Consumer/Lifestyle Branding Digest, May 25, 2016


In the Spirit of Budweiser’s ‘America’ Campaign, Smaller Brands Should Also Celebrate All Things U.S.
(Entrepreneur, 18.05.16)

Budweiser just recently announced that it’s changing the label on its signature beer can. The brand is actually changing its name from Budweiser to America, but keeping the brand’s iconic script logotype in the naming.


Content Is King, but for Brands, There’s too Much of It
(Econsultancy, 11.05.16)

By creating content and not ads, brands are hoping that they can reach consumers and build stronger relationships with them, but cutting through the clutter is increasingly difficult because of the deluge of content.


Locating and Levering Inside Sources of Consumer Insight
(Phys.org, 27.04.16)

Most people do not really know why they buy what they buy, eat what they eat, or do what they do! As consumers we can make something up or answer a survey, but we don’t know buying trends and behaviors as well as those directly in the field. Sales associates or food service workers, for example, watch dozens—or even hundreds—of consumer decisions every day. These experts are the Inside Sources.


3 Techniques to Keep Your Content from Being Ignored
(MarketingLand, 26.04.16)

The days of vintage advertisements, where glitzy sales techniques were employed to get new buyers, is long gone. The campaigns from the 1960s “Mad Men” days cause many of us to shudder at the duplicity involved.


“Content marketing is all marketing. Without content, there is no marketing.” —Ian Lurie


Cause Branding Digest, May 24, 2016


Why Brands Should Take a Lesson from Unilever on Sustainability
(CampaignLive, 17.05.16)

The consumer has now become the dictator, forcing many big brands to change their ways. In its latest sustainability report, Unilever has revealed why its focus on this issue is proving good for business.


The ‘Truth’ About Modern Cause Marketing
(Huffington Post, 28.04.16)

Just like promoting any consumer brand, starting a lasting conversation about a particular non-profit, cause or charity requires collaboration across all lines of marketing communications. The media landscape is in a state of constant evolution, and just like brand marketers, non-profits need to embrace evolving opportunities and techniques in order to be effective. We’re learning much about this category through our work with Truth Initiative, the national public health organization that funds and directs the truth® campaign.


Ad Campaign Encourages Creatives to Think Beyond Consumerism
(Sustainable Brands, 05.04.16)

Artist network Brandalism believes that the talent, energy and creativity of ad agency employees is “sinking into an ever-expanding black hole.” The network recently launched a campaign to appeal to those who feel the same, by placing several posters in front of ad agency offices in Manchester and London.


Corporate Philanthropy Can Have a Positive Impact on Employees
(Phys.org, 27.01.16)

Corporate philanthropy benefits organizations in many ways: Giving enhances a business’s reputation and strengthens a business’s efforts toward corporate social responsibility. But does corporate philanthropy do anything to benefit a business’s employees?


“Globalization makes it clear that social responsibility is required not only of governments, but of companies and individuals.” —Anna Lindh


Corporate Branding Digest, May 23, 2016


The Evolution of Office Space: Goodbye Boxy, Hello Artsy
(RE Journals, 24.05.16)

Today’s office spaces are increasingly being shaped by company culture, as businesses look to incorporate their corporate branding and values.


Employer Branding: How a Strong Employer Brand Helps Attract Top Talent
(Huffpost Business, 11.05.16)

Your company has two brands, not one: The brand you know is what your company as a manufacturer or service provider stands for, your corporate brand. The one you may not be aware of is what people think of you as an employer, your employer brand.


Cisco Changes Everything with New Branding Campaign
(Forbes, 03.05.16)

A corporate brand should speak volumes about a company’s mission and differentiation and should be the first thing that comes to a customer’s mind when they think about a company. It’s not just the imagery (though that is certainly important), but rather the feelings and associations that it elicits. Contrary to popular belief, B to B brands are just as important as B to C brands, although executions and targets are different.


Huge Branding Lessons from Donald Trump
(Upstate Business Journal, 25.04.16)

Without commenting on his style, substance or politics, it’s obvious that Trump is doing some things right from a branding perspective. I think we can learn some things about the basics of building a corporate brand from his success over the past year. Below are two of the six marketing principles that are working for Mr. Trump and that work for businesses and brands everywhere.


“Never underestimate small news organizations. Social media and newswires can take your story global, fast.” —Rick Amme


Personal Branding Digest, May 20, 2016


Why ‘Results-Oriented Professional’ Is the Worst Personal Brand
(Forbes, 15.05.16)

Most of us learned whatever we know about personal branding during the “Dress for Success” era. Our resumes and LinkedIn profiles still read as though they were written in 1987.


