Health and Wellness Branding Digest, March 26, 2015


Health Care Marketers Missing Local Search Ad Opportunities
(MediaPost, 25.03.15)

Health care marketers are missing an opportunity to connect through search engines–Bing, Google and Yahoo–with local residents and visitors looking for services. Industry marketers will spend more than $10.7 billion on local advertising in 2015, representing 7.8% of the $137.9 billion total local advertising market — but only a small portion goes to local search ads.


Consumers: Patients and Virtues
(Medical Marketing & Media, 03.03.15)

Pharma, historically, has had a somewhat-¬tenuous relationship with patients. It’s under¬standable, given the regulatory shackles on the industry, and it’s absurd, given that patients are pharma’s end customers. Patients are looking for help managing their health and, like physicians, they would welcome it from manufacturers.


Why Healthcare Is (Finally) in for Big Changes
(Forbes, 13.02.15)

Like many good stories in my life, this one starts with large quantities of beer.


Parents Misled by Marketing of ‘Healthy’ Drinks, Study Says
(UConn Today, 11.03.15)

Despite public health messages about the importance of reducing consumption of sugary drinks, many parents believe that some beverages with high amounts of added sugar—especially fruit drinks, sports drinks, and flavored water – are healthy options for children, according to a new study from the Rudd Center for Food Policy and Obesity at the University of Connecticut published today in Public Health Nutrition.


“Digital health feels like the PC industry in the early ’80s.” —John Sculley


Cause Branding Digest, March 24, 2015


How Do You Develop a Great CSR Progam?
(Pro Bono Australia, 11.03.15)

Corporate social responsibility can become a source of tremendous social progress also works to boost the profile and reputation of the company that chooses the right social problem to champion and alleviate, writes CSR strategist Dora.


How Important Is Fairtrade for Brands?
(Marketing, 26.02.15)

This week saw Fairtrade Fortnight kick off with Mars announcing that all cocoa used in the manufacture of its flagship Mars Bar would be Fairtrade-certified by autumn 2015. It is just a part of its massive corporate commitment to sustainable sourcing, but is there a line dividing CSR and ethical marketing?


Corporate Social Responsibility: The Ultimate Marketing Tool
(European CEO, 13.02.15)

More companies are turning to corporate social responsibility in order to bolster their reputation, as well as their profits.


Marketers: It’s Time to Crowdsource Your Corporate Responsibility Programs
(Ad Age, 21.11.14)

Every year, in the comfy confines of oak-paneled boardrooms around the world, decisions of consequence are made by groups of predominately old white men about which causes and nonprofits will benefit from their corporate largesse.


“Transforming a brand into a socially responsible leader doesn’t happen overnight by simply writing new marketing and advertising strategies. It takes effort to identify a vision that your customers will find credible and aligned with their values.” —Simon Mainwaring


Corporate Branding Digest, March 23, 2015


3 Ways to Market Like a Millennial
(Ragan.com, 13.03.15)

A recent Adobe study showed how much the comms industry is changing, and a panel of marketing experts gave tips for brand managers seeking to be a part of it.


Building the Most Likeable Brand Architecture
(Branding Strategy Insider, 09.03.15)

While much has been written about when you should revisit your brand architecture and the things you should consider in doing so, often the conversations around how to structure brands seem to center on hierarchical concerns. “What do we have?” “How do we need to group it?” “How many levels?” “Is it consistent?”


What These 3 Brands Obsessed with Customer Obsession Are Doing Right
(Forbes, 06.03.15)

Building relentless relevance is tied to several critical must-haves, none more important than being obsessed with customer obsession. This is not a new trend and it’s not earth shattering, but what the old pros like General Mills, P&G, Nike ID, Mini-Cooper, Patagonia and Burberry are teaching us is that ceding your brand to customers (in a good way!) in order to drive relevance and bring your brand promise to life helps you win in ways that your competitors can’t.


The 3 Pillars of Consumer Confidence
(HubSpot, 05.03.15)

No matter what your ecommerce strategy involves, gaining consumer confidence is crucial to achieving success in 2015. Unfortunately, there are no shortcuts: consumer confidence can only be earned through hard work, but it’s a whole heck of a lot easier when you use these three easy steps as your guide.


