Personal Branding Digest, February 5, 2016


7 Tips to Take Your Personal Brand to Celebrity Status
(Entrepreneur, 05.02.16)

You seem to see them everywhere. Business celebrities who go beyond being an expert to being nationally or internationally known in their industry. They make the rounds on every podcast, business TV show and are all over the web. The strategy make sense: the more visibility means more credibility, brand recognition, clients and sales.


3 Ways Entrepreneurs Can Build Their Personal Brand
(The Huffington Post, 03.02.16)

Most entrepreneurs think that the business or product they represent is the most important aspect of their business and that the face of the business is of no importance. This, however, isn’t necessarily true. While it might be the primary reason for going into business, entrepreneurs have to realize that they are as important to their business as their product or service itself.


Your Business Means Nothing If No One Knows Who You Are
(Fortune, 23.01.16)

Last fall, I was invited to an exclusive event at the Hollywood Hills home of Never Eat Alone author Keith Ferrazzi. The top leaders from across the world in the startup and technology realm were invited to join.


Essential Guide to Building an Effective Personal Branding Strategy
(Business2Community, 14.12.15)

A decade ago, personal branding was something that only rock stars like Bono had to worry about. Today, if you’re like most professionals, you probably accept that you’re a brand. This realisation leads to a number of questions – how do you build your brand? How do you manage it?


“My success just evolved from working hard at the business at hand each day.” —Johnny Carson


Health and Wellness Branding Digest, February 4, 2016


A Roadmap to Relationship Marketing in Healthcare
(Diagnostic Imaging, 29.01.16)

Successful enterprises and businesses don’t just communicate with prospects and their existing customers on special days. They do it every day. Relationship building is indispensable in today’s competitive world and a vital key to marketing success. The concept aptly applies to healthcare as well, where relationship marketing is a proven way to add value to a practice, build brand equity, and position against competition.


Walmart Has Quietly Become One of America’s Leading Health Destinations
(Business Insider, 27.01.16)

Wellness isn’t just for the elite anymore. In fact, Walmart has a thriving health scene.


3 Healthcare Marketing Goals for 2016
(Health Leaders Media, 27.01.16)

When finalizing your annual marketing strategy, consider how important the digital experience has become to patients, remember that content is still king, and understand that you can make your organization speak powerfully to larger social issues.


Kim Stands Corrected: The Limits of Corrective Promotion
(Medical Marketing & Media, 15.09.15)

“OMG. Have you heard about this?” You’d be hard-pressed to find anybody in healthcare marketing who hasn’t heard about Kim Kardashian West’s July 19 Instagram post advocating morning-sickness pill Diclegis to her 46 million followers. The only thing that could have matched Kardashian’s foray into pharma marketing was a second, “corrective” post on August 30 for the same drug—to repair the damage after a warning letter from the FDA telling Duchesnay, Diclegis’s manufacturer, that the promotion was “false and misleading” by omitting the drug’s risks.


“The first wealth is health.” —Ralph Waldo Emerson


Consumer/Lifestyle Branding Digest, February 3, 2016


CEO Wants ‘More Experiences’ for Macy’s Inc. M-Shoppers
(WCPO Insider, 24.01.16)

When it comes to making the cash register ring, experience matters.


Four Ways to Make Your Marketing More Shoppable
(Marketing Week, 11.01.16)

Net-a-Porter, House of Fraser and The Guardian are linking the online and offline worlds to engage with their customers more effectively. We look at the key ways brands can make the most out of shopper marketing in 2016.


7 Brands Who Are Keeping It Real on Facebook & Twitter (and What You Can Learn from Them)
(Search Engine Journal, 07.12.15)

The Internet is a big place, and your content can easily get lost in the noise. Which is why more brands are using social media as a place to create real connections with their customer base. Here are a few brands who are succeeding at keeping it real on social media and creating solid, human connections in the process.


Digital Shopping Preferences Vary Among Age Groups
(O’Dwyer’s, 04.12.15)

Major distinctions exist among age groups when it comes to digital purchasing habits, according to a report released this week by ad organization the Interactive Advertising Bureau, and understanding these digital differences could prove crucial for marketers attempting to target consumers of a particular generation.


