Personal Branding Digest, August 28, 2015


Personal Branding in an Online World
(The National, 20.08.15)

Branding, once the exclusive realm of products and corporations, has now become much more personal, encompassing the way an individual presents himself to society and the professional world. Similar to marketing a product, a necessity in today’s world is marketing yourself.


5 Personal Branding Strategies Every Entrepreneur Needs to Know
(The Huffington Post, 04.08.15)

Every entrepreneur will tell you that it takes hard work and persistence to be successful. In addition to loving what you do, continually learning from others and building a great team around you, one of the most important things you can do is build your personal brand and reputation.


6 Ways Entrepreneurs Can Successfully Brand Themselves
(Entrepreneur, 27.07.15)

Over the last few years, personal branding has gone on from being an additional responsibility to one of the top priorities in marketing a business.


5 Steps for Maximizing LinkedIn’s Blogging Feature for Personal Branding
(Forbes, 14.06.15)

When LinkedIn added a blogging platform (a.k.a. long-form posting) as a way to keep members coming back—they changed the mindset of those who only visit LinkedIn when something major happens in their professional lives. Influencers, who were selected by LinkedIn, published thousands of posts that were viewed millions of times. These days, you no longer need to be an official Influencer to make your content visible via this platform. LinkedIn has made long form publishing available to all members. It is a significant step in transforming the profile from an online resume into a comprehensive personal branding platform.


“Your personal brand is a promise to your clients … a promise of quality, consistency, competency and reliability.” —Jason Hartman


Health and Wellness Branding Digest, August 27, 2015


Editor’s Desk: Off-Label and On the Record
(Medical Marketing & Media, 23.07.15)

Taking a look back at what’s happened—and what hasn’t happened—on the healthcare communications policy front so far this summer.


5 Mobile Patient Engagement Benefits Beyond Remote Check-Ins
(Clinical Leader, 18.06.15)

The rise of transformative technologies from EMRs to wearables is quickly making mobile devices a very real part of a person’s health care journey. Ninety percent of Americans now own a mobile device, and they spend an average of 43 minutes per month on those devices, compared with just 22 minutes at an average doctor’s visit. Mobile devices make information instantly available to far more people than traditional desktop computers ever did. In fact, for the first time, people are searching for information more on mobile devices than on laptops or desktops, according to Google.


Relationships Need to Adapt, Too
(MediaPost, 05.06.15)

We live in a multifaceted and complex time for healthcare. It seems like more people are getting ill with chronic and terminal conditions, and there are more challenges to getting the proper care. So the need for creating healthcare communications and experiences that respond to these challenges has gotten more complicated as well.


Back-to-‘Biogen’ Shift Signals Wider Industry Branding Trend
(Fierce Pharma, 11.05.15)

Biogen’s recent change back to its original name–from the decade-old merger name Biogen Idec–made sense in many ways. Along with the nod to its biotech founding heritage, most people already called the company simply “Biogen,” anyway.


“Your brand is a gateway to your true work.” —Dave Buck


Consumer/Lifestyle Branding Digest, August 26, 2015


4 Proven Approaches to Effective Viral Marketing
(Business2Community, 24.08.15)

Hello, readers, look at your content, now back to mine, now back at your content, now back to mine. Sadly, it isn’t mine, but if you stopped using “Mad Men”– era marketing tactics and tried to go viral, it could look like mine.


3 Mega Marketing Lessons from 3 Companies with Strong Brands
(Entrepreneur, 29.07.15)

If there is one theme that shines through in my first marketing book, The Experience Effect, it is that “marketing is a spectator sport.” We can learn a lot from each other by observing the marketing activities of other brands and businesses.


What an OTT Future Means for Brands
(Harvard Business Review, 13.05.15)

If you haven’t heard of OTT, short for “over the top,” you will soon. The acronym refers to video content delivered straight to the consumer via internet. The core disruptive concept is that the “pipe” created by the cable MSOs (multiple system operators) no longer provides the sole gateway to consumers’ television screens. Using software, like the apps on new “smart” TVs, or hardware, like Roku or Chromecast devices, any consumer with a strong Internet connection can now bypass the disintermediated MSO. Think of HBO Now, a standalone service that consumers can access over the web, without a cable subscription.


Integrating Technology with Customer Experience
(Marketing Week, 01.05.15)

Without robust integration between technology and customer experience, the encounters that consumers have with brands offline and online can be inconsistent.


