Cause Branding Digest, November 24, 2015

Businesses Giving Thanks and Giving Back this Season
(Entrepreneur, 23.11.15)

As we prepare to celebrate another Thanksgiving with family and friends and lots of delicious food, we are reminded to be grateful for personal and professional things. With 2015 coming to a close, Thanksgiving, the start of the holiday season, is the perfect time to express gratitude for our own blessings in life.

Corporate Social Responsibility and Millennials: Why Your Game Must Be on Point [Infographic]
(Business2Community, 21.11.15)

For Gen Xers and Baby Boomers, cause marketing seems like the most brilliant idea since sliced bread—and it is a great idea. But for the younger generation, say those born after 1988—cause marketing has been on the scene since before they went home for the very first time. Cause marketing has become so ingrained in our society it is basically assumed (or nearly) that when you spend money with a decently sized corporation or a new, hip online upstart, some portion of your money is doing something good.

Cause Marketing and Digital Top Marketers’ Holiday-Season To-Do Lists
(PRWeek, 20.11.15)

Major brands are making big investments in their cause marketing and digital and social media for their holiday season campaigns, with companies from Toys R Us and RadioShack to Build-A-Bear Workshop and TJ Maxx boosting their spending in one or both areas.

Move Over Pink: What Millennial Men Want from Cause Marketing Campaigns
(Triple Pundit, 06.11.15)

Beards may be the trend du jour, but chucking razors during the month of November is more than just a fashion statement: It’s also a declaration in support of men’s health. Movember has slowly been gaining steam worldwide, asking men – and especially millennials – to embrace the 5 o’clock shadow to raise awareness for men’s health causes, an often underrepresented topic in the cause marketing world.

“Creating a strong business and building a better world are not conflicting goals—they are both essential ingredients for long-term success.” —William Clay Ford Jr.

Personal Branding Digest, November 20, 2015

8 Personal Branding Tips We’ve Learned from Kylie Jenner
(, 12.11.15)

Whether you like her or not, Kylie Jenner managed to reach celebrity status even before she could tweet. Now at 18, she’s living the life you’ve only dreamed of having in your far-fetched future. She’s worth approximately $5 million and was listed in Time’s Most Influential Teens for two years in a row.

How to Make Pinterest Work for Your Personal Brand
(Business2Community, 23.10.15)

Visual marketing is one of the best ways to attract an audience to your brand online. If you want to take your social media strategy to the next level then Pinterest will help you get there.

8 Reasons to Manage Your Personal Brand Online
(Crain’s Detroit Business, 15.10.15)

I’ve always said that your company’s brand is on social media whether you like it and know it or not. The same certainly is true for each of our own personal brands.

7 Traits that Make or Break Your Personal Brand
(Fast Company, 20.10.15)

You have a personal brand whether or not you build it. Here’s what goes into crafting other’s opinions.

“If you’re your authentic self, you have no competition.” —Scott Stratten

Health and Wellness Branding Digest, November 19, 2015

Health Care Marketing Moves from Multichannel to Omnichannel
(Ad Exchanger, 12.11.15)

It’s staggering to see the pace at which digital technology is changing the traditional and highly regulated world of health care.

Consumer Adoption of Digital Health Technology Low, Report Says
(iHealthBeat, 20.10.15)

Consumer adoption of digital health technology is relatively low, according to a Rock Health report released Monday, Healthcare IT New reports.

Oprah Winfrey Takes Stake in Weight Watchers as Company Refocuses on Wellness
(Los Angeles Times, 19.10.15)

Oprah Winfrey’s endorsement was once enough to boost books to bestseller lists and send sales soaring of products dubbed her “favorite things.” Now Weight Watchers International Inc. is counting on that influence to propel its waning weight-loss brand past the competition of free diet and fitness mobile apps.