“You can’t sell anything if you can’t tell anything.” —Beth Comstock


Cause Branding Digest, February 2, 2016


With Imposed Transparency and Concerned Millennials, a Boom in Corporate Responsibility?
(The New York Times, 25.01.16)

Way back in 2008, I wrote about Wal-Mart’s emerging effort to cut environmental and social harms from its business operations by exerting influence back along globe-spanning supply chains.


The Cost of Corporate Social Responsibility
(Forbes, 04.01.16)

In 2011, McDonald’s Corp. announced plans to switch to cage-free egg sourcing in part, pledging to purchase a million cage-free eggs per month beginning that summer. This September, McDonald’s upped its commitment, announcing that it would use only cage-free eggs in its North American restaurants by 2025. What seemed like a bold move four years ago is now commonplace in the foodservice industry—in just the past month, Dunkin’ Donuts announced it would use only cage-free eggs and poultry items by 2025, and in maybe the most daring move yet, Taco Bell declared it would move to cage-free eggs in all of its locations by the end of 2016.


Is Corporate Social Responsibility Just a Marketing Gimmick?
(The Market Mogul, 15.12.15)

In today’s changing world, as a result of the rapid increase in globalisation, organisations have begun thinking on more productive ways to improve on their business operations, thus Corporate Social Responsibility (CSR) is seen as a means of addressing the issues that arise from rapid globalisation (Stiglitz, 2002). Due to bad publicity on human rights violation and environmental pollution, organisations realised that to consistently sustain their businesses in the 21st century, there is need to legitimise its practices to those outside of its shareholders (Crane et al., 2008).


10 Strategies from For-Profit Companies that Pay Off for Nonprofit Marketing
(Search Engine Journal, 24.11.15)

Nonprofit marketing must catch attention, provoke emotion, and inspire people to act now! The digital marketing approach to nonprofit success is a multifaceted one and often requires B2B and B2C target persona consideration.


“Companies should not have a singular view of profitability. There needs to be a balance between commerce and social responsibility. … The companies that are authentic about it will wind up as the companies that make more money.” —Howard Schultz


Corporate Branding Digest, February 1, 2016


What Marissa Mayer Can Learn from Mary Barra About Crisis Management
(Fortune, 14.01.16)

Women leaders score higher on their abilities to inspire action and change direction, according to McKinsey. Companies lead by women score higher on important organization priorities like motivation, accountability, coordination, control, work environment, and values. During times of uncertainty, these soft leadership skills are vital for turning a business around. Further, a significant leadership change can demonstrate a change in direction, and that itself can reassure analysts and investors and inspire employees.


Embrace Mobile Recruiting and Attract More Candidates
(Business2Community, 01.01.16)

As technology continues to improve, people are increasingly seeking to take it on the go. And why wouldn’t they? Smart phones and other mobile devices have become so handy that many people don’t leave home without them. The evidence is clear that Americans love their mobile devices. In 2016, American smart phone users will reach 198.5 million. From these smart phones, they shop, communicate, watch videos, and search for jobs. If your business has yet to embrace mobile recruiting, you could be behind the curve.


How SMEs Can Build Their Brand by Being Good Employers
(EJInsight, 04.01.16)

Brand-building is essential for companies that wish to charge a premium for their products. However, spending lavishly on advertising is typically not an option for many small and medium-sized enterprises. So how do those firms get around that problem?


9 Tips from Unilever on Building Your Employer Brand
(Human Resources Online, 07.03.15)

“You can’t get married unless somebody wants to marry you. So is the case for your company – why would anyone be attracted to work for your company? How do you differentiate your proposition to attract them?”


“Satisfied employees mean satisfied customers, which leads to profitability.” —Anne Mulcahy


Personal Branding Digest, January 29, 2016


Five Tips for Building Your Personal Brand and Turning It into an Asset
(Startup Smart, 22.01.16)

Building a unique brand around yourself as an individual can be an incredibly effective business and marketing asset. People like to buy from people, not some faceless organisation, and once you’ve built your reputation it’s much easier to get investors, business deals or valuable speaking engagements to promote yourself and your product.


