Health and Wellness Branding Digest, April 23, 2015


As Consumers Access Health Data, a New Market Emerges
(Forbes, 22.04.15)

Whether by gathering data from your gut, your womb, or your head, new digital devices are designed to track wellness in ways that could transform how individuals manage their own health. Four leaders of the emerging “Internet of Bio Things” market joined Buzzfeed News reporter Stephanie Lee on stage at Techonomy Bio 2015 for a discussion about how they aim to improve consumer access to health data, and what will render that data more than just a curiosity, and truly useful.


Researchers Find Safety Disclaimers Do Not Register with Consumers
(Medical Marketing & Media, 03.03.15)

Researchers at Brigham and Women’s Hospital, a teaching hospital affiliated with Harvard Medical School, took a look at weight-loss supplement disclaimers—”This statement has not been evaluated by the Food and Drug Administration”—and did not like what they saw.


A Call to Health and Wellness Brands: Dare to Be Authentic to Be Effective
(MediaPost, 29.08.14)

We’ve all seen it before—exaggerated or unfounded claims tied to health and wellness products in an attempt to appeal to health conscious consumers. So it wasn’t too surprising when Dr. Mehmet Oz began hyping the alleged fat-burning effects of various supplements. However, the cacophony of criticism (including even a congressional hearing) that arose from both consumers and regulators as a result, was noteworthy.


Health & Wellness Within the Wearables Market
(Twice, 26.08.14)

The wearables market represents a significant new market opportunity for device OEMs. Fitness and health trackers currently represent the most popular category within the wearables market, and product models can range from low-end, simple pedometers to high-end, multifunctional trackers with integrated heart rate monitoring and GPS functions.


“When a positive exchange between a brand and customers becomes quantifiable metrics, it encourages the brand to provide better service, customer service to do a better job and consumers to actively show their gratitude.” —Simon Mainwaring


Lifestyle Branding Digest, April 22, 2015


What Origins Discovered When It Went After the Millennial Market
(Fast Company, 14.04.15)

Lessons in marketing face cream to women too young for wrinkles, but seeking a natural glow.


Being Human Is How Your Branding Strategy Will Succeed
(Entrepreneur, 08.04.15)

Ask any group of people what branding is and they’ll tell you all sorts of things. From the logo and business cards to the reputation of a company. They’ll talk about branding being an experience, interaction and visuals that match. And they’re right: All of these things are part of branding.


Pay Attention to Details if You Want Your Customers to Pay More
(Small Business Trends, 24.03.15)

Providing a great value is something customers usually appreciate. And in some instances, customers don’t mind paying a bit more for a better overall experience either.


9 Steps to Creating Successful Brand/Celebrity Partnerships
(Forbes, 02.03.15)

The right brand-celebrity partnership can be a very successful tool in building brand equity and establishing believable connections with consumers. On the other hand, the wrong partnership can be devastating to a brand. This is why it is so important to take the right steps to improve the likelihood of success.


“Brand is not a product, that’s for sure; it’s not one item. It’s an idea; it’s a theory; it’s a meaning; it’s how you carry yourself. It’s aspirational; it’s inspirational.” —Kevin Plank


Health and Wellness Branding Digest, April 16, 2015


Shifting from Weight Management to Wellness
(Food Business News, 01.04.15)

Consumers are thinking less about weight management and more about wellness these days. The result is both food and beverage manufacturers and retailers are reconsidering how they present products to the market.


Mobile for Wellness? ‘App’-solutely!
(Workforce.com, 26.03.15)

You can’t have a wellness program without wellness apps. At least not in 2015.


Gen Y Battling for Balance, Wellness and Less Tech
(MediaPost, 16.02.15)

What does Gen Y really want, in addition to the latest smartphones and all the tech they can handle? Balance, a break from their phones, and escape from technology. Those are among the findings of Mindful Millennials, a new survey from digital health and wellness media platform MindBodyGreen.


Mobile Marketing Report: The Wellness Game
(Medical Marketing & Media, 01.02.14)

Pharma has solved, or at least cut down to manageable size, many problems. Once-feared diseases have been rendered impotent. Bona fide health scourges have been sent the way of the dodo bird. And yet one problem remains frustratingly, intractably resistant to just about every potential antidote: adherence.


“We should focus our efforts on creating environments for our innate psychological needs to flourish.” —Daniel Pink


Cause Branding Digest, April 14, 2015


7 Reasons Walmart Has Given Me Hope About Green Marketing
(GreenBiz, 23.03.15)

Twenty-five years ago this month, my book The Green Consumer hit U.S. bookstores. It promised that “Every time you open your wallet, you cast a vote, for or against the environment.”