An Open Letter on Personal Branding to Those Just Starting Their Career
(Huffington Post, 03.05.16)

Personal branding is a major buzzword these days. It’s been construed to cover a plethora of topics and can be misleading to some. But you have to be careful whom you listen to; personal branding is not meant to pigeonhole anyone. Especially those just starting out!


7 Ways Your Personal Brand Sucks
(Business.com, 29.04.16)

Personal branding is one of the main ways you are going to market your brand. Failing to do this will leave you in a difficult position.


4 Ways to Design a Positive Personal Brand
(Chicago Business Journal, 29.04.16)

Everyone in the workforce, irrespective of stature or level therein, must be mindful of one critical truth: Your brand goes wherever you go — because your “brand” is you!


“Today we’re living in an anti-Waldo world, where you don’t want to blend in and have people struggle to find you. You want your personal brand to stand out like you’re wearing a red and white sweater, and everyone else has on black.” —Jarod Kintz


Corporate Branding Digest, May 16, 2016


Here’s What ‘Employer Branding’ Should Look Like on Company Career Platforms
(Entrepreneur, 16.05.16)

Employer branding is kind of a big deal. In fact, it was named a leading trend in LinkedIn’s Global Recruiting Trends 2016 report: 59 percent of the 3,894 talent leaders surveyed said they had invested more in their employer brand, compared to last year.


‘Employer Branding Is a Mirror’
(HRMAsia, 12.05.16)

Watch brands spend billions of dollars on advertising to excite consumers about their new products. There are many brands available and the key challenge is to create a magical brand. Not all are successful.


Employer Branding: 4 Essential Steps to a Successful Recruiting Strategy
(Huffpost Business, 26.04.16)

The competition for top talent is high in nowadays and who does not want to be part of the winning team? The same goes for employees with the company they work for – or want to work for. First, you need to have a strong employer brand to build the organization’s reputation in order to attract the right candidates. Reputation and the value of a strong employer brand is also key to keep the top talent motivated in your organization. When you are ready with a strong employer brand, then you are ready for the most successful recruiting.


Poor Employer Brand ‘Adds 10 Percent to Cost of Hiring’
(CIPD, 01.04.16)

Businesses with a poor employer brand are being forced to offer prospective employees larger-than-anticipated pay packets to persuade them to sign up, according to new US research.


“The simple act of paying positive attention to people has a great deal to do with productivity.” —Tom Peters


Health and Wellness Branding Digest, May 12, 2016


No Longer Lewd, the Period Is Having a Moment
(Observer, 28.04.16)

Entrepreneurs are disrupting the global tampon market—an industry projected to reach $6.2 billion by 2020. Politicians, too, have begun to take issue with the high cost of feminine hygiene products, with many states ending the “tampon tax.” And, for the first time in 100 years, the market is recognizing an opportunity for innovation when it comes to women’s needs. One could say the period is becoming sexy.


This Market Could Be Fitbit Inc.’s Biggest Opportunity
(The Motley Fool, 26.04.16)

At first glance, Fitbit may seem like a standard consumer electronics company, albeit one which places an emphasis on wellness. Yet the wearable giant’s fitness trackers are enjoying rising demand from a seemingly unlikely source: enterprise customers.


Estimates Vary, but One Thing Is Certain: Wearable Medical Devices Sector Will Be Huge
(Plastics Today, 15.04.16)

While it is undeniable that the healthcare wearables market is growing by leaps and bounds, projections of the size of that market going into the next decade are all over the map. In March, PlasticsToday reported that one market research firm, Mordor Intelligence, estimated that the global medical wearables market will surpass $7.8 billion by 2020.


Drugmakers Spend Too Much on Marketing: Kaiser Poll
(Medical Marketing & Media, 03.11.15)

Government investigations into Valeant’s pricing and patient-assistance practices along with ubiquitous media attention around the repricing of medications has done little to dull efforts to address public outcry about the rising cost of medicines.


“Whether it’s by helping us search for health-related information, connecting us with doctors through online portals, or enabling us to store and retrieve our medical records online, the Internet is starting to show the promise it has to transform the way people interact with and improve their own health and wellness.” —Dean Ornish


Consumer/Lifestyle Branding Digest, May 11, 2016


Thinking of Rebranding? Look to These Larger Companies to Do It Right.
(Entrepreneur, 10.05.16)

The task of rebranding a small company can be relatively easy. It typically involves surveying your five employees and handful of other stakeholders (i.e. — your spouse), then choosing a new logo, color scheme and tag line.