Strong Personal Branding Leverages Your Difference
(Enterprising Investor, 20.01.16)

Are you respected within your industry? What do your peers think of you? What can you do about it? These questions are at the heart of the personal branding and reinvention process.


Lessons in Blogging and Personal Branding (from the Funnelholic)
(Business2Community, 23.11.15)

In the world of Sales and Marketing, Craig Rosenberg is a celebrity blogger. If the name doesn’t ring a bell, you’re more apt to recognize his personal brand, The Funnelholic. Recently, Craig gave a presentation on blogging best practices at the San Mateo B2B Bloggers Meetup.


5 Ways to Rock Your Personal Brand on Twitter
(Search Engine Journal, 25.10.15)

In today’s very digital world, giving out your card during networking events isn’t enough. Creating a social media following is the ultimate branding tool. To get you started, I wanted to give you a starter pack to personal branding on Twitter.


“You, too, are a brand. Whether you know it or not. Whether you like it or not.” —Marc Eckō


Health and Wellness Branding Digest, January 28, 2016


Warning: Trying to Disrupt Health Insurance May Cause Headaches
(Fast Company, 26.01.16)

Like most of us, Sarah Doody dreaded interacting with her health insurance provider. So the New York-based product designer decided to take a chance in 2014 on a startup called Oscar Health, which bills itself as “revolutionizing health insurance.”


How a Hospital CIO Turns Patient Feedback into Healthy Outcomes
(CIO, 20.01.16)

It might seem strange to compare a patient’s hospital stays to a consumer indulging in the extravagances of a four-star hotels. Yet Yale-New Haven Health System is improving its healthcare services based on real-time patient feedback, collected via tablets, about anything from the cleanliness of rooms to the friendliness of nurses.


How ‘Health Food’ Marketing Contributes to Obesity
(Munchies_Food by Vice, 04.01.16)

People who eat healthy food feel empty inside. Not spiritual or existential emptiness, but worse: the nagging, physical emptiness we call hunger.


What Wearables Can Deliver for Marketers
(Medical Marketing & Media, 26.08.15)

Excitement about wearables like the Apple Watch or Fitbit sometimes fuels unrealistic hype about healthcare marketing opportunities. Wearables do offer rich and impressive possibilities for health, but let’s clarify what they can really deliver.


“It’s no longer a question of staying healthy. It’s a question of finding a sickness you like.” —Jackie Mason


Consumer/Lifestyle Branding Digest, January 27, 2016


Have a Coke and a Smile and Some Product-Centric Marketing
(Ad Age, 26.01.16)

It says a lot about the state of the industry that it’s major news when a giant brand announces it’s going to do a product-centric campaign.


Informed Customer Understanding Should Guide Marketing
(Customer Think, 26.01.16)

As many CMOs are finding, the complexity of the new global digital economy brings on many challenges. With some challenges easy to define and some not so easy to clarify. One thing that is clear is the dynamics of markets, customers, and sellers continue to unfold in new ways. Bringing forth new behaviors related to choices and decisions.


5 Ways to Build a Culture of Listening and Boost Your Reputation
(Search Engine Journal, 06.12.15)

The line between customer service and business promotion is blurring. Almost every channel you could use in order to talk about your business can be flipped around, allowing consumers to talk to you or about you. And that means anyone working in SEO or online marketing needs to know at least a little bit about customer service.


How (and Why) Marketing Tech Fails to Deliver on Its Promise
(CIO, 20.08.14)

Marketing technology promises to dramatically reduce wasted ad-spending and help marketers directly reach consumers with meaningful messages. Unfortunately, it hasn’t delivered on that promise, and some marketing experts wonder if it ever will.


“Marketing amplifies—if your brand is amazing or crap, marketing will amplify that; think about that before you ‘drive traffic.’” —Wil Reynolds


Cause Branding Digest, January 26, 2016


The Y Embarks on Its First National Advertising Campaign
(The New York Times, 26.01.16)

On Sunday night during “60 Minutes” on CBS, the Y unveiled two commercials as part of a rebranding effort that aims both to change the way the public perceives the organization and to raise money.