5 Companies Doing Corporate Philanthropy Right
(Triple Pundit, 09.03.15)

Some companies just get it. They understand that nonprofits are out there fighting to make the world a better place, so they institute corporate giving programs that provide more funds, in more ways, to more organizations.


What’s the Best Way to Market Your Charitable Giving?
(Entrepreneur, 16.10.14)

From the red Dell laptops for AIDS awareness to pink Nike high-tops for breast cancer research, more companies are embracing social causes as ways of helping themselves and others. Such cause-related marketing generally produces win-win outcomes: The for-profit companies generate goodwill and earnings, while the nonprofit causes share in income they may not otherwise have seen.


‘Green and Growth Can Go Hand in Hand Together’
(Forbes, 23.09.14)

What a difference a decade makes. Corporate leadership is now very keen to be seen to be embracing the values of sustainability. But individual leadership has also made all the difference. Once UN Secretary General Ban Ki-Moon threw his weight behind the Climate Summit in New York, it moved onto a different platform.


“Progress is impossible without change, and those who cannot change their minds cannot change anything.” —George Bernard Shaw


Corporate Branding Digest, April 13, 2015


Customer-Centric Marketing Is Profitable Marketing
(Direct Marketing News, 03.04.15)

Not many marketing executives have an opportunity to revitalize a legacy brand. On a daily basis, however, all marketers must challenge conventional wisdom and status quo thinking, regardless of whether they work in a venerable 80-year-old company or a frisky startup.


The Five Keys to Marketing an Emerging Service or Product
(Forbes, 21.02.15)

Anyone with a knack for trading, sufficient startup capital and a tolerance for risk can launch a business venture. But creating consumer demand takes more than personal chutzpah. A company’s ability to create demand is dependent on five key factors.


Marketing Is Dead, and Loyalty Killed It
(Harvard Business Review, 01.02.15)

So, you’ve worked your way up the corporate ladder to become Chief Marketing Officer. Pat yourself on the back – you deserve it! All done? Good. Now, please accept my condolences. Your job is obsolete, and unless you turn yourself into a Chief Loyalty Officer, you’re sure to eventually be replaced by one.


How the Best Leaders Engage Employees in the Workplace
(Inc., 06.10.14)

The best leaders have the capacity to dream big and reimagine the organization in ways that inspire greatness.


“You have to think of your brand as a kind of myth. … It has to have emotional content and all the themes of a great story: mystery, magic, adventure, intrigue, conflicts, contradiction, paradox.” —Deepak Chopra


Lifestyle Branding Digest, April 8, 2015


The Characteristics of Effective Brands
(INSEAD Knowledge, 08.04.15)

Strategic brand building is becoming increasingly common but is also a critical way to ensure success in today’s complex and turbulent marketplaces. In branding, owning a word or a sharp phrase can anchor a company’s message and position, but building a brand as timeless as Volvo takes evolutionary strategic thinking too.


The Fine Art of Collaboration
(High Snobiety, 07.04.15)

With branding collaborations almost as frequent as regular collections these days, the premise behind that little “x” is becoming thinner all the time. David Hellqvist asks, “what makes a collab worthwhile and how much is too much?”


How Pro Sports Teams Are Taking the Customer Experience to the Next Level
(Forbes, 20.02.15 )

Customer eXperience, or CX is among the hottest issues facing CMOs and all marketers today. The need to provide the most optimal CX at all times is essential for success.


5 Secrets to Engaging Aspirational Consumers
(Fast Company, 15.05.14)

This new class of shoppers cares about style, status, and doing right by the planet. Here’s how to reach them


“In Britain, eponymous lifestyle branding as we know it started in the late 1960s, with two fascinating families—the Conrans and the Ashleys—who in increasingly brilliant settings and catalogues sold rather different visions of what the new ideal upper-middle-y life looked like.” —Peter York


Cause Branding Digest, April 7, 2015


What Volkswagen Can Teach You About Values-Based Marketing
(Entrepreneur, 13.02.15)

Some of this year’s Super Bowl commercials focused on tugging at viewers’ heartstrings, challenging stereotypes and trying to make the world a better place—and for good reason. Some companies know that to build an enduring business, they should stand by core values.


Q&A: The Rise of ‘Buy Our Product, Change the World’ Positioning
(MediaPost, 24.01.15)

It’s certainly not news that consumers believe that the decision to buy certain brands—and shun others—can change the world. It’s an idea at least as old as the boycott (circa 1880), and as current as the enthusiasm for electric cars and GMO-free potato chips.


What Gets the Worst Marketing ROI? Your Corporate Social Responsibility Report
(Ad Age, 26.09.14)

Three ways to improve the value of your CSR report.