“The most important thing to remember is you must know your audience.” —Lewis Howes


Corporate Branding Digest, August 24, 2015


Amazon Exposed: The Importance of Employer Branding
(LinkedIn Pulse, 17.08.15)

The New York Times’ expose on Amazon, and Jeff Bezos’ uncharacteristic response, have ramifications beyond the company’s Seattle campus. As a planet we are unused to flat out criticism of the online retail behemoth; yes, Amazon is a slightly impersonal shopping experience, a bit like an internet vending machine, but it is generally seen as a paragon of dot com success. But can Amazon, and its scores of imitators, really continue to grow without caring about its employees? And what can the rest of us learn about the importance of employer branding?


Bracing for Change: Be Ever Ready for Crisis
(The Nation, 28.07.15)

Recent events around the world have signalled the need for organisations to develop and update their emergency response and business continuity plans.


Five Ways B2B Brands Can Use Strategic Partnerships to Get Ahead
(Marketing Week, 19.05.15)

The benefits of forming strategic partnerships can be lucrative if chosen and executed properly. Fashion and Beauty Monitor’s Sarah Penny sets out five key steps to forming and maintaining successful long-term partnerships.


Why Corporate Brands Need Personal Brands as Support
(Forbes, 18.03.15)

There’s a branding problem in the world today. For decades, brands have served as the foundation of the marketing and advertising campaigns of countless businesses of all industries. Brands represent the core identity of businesses, with a set of color, font, style, tone, values, and voice that encapsulate the core essence of their respective business. Brands become recognizable over time, building the reputation of the business they represent and establishing relationships with their respective customers. They are a vessel for brand-consumer communications, and they remain a major pillar in any business’s core strategy.


“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” —Jeff Bezos


Personal Branding Digest, August 21, 2015


You Know What Else Sucks About Donald Trump? His Branding
(Wired, 07.08.15)

For all his expertise in self-promotion—and Trump is nothing if not a masterful self-promoter—he has shown disdain for typography and branding. He favors grandiose letterforms of the sort personal injury lawyers might use, and would do well to embrace the work of the late German type designer Georg Trump, who is no relation but prefigured the Donald with his strong typefaces. He created 17 typefaces with names like Mauritius, Signum, and City, which was the basis for the IBM logo Paul Rand designed in 1955.


Increase Personal Brand Visibility with Better Website Referrals
(Business2Community, 05.08.15)

After setting up a successful website and publishing great content you want your personal brand to be seen by influencers in your market. What you may not realize is there are a lot of spam accounts set up to clog servers and steal your hard-earned status. Now is the time to do an audit and find out which referrals are fake and which ones are the real deal.


5 Ways to Successfully Cultivate Your Personal Brand
(Entrepreneur, 23.07.15)

Personal branding is a hot topic and yet most people don’t understand what building a “Personal Brand” actually means. Having a “brand” is very different from branding and yet many entrepreneurs and business owners completely avoid building their personal brand in fear of being seen as that shameless self-promoter.


3 Steps to Building an Awesome Personal Brand
(Forbes, 23.06.15)

In a world where the only job security that exists is the one that you can create for yourself, it’s never been more important to build a personal brand. I’m not saying you need to be famous, but it’s also not acceptable to be invisible either. A strong personal brand is the only way to future-proof your career by ensuring that people will want to work with you or promote you.


“It’s important to build a personal brand because it’s the only thing you’re going to have. Your reputation online, and in the new business world, is pretty much the game, so you’ve got to be a good person. You can’t hide anything, and more importantly, you’ve got to be out there at some level.” —Gary Vaynerchuk


Health and Wellness Branding Digest, August 20, 2015


The Marketer’s Guide to Handling HIPAA Laws
(Forbes, 05.08.15)

Healthcare marketing is about 2 years behind any other industry because of a few reasons. First, HIPAA laws dictate how patient information is stored and used, and second, the FDA has regulations about how healthcare organizations can market their products.


Using Content Marketing and Native Marketing to Recruit for Clinical Trials
(Clinical Leader, 23.07.15)

Choosing the best strategies to enhance the recruitment process for clinical trials is a hot topic these days. One step worth taking to help aid recruitment efforts is to look at a rivalry that is currently brewing in the business world: that of content marketing versus native marketing.


Orchestrating Key Stakeholder Engagement for Launch Success
(Medical Marketing & Media, 21.07.15)

The modern healthcare landscape is complicated, and the terrain is even more gnarled for life-sciences companies trying to bring new products to market.