“Great companies that build an enduring brand have an emotional relationship with customers that has no barrier. And that emotional relationship is on the most important characteristic, which is trust.” —Howard Schultz


Personal Branding Digest, March 20, 2015


From Hillary Clinton to Jeb Bush: The Importance of Personal Branding to the U.S. Presidential Hopefuls
(The Drum, 10.03.15)

Wally Krantz, worldwide creative director at Brand Union, asks if the usual rules of branding can be applied to the way the US presidential hopefuls are presenting themselves.


Build Your Personal Brand Website Along with Your Business
(The Business Journals, 06.03.15)

Although business owners spend a great deal of time promoting an enterprise through the company’s website, a recent study notes that personal websites can be just as important for branding.


10 Reasons Why Your Personal Brand Sucks
(Entrepreneur, 02.03.15)

I always tell people—entrepreneurs, executives, business leaders, anyone who will listen—that their personal brand doesn’t really matter. I tell them that customers pay for products and services, not them. Do they listen? No, not really. That got me thinking about why.


Why Introverts Excel at Personal Branding
(Forbes, 16.02.15)

Gregarious. Big personality. Chest-pounding. Outgoing. Braggart. Center of Attention. These are the words people shout when I ask them to describe the characteristics of someone who is good at personal branding. These words reflect a misconception that persists today, despite the evidence; countless successful personal brands have been created by people who consider themselves to be introverts.


“Social media is changing the way we communicate and the way we are perceived, both positively and negatively. Every time you post a photo, or update your status, you are contributing to your own digital footprint and personal brand.” —Amy Jo Martin


Lifestyle Branding Digest, March 18, 2015


Keynote: Creating Omni-Channel Content to Build a Seamless Brand Voice
(Strategy Online, 26.02.15)

With the explosion of technology, shoppers are engaging with brands across multiple platforms, so creating a voice that bridges all channels gives retailers and manufacturers a significant edge. This session will kick off with winning strategies for adapting to the Omni-channel world and generating frictionless content to drive engagement, from guru Suthamie Poologasingham.


Brand Innovation Targets Millennials at CES 2015
(Millennial Marketing, 13.01.15)

For years we have been saying that millennials are shaping the future of our consumer economy. As some of the world’s newest and most impressive innovations were displayed at CES 2015, it solidified our assumption that millennials have, in fact, taken over.


Why Does Lifestyle Branding Sell More than Luxury? (Video)
(Bloomberg, 16.12.14)

Goop CEO Lisa Gersh and Bloomberg’s Chris Rovzar discuss lifestyle versus luxury branding.


Airlines as Lifestyle Brands May Be the Future of Air Travel
(Skift, 07.11.14)

Could airlines secure profits and build customer loyalty by becoming the next hot lifestyle brands?


“Pleasure is more in contemplation than in realization.” —Malcolm Forbes


Cause Branding Digest, March 17, 2015


CJRW@SXSWi: Biz Stone of Twitter on Creativity, Success
(Arkansas Business, 16.03.15)

“The future of marketing is philanthropy” —Stone believes that the day is coming when brands and businesses will grab attention and customers through giving back. Already a popular approach for brands trying to connect with Millennials and make noise in social media, “cause marketing” will become the norm, said Stone, with brands and nonprofits teaming for mutual benefit.


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

Last year was a busy one for anti-corporate protesters. Workers walked out of big box stores and fast-food chains over wage issues. Drivers demonstrated against Uber’s compensation packages and tipping policies. Google saw its Bay-area bus service disrupted by protesters who believed the search giant was contributing to income and housing inequality.


Adopting the Right CSR Approach for Your Business
(AllVoices, 24.02.15)

Consumers are increasingly looking to businesses to demonstrate that they are ethically sound. Corporate social responsibility, or CSR, is now a key factor in the purchasing decision making process of many people.


Brands from KFC to Gucci Are Jumping on the Cause Marketing Bandwagon
(Ad Age, 06.06.14)

Cause marketing is big. Brands as diverse as KFC and Gucci are jumping on the bandwagon. Clients are asking if they should, too.


