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


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