Corporate 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)

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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


Consumer/Lifestyle Branding Digest, April 27, 2016


The Growth of Consumer Markets, Thanks to Social Media
(Tech.co, 26.04.16)

Social media has brought about many digital trends and has crossed several niches. But one unexpected cross-market has to come with social media’s influence on the consumer market. Now more than ever, there is a burgeoning market full of consumer-friendly products being specially marketed to target audiences. It’s easier than ever to create a shop, sell products, and move to have your marketing complete to the right audience.


9 Worst Social Media Blunders of the Year
(Ragan’s PR Daily, 14.04.16)

We’re only a few months into 2016, but the Internet never sleeps—and neither do social media blunders. From Coca-Cola to MTV and online fashion publications we’d otherwise never know about, these are some of the top “online oops” so far this year.


Marketing Unbound, Competing in the Age of Disruption
(Branding Magazine, 03.04.16)

Now more than ever, marketing is about creating relevance for a brand in every customer interaction. It’s about connecting with and serving the customer in ways that foster lasting relationships, that feeds the company’s intelligence, and in turn, makes it even more relevant to the customer.


Don’t Overlook the Over-65s: The Four Groups of Retirees that Marketers Need to Understand
(Marketing Week, 17.03.16)

The UK population is older and wealthier than it has ever been but in order to communicate with older consumers effectively marketers need to understand the diverging sets of retirees, new research finds.


“Content marketing needs social media support to ensure that you reach your maximum potential audience.” —Heidi Cohen


Cause Branding Digest, April 26, 2016


Where Wal-Mart and Philanthropy Mix
(The Wall Street Journal, 26.04.16)

On a recent Thursday night here, hundreds gathered in a hotel convention center for another chicken dinner in the name of a good cause.


How Not to Connect Your Brand to a Social Cause
(Eco-Business, 25.04.16)

Efforts by brands to support environmental messages can be a popular success or go horribly awry. Strategy consultant Anthony Caravello outlines a recent misstep by grocery delivery service Honestbee to show how not to connect a brand with a social cause.


Corporate Social Responsibility Is Not a Marketing Strategy
(Advertising Age, 20.04.16)

“Be the change you wish to see in the world.” Sound familiar? It’s an oft-misattributed Gandhi quote puttering around on America’s bumpers and inked in high school yearbooks. While Gandhi never spoke these words, the message is a noble one. In fact, you may be surprised to learn that the sentiment informs some of America’s most innovative brands when it comes to corporate social responsibility.


Want to Do Well by Doing Good? There’s an App for That
(Forbes, 20.04.16)

Whether we need a lift, a reservation or fashion advice, we’ve come to expect that someone has built an app to help us get whatever we need.


“I’ve learned about what it means to focus on a culture, to build social responsibility and the idea of a company as a super-organism.” —Biz Stone


Corporate Branding Digest, April 25, 2016


Crisis Communication After an Attack
(MIT Technology Review, 20.04.16)

Here’s an increasingly common scenario: You’re a business or IT leader, and you learn—quite possibly from sources outside your company—that cyberattackers have compromised your organization’s systems. You don’t know yet how serious a breach you’re facing, but it’s clearly time to activate your crisis-communication plan.


Crisis PR Lessons from Zika, Ebola Experts
(Ragan’s PR Daily, 29.03.16)

Words like “Zika” and “Ebola” have the power to alarm nearly any audience—and for a good reason. In comparison to these damaging viruses, crises of corporate scandals and executive shakeups seem tame. Yet we can still glean valuable takeaways from the biggest health scares since AIDS and Asian bird flu.


Employees Need HR Communication in Crisis, Speaker Says
(Bloomberg BNA, 24.03.16)

Crisis communications evokes images of embattled chief executive officers with microphones shoved in their faces, but “when we focus only on these external stakeholders, we overlook one of the most important audiences in a crisis—our employees,” branding consultant Marianne Griebler said in a March 24 webinar.


EFSA Issues Food Crisis Communication Guidance
(Food Quality News, 21.03.16)

The European Food Safety Authority (EFSA) has published recommendations to ensure ‘consistency and coherence’ when communicating with external parties during a crisis.


“The secret of crisis management is not good versus bad; it’s preventing the bad from getting worse.” —Andy Gilman


Personal Branding Digest, April 22, 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.


Thought Leadership 101: The Pros and Cons of Using Your Blog for Personal Branding
(Business.com, 19.04.16)

Using a personal blog for personal branding is entirely different from branding your business using a corporate website.


Are You Building Your Personal Brand?
(AllBusiness.com, 18.04.16)

It’s understandable for business owners to focus on building their business brands. After all, everyone wants to make sure that their companies are visible, and that they are promoting an “attitude” with your business brand.