Drugs that Turn Cancer into a Chronic Disease Need New Marketing Strategies: Report
(Medical Marketing & Media, 05.08.15)

The approvals of new medications for some blood cancers have been associated with improved survival rates yet pharma may not fully appreciate the marketing implications of these transformative therapies, according to a report.

“Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.” —Peter Drucker

Cause Branding Digest, November 17, 2015

Why Emerging Multinationals Are Embracing Social Responsibility
(Knowledge@Wharton, 12.11.15)

Earlier this year, Forbes reported that New York-based natural foods company KIND Snacks, in its first ten years, has grown from zero to over 450 million units sold. Its now-familiar rainbow-wrapped bars can now be found in over 150,000 retail stores. According to the article, founder and CEO Daniel Lubetzky’s focus is to “make profit and make a difference … achieve mass distribution and make his products healthy.”

Date Aid: Are Charities Sending the Wrong Message?
(The Guardian, 10.11.15)

A new campaign by Bond is challenging charities that use pity to drive engagement in their anti-poverty campaigns.

5 Companies Engaging Their Employees Around Sustainability
(TriplePundit, 21.10.15)

Sustainability is no longer a buzzword that companies can simply talk about in order to improve their image. Sustainability and corporate social responsibility are standard policies that every successful company must embrace to remain successful and profitable in the 21st century. Successful sustainability programs result in increased savings and profits through tax incentives and the inevitable consumer demand for greener products and services.

How Thoughtful Leaders Earn Employee Loyalty
(Convince & Convert, 09.09.14)

It’s axiomatic that customer satisfaction is every business owner’s first and highest priority. When customers are satisfied they will return and bring others. More customers means rising sales and profits. Right? Close, but wrong.

“When people are financially invested, they want a return. When people are emotionally invested, they want to contribute.” —Simon Sinek

Personal Branding Digest, November 13, 2015

Aligning Your Wardrobe Style with Your Personal (and Professional) Brand
(Entrepreneur, 05.11.15)

You have a personal brand, whether you’ve defined it or not. While we know there is more to a person than how he or she looks, in reality, potential clients, colleagues and other individuals you encounter will make judgments based on your appearance.

6 Personal Branding Tips I Learned from My Mother
(The Huffington Post, 04.11.15)

From the time I was little my mother had it ingrained in me that when people did nice things, especially when they gave you gifts it was necessary to send a thank-you note and to do it as soon as possible. It was important to acknowledge that person and by doing so it would leave a good impression. Call it an early lesson in building a reputation.

Personal Branding Is Not About You
(Forbes, 29.10.15)

When I deliver a personal branding keynote, the audience often expects me to reveal the secret formula for self-promotion and help them master chest-pounding techniques. True, Donald Trump’s “me, me, me” communication style has made him a contender for the Republican presidential nomination, but his approach only exacerbates misconceptions about personal branding.

Identifying Unique Point of View Is Step One in Successful Branding
(, 14.10.15)

What is your personal point of view? I pose this question to clients when I’m working with them to build their personal brand. Whether building a corporate brand, a product brand or cultivating one’s personal brand, branding is becoming a critical component in consumers purchasing decision. This is especially true when what you’re marketing is you, and is based on factors including your skills, knowledge, experience, connectivity, ability to deliver results and charisma.

“Absorb what is useful, reject what is useless, add what is specifically your own.” —Bruce Lee

Health and Wellness Branding Digest, November 12, 2015

Pharma Marketers: Don’t Ignore Men
(Medical Marketing & Media, 05.11.15)

As direct-to-consumer pharmaceutical advertising spend continues to increase (to $4.5 billion in 2014, according to MM&M), the billion-dollar question remains: Are pharmaceutical marketers effectively engaging the right audience?

The Growing Connected Health and Smart Home Industries
(iHealthBeat, 27.10.15)

The smart home is an emerging, high-growth market attracting many players, both old and new. With aggressive marketing and word-of-mouth campaigns, smart home products and services are gaining awareness and adoption among consumers. Many purchase one smart device at a time to solve an individual problem, while others purchase through a service provider that offers a bundle of products and services. Currently, about 10% of U.S. broadband households now have some smart home product, service or both.