“A business that makes nothing but money is a poor business.” —Henry Ford


Corporate Branding Digest, March 16, 2015


Brand Storytelling 101: The Essential Elements
(Search Engine Journal, 10.03.15)

Branding. It’s not a new term by a long shot, but what branding means today is very different from what it once meant. There once was a day when a brand was simply thought of as a “look”. By creating a logo, choosing a color scheme and maybe some basic designs for signage, brochures, or other materials, you too could have your own brand.


Women Directors Change How Boards Work
(Harvard Business Review, 17.02.15)

We know that getting more women on teams can boost performance. The examples are numerous: Citing private internal research of 20,000 client teams, EY’s vice chair Beth Brooke has said that the more diverse teams had higher profitability and great client satisfaction than non-diverse teams. And professors Anita Woolley and Thomas W. Malone have learned that increasing the number of women on a team also increases its collective intelligence.


6 Ideas to Shake Up Your Digital Marketing
(Forbes, 12.02.15)

For some reason I have the number 6 on my brain this week. Not quite sure why. Yesterday it was 6 Ways to Take Advantage Of Negative Reviews and today it’s 6 Ideas To Shake Up Your Digital Marketing.


7 Secrets of ‘Servant Leadership’ that Will Lead You to Success
(Inc., 26.01.15)

By serving your employees, you can build a happier, more-productive business with a better bottom line.


“The only thing worse than being blind is having sight but no vision.” —Helen Keller


Personal Branding Digest, March 13, 2015


7 Hacks That Will Boost Your Personal Brand
(Forbes, 05.03.15)

If you’re familiar with online marketing, you’re probably aware of the power and potential of a personal brand. Anyone with knowledge and chutzpah can make a major online splash by building his or her personal brand.


Get the Attraction Magnet Working for Your Personal Brand
(Business 2 Community, 20.02.15)

Building a great relationship between your personal brand and your customers often comes with a path of least resistance, especially when trust is still being established. But this process can greatly improve with the right style of communication. Capturing that first lead and sale is just the first step, and you want to ensure that all of your time and effort is paying off for the long term.


How Developing a Personal Brand Can Help Women Boost Their Career Potential
(Geekwire, 11.02.15)

Recently, I had the opportunity to attend a small networking and branding event for professional women, organized by Fuel Talent and held at Rhapsody’s offices in Seattle. About 50 women gathered to learn more about how to craft their own personal brand.


How to Build Your Personal Brand
(Livemint, 15.02.15)

It’s not enough to just do your job well—you need to be able to showcase your skills, grow into bigger roles, and create the right kind of personal network.


“Successful people maintain a positive focus in life no matter what is going on around them. They stay focused on their past successes rather than their past failures, and on the next action steps they need to take to get them closer to the fulfillment of their goals rather than all the other distractions that life presents to them.” —Jack Canfield


Healthcare Branding Digest, March 12, 2015


Forget CIO vs CMO: Worry About the CIA of Data
(CIO.com, 12.03.15)

The canary has been in the coalmine for a few years now. If we are to believe the reports we read, the ascendancy of Chief Marketing Officers (CMO) in influencing and controlling IT spend has effectively pushed CIO’s even further into the organization as a support function. The rise of the CMO has also coincided with the rise of big data analytics and has bestowed CMO’s with even more power than ever before.


Mobile Development in Healthcare Has Taken a Rocky Road
(Mobile Marketing Watch, 25.02.15)

Mobile development in healthcare has taken a rocky road. Early on, mobile app development basically involved building a remote login for the desktop application. You’d just try to navigate the web apps on a tablet or phone–it didn’t really workout. There are some vendors that are still trying to go down that path. Other options involve an HTML5 application, which is really just a mobile website.


Storytelling in a Multi-Channel Universe
(Medical Marketing & Media, 24.02.15)

Marketers are only beginning to understand the intricacies of sharing a brand story on multiple connected channels—and not just those in healthcare.


Hospital Yoga and Other Marketing Targeted at Women: Does It Work?
(Healthcare Dive, 17.02.15)

According to the U.S. Department of Labor, women make approximately 80% of healthcare decisions for their families. In an effort to meet their needs, some hospitals are beginning to offer luxury services or other amenities for women, in addition to top-notch medical care. The Ripa Center for Women’s Health and Wellness at Cooper University Health Care in New Jersey is a multi-specialty center that focuses specifically on women’s healthcare.