Approaching Greatness and Your Personal Brand
(Business2Community, 26.03.16)

The higher up the ladder you are in a business, the busier and more frequent the responsibilities become. All too often this will transform a once approachable individual into a terrifying force easier to ignore than to face. Employees stop calling, problems are covered up and the office culture takes a steep nose dive toward one of secrecy and deception where it once was honest, open and happy.


“Everyone is a salesman, and the product is each person. Personal branding is being conscious to the continual nature of selling yourself.” —Jarod Kintz


Cause Branding Digest, April 19, 2016


5 Ways Sustainability Helps Companies Act More Like Startups
(Triple Pundit, 14.04.16)

Last month at a conference for startups in Silicon Valley, I met several people who work at large corporations and institutions. I wondered why people from Walmart, NASA and GoreTex, a company that makes waterproof fabric, were attending a conference for budding entrepreneurs. Representatives from each said they wanted to help their organization be more innovative.


Beyond the Talk: How Corporate Social Responsibility Makes Companies Operate Better
(Forbes, 12.04.16)

If you ask 50 people, “What is corporate social responsibility?” you’ll probably get 75 different answers. For me, corporate responsibility is how companies operate. It’s about how they identify and manage their social and environmental risks and footprint. Defined this way, quite a few people are impacted by CSR. The breadth of stakeholders is vast—it includes the company’s shareholders, employees, customers and business partners.


‘Brand Purpose’ Means Nothing If You Don’t Deliver
(Marketing, 01.04.16)

The successor to the mission statement is, alongside commitments to sustainability, capturing imaginations in the boardroom. But it’s about doing, rather than just looking, good.


Does CSR Create Shareholder Wealth?
(LSE Business Review, 07.03.16)

Due to increasing pressures on organisations to behave in socially responsible ways, corporate social responsibility (CSR) is becoming a “must have” component of corporate strategy. This is a good development for the society at large as the massive rate of industrialization in the last century has placed a heightened burden on the limited resources our planet has to offer. However, the primary responsibility of managers of corporations, particularly of the publically owned ones, is not to increase social welfare but to maximize the returns on investments of their shareholders.


“With any new business deal, don’t think about how much you can afford to get—think about how much you can afford to give. A spirit of giving will allow you to get.” —Jarod Kintz


Corporate Branding Digest, April 18, 2016


‘Pure Michigan’ Campaign Under Fire as Water Crisis Worsens
(Ragan’s PR Daily, 11.04.16)

As scrutiny surrounding the lead contamination crisis in Flint, Michigan, increased this week, PR pros took to social media to express dismay at the state’s seemingly tone-deaf continuation of its “Pure Michigan” tourism campaign.


Communications Teams Must Plan for Crisis, Former American Airlines Executive Andrea Huguely Urges
(Tulsa World, 31.03.16)

Failing to plan is planning to fail, crisis communications consultant Andrea Huguely said during her presentation at the Tulsa Chapter of The Association for Women in Communications’ workshop Wednesday morning.


Crisis of the Week: Valeant Effort at Communication Under Microscope
(The Wall Street Journal, 28.03.16)

Valeant Pharmaceuticals is in the crisis spotlight this week, after announcing it was starting a search for a new chief executive, naming activist investor William Ackman to its board and blaming some of its problems on its former chief financial officer, Howard Schiller, who then responded to the company’s allegations against him. The company admitted “tone at the top of the organization” may have been a factor in its “improper revenue recognition.”


Engaging and Informing Employees During a Crisis
(Fei Daily, 23.03.16)

Most crisis communication plans depend at least somewhat on the ability and willingness of employees to come to work – but that assumption may not be valid.


“If it’s going to come out eventually, better have it come out immediately.” —Henry A. Kissinger


Personal Branding Digest, April 15, 2016


Real Talk: 6 Things No One Told You About Personal Branding
(Business.com, 14.04.16)

Personal branding is your reputation. It’s everything you have when it comes to building relationships for a healthy future.


How to Growth Hack Your Personal Brand
(Search Engine Journal, 08.04.16)

Growth hacking refers to employing unusual, and often bold, techniques to bolster the growth of a business, or even your personal brand. This is done by bypassing the usual channels of marketing. Companies that have done this successfully employed a mix of integrated marketing, aggressive social media and email marketing, along with the production and distribution of quality content. The method saves time and money, which is ideal for new businesses.


Amber Rose’s Blockbuster Emoji App Elevates Personal Branding to Activism
(Good, 06.04.16)

Hashtag activism has an official rival among the casually conscientious set, because emojis are your new favorite banner to wave at the Man and shout, “The future is female!” Or biracial. Or into BDSM. Or sex positive. Or cool with smoking weed. Or, honestly, whatever you’re into.