Build Your Brand as a Relationship
(Harvard Business Review, 09.05.16)

The way we think about brands need to change. In the past, they were objects or concepts. You had a relationship with a brand. But in this social age, brands are the relationships. By defining a brand’s particular kind of relationship, companies can create greater engagement, differentiation, and loyalty.


Why Consumer Brands Should Focus on the Top 5% of Customers: 3 Ways Brands Can Laser-Focus on Top Social Influencers
(Business2Community, 30.04.16)

When I think of brands that have an in-depth CRM strategy, enterprise giants like IBM and HP, rather than Pepsi or Kellogg’s, immediately come to mind.


Why Brands Need to Respond to Individual Customer Journeys
(Marketing Week, 14.02.16)

Having a clear understanding of your customers’ journey to purchase is essential to generate repeat sales, encourage people to buy your products more often and spend more money with you over their lifetime.


“Branded content is created for a company. A content brand is created for a valuable company.” —Drew Davis


Cause Branding Digest, May 10, 2016


Business Is Taking Action on LGBT Rights. Will Climate Change Be Next?
(Harvard Business Review, 09.05.16)

After North Carolina passed a bizarre transgender bathroom law with sweeping implications (one that, according to the Justice Department, is probably illegal), an impressive list of big companies made their displeasure known. The CEOs of dozens of corporate giants  — including Alcoa, Apple, Bank of America, Citibank, Facebook, Google, IBM, Kellogg, Marriott, PwC, and Starbucks  — sent an open letter to the governor to defend “protections for LGBT people.” PayPal canceled plans for an operations center in the state, and Deutsche Bank announced it would freeze the addition of 250 employees in the state because of the law.


13 Steps to Building Rapport with For-Profit Partners
(The NonProfit Times, 09.05.16)

Enlisting the cooperation of businesses to start a cause marketing campaign is a lot like fundraising in general: building rapport with the targeted company is essential even before the partnership begins.


The ‘Truth’ About Modern Cause Marketing
(The Huffington Post, 28.04.16)

Just like promoting any consumer brand, starting a lasting conversation about a particular non-profit, cause or charity requires collaboration across all lines of marketing communications. The media landscape is in a state of constant evolution, and just like brand marketers, non-profits need to embrace evolving opportunities and techniques in order to be effective.


No Amount of CSR Will Help, If Your Product Isn’t Great
(Marketing, 14.04.16)

Brands have a credibility problem and in a world where bad news spreads like wildfire, this isn’t an issue brands can ignore. While brands might be tooting their horn over the contribution they have made towards society and environment, Cohn & Wolfe’s latest study on what it means to be an authentic brand shows otherwise.


“A brand’s strength is built upon its determination to promote its own distinctive values and mission.” —Jean-Noel Kapferer


Personal Branding Digest, May 6, 2016


How Your Personal Brand Can Stand Out in Crazy-Competitive Spaces
(The Next Web, 29.04.16)

It’s a common misconception that personal branding is reserved for authors, speakers or those looking to become well-known personalities. In our digitally savvy world, where potential clients, investors and employers are just as apt to look you up on Facebook or Google search your name as they are to call your references, personal branding is mission critical.


Ditch the Elevator Pitch for a Social Selling Personal Brand
(Business2Community, 28.04.16)

Physical networking is a necessity for a personal brand. This blog post presents an alternative to the traditional elevator pitch: a social selling un-pitch.


10 Questions to Ask Yourself Before Creating Your Personal Brand
(Forbes, 26.04.16)

When it comes to your personal brand, being another face in the crowd isn’t going to cut it. You need to know how to differentiate yourself. But in order to do that, you need to know exactly who you are and what you stand for.


Personal Branding: 8 Ways to Create a Unique Business Identity
(Huffington Post, 24.04.16)

If you’re not familiar with what the term “personal branding” means, it’s a way of making yourself unique and memorable as a business (or business person).

“It’s not who you know that matters—it’s who knows you that’s important. Personal branding builds up your reputation to the point where you have a presence even in your absence.” —Jarod Kintz


Health and Wellness Branding Digest, May 5, 2016


Brands Are Partnering with Website ‘Greatist’ to Make Fitness Approachable for Millennials
(Adweek, 27.04.16)

Millennials are tired of health and wellness content that tells them how to have the perfect body or lose weight fast. So says Derek Flanzraich, who founded the website Greatist five years ago, with a mission to change the way health and fitness experts speak to the age group.