This Is Your Office, if Ex-Goldman Twins Have Their Way
(Bloomberg Business, 23.10.15)

Last October a New York startup called Delos, run by twin brothers who were once partners at Goldman Sachs, published what may be the most marketable proposition in real estate short of a front lawn overlooking the Fountain of Youth.

With Its Eye on Consumers, Health Care Attempts a Shift from Volume to Value
(Ad Exchanger, 20.10.15)

I used to hear that health care was behind other industries when it comes to digital technology adoption and delivering immersive consumer experiences. It may be behind CPG, retail, finance and travel, but it is by no means slower. The industry is evolving quickly, largely because it is finally putting the consumer at the center of its ecosystem, as opposed to the health system, provider, channel or technology. The moment the consumer becomes the center of an industry ecosystem, the opportunities and the challenges become fairly consistent and industry agnostic.

“We should not look back unless it is to derive useful lessons from past errors, and for the purpose of profiting by dearly bought experience.” —George Washington

Cause Branding Digest, November 10, 2015

Businesses Serve Up Veterans Day ‘Thank Yous’ to Those Who Served
(, 10.11.15)

These corporate gestures of goodwill are growing in number, experts say, as brands realize they have much to gain by promoting a cause whose appeal crosses geographic and political lines, and as social media makes it easier for people to learn about and share promotions.

Condoms, Mustaches Find Mutual Cause in Movember
(CNBC, 09.11.15)

This Movember, SKYN by LifeStyles wants you to grow a mustache and remember to use protection. The Ansell Healthcare condom manufacturer is teaming up with The Movember Foundation to raise awareness for men’s health issues.

Deep Focus Creates ‘Impact’ for Cause-Related Efforts
(MediaPost, 06.11.15)

Creative shop Deep Focus is launching a dedicated cause-marketing unit to help clients connect with advocacy groups and organizations.

7 Ways to Build Trust with Your Clients
(TriplePundit, 20.10.15)

Great companies succeed because they understand the people they serve. When you begin working with a new client, you don’t sit across the table from balance sheets and industry numbers; you meet with people — all of whom have unique personalities, ambitions and challenges. Getting to know those people can be the difference between a lasting partnership and a failed sales pitch.

“If it is not in the interest of the public, it is not in interest of business.” —Joseph H. Defrees

Personal Branding Digest, November 6, 2015

On Personal Branding: An Interview with Guy Kawasaki
(Search Engine Journal, 02.11.15)

At Pubcon 2015 in Las Vegas, I had the opportunity to speak with Guy Kawasaki, Chief Evangelist of Canva, about the growing importance of personal branding in today’s workforce.

The 3 Core Ways to Build a Personal Brand
(The Huffington Post, 26.10.15)

Amidst an era where social media has dominated the ways in which we receive, interpret, and communicate information, personal branding has become a crucial part of our expression, and a key factor of how we are absorbed and understood by others. There are three key elements we can work on in order to develop our personal brand: publishing content, getting press, and handling interviews.

The Best You: Tactics to Build Up Your Personal Branding Online
(, 14.10.15)

Your online reputation can make or break you not only personally but professionally. Thanks to the ease of use of search engines and social media, your triumphs, successes, and failures are in the public eye.

Leaders Do 3 Things Every Day to Strengthen Their Personal Brand
(Forbes, 12.10.15)

Personal Branding is a leadership requirement, not a self-promotion campaign. Successful leaders know this and they make it a point to focus on advancing themselves by serving others. According to my organization’s research, less than 15% of leaders have defined their personal brand and only 5% are living it every day. A lot of leaders talk about personal branding, but few hold themselves accountable to take action. This explains why leaders have difficulty reinventing themselves; only 32% of leaders define themselves as being change agents – at a time when every leader must be a change agent or face extinction.