The Y Stresses Its Community Work
(MediaPost, 25.01.16)

The Y (known to most as the YMCA) has an enviable position of near-total brand recognition. But dig a little deeper and many who have heard of the organization are unclear on what it actually does.


The Three Keys to Purposefully Profitable, Socially Impactful Partnerships
(Forbes, 19.01.16)

It’s a slow but steady rising tide: the sea of companies focused on building a better world and the bottom line. More and more companies are leveraging their financial and human resources to make a dent in important social issues.


Why Your Organization Needs a Chief Sustainability Officer
(Environmental Leader, 13.01.16)

Organization charts normally have boxes for lots of chiefs—whether it’s chief executive officer (CEO), chief financial officer (CFO), chief operating officer (COO) or even chief technology officer (CTO)—to indicate positions of senior responsibility for large areas the organizations’ day-to-day and strategic operations. However, organizations that are making an explicit commitment to more sustainable business practices have not yet granted the same seniority to the person in charge of those sustainability initiatives.


“Ethics is the new competitive environment.” —Peter Robinson


Corporate Branding Digest, January 25, 2016


More Marketers Tasked with Improving Corporate Culture
(Ad Age, 13.01.16)

As chief marketing officer of the NFL, Dawn Hudson’s primary job is to sell the league to fans via ad campaigns and other marketing. But as the NFL faced an image crisis last year in the wake of player domestic violence controversies, Commissioner Roger Goodell tasked Ms. Hudson with an extra job: Help define the league’s internal values.


Successful Corporate Branding with This Brand Strategy Guide
(Business2Community, 20.01.16)

For a new brand in the market, it is essential to learn how to build brand awareness for your product. For people to buy your products, they must know it exist and how it works. Several ways exist to help people recognize and know your brand. Advertising takes many shapes and is available over many platforms. For example, you can advertise in stores, on signs, at events and online. Getting great web designers to design your website is the first thing you should get. Take the time to ask and answer these questions to yourself in order to get the most out of your brand, stick with the same image, colors, and fonts over all platforms. Here are seven ways on how to build brand awareness.


HR Must Learn from Marketing How to Embrace Change
(Branding in Asia, 04.01.16)

HR can learn a lot from marketing’s tactics, and the two functions can’t afford to work in silos any longer.


Manage Risk Before It Manages You
(PRWeek, 06.11.15)

The past decade has provided numerous examples of reputation harm impairing the long-term value of companies, but where in the past the investment community may have viewed reputation damage as a temporary issue, increasingly analysts and investors are looking at how companies manage their reputation when determining how they will value its stock.


“Human resources isn’t a thing we do. It’s the thing that runs our business.” —Steve Wynn


Personal Branding Digest, January 22, 2016


7 Easy Tactics for Building Your Personal Brand Online
(The Huffington Post, 21.01.16)

Personal brand is more than just a buzzword thrown around at career building workshops or a term you read about in a LinkedIn article during your job search. It’s the power we all have to mold and create an identity online. At one point we were able to maintain personal and professional identities that lived in their own separate spaces of printed resumes or friends on Facebook.


4 Ways to Build Your Personal Brand Online
(Memeburn, 12.01.16)

If you are interested in personal branding online and how you can build your digital footprint to become more visible in the online world, it’s important that you understand how everything you say and do online – every status update, tweet, mention, like, +1, blog post and even a comment adds value (positive or negative) to your brand.


Why Entrepreneurs Shouldn’t Waste Their Time on Personal Branding
(Fast Company, 11.01.16)

Back in 1997, marketing guru Tom Peters wrote in Fast Company, “We are CEOs of our own companies: Me, Inc. To be in business today, our most important job is to be head marketer for the brand called You.” At the time, this struck me as liberating. In 2016, it doesn’t.


7 Steps to Building Your Personal Brand
(Business2Community, 27.11.15)

You know the importance of promoting your company to develop a solid base of loyal followers. But how much time and effort do you dedicate to building your personal brand? You do have one. It’s what people associate you with; it’s why your personal and professional network seeks you out for information. And you do need an individual brand. People don’t buy from faceless companies: They buy from people.