Hospitals: Are You Marketing to the Right Audience?
(Becker’s Hospital Review, 27.04.16)

Hospitals and health systems trying to capture a greater portion of their market should take a closer look at their marketing campaigns.


Bausch & Lomb Getting Deeper into the Wellness Market
(Business Today, 07.03.16)

Global vision care major Bausch & Lomb has extended its offering in beauty and wellness segment and will now market fat reduction technology Liposonix and anti-acne treatment Isolaz in India.


Therapeutic Focus: Neurology
(Medical Marketing & Media, 01.11.15)

The neurology space is gearing up to shake free of its decade-long stagnancy, with sector leaders and runners-up alike angling to push the boundaries. What that means: Imminent advances in genetic sequencing, targeted treatments and diagnostics, all designed to get to the biological root of neurological disorders. Rebecca Mayer Knutsen explains.


“Individuals will achieve healthier lifestyles when prevention and wellness programs are accessible and available in their workplace, through their health provider and in their communities.” —Rob Wittman


Consumer/Lifestyle Branding Digest, May 4, 2016


The Social Cost of Bad Online Marketing
(Harvard Business Review, 20.04.16)

Dan Lyons’s book Disrupted is an often-delightful tour through startup culture, based on the author’s experience working at online marketing firm HubSpot. Despite taking the faux-curmudgeonly attitude of an anthropologist exploring the strange world of business dudes — is a sales funnel really that much of a novelty? — Lyons’s dissection of the startup world is warmly humorous far more often than it’s coldly cynical.


PR Gaining Greater Respect & Influence in Marketing Strategy
(Business2Community, 17.04.16)

Public relations is gaining greater leverage and respect in brand marketing. Many companies and brands are bestowing a larger role on public relations in their overall marketing and brand management strategy, sometimes even a leading role.


5 Subtly Effective Marketing Strategies You Never Considered Before
(Forbes, 14.04.16)

Content is king has become something of a buzzword in the world of Internet marketing. And 98% of marketers say this is their core strategy. To an extent, it’s true, but if you think you are going to post lots of content and reap the rewards you are sadly mistaken. There’s far more to making your business a success than that.


Top Ways to Use Data to Build Relationships
(Marketing Week, 08.02.16)

Consumers have a greater appreciation of their data’s value than ever before and how brands use it will ultimately determine whether they can build meaningful relationships with their target audience.


“#Content was never King. But great #communication and #teaching always have been and always will be.” —Marcus Sheridan


Cause Branding Digest, May 3, 2016


Small Businesses Can Give Back Too: You Don’t Need to Be a Corporation to Practice Corporate Social Responsibility
(allBusiness, 26.04.16)

Corporate social responsibility (CSR). You may have heard the term, but many don’t really understand what it is and why it must be part of a marketing strategy. It is often misunderstood or looked at as something only a Fortune 500 company should be doing.


The Real Reason Millennials Want Your Brand to Have a CSR Program
(Just Means, 25.04.16)

There has been a lot of talk in the CSR space about millennials and attracting them to your brand. The prevailing theory is that millennials expect the brands they support to have a CSR program. Unfortunately, there has been very little justification offered for this claim, typically a superficial stat about how people prefer companies with a CSR program over ones without. Who wouldn’t?


Meet the Founder of the Fashion Brand ‘Rallying’ for a Cause
(NBC News, 20.04.16)

Olivia Rose Fay was content with her career as a marketing professional for high fashion brands — like Prada, Cartier, and Alberta Ferretti — but when she saw the documentary “Girl Rising,” everything changed.


Madonna Badger, 4 Years After Tragic House Fire, Reveals Powerful New Crusade
(Today.com, 26.01.15)

Just over four years after losing her parents and daughters in a Christmas house fire, Madonna Badger is now throwing her energy into a new cause.


“Through their own actions, customers can hold companies responsible to higher standards of social responsibility. Through collective action, they can leverage their dollars to combat the force of those investors who myopically pursue profits at the expense of the rest of society.” —Simon Mainwaring


Corporate Branding Digest, May 2, 2016


What Prince Can Teach All Companies About Rebranding
(Fox News, 02.05.16)

The death of Prince Rogers Nelson on April 21 came as a shock to the world. It also gave us an opportunity to reflect on the vast accomplishments of the man known by so many names. While Prince often received praise for his innovative approach to protecting his copyrighted works — including his well-publicized efforts, and ultimate successes, in reclaiming his master recording copyrights — he was also visionary in identifying, promoting and protecting brands associated with his persona and his art, something performers such as Taylor Swift, Adele, and Beyoncé do today as a regular course.