Patients, Not Users: Humanizing the Mobile Health Movement
(MediaPost, 03.06.15)

As mobile technology and healthcare continue to evolve, people are increasingly turning to the devices in their pocket to provide everything from calorie counting to glucose monitoring. According to Digitas’ mBook Report, 90% of patients say they would use an app “prescribed” by their doctor (even though only 66% would fill a medical prescription), and a report by Grand View Research, Inc. says the global market for Mobile Healthcare (mHealth) applications is projected to exceed $42 billion by 2020.


“Branding adds spirit and a soul to what would otherwise be a robotic, automated, generic price-value proposition.” —David Aaker


Lifestyle/Consumer Branding Digest, August 19, 2015


What Does an Emotional Connection with Your Customers Look Like?
(Business2Community, 04.08.15)

The web today allows brands to make more personal and emotional connections with their customer base. Such connections will look different depending on who your audience is, what your offerings are, the channels your customers pay attention to, and many other factors.


Natural May Be Bad for Your Marketing Health
(Campaign, 30.07.15)

What happens when a long-standing marketing paradigm is undermined? Something so well-established, we apply it without thinking; so incontrovertibly true, no-one questions it. When it’s pointed out that naturally healthy dried fruit snacks are worse for you than a packet of Haribo (a client of ours), and that a Big Mac is healthier than a handmade Pret baguette, we may be about to find out.


Time to Cut Through the Digital-Marketing Tools Noise
(CMO.com, 03.06.15)

With today’s rapid pace of innovation in digital marketing, marketing pros face a daily barrage of sales pitches for new tech tools. All the options make it difficult to cut through the noise and assess what your company truly needs.


Telefonica’s Jonathan Earle: Brands Are Missing Out on Sales by Making It Hard Work for Customers
(Marketing Week, 18.05.15)

As consumers we are balancing so much in our lives. Work, home, family, sports, social, the quantified self. We are cramming more and more into our day. People are more and more restless trying to multitask as much as possible—keeping up with the Joneses has never been so hard and relentless.


“Branding demands commitment—commitment to continual reinvention, striking chords with people to stir their emotions and commitment to imagination. It is easy to be cynical about such things, much harder to be successful.” —Richard Branson


Cause Branding Digest, August 18, 2015


What Consumers Really Think About Charity at Checkout
(Forbes, 30.07.15)

American consumers have grown accustomed to being asked to make donations when checking out at stores and restaurants —nearly three out of four Americans have given this way according to a recent Good Scout Group study.


Retailers Embrace Cause-Related Efforts
(MediaPost, 21.07.15)

As they head into their most important selling season, big retailers—including Men’s Wearhouse, Macy’s and Kohl’s—are cranking up their cause-related commitments.


4 Elements to Bigger Cause Marketing
(The NonProfit Times, 15.06.15)

A show of hands: How many people heard the term “cause marketing” back when they were trying to use the family car to give that new driver’s license a workout? Yeah.


Green Initiatives Improve a Brand’s Perceived Value
(Triple Pundit, 25.05.15)

These days, if your business isn’t going green, it’s going extinct. Consumers aren’t only looking for businesses that offer high-quality products and competitive prices; they want to know that the organizations that take their money are going to use it to make the world a better place. Recent studies have found that green initiatives can significantly improve a brand’s value. Because of this trend, more and more corporations are including green initiatives in their marketing campaigns, in order to show that they are willing to play a part in the push to preserve and sustain the environment.


“Successful people have a social responsibility to make the world a better place and not just take from it.” —Carrie Underwood


Health and Wellness Branding Digest, August 13, 2015


The Marketer’s Guide to Handling HIPAA Laws
(Forbes, 05.08.15)

Healthcare marketing is about 2 years behind any other industry because of a few reasons. First, HIPAA laws dictate how patient information is stored and used, and second, the FDA has regulations about how healthcare organizations can market their products.


The Culture of Patient Experience
(Healthcare Finance, 25.07.15)

A prerequisite to developing a value-based organizational culture that has patient experience at its core is the full commitment of the organization’s executive leadership and board to guiding the organization through the changes that a value-based system will require. Long before patient expectations can be influenced, the organization must clearly and concisely articulate to internal and external stakeholders the role that value plays in the organization, promote multidisciplinary collaboration, and define the specific roles that clinicians and administrators play in the creation of value in order to establish a sustaining culture of patient experience.


