding Yourself All Wrong
(Forbes, 12.06.15)

Peter: Nice to meet you both! This is good. I really want to get your advice on my branding. I’m in a career change.

“To find yourself, think for yourself.” —Socrates