Charged Up: How Big Brands Are Fueling Women’s Empowerment
(The Huffington Post, 28.04.16)

Corporate marketing is placing money and resources behind products and people that are empowering women, and it is making the movement more powerful.


Master Brands and Corporate Branding Matter More than Ever
(AdNews, 06.04.16)

Kellogg and Coca-Cola are just two of the companies that have this year pulled their resources into bolstering their master brand, with experts saying consumer focus on authenticity has made master brand equity more important than ever.


4 Crisis Communications Lessons from Kellogg
(Ragan’s PR Daily, 06.04.16)

The way an organization reacts in the first hours of a crisis will probably determine whether it succeeds or fails in regaining public trust. The way brand managers at Kellogg Co. responded to the release of a video depicting a disgruntled employee should serve as a model for handling a PR crisis.


“The best way to build momentum and create a movement is to tell a good story.” —Daron Roberts


Personal Branding Digest, April 29, 2016


5 Important Personal Branding Tips for Women in Business
(Business News Daily, 22.04.16)

If you have an online presence, you have a personal brand. Just like a corporate brand, every status update, tweet, blog post and photo you share becomes a part of your cumulative image. Anyone who views your social profiles — be it a colleague, an employer or a potential business partner — can form an opinion about you based on what’s there. That’s why so many of today’s professionals invest time in building and curating an authentic presence that highlights their best qualities.


How to Master Your Personal Brand by Thinking Like a CEO
(Forbes, 19.04.16)

While the term “personal branding” may be thrown around in work circles, do you really know what it means? Personal branding is essentially is what makes you, you. It’s everything you choose for it to be because you are the one in charge of others’ perceptions of it.


Here’s the Hierarchy of Needs Behind Personal Branding
(Tech.co, 18.04.16)

Whether we realize it or not, we naturally gravitate towards certain people, products or brands that make us feel a certain way. These emotions don’t happen by chance, in fact experts say there are more underlying psychological connections that draw us in.


Your Personal Brand Is Not All About You
(Business2Community, 07.04.16)

Think personal brand and the chances are you are already thinking about how you are projecting yourself as an individual. Presidential candidate Donald Trump has done much to promote that idea that it’s all about you. As of this writing, it seems to have worked. But in most circles this is not going to go down well. It’s not about you at all, and when 54% of people don’t trust brands this should be rammed home even harder.


“Visibility without value is vanity.” —Bernard Kelvin Clive


Health and Wellness Branding Digest, April 28, 2016


Why Healthcare Advertisers Should Really Consider Women’s Perspectives in Campaigns
(Adweek, 25.04.16)

These days, women make more health and wellness decisions for themselves and their families than ever before. “They really are the chief health officers,” said Lynn O’Connor Vos, CEO at GreyHealth Group. In fact, a 2015 study GHG helped prepare found that women serve as decision makers 94 percent of the time. Given that dynamic, Vos and other experts believe that companies seeking a bigger slice of the estimated $6.5 trillion global healthcare pie would be well served to take women’s perspectives and experience into consideration as they plan and launch campaigns in the marketplace.


How a Millennial Is Marketing Health Insurance to Millennials
(The Huffington Post, 19.04.16)

Have you ever had a screaming match with a Starbucks barista? Torn your hair out on the phone with a Warby Parker representative? Spent days pouring over the intricacies of Netflix? Probably not. But health insurance is a different story.


Massage Envy Changes Its Message to Appeal to Millennials and Boomers
(Ad Age, 12.04.16)

After breaking into the wellness market in 2002 with a service considered by many as a luxury or a health treatment, Massage Envy has rebranded in recent months in an effort to reach millennials and boomers who see wellness as an important part of their lives. And if this move brings in a few more males as well, that’s even better.


Pharma’s Acceptance of Transparency Programs Matures as Reporting Becomes Global
(Medical Marketing & Media, 29.10.15)

The global shift toward disclosing payments made to physicians is maturing and becoming increasingly global in nature, according to the findings of an annual survey conducted by IMS Health. The US is the leader when it comes to requiring pharmaceutical and medical-device manufacturers to disclose payments and other so-called transfers of value they make to physicians and certain other healthcare providers, like teaching hospitals.


“The wellness and prevention market will outgrow the healthcare market.” —Leroy Hood