“Live authentically. Why would you continue to compromise something that’s beautiful to create something that is fake?” —Steve Maraboli


Health and Wellness Branding Digest, January 21, 2016


Mobile Technology’s Impact on Healthcare Marketing
(MediaPost Communications, 15.01.16)

As the population becomes increasingly tech-savvy, more people are taking their health into their own hands, literally, as handheld mobile devices become major tools in seeking healthcare information and even diagnosis. Mobile technology gives physicians the ability to manage patient healthcare more efficiently, and the opportunity to take advantage of peer networks to share resources, counsel, and best practices.


Big Data’s Role in Healthcare Marketing
(iMedia Connection, 05.01.16)

With the transition towards value-based care and payment models, the healthcare industry is experiencing a rapid transformation. To navigate these changes, healthcare leaders need to be able to understand their patient and physician markets as well as corresponding market dynamics to make informed strategic decisions. Today, healthcare marketers are asking how to determine the best targets for a healthcare marketing campaign? Which campaigns have brought positive Return on Investment (ROI)? What metrics are used to define success? These are all questions that can be addressed based on robust data and advanced analytics.


5 New Marketing Trends Brought to Us via Wearables
(Content Standard, 30.12.15)

This is both a fantastic and challenging time to be a brand marketer. Thanks to rapid developments in technology, there are more opportunities than ever to engage and delight customers. Successful branding is no longer about who has the biggest advertising budget; now it’s about who has the most creative ideas. And that’s exciting territory for marketing teams.


From One CMO to Another: What Chief Medical Officers Can Learn from Chief Marketing Officers
(Medical Marketing & Media, 10.09.15)

I had an eye-opening experience recently while working with colleagues on a project for a well-respected Fortune 500 company. Our firm was engaged to create a space—physical and cultural—for innovation.


“Investing in health will produce enormous benefits.” —Gro Harlem Brundtland


Consumer/Lifestyle Branding Digest, January 20, 2016


Equinox Fitness Launches Lifestyle Brand
(MediaPost, 20.01.16)

Equinox, the upscale fitness brand, is launching an online magazine. “Furthermore” debuts Jan. 20 and focuses on reframing and redirecting the fitness and luxury style content category. The publication will include advertising and is geared toward the upscale, fitness-focused demographic in a high-end wellness environment.


Disruption Comes to Lifestyle Hotels in the Form of On-Demand Meeting Spaces
(Skift, 20.01.16)

Smart hotels are rethinking the most profitable ways to make the most of their spaces, and it is no longer just about heads in beds. Mobile apps and on-demand services are just one piece of this pie, but they are an important piece.


Mobile App Marketing: What to Expect in 2016
(Business2Community, 17.01.16)

Before you take the first sip from your morning coffee cup, chances are that you have already opened 2-3 mobile applications. And who knows, you could be having coffee while reading news on an app or may be this article. In one of our previous articles on shopping micro-moments, we discussed how mobile has taken up the room where all doors open into. It is at the center of all our daily activities.


Shopping Micro-Moments Statistics—Nurturing Your Mobile Customers the Right Way
(Targeting Mantra, 15.12.15)

How would you describe your relationship with your mobile? What role does it play in your life? People posed with this question gave out varied replies like “it is attached to my hip”, “an affordable butler”, “literally my lifeline”. Smartphones, these days, are like little genies!


“I am rarely sure of anything in marketing, but on this one I am absolutely convinced. The only way to prosper … and negotiate the massive changes that the digital era has ushered in … is, paradoxically, to approach your 2016 marketing strategy with absolutely no reference to the D word at all.” —Mark Ritson


Cause Branding Digest, January 19, 2016


5 Examples of Using Content to Start (Not Follow) a Trend
(Business.com, 18.01.16)

The future looks very bright when it comes to cause-driven campaigns. The Ice Bucket Challenge started it but look for other causes to have the same light hearted theme. This encourages people to participate and have some fun while generating buzz about a certain cause. Look for more companies to try these light-hearted challenges as it could do more marketing for the company than ever before with user generated content.


