Originally posted on CityAM.com.
Urgent memo to executives everywhere: please stop saying things like “failure is not an option.” Continue Reading →
Originally posted on Forbes.com.
Trends are a little like epidemics. They happen only when large numbers of people are in close contact and things are changing fast—the way they are now. As major upheavals like the Brexit vote and the U.S. election hurtle us all toward a 2017 that could define 2016 as the year of “you ain’t seen nothin’ yet,” we will see several trends that serve as the catalysts of or the commentary on the unintended consequences of major events. Continue Reading →
Originally posted on CommPro.
At first glance, Donald Trump’s big win on Nov. 8 is the kind of incredible, unexpected, underdog victory that most marketers only dream about. Continue Reading →
Originally posted on PRWeek.
I’d like to hope that of all the bubbles Donald Trump burst on election night, the biggest would be the filter bubbles that so many of us have digitally sealed ourselves into over the past several years. These controlled cocoons of consensus have reassured and reinforced our rightness and downplayed and demonized our detractors. Continue Reading →
Originally posted on D&AD.
Following the introduction of the new D&AD Professional Awards category for PR, Marian Salzman, CEO of Havas PR, offers some award-winning creative PR examples and tips. She explains why, in the ever-changing landscape of creative communications, PR matters. Continue Reading →
Originally posted on Forbes.com.
Now that everyone is a trendspotter, marketers also need to know that reviewing past sightings and predictions is an important part of the job. It’s not just to pat ourselves on the trends we called right or to cringe at sightings that failed to materialize. With that in mind, I reviewed my sightings from 2006, how they compared to the landscape in 1996 and what I saw for the future. Many of them have since evolved beyond what anyone could have predicted. Continue Reading →
#TRENDING: What Does It Take to Be a ‘Breakthrough’ Brand?
(Biz Community, 08.08.16)
In this ‘Year of Disruption,’ change is also being amplified by those brands that are disrupting the market. Interbrand has packaged this new generation of brands, these “upstarts and challengers,” to the established market as “breakthrough brands.”
Hey, Travel Marketers, so Here’s the Story …
According to the US Travel Association, direct spending on leisure travel by domestic and international travelers totaled $650.8 billion in 2015. Yet, even with this huge market, leisure travel is still just that—leisure.
Marketing Is Responsible for Creating Body Issues Among Boys, Study Finds
(Marketing Week, 08.08.16)
Brands must make a bigger contribution to the health and wellbeing of males aged 8-18, with many feeling pressured by advertising to look good, according to new research by the advertising industry’s think tank Credos.
4 Ways to Amplify Your Brand Message
(Huffington Post, 01.08.16)
A brand always has a message. When your brand message connects well with your target audience, converting them to customers becomes very easy. Top brands like Apple, Coca-Cola and Google are able to unify customers behind their brands because they got their core brand messaging to hit home with their many customers.
“Once a teen has been identified as part of the ‘target market,’ he knows he’s done for. The object of the game is to confound the marketers, and keep one’s own, authentic culture from showing up at the shopping mall as a prepackaged corporate product.” —Douglas Rushkoff
Social Responsibility Buoys Business Health
(Business in Vancouver, 02.08.16)
A business that is concerned only about profits is kind of like a person who is obsessed with his or her own body mass index (BMI). While a BMI can tell you vital information, it doesn’t give you a full picture of your health. Similarly, a focus solely on profit that ignores social responsibility does not give an accurate description of the health of a business.
Subway, Coca-Cola Launch Clean Water Cause Marketing Campaign
Subway and the Coca-Cola Company are partnering on a clean-water cause marketing campaign.
Record $373.25 Billion Given to U.S. Charities
(The NonProfit Times, 14.06.16)
Donors dug deep during 2015 and reached record highs in charitable giving for a second consecutive year hitting $373.25 billion, up 4.1 percent from 2014, according to preliminary estimates released today. It’s the first time in a decade that giving reached double-digit growth during a two-year period at 10.1 percent.
4 Ways to Share Your Brand’s Philanthropic Story
According to a 2015 study by Cone Communications, 64 percent of millennials use social media to address or engage with companies around social and environmental issues.
“[The] glorious power of free will to choose envisages beneficent social responsibility as manifest and welcome.” —Louis Sullivan
Massive Delta Outage Highlights Need for Quality Center Power Backup Plans
Business leaders must prepare for disasters made by man or Mother Nature with extensive, practiced recovery plans to avoid system shutdowns.
Crisis Risk in Rio: Business Must Play, too
(Huffington Post, 05.08.16)
My colleague, John Larsen, and I have worked with dozens of Olympic sponsors on crisis preparedness and response over the last two decades. And while the Rio Olympics have focused much attention state of preparation, it is easy to forget about the extraordinary behind-the-scenes efforts around crisis and security planning. But, in reality, crisis response for an Olympic games is largely a communications sport.
Studies Examine Twitter’s Growing Importance in Crisis Communications
(The Holmes Report, 01.08.16)
Two new studies underscore the importance of Twitter in both the start and spread of crises and the way in which people respond.
Six Strategies for Reacting to a Crisis Communications Situation
When dealing with a crisis communications situation, all businesses should have a plan in place ahead of time so they can react and respond immediately, thus preventing the situation from getting out of hand.