How Building a Personal Brand Converts
(Business2Community, 12.03.16)

Personal branding is a hot topic in today’s marketing landscape, but few business owners truly understand what it means or how it can promote better conversions. With personal branding, you position yourself as a brand alongside your company. Your employees also have a personal brand of their own.


“Your personal brand should be like water: not only clear but transparent to the public. People thirst for that, and they will drink you up.” —Jarod Kintz


Health and Wellness Branding Digest, April 14, 2016


Johnson & Johnson Has a Baby Powder Problem
(Bloomberg, 31.03.16)

More than 1,000 women are suing the company for covering up a cancer risk.


CVS Health’s Marketing Chief on Turning the Pharmacy Brand into a Healthcare Player
(Adweek, 28.03.16)

When CVS Health announced two years ago it will no longer sell or stock tobacco-related products, it was a game-changing move for the Woonsocket, R.I.-based brand, one that even received accolades from first lady Michelle Obama. But, according to Norman de Greve, CVS’ svp and CMO, the step was part of a larger strategy that had been in the works for the last decade to shift the brand from being the proverbial “drugstore on the corner” to a “multifaceted healthcare company.”


Many Parents Skeptical of Online Doctor Ratings, Poll Finds
(HealthDay, 22.03.16)

About one-third of parents turn to online ratings in their search for a doctor, but most parents say they aren’t sure they can trust Web-based reviews, new U.S. research shows.


Reel Marketing: Choose Your Own Adventure
(Medical Marketing & Media, 28.10.15)

To date, pharma marketers have viewed interactive video as more or less a curio—a tactic best assigned to next year’s to-do list. But in doing so, they’re missing a huge opportunity to connect in ways that more linear forms of advertising can’t match. By way of IKEA and Coldplay, Mitch Apley explains.


“Wellness is not a ‘medical fix’ but a way of living—a lifestyle sensitive and responsive to all the dimensions of body, mind and spirit, an approach to life.” —Greg Anderson


Consumer/Lifestyle Branding Digest, April 13, 2016


Technobabble: The Worst Tweet Brand Fails on Twitter
(The Post, 03.04.16)

Twitter branding and marketing has become companies’ and news publications’ major source of reaching a diverse range of users — but it comes at a price. Social media managers often forget to double-check tweets before scheduling because they’re overworked or exhausted, which leads to embarrassing errors and campaign mess-ups.


5 Ways to Humanize Your Brand
(Forbes, 31.03.16)

Companies are in a bit of a crisis in the modern era. Even though consumer-brand trust is as important as ever, the sad fact is, people don’t really trust brands. They see corporations as faceless profiteers, a sentiment brought on by tales of corruption in big business, the 2008 financial crisis, and constant bombardment of advertising over the past several decades. Any message that comes from a corporate brand is instantly given extra scrutiny.


What Brands with Great Reputations Do Best
(CNBC, 29.03.16)

When it comes to buying behavior, a company’s brand can overshadow its product, according to a survey released Tuesday.


How to Talk to Generation Z
(Marketing Week, 01.02.16)

The under-20s are the least loyal consumers and quickly lose interest in brands. We reveal what marketers are doing to engage with this tricky bunch.


“Best way to sell something—don’t sell anything. Earn the awareness, respect and trust of those who might buy.” —Rand Fishkin


Cause Branding Digest, April 12, 2016


Are You Defining CSR Success All Wrong?
(Forbes, 06.04.16)

With the pile-up of data proving the bottom line benefits of employee volunteer and giving programs, more companies are clamoring to launch or escalate their own programs. As someone whose business helps organizations manage their corporate volunteering and giving, I’m delighted with this trend towards more employee-led philanthropy.


How CSR Is Driving Purposeful Food Sales to Record Levels
(Triple Pundit, 04.04.16)

The traditional food and beverage industry is in crisis. Pop, fizz, drink … WEIGHT GAIN is now a growing consumer belief. This shift in consumer perception has driven soda sales to a 30-year low. Traditional food and beverage brands have lost the mainstream consumer’s trust. Seventy-five percent of consumers believe food manufacturers are more focused on profits than human health.


Unilever’s Keith Weed: Brands Can and Should Make a Difference to the World
(Marketing, 23.03.16)

Unilever CMO Keith Weed and Project Everyone marketer Amanda Mackenzie urged corporates to make a difference to the world this morning at the Guardian Changing Media Summit.


Fashion Companies Can Do More on the CSR Front
(WWD, 22.03.16)

From reducing carbon emissions and mitigating the environmental impact of textile production to strengthening fair labor practices and addressing workers’ rights, corporate social responsibility has a broad mission.


“All company bosses want a policy on corporate social responsibility. The positive effect is hard to quantify, but the negative consequences of a disaster are enormous.” —Noreena Hertz