“Personal branding is about building authority that gets people to pay attention to your message and want to share it and recommend it to others.” —Mark Traphagen

Health and Wellness Branding Digest, November 5, 2015

Patient Portals and Missed Opportunities
(MediaPost, 28.09.15)

As value-based care becomes common practice, healthcare organizations are working to increase patient engagement—but are current engagement strategies getting the job done when it comes to improving outcomes long term?

Health-Care Marketing Diagnosis: Endless Opportunities
(, 16.09.15)

The health-care IT market is estimated to reach $61 billion by 2020, as more providers leverage technology to offer remote and mobile services and embrace electronic record-keeping and patient communications.

How Is Healthcare Marketing Changing in the Digital World?
(Econsultancy, 20.08.14)

In an industry where the product takes centre stage, how can a company create a meaningful corporate brand that adds value? And beyond the product, what go-to-market innovations can be found in a realm where data security is paramount?

How 3 Hospitals Use Periscope for Patient Engagement
(, 08.07.15)

Several hospitals are blazing trails with Twitter’s live-streaming platform. Let’s look at how three providers are delivering health and wellness to patients via real-time video.

“What’s important at the grocery store is just as important in engines or medical systems. If the customer isn’t satisfied, if the stuff is getting stale, if the shelf isn’t right or if the offerings aren’t right, it’s the same thing.” —Jack Welch

Corporate/Lifestyle Branding Digest, November 4, 2015

Measuring Emotion in Native Advertising
(Forbes, 08.10.15)

The last few years have seen an explosion of innovation in advertising formats. From real-world goods that reward you for accomplishments in mobile apps to far deeper engagement with original content, marketers and their startup technology partners have been looking for ways to spread brand messages that people don’t simply filter out.

How Morgan Spurlock Started a Branded Content Revolution
(Adweek, 02.10.15)

You wouldn’t think the man behind the documentary Supersize Me, which vanquished the fast food industry, or that that same man, whose follow up film documented the ubiquity of product placement in popular media—then paid for the film with product placement—would end up making content for brands.

Travel Agent as Therapist: The Rise of the Travel Shrink
(Travel Market Report, 21.09.15)

It’s a label with which travel advisor Hope Yonge was christened a decade ago, and one she still wears proudly. She’s even incorporated it into her email address.

Why CMOs Are Shifting Their Focus from Customer Acquisition to Retention
(Marketing Week, 28.08.15)

Sales and customer service teams are changing. Rather than having people sit in cubicles for eight hours a day making calls, companies are now taking advantage of the latest cloud-computing technology to create virtual teams whose members are distributed across the globe, speaking with prospective and current clients in their individual locations.

“If you’re not a risk taker, you should get the hell out of business.” —Ray Kroc

Cause Branding Digest, November 3, 2015

Corporate Giving Tied to Branding, Image
(AZCentral, 25.10.15)

Businesses aren’t bashful when it comes to promoting their ties to philanthropy.

CSR Success: How to Choose a Philanthropic Partner
(Business2Community, 25.10.15)

You want to make an impact in the community. Whether it’s with a one-time contribution or through a philanthropic partnership, your next step is to select the right philanthropy for your business. What cause should you support? To whom should you donate? Where do you even begin?

Branding and CSR Go Together
(Business Standard, 20.09.15)

Corporate Social Responsibility (CSR) is all about stakeholder accountability, transparency in all dealings and sustainability. All this creates a ‘responsible’ halo around the business and helps companies build trust. It provides a platform of moral uprightness and establishes a company’s reputation in the minds of customers and employees. And this is absolutely crucial for brands as it helps to attract and engage with customers on a continuous basis.