“We’ve got to be judged by how we do in times of crisis.” —Johnnie Cochran
Follow These 3 Steps to Determine Your ‘Personal Brand’
These days, we hear a lot about the importance of building a “personal brand.” While that might sound like a corporate buzzword, there’s a reason it comes up so often: Your brand is about how you’re seen by the world—including clients, investors, and, yes, the boss.
How to Supercharge Your Personal Brand
The digital evolution has not only provided anyone with a basic internet connection the ability to introduce themselves to the world, but to also manage the way they would like to be seen. Social Media, personal websites, blogs etc. are all part of the arsenal that can be used to show the world just who you are, what you stand for and why you should be taken seriously (or not) in your chosen field of interest – in short, your personal brand.
Why Every Personal Brand Deserves an Early Start
(Huffington Post, 03.08.16)
One Florida high school’s forward-thinking course is jumpstarting students’ professional lives.
How to Use Quora to Build Your Personal Brand
Quora is a forum where anyone can ask a question and those with decent opinions and/or subject matter expertise can chime in with an answer.
“The most important thing to remember is you must know your audience.” —Lewis Howes
Originally posted on Campaign US.
The communications landscape has gotten far more complicated than simple business-to-consumer and business-to-business campaigns. Today, everyone is a stakeholder, and companies and marketers need to talk to all of them. There was some discussion of business-to-human communications at the recent Cannes Lions Festival, but really what it comes down to is B2E—business-to-everyone.
The Importance of Ethically Sourced Products
(Huffington Post, 11.07.16)
What does ‘ethical marketing’ sound like to you? Does it sound more like a buzz word than a real promotional strategy? Maybe you rolled your eyes at the thought of barefooted advertising guys talking about ‘corporate social responsibility’. However, if you’re looking for a clear way to differentiate your brand and establish a clear strategic advantage for your product offerings online, CSR might be for you.
Cause Marketing: How Your Company Can Focus on Purpose as Well as Profit
Now more than ever before, cause marketing initiatives hold importance in the workplace. Companies who exhibit social responsibility have a competitive advantage as their values illustrate that they care about more than just increasing their bottom line. For consumers, this plays a critical role during the decision-making process and can be the difference between brand loyalty or disengagement.
If Humanity Were a Corporation …
(Sustainable Brands, 20.04.16)
… what would it take to make sustainability its brand and the sufficiency economy its value?
Boost Your Cause: Increase Donations with Mobile Payments
Mobile payments were designed with traditional buyers and sellers in mind, but they can be highly beneficial to nonprofit organizations that rely on donations for financial support. Here are a few simple ways your group can increase donations with the help of mobile payments.
“Martin Luther King did not say ‘I have a mission statement.’” —Simon Sinek
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
How 15 Minutes a Week on LinkedIn Can Boost Your Personal Brand
How to be productive on the social networking site without having to spend much time.
Drop Everything and Read this Guide to Personal Branding
(Career FAQs, 04.07.16)
Personal branding is the new black—it’s one of those gimmicky buzzwords that’s been around for almost 20 years and gets thrown around a lot, but no one really seems to understand it fully, or why it’s important.
The Top 7 Personal Branding Mistakes to Avoid
Personal brands are incredibly valuable tools, and you’ve already got the makings of one—your own identity. They can be used to aid you in finding new job opportunities, as marketing leverage for entrepreneurs and consultants, or as extensions of corporate brands to build trust in your key demographics.
9 Reasons Why Your Personal Brand Isn’t Resonating
Personal branding isn’t easy. It’s far more complex, in fact, than executing certain tasks, and then sitting back to enjoy the benefits.
“If you don’t think you need to develop your personal brand, my advice for you comes in the wisdom of two road signs: STOP; DEAD END.” —Jarod Kintz
How to Sell Kids on Vegetables
(The New York Times, 05.07.16)
The same marketing techniques used to convince children to eat junk food are highly effective in promoting fruits and vegetables, a new study has found.
When Digital Marketing Goes Wrong
(Cosmetic Surgery Times, 05.07.16)
Tweet an appointment reminder to a patient. Post photos from a Botox party on Instagram. Offer rewards for referrals. To social marketers, these strategies may sound like perfect cosmetic surgery promotions. But it turns out that each of these strategies could land a physician in court. That’s according to Alex Thiersch, a Chicago attorney and director of the American Med Spa Association.
How the Marketing of Clinical Trials Saves Lives
I know the hyperbole police will be all over me for the title but bear with me and read on before coming to any hyperbolic conclusions.
More than a Pathway: Why Patient Experience > Patient Journey
(Medical Marketing & Media, 08.11.15)
The “patient journey” is a common buzzword in the medical marketing vernacular these days. But, to maximize your product’s utilization, you must think beyond the journey and consider the entire patient experience (at Square 1, this is what we call “PX”). To have a successful PX that results in patient conversions, you must understand all aspects of each key player along the way—from practice to practitioner, and from staff to patient. While many companies talk about the patient journey, our multifaceted approach to the patient experience takes in the bigger picture and executes what works for the patient.
“If we can get people to focus on fruits and vegetables and more healthy foods, we’ll be better in terms of our healthcare situation.” —Tom Vilsack