Giving Is Better than Getting in Business
(Forbes, 15.01.16)

Most of us have heard the adage “giving is better than getting.” What you might not realize is that it isn’t a philosophy that should be confined to your personal dealings. It’s especially true in business.


NPQ’s 9 Important Nonprofit Stories of 2015 (and What They Can Teach Us)
(Nonprofit Quarterly, 30.12.15)

We have identified nine significant trends and stories to reflect on.


Tips for Taking Your Twitter Game to the Next Level
(GrassrootsFundraising.org, 23.11.15)

Whether you’re just getting started or have been tweeting for a while, here are some tactics you can use on Twitter to reach new audiences and expand your community.


“We know that the profitable growth of our company depends on the economic, environmental and social sustainability of our communities across the world. And we know it is in our best interests to contribute to the sustainability of those communities.” —Travis Engen


Personal Branding Digest, January 15, 2016


Personal Brands Turn Up the Volume
(Financial Times, 14.01.16)

Donald Trump has a strong personal brand. The candyfloss comb-over and permatan are instantly recognisable. But beyond his striking looks, there is the message: reliably bombastic, it stands out from his peers.


What Great Brands Do that You Should Do for Your Personal Brand
(The Huffington Post, 12.01.16)

If we accept the idea (which I do) that as individuals we’re every bit as much a brand as an Apple, Amazon or an Oreo then in order to keep our brands healthy and vibrant and performing well, we need only to think like great brands do.


7 Steps to Improve Your Brand
(Arizona Big Media, 11.01.16)

Sales and customer service teams are changing. Rather than having people sit in cubicles for eight hours Perhaps more than in any other time in history, in 2016, your name is your brand, said Pamela J. Green, a business and branding expert.


It’s Time to Start Investing in Your Personal Brand
(Business2Community, 09.01.16)

Stop and think for a moment. What would you say is the most important thing to ensure career success? Is it your impressive range of product knowledge for your industry? Perhaps it’s your ability to grow your client’s social presence?


“Start by knowing what you want and who you are, build credibility around it and deliver it online in a compelling way.” —Krista Neher


Health and Wellness Branding Digest, January 14, 2016


Got Concussions? Chocolate Milk Marketing Mania
(Beyond Chron, 07.01.15)

Give yourself diabetes while you’re trying to fix brain damage? That’s the question that came to mind reading this press release from the University of Maryland titled “Concussion-Related Measures Improved in High School Football Players Who Drank New Chocolate Milk.” It touts a product called Fifth Quarter Fresh, a milk-based “post-workout recovery drink” which has 42 grams of sugar per bottle.


IBM Cuts New Watson Deals that Push It Deeper into Health
(Computerworld, 07.01.16)

The company said its work with a medical device maker will help diabetics.


Why Healthcare Content Marketing Is in Need of a Checkup
(ContentStandard, 16.10.15)

Far from embracing the value of digital marketing, healthcare organizations prefer to tuck it away in a corner where it can’t bother anyone—and that’s creating problems for the industry.


Mobile Marketing: Dial M for Launch
(Medical Marketing & Media, 26.08.15)

Mobile is the multilayered ecosystem into which all products are now launched, so doing it right is crucial to commercial and outcomes success. James Chase draws on the insights of mobile health experts to compile six key considerations.


“America’s health care system is in crisis precisely because we systematically neglect wellness and prevention.” —Tom Harkin


Consumer/Lifestyle Branding Digest, January 13, 2016


Apple Tops Consumers’ List of Most Relevant Brands: Survey
(Forbes, 11.01.16)

Apple tops the list of a new brand ranking—but perhaps not for the reasons you’d expect.


Four Ways to Make Your Marketing More Shoppable
(Marketing Week, 11.01.16)

Net-a-Porter, House of Fraser and The Guardian are linking the online and offline worlds to engage with their customers more effectively. We look at the key ways brands can make the most out of shopper marketing in 2016.


Looking Ahead: Gen Z, Tough Language and Online Take Over
(The Huffington Post, 04.01.16)

While we all know that nothing really has changed just because the countdown took us past midnight and into the New Year, it’s clear that we’re looking at some new thinking when it comes to public opinion, market share and the role of the media.