Role Businesses Should Play in Social Change
(Triple Pundit, 09.10.15)

As we move further into the 21st century, the global community faces an array of difficult challenges. Over one billion people are struggling with water scarcity, a problem particularly salient in California due to the ongoing drought. Alternatively, in places like Africa, the fight against dangerous diseases such as Ebola has captured the world’s attention. In order to overcome the challenges that face us all, we all must accept the responsibility to act. We each have a role to play — every individual, every city, every country and every business.

“Goodness is the only investment that never fails.” —Henry David Thoreau

Corporate Branding Digest, November 2, 2015

Employer Branding: Why It’s Time Marketing, Execs and HR Worked Together
(VentureBeat, 01.11.15)

When working at Virgin circa 1993 I recall the managing director of Virgin Games, Tim Chaney, claiming that the Virgin brand was one of the most recognized brands in the U.K. At the time, Richard Branson was building his empire on service/product promise, savvy advertising and word of mouth—well before PCs on desks with Microsoft Word and Google was commonplace. The realization of that time: the Virgin employer brand naturally inspired acquisition of talent, retention and loyalty of employees, and communicated a clear vision to optimize performance and engagement.

Even the Smallest Business Can Sink Its Teeth into These 10 Branding Lessons from Apple
(Business2Community, 28.10.15)

It’s difficult to imagine a more inspirational branding success story than Apple. Founded by two college dropout buddies who borrowed the money to build their first computers based on good faith and a promise, Apple is now America’s first $700 billion company. Moreover, it is one of the most recognized, respected and iconic brands in the world.

Chinese Companies’ Global Public Relations Imperative
(Forbes, 26.10.15)

“For many Chinese companies, ‘branding’ means designing a new logo, ‘marketing’ is the equivalent of purchasing ads on China Central Television (CCTV), and ‘P.R.’ stands not for ‘public relations’ but rather ‘pay the reporter.” David Wolf, a China PR veteran, shared this joke with me a few years ago. While it is certainly a generalization, Wolf’s words should not be taken lightly. He literally wrote the book on public relations in China and has spent the better part of two decades in the Middle Kingdom advising Western and Chinese executives on public relations and crisis management. His words hit on the critical reality that Chinese companies tend to focus on business activities linked to short-term performance, such as sales, rather than less “tangible” ones that are essential to long-term success, such as marketing, advertising and public relations.

3 Ways to Create the Company Culture You Want
(Entrepreneur, 06.10.15)

Successful businesses have learned to look beyond skills to whether prospective employees mesh with their company culture from the start.

“If you don’t have a competitive advantage, don’t compete.” —Jack Welch

Personal Branding Digest, October 30, 2015

The 7 Personal Branding Mistakes that Can Ruin Entrepreneurs
(The Huffington Post, 27.10.15)

Every company has a brand—an image, a reputation, and a persona that defines that company’s character and reputation. What most people don’t realize is that you can also establish and build a personal brand—an image, a reputation, and a persona that defines your own professional character and reputation.

3 Infallible Principles for Personal Branding from Pope Francis
(Entrepreneur, 05.10.15)

A brand has captured the hearts of people around the world, and its enthusiasts are responding with religious fervor. It isn’t Apple or Google. The brand is a person, who happens to be the Pontiff — Pope Francis.

5 Ways to Rock Your Personal Brand on Twitter
(Business2Community, 01.10.15)

You started your blog, recorded a few podcasts, event attended an event or two. Yet people are still not 100% sure who you are. Kinda hurts, right?

Trump’s Brand Bonanza
(Forbes, 29.09.15)

Forbes employs a consistent policy of not giving members of The Forbes 400 goodwill for their personal brand, on the theory that their net worth already incorporates any value derived from it. That means you, Oprah Winfrey, Steven Spielberg–and Donald Trump. But as an academic exercise, it’s a fair question. If you separate it from what it already contributes to his net worth, how valuable is Donald Trump’s brand? He says it’s $3 billion or more. Is he right?

“The more you like yourself, the less you are like anyone else, which makes you unique.” —Walt Disney