Consumer/Lifestyle Branding Digest, Aug. 10, 2016


#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 …
(MediaPost, 08.08.16)

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


Cause/CSR Branding Digest, Aug. 9, 2016


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
(MediaPost, 26.07.16)

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
(TriplePundit, 17.05.16)

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


Corporate Branding Digest, Aug. 8, 2016


Massive Delta Outage Highlights Need for Quality Center Power Backup Plans
(TechRepublic, 08.08.16)

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
(Forbes, 19.05.16)

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


Personal Branding Digest, Aug. 5, 2016


Follow These 3 Steps to Determine Your ‘Personal Brand’
(Fortune, 04.08.16)

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
(Esquire, 03.08.16)

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
(Business2Community, 14.07.16)

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


Why B2E Is the New B2B

Humanize

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.

Continue Reading →

Cause Branding Digest, July 12, 206


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
(Business2Community, 23.06.16)

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
(TriplePundit, 20.04.16)

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


Corporate Branding Digest, July 11, 2016


3 Ways to Use Company Culture to Strengthen Your Marketing
(Entrepreneur, 07.07.16)

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)
(Forbes, 06.07.16)

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


Personal Branding Digest, July 8, 2016


How 15 Minutes a Week on LinkedIn Can Boost Your Personal Brand
(Inc., 05.07.16)

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
(Business2Community, 24.06.16)

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
(Entrepreneur, 20.06.16)

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


Health and Wellness Branding Digest, July 7, 2016


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
(Forbes, 01.07.16)

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


Consumer/Lifestyle Branding Digest, June 8, 2016


Corporate America Chases the Mythical Millennial
(The New York Times, 26.05.16)

If you’re reading this article voluntarily, you’re probably not a millennial, because everyone knows millennials don’t read news. In fact, there’s a pretty good chance you look down on millennials. Perhaps you consider them entitled, indulgent, needy and a little too much to bear—or maybe you’re simply skeeved by their weird headgear, strange hieroglyphs and intricate courtship rituals.


Four Ways Collaboration Can Invigorate Marketing
(Fourth Source, 23.05.16)

If insanity is doing the same thing over and over again and expecting different results, why do most brands rely on the same tired old formulas in marketing by broadcasting identical content across TV, physical ad space and even social media platforms? A social presence is wasted when it’s used to talk at, not with people.


What to Consider When Evaluating Potential PR Partners
(Entrepreneur, 16.05.16)

For many companies, partnering with a public relations agency is a natural step when their aim is to build or enhance their brand. Of course, how successfully these businesses tell positive stories about their brands partially depends on their partners. If you are currently in the process of finding and retaining a PR firm, chances are you have multiple pitches to evaluate. Here are four criteria to keep in mind as you weigh your options.


Pepsi ‘Future Proofs’ Brand as It Increases Focus on ‘Guilt-Free’ Products
(Marketing Week, 18.04.16)

Pepsi is increasing its focus on low-calorie and “nutritional” innovations in a bid to “future proof” the company and respond to consumer appetite for health and wellness products.


“A brand is a metaphorical story that connects with something very deep—a fundamental appreciation of mythology.” —Scott Bedbury


Cause Branding Digest, June 7, 2016


3 Surprising Lessons a Major Nonprofit Learned when It Analyzed Its Advertising
(Adweek, 01.06.16)

Nonprofits rarely have the luxury of big advertising budgets, and it’s not often they get a chance to analyze whether their ads are working. But a new study may help shed some light on the kinds of ads that actually help drive donations.


Transparency and the Key to Consumer Trust
(TriplePundit, 03.05.16)

No issue better highlights the importance of business transparency than the recent battles about the use of genetically modified organisms (GMOs) in food. The agreement by the world’s largest cereal, soup and candy makers to label products earlier this year may have sprung from Vermont’s new GMO labeling law, but it underscored consumers’ demand that they have a right to know what they are buying—right down to the molecule.


How Social Good Fuels Recruiting
(Talent Management, 19.04.16)

For companies that want to recruit the best young talent, aligning corporate social responsibility, or CSR, investments with employees’ interests—and communicating those efforts in recruiting campaigns—has become a critical step in the war for talent.


Corporate Social Responsibility Is Good for the Bottom Line, but Doesn’t Wash Away a Firm’s Sins
(Phys.org, 04.03.16)

Corporate social responsibility, or CSR—a name for the actions companies take to advance social good, above and beyond that which is required by law—continues to draw interest from practitioners and academics alike. One question that practitioners have is whether CSR impacts their firm’s performance.


“If you can shift your thinking away from merely selling and into building trust instead, even if it costs you a few bucks in profit, you’ll begin to see opportunities you never imagined.” —Chris Zane


Corporate Branding Digest, June 6, 2016


6 LinkedIn Company Page Branding Strategies
(Business2Community, 26.05.16)

Did you set up a company page on LinkedIn and then forgot about it? You may have had the intention of building a LinkedIn company page for branding, but with a lack of strategy and understanding of WHY and HOW it was going to deliver any results to your marketing, you let it go and moved on to the next market activity.


Which Social Media Platforms Attract and Hang on to Users?
(The American Genius, 18.05.16)

If you’re going to make the investment in social media, you want to know that your brand gets the visibility you expect from those channels. You can control what your follower see, but you can’t control how often your followers interact with a given social media channels. So, how do you know that you’re working with an attentive audience?


How Treating Employees Well Boosts Brand Value
(Adweek, 17.05.16)

This election season is putting issues like the fight for a higher minimum wage front and center, shining a light on how corporations treat their workers. And what’s become clear is those companies that take care of their employees—and let their customers know about it—stand to boost their brand value.