5 Mobile Patient Engagement Benefits Beyond Remote Check-Ins
(Clinical Leader, 18.06.15)

The rise of transformative technologies from EMRs to wearables is quickly making mobile devices a very real part of a person’s health care journey. Ninety percent of Americans now own a mobile device, and they spend an average of 43 minutes per month on those devices, compared with just 22 minutes at an average doctor’s visit. Mobile devices make information instantly available to far more people than traditional desktop computers ever did. In fact, for the first time, people are searching for information more on mobile devices than on laptops or desktops, according to Google.


Patients, Not Users: Humanizing the Mobile Health Movement
(MediaPost, 03.06.15)

As mobile technology and healthcare continue to evolve, people are increasingly turning to the devices in their pocket to provide everything from calorie counting to glucose monitoring. According to Digitas’ mBook Report, 90% of patients say they would use an app “prescribed” by their doctor (even though only 66% would fill a medical prescription), and a report by Grand View Research, Inc. says the global market for Mobile Healthcare (mHealth) applications is projected to exceed $42 billion by 2020.


“Technological innovation is indeed important to economic growth and the enhancement of human possibilities.” —Leon Kass


Lifestyle/Consumer Branding Digest, August 12, 2015


Poll Shows Moms Still Use Paper for Back-to-School Lists
(Business2Community, 05.08.15)

Last year, about 49.8 million students attended public elementary and secondary schools; another five million went to private schools, and 21 million went to colleges across the country. What does this mean for retailers? With so many students in school, capitalizing on the back-to-school shopping season is a must.


The Most Important Stop on Mom’s Purchase Journey
(MediaPost, 31.07.15)

On the path to purchase, what sources of information wield the most influence on what shoppers buy? Given the variety of ways consumers share and receive information today, that question has become even more complex for marketers seeking to connect to potential customers. When it comes to making purchases for the kids in the family, parents across the board resoundingly named their child as the key purchase driver, with virtually all parents indicating their child is the essential source of information in the decision-making process.


Natural May Be Bad for Your Marketing Health
(Campaign, 30.07.15)

What happens when a long-standing marketing paradigm is undermined? Something so well-established, we apply it without thinking; so incontrovertibly true, no-one questions it. When it’s pointed out that naturally healthy dried fruit snacks are worse for you than a packet of Haribo (a client of ours), and that a Big Mac is healthier than a handmade Pret baguette, we may be about to find out.


Jamie Oliver: Marketing Departments Are the New TV Commissioners
(Marketing Week, 24.06.15)

Jamie Oliver spoke to Marketing Week about the role of brands in healthy eating and why he thinks YouTube is the future of broadcast.


“An advertising campaign should be timely. A branding campaign should be timeless.” —Steven Howard


Cause Branding Digest, August 11, 2015


Committing to Charity with Purpose: The Good, Bad and Creating Cause with Effect
(Forbes, 07.08.15)

Benevolence can be consumer catnip when it comes to brand likeability, but it does not work when its rewards are fleeting, or veiled.


3 Brands Doing Cause Marketing Right
(Built in Chicago, 17.07.15)

Marketing for a cause can have an immediate effect on consumer sentiment, even going as far as pushing consumers to pick one brand over another. This type of “cause-to-close” marketing improves brand loyalty by enabling a following to rally around the brand’s cause and adopt it as their own. As brands become more aligned to their target demographics through the saturation of social media, “Cause Marketing,” the type of marketing which focuses on promoting acts of doing good, has had a great impact on our society.


Can Brands Save the World?
(Strategy + Business, 29.06.15)

Melting glaciers. Increasing obesity. Oppressed workers. There are a lot of things to worry about these days. Business researchers often ask how individual behavior can be changed to mitigate the ill effects of risk-laden phenomena — how to get consumers to make sacrifices so business doesn’t have to pay for problems like underpaid workers and rising obesity levels. But they usually find that such changes are incredibly difficult to engineer. Marketers, on the other hand, usually want to know where the opportunities lie — even in global problems like climate change.


Cause Marketing: The Success of Michelle Obama’s Drink Up Campaign
(Triple Pundit, 02.06.15)

The key to social marketing is to get people to change their behavior. A successful campaign is clever, has a measurable social impact and, most of all, gets people to think or act differently.


“I wear two hats. The one is business and increasing my shareholders’ value; the other is social responsibility.” —Guler Sabanci


Corporate Branding Digest, August 10, 2015


How Corporate Personality Helps You Connect with Customers and the Customer Experience
(Forbes, 09.07.15)

Last week a friend of mine signed up with a cable TV provider for both his television and internet services. Once he was happy with the way things were working, he started making calls to cancel his old satellite TV service and previous internet supplier (two different companies).