The Dangers of Cause Marketing
(Bloomberg Business, 03.09.14)

Children’s Miracle Network Hospitals was one of the big winners of the 2014 Cause Marketing Forum “Golden Halo” Awards, which recognize companies and nonprofits that successfully link charitable purposes with for-profit enterprises. The charity has raised billions of dollars over the past three decades for more than 150 children’s hospitals across North America and has developed partnerships with dozens of Fortune 500 companies to do so. It’s an outstanding organization that continues to develop innovative approaches to furthering its mission.


“Try not to become a man of success, but rather try to become a man of value.” —Albert Einstein


Corporate Branding Digest, April 6, 2015


How PR Is Seizing the Advantage in Content Marketing
(The Drum, 18.03.15)

Over the past decade, as the internet has decimated circulations and ad revenues, publishers have both cut back on journalists and resources and come to rely more on PR to fill space with stories. (And interestingly, there has been a steady, decade-long drift of experienced hacks over to the ‘dark side’, tempted by better wages and prospects; magazines and newspapers’ losses have been PR’s gains).


You Have to Be Fast to Be Seen as a Great Leader
(Harvard Business Review, 26.02.15)

It’s obvious that business is moving faster and faster and that to keep up, leaders at all levels need to know how to pick up the pace.


What CMOs Can Learn from Fallen Journalists
(Forbes, 19.02.15)

What a week it was for journalists. Noted New York Times media columnist and luminary David Carr passed away. Arnaud de Borchgrave, former Washington Times editor in chief and celebrated foreign correspondent, passed on February 15. CBS correspondent Bob Simon perished in a car crash. Brian Williams’ credibility continues its downward spiral as people question his spurious claims about a helicopter skirmish in Iraq and other reports. And those who consider comedian and filmmaker Jon Stewart a journalist are lamenting his resignation as The Daily Show host.


3 Tips for Building Your Brand by Giving Away Images
(Entrepreneur, 03.12.14)

Building up a solid resource of free images online is a great way to create an effective digital asset that will keep driving traffic and references to your site.


“Define what your brand stands for, its core values and tone of voice, and then communicate consistently in those terms.” —Simon Mainwaring


Personal Branding Digest, April 3, 2015


4 Questions to Ask When Perfecting Your Personal Brand
(Entrepreneur, 19.03.15)

The impression you make both on and offline can make or break crucial relationships when starting or running a business.


Career Advice for 2015: How to Build a Personal Brand
(Financial Post, 05.03.15)

Your online presence can play a huge role in the job search. You’ve probably heard it before: 47 percent of employers search online profiles immediately after receiving an application from a promising candidate.


4 Tips for Building Your Personal Brand
(Business2Community, 28.02.15)

When entering into the professional market, your personal brand is everything. It showcases your credibility, your experiences, and what you have to offer. You may already be familiar with the foundational aspects of personal branding, such as creating a compelling LinkedIn profile and developing an online blog presence; however, there are a few things that are generally forgotten. Oftentimes PR and advertising professionals focus many of the efforts on developing brands for clients, but today we will give four key tips to help you make your brand stand out.


How to Make the Most of Your Personal Brand
(CMI, 26.02.15)

Don’t just look in the loft for what needs a clear-out this spring—look in the mirror. Personal branding experts reveal their secrets to a successful spruce-up.


“You have to understand your own personal DNA. Don’t do things because I do them or Steve Jobs or Mark Cuban tried it. You need to know your personal brand and stay true to it.” —Gary Vaynerchuk


Health and Wellness Branding Digest, April 2, 2015


Kohl’s Bets Bit on Health and Wellness to Pump Up Sales
(Forbes, 26.03.15)

Kohl’s is betting on items like Gaiam yoga pants, NutriBullet blenders and Fitbit fitness-tracker wristbands to add $1 billion in sales to its $2 billion health-and-wellness business in three years..


Poll Shows All Ages Seek Digital Health Tools
(Medical Marketing & Media, 25.02.15)

Americans are into digital health—so much so that communications firm Makovsky and research firm Kelton found that 66% of poll participants are willing to use a mobile app to manage their health.


Health Builds Brands and Business
(MediaPost, 12.12.14)

Brands that are not directly health-related are becoming health relevant. This is because the world now expects more from a brand than just products; people want to see a sense of purpose, of corporate responsibility and global citizenship. And where better to make a real difference than in health? The one thing you can be sure absolutely everybody cares about.


‘Health-Committed’ Consumers Represent Major Opportunity for Brands, Retailers
(MediaPost, 29.10.14)

People who are committed to healthful eating and lifestyles are well-informed about ingredients and food labels, and hard to sway with label claims. Yet they don’t fully appreciate the health benefits of frozen fruit and vegetables.


“What helps people helps business.” —Leo Burnett