Colleges Use Snapchat to Attract Prospective Students
(NBCNews.com, 10.05.16)

This kind of corporate branding was almost unimaginable when Snapchat launched in 2011. Distinguished by its ephemeral nature—posts typically “disappear” within 24 hours—Snapchat quickly became infamous as a sexting tool for teens.


“If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants.” —David Ogilvy


Personal Branding Digest, June 3, 2016


The 5 Advantages of Personal Branding in a Startup
(Huffington Post, 01.06.16)

If you’re trying to build some momentum for your startup, it’s tempting to pour all your efforts into creating and promoting your core company brand. Generally, this is a good thing; your corporate brand identity is one of the biggest factors for success you’ll have in your marketing campaign, and it’s going to help in both customer acquisition and retention.


Your Personal Branding Strategy Is Failing and Here’s Why
(Business.com, 31.05.16)

Like any type of digital marketing strategy, it’s not as easy as throwing money at the problem. Developing a trustworthy person brand is complex and there are a hundred things that could go wrong, but the effort is worth it.


Ex-Harvard Admissions Officer on Why Personal Branding Is Key to MBA Application Success
(BusinessBecause, 24.05.16)

Admissions expert reveals how the right personal brand can help you stand out from the crowd.


Schooled in Social Media 2016: Lessons Learned for Personal Branding
(Business2Community, 19.05.16)

Even students born into a daily use of their personal Facebook and Snapchat discovered that social media marketing for personal branding and job search requires time management, consistency, a good PLN, and a career focused strategy.


“Personal branding is sales, because you’re selling an image of yourself, a mirage, and you are the product.” —Jarod Kintz


Health and Wellness Branding Digest, June 2, 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.


Print: Alive and Well at the Point of Care
(DTC Perspectives, 19.05.16)

Concerned smartphones will eliminate the print industry? Remember 20 years ago when the same thing was said about the internet? Or years before that when television spelled the demise of print or even further back, the radio?


Attorney General Gets Approval for Firm to Investigate Opioid Marketing in New Hampshire
(NHPR, 18.05.16)

New Hampshire will spend $100,000 to hire a law firm to investigate whether drug makers have marketed opioids in a deceptive fashion. New Hampshire’s Executive Council voted unanimously to allow the Attorney General’s office to hire the Washington law firm of Cohen, Milstein, Sellers & Toll.


Easy Navigation Beats out Trustworthiness for Health Info, Survey Finds
(Medical Marketing & Media, 15.03.16)

Consumers are more likely to use health information websites they find easier to navigate than those they perceive as trustworthy, like government or nonprofit sites, according to new research by Makovsky.


“Women lean into health care and are typically a more captive audience. … Marketers need to respect their knowledge and not operate at the 101 level—but still keep it simple.” —Sharon Callahan


Personal Branding Digest, May 27, 2016


How Are You Building Your ‘Personal Brand’?
(Huffington Post, 18.05.16)

Every professional needs to empower themselves to own their careers. We are in a competitive and demanding global, multigenerational marketplace where our ability to articulate our value is essential. How do we stand out and differentiate ourselves? Do we have a specific niche, skill or experience…or is it something about our personality and approach that sets us apart from our colleagues?


Rustle Up Your Personal Brand
(Business2Community, 17.05.16)

The real benefit of a good personal brand is having a clear message that perfect prospects can easily engage and connect with. You don’t need to create some huge feast that makes it hard of them to work out where to get started with you. You can create massive impact just by using authentic ingredients, spice up your brand story and serve it in small, bite-sized pieces for people to taste what you have to offer.


The Three-Step Process to Build a Personal Brand
(CRN, 17.05.16)

Building a personal and professional brand is a key requirement in this economy, but doing so can seem like a daunting task.


Personal Branding: Does Polarizing Behavior Help You Succeed?
(Forbes, 15.05.16)

Do you have to post bold and polarizing messages on social media to stand out and succeed? And if people are offended, is it worth the risk?


“You’re never too old to reinvent yourself.” —Sir Martin Sorrell


Health and Wellness Branding Digest, May 26, 2016


Notorious FDA? Feds Turn to Hip-Hop to Tamp Down Teen Smoking
(NPR, 09.05.16)

For its latest anti-tobacco campaign, the Food and Drug Administration is trying to harness hip-hop sounds, style and swagger to reach black, Hispanic and other minority teens — who disproportionately suffer the consequences of smoking.


The Missing Ingredient in Online Healthcare: Trust
(PMLive, 12.05.16)

When the term “virtual reality” was coined in the mid-1980s, a distinction was being drawn between the real world and one mediated through computer screens or similar technology—a distinction that seems to be fading, as more of our lives take place online. A recent Pew Research Center survey shows that 21 percent of Americans report that they go online “almost constantly,” and overall, 73 percent of Americans say they go online on a daily basis. And, where once it was common to express hesitation at participating fully in things like e-commerce because of a lack of trust in the Internet, those days are long gone.


Facebook’s New Algorithm: Attention, Engagement and World Domination
(PharmExec, 26.04.16)

When I’m checking out pictures of my son’s new car, I don’t necessarily think of Facebook as a business network. But it is … the number one social-media network for businesses. Over 90 percent of the marketers surveyed in Social Media Examiner’s 7th annual industry report said they used Facebook.


Why UCB Isn’t Afraid of Social Media
(Medical Marketing & Media, 09.11.15)

Digital safety requirements are an oft-cited reason why pharma companies have steered clear of social media. As firms sift through patient chatter on blogs and forums, applicable laws for reporting medication side effects can seem like a pharmacovigilance nightmare.


“The time will come when, whatever illness you may have, for your body type and health history, there will ‘be an app for that’ to keep you on your best path to wellness.” —Sheldon Whitehouse


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