“Learning is the beginning of wealth. Learning is the beginning of health … Searching and learning is where the miracle process all begins. ” —Jim Rohn


Lifestyle Branding Digest, March 11, 2015


Real Estate Marketing: The Allure of a Lifestyle Brand
(Gensler on Lifestyle, 10.02.15)

Consumer brands have long been able to attract customers by creating an entire lifestyle around their brand: images, messages and experiences that suggest a common point of view, a shared set of beliefs, membership in a tribe. The same holds true with hospitality brands. Just think of the letter W and not only does an aesthetic spring to mind, but you can also guess what kind of music will be playing in the lobby, what items will be in the mini bar, even how the other guests will be dressed. That’s the power of branding. Brands are about more than just a product or an ad; the logo is really just a shorthand symbol for a whole series of attributes and experiences—physical, verbal, and emotional.


Lifestyle Brands Are Acquiring Their Way to Becoming Tech Companies
(Quartz, 06.02.15)

It’s no fun playing catchup. In the fall Under Armour overtook Adidas for the first time in sportswear sales, but the athletic apparel and gear company is still far behind Nike. Under Armour is now trying to get up to speed in the digital space, accelerated by its recent acquisitions of the fitness and nutrition-tracking tools MyFitnessPal and Endomondo. In 2013, the sportswear maker also acquired MapMyFitness.


Use Lifestyle Content to Revamp Your Company’s Marketing Strategy
(Entrepreneur, 16.01.15)

Disney knows what its customers love and that’s just what it gives them. The entertainment media giant understands that a well-proportioned content strategy is crucial to effective marketing.


Airlines as Lifestyle Brands May Be the Future of Air Travel
(Skift, 07.11.14)

With competition increasing from all corners, airlines have to find a new way to adapt or die. Profiting from a lifestyle association with their passengers and building that brand loyalty could well be the missing link in airline evolution. Survival of the fittest isn’t just a Nike thing.


“Thought, not money, is the real business capital.” —Harvey S. Firestone


Cause Branding Digest, March 10, 2015


Show Your Heart and Tap into Cause-Related Marketing
(Media Update, 05.03.15)

The idea of cause-related marketing is not a new one. It has been practiced in the United States and UK for many years. And in South Africa too. In fact, if you look closely, you’ll notice that it’s everywhere.


Cause Marketing and Your Small Business: It Works When It’s Not Drudgery
(Business2Community, 21.01.15)

With today’s consumers becoming more aware that companies of all sizes are engaging in marketing tactics that involve charitable contributions, helping kids in need, feeding the hungry, and many other altruistic endeavors; many small business owners are starting to see cause marketing as just another gimmick. But the real truth is, marketing for a cause should never be a gimmick, and if you engage the people correctly, getting involved with a worthy cause is never a bad thing. However, if your only real motivation is your company’s bottom line, building a marketing plan around soup kitchens and sub-Saharan Africa just won’t work—there is an evident ploy here, and no one wants to be part of that.


4 Videos That Get Cause Marketing Right
(Marketing Land, 07.01.15)

Businesses can benefit by allying with charities, and contributor Kelsey Libert explains the right way to go about this.


Why Cause Marketing Is an Inside Job
(Forbes, 07.08.14)

Despite the wonderful work and contributions made by corporate foundations and cause marketing campaigns, there is a fundamental obstacle that cause marketers must overcome if they hope to truly have the impact they seek in the world and build the bottom-line of their businesses as a result.


“You don’t make progress by standing on the sidelines, whimpering and complaining. You make progress by implementing ideas.” —Shirley Chisholm


Corporate Branding Digest, March 9, 2015


Use Hashtags to Generate Greater Brand Engagement
(Forbes, 18.02.15)

The hashtag has become the new “like”—and that’s not a good thing. Just as marketers used to (and some sorry folks still do) obsess over how many Facebook likes they accumulate, many are now plastering hashtags on their communications and adding up the times they’re used.