4 Ways Your Influencer Marketing Efforts Can Fall Apart
(FierceCMO, 26.06.15)

B2B decision makers are going about their buying process more efficiently than ever. By the time they get in touch with someone in sales, most of the battle has already been fought. The marketing departments that reach buyers through less direct means are the ones who will win out.


The Sound of Your Brand
(CMO.com, 09.06.15)

We wouldn’t accept a bad smell or dirt in a shop or an office, but bad sound is okay. Why is it acceptable to pollute the world with noise?


How SMEs Make Marketing Add Up
(Marketing Week, 01.04.15)

Successful small businesses are investing in growth without breaking the bank.


“Leverage your brand. You shouldn’t let two guys in a garage eat your shorts.” —Guy Kawasaki


Health and Wellness Branding Digest, August 6, 2015


Hospital Marketing Departments Expand with Focus on Data, Social
(Healthcare Finance, 27.07.15)

Using social media, web technologies and data analytics, healthcare marketing professionals can engage in ways like never before.


Is Pharma Truly Equipped for Transparency?
(Clinical Leader, 08.07.15)

News from the past few months has clearly portrayed the ongoing struggle to establish and maintain transparency of how drugs perform in clinical trials. One of the most recent examples is a new lawsuit filed against Gilead by the Treatment Action Group and the Global Health Justice Partnership because of Gilead’s failure to grant access to the clinical trial data for the drugs Sovaldi and Harvoni.


Want to Reach Millennial Moms? Take a Cue from Your Employees
(Medical Marketing & Media, 26.06.15)

A few months ago, we started a discussion about how children’s hospitals needed to sharpen the definition of their target audience. Eighty-three percent of moms are Millennials who expect a different brand experience, which means not all moms consume information the same way. To target the entire mommy population, you need a more focused strategy.


What Life Sciences Marketers Can Learn from Hollywood About Buying Consulting and Agency Services
(MediaPost, 02.06.15)

Recently, The New York Times published an article headlined, “What Hollywood Can Teach Us About the Future of Work.” In it, the author marvels at the “Hollywood model” of work: where ad hoc teams carry out large and complex projects, requiring diverse talents with complementary skills. Per the article: “A project is identified; a team [of contractors] is assembled; it works together for precisely as long as is needed to complete the task; then the team disbands.”


“An innovation will get traction only if it helps people get something that they’re already doing in their lives done better.” —Clayton M. Christensen


Lifestyle/Consumer Branding Digest, August 5, 2015


Connecting with America’s Growing Multicultural Consumer Will Require an Authentic Approach
(Forbes, 03.08.15)

“A new type of thinking is essential if mankind is to survive and move toward higher levels.” Albert Einstein said that, but we don’t need to be geniuses to implement new thinking in business. We only need real leadership that’s innovative and courageous enough to evolve and take action now. That’s how we close the growing opportunity gaps within the three pillars of workplace/workforce, external partnerships and the marketplace/consumer. We must see these opportunities everywhere every day and anticipate the unexpected, sow those opportunities and unleash our passionate pursuits, grow those opportunities with a strategic focus and entrepreneurial spirit, and share opportunities with a generous purpose.


Forget Omnichannel: The New Goal Is Omniexperience
(CMO.com, 30.07.15)

Every retail business in the world is on the hunt for solutions to help ease the growing pains caused by digital disruption. Omnichannel strategies that provide a seamless experience for the consumer across multiple platforms–online, mobile, in-store–have been an evolution for a lot of brands, but for some companies it’s not enough.


Can Subway Freshen Up Its Image After Jared?
(NPR, 08.07.15)

For 15 years, Fogle has been known as the “Subway guy.” His story of dramatic weight loss became the centerpiece of Subway’s marketing campaign. Now, the chain has suspended its relationship with Fogle after law enforcement searched his home in connection with a criminal investigation.


Why Don’t More Big Brands Realise the Importance of Personalised Attention?
(Marketing Week, 20.05.15)

Why are most brands unable to convey a feeling of personalised attention? Are big brands just lazy, expecting customers to fall into their laps?


“I did everything in my power to give my brokers brand identity and clout in the market. I saw my job as parent to build them up and if I took care of them, then they would take care of their customer.” —Barbara Corcoran