5 of the Best Ways to Brand Your Big Business
(Business2Community, 07.12.15)

Carving out a brand nowadays is tough. Competition is fierce. Consumers are inundated with numerous options via print, digital, and social media platforms. The companies that do succeed tend to share quite a few things in common.


“One of the biggest mistakes any established business can make in the face of a disruptive brand is to try to imitate or out-disrupt it.” —Chris Hides


Cause Branding Digest, January 12, 2016


The Public’s Trust in Nonprofit Organizations: The Role of Relationship Marketing and Management
(Nonprofit Quarterly, 11.01.16)

This article offers a conceptualization of the “public trust” that is applicable to nonprofit organizations, touches on what relationship marketing theory says about restoring that trust once corrective action has been taken, and identifies the managerial actions that might impair that trust. It also offers an operational guide in tabular form on the meaning, management, and marketing of the public trust in nonprofit organizations.


For Many Nonprofits and Causes, YouTube Stars Are the New Guides to Growth
(Forbes, 06.01.16)

YouTube stardom is not, and never has been, an easier road to fame than the Hollywood path. And like Hollywood stars who were plucked from the constellation of contenders, big-time YouTubers generally feel grateful for the good fortune that coalesced with their work. So it makes sense that they want to give back in the same ways.


Retail Karma: Pay It Forward by Marketing with a Cause
(Independent Retailer, 05.01.16)

A great quotation by Robert Ingersoll reads, “We rise by lifting others.” Nothing is more true in day-to-day activity, and this philosophy can certainly be applied to small businesses and marketing techniques. Cause-related marketing is a great way to show support and commitment for the community, build brand awareness, and create a positive impression on your consumer base. Not to mention, there’s also a wonderful inner satisfaction that accompanies helping others in need.


Cause Marketing by the Numbers—What’s in It for Me?
(Lexology, 29.12.15)

There is a common belief that corporations must do everything with an eye to producing profits for shareholders. But that is not so. In fact, in its opinion in the Hobby Lobby case, the U.S. Supreme Court stated: “Modern corporate law does not require for-profit corporations to pursue profit at the expense of everything else, and many do not.” Brands can (and should) include cause marketing in their promotional campaigns. (And you don’t need to tell anyone, but doing so will probably increase your product awareness and bottom line!)


“Where sustainability works best is where an organization’s leadership gets it and wants it to happen and enables it to happen—so everyone from the person who sweeps the floor to the finance director feels part of that conversation.” —Will Day


Corporate Branding Digest, January 11, 2016


4 Tips to Fully Integrate Your Company’s Branding, Marketing and Strategic Vision
(Business2Community, 09.01.16)

How’s your digital strategy looking these days? If not so good, there’s hope. Fortunately, creating a comprehensive digital strategic vision isn’t only possible, it’s eminently achievable. All you need to do is integrate the core aspects of your company’s client-facing machinery: your online and offline branding, your marketing efforts and your overarching strategy.


The Big Brand Theory
(Business Observer, 08.01.16)

Humanity will forever be a story-based culture. Brands are stories within themselves: a story of the company, the product or service, and how the consumer fits into the brand story. Branding will evolve along with technology, society and communication trends; it won’t fade away into obscurity any time soon. Seeing as there are brand consultancies and a plethora of design consultancies adding brand work to their services list, it would take extensive cultural-wide shifts in media and product consumption to make branding irrelevant.


For Business Leaders, Twitter Proving a Powerful Communications Tool
(PRWeek, 14.12.15)

CEOs are increasingly seeing the value of communicating directly about business announcements, crisis comms and personal thoughts, says senior Twitter exec.


5 Tips on Using Snapchat for Employer Branding
(The Huffington Post, 28.07.15)

The truth is, there’s no big secret when it comes to using Snapchat to build out your employer brand but I do have 5 tips to share that anyone with an account can quickly start implementing to rev things up.


“We will stop at nothing and nobody. For us, the only thing that counts is the truth.” —Matthias Muller