The Mission Statement Is Dead! Long Live the Mission Narrative!
(Strategy + Business, 02.02.15)

The idea for this piece was rattling around in the back of my brain when I came across an interesting blog post on the Association for Talent Development’s site: “Why I Hate Mission Statements—But Love Missions.” The writer, Brad Federman, lays out many legitimate complaints about typical declarations: They have been wordsmithed into frothy blather, are too long to be remembered, and have little use beyond adorning the lobby wall. But Federman also argues, correctly, that a compelling mission has the power to shape a workplace and inform strategic and operational decisions. So what accounts for the disconnect? More importantly, how can it be bridged?


How to Really Listen to Your Employees
(Harvard Business Review, 30.01.15)

Let’s face it: strong leaders tend to be characterized by their strong opinions, decisive action, and take-no-prisoners attitude. These are important traits, but it’s equally important for managers to stand down and listen up. Yet many leaders struggle to do this, in part because they’ve become more accustomed to speaking than listening. So, how can you develop this muscle? What are the barriers to good listening and how do you overcome them?


Millennials Want You to Get to the Point
(Inc., 27.01.15)

Real engagement isn’t just bite-size. It has to start a conversation that leads to an experience.


“You can have the best strategy and the best building in the world, but if you don’t have the hearts and minds of the people who work with you, none of it comes to life.” —Renee West


Corporate Branding Digest, March 6, 2015


15 CMOs Share Their Secrets for Lasting Customer Love
(Forbes, 13.02.15)

We are living in the sharing age. Consumers and business can obtain instant information about products and services, and have more ways to share their views on them than ever before. From rants on social media sites to reviews on category-specific platforms, consumers and business buyers are having their say and listening to each other. As marketers, two vital implications of this sharing age are that we need to be more creative in the ways we reach customers, and that we must create more meaningful brand experiences for and with them.


Your Online Content Should Inspire ‘Cognitive Ecstasy’
(Entrepreneur, 25.01.15)

Humans love to have their minds blown. We are changed by that feeling of seeing or learning something perfectly new—that feeling we call “awe.” And, according to Jason Silva, that’s the secret to really spectacular online content.


12 Significant Ways that Great Leaders Are Different from the Rest of Us
(Inc., 19.01.15)

Set yourself apart as a great leader by emulating and cultivating the following traits of genuine leadership.


The Capabilities Your Organizations Needs to Sustain Innovation
(Harvard Business Review, 14.01.15)

Why are some organizations able to innovate again and again while others hardly innovate at all? How can hundreds of people at a company like Pixar Animation Studios, for example, work together to produce blockbuster after blockbuster over nearly two decades – a record no other filmmaker has ever come close to matching? What’s different about Pixar that enables it not only to achieve, but also to sustain innovation?


“One measure of your success will be the degree to which you build up others who work with you. While building up others, you will build up yourself.” —James E. Casey


Corporate Branding Digest, March 5, 2015


6 Ways to Take Advantage of Negative Reviews
(Forbes, 11.02.15)

With sites like Yelp and Google Reviews a single customer can share his or her poor experience with your company with millions of people by a few clicks of the mouse. From there, your reputation can be dragged in the mud by any crackpot or veiled competitor.


5 Common Fears of Leadership. And How to Conquer Them
(Inc., 28.01.15)

“In the absence of orders I will lead my team and accomplish the mission. I lead by example in all situations.” —Navy SEAL Creed


When to Sell with Facts and Figures, and When to Appeal to Emotions
(Harvard Business Review, 25.01.15)

When should salespeople sell with facts and figures, and when should we try to speak to the buyer’s emotional subconscious, instead? When do you talk to Mr. Intuitive, and when to Mr. Rational?


6 Secrets to Writing a Better Brand Positioning Statement
(Entrepreneur, 15.01.15)

A brand positioning statement is a concise version of your mission or vision statement. Sound intimidating? Well, they shouldn’t be. They are actually pretty simple to construct. These read, “I am a [noun, such as coach] who helps [audience, for example women] [result, i.e get healthy] so they can [benefit, for instance love their life!]”


“Great vision without great people is irrelevant.” —Jim Collins