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, January 25, 2016


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

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


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

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


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

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


Manage Risk Before It Manages You
(PRWeek, 06.11.15)

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


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


Consumer/Lifestyle Branding Digest, January 20, 2016


Equinox Fitness Launches Lifestyle Brand
(MediaPost, 20.01.16)

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


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

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


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

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


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

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


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


Corporate Branding Digest, December 7, 2015


Crisis Management in the Digital World
(BizCommunity, 26.08.14)

Whether you are reading about the Volkswagen emissions scandal, #[insertgrievancehere]mustfall, or another link bait headline by Donald Trump, it becomes clear that crisis communication has changed irrevocably in the age of digital.


Crisis Management 101: Did Writing Fake Reviews Help or Hurt Bell Mobility?
(Business2Community, 05.11.15)

When things are going well for a brand on social media, the benefits are easy to measure: an uptick in sales, boom in referral traffic, increased activity on traceable links. When things are going poorly, the silence can be deafening… and difficult to track. Especially if your brand is already suffering.


3 Things Pilots Know About Crisis Management
(Fast Company, 24.11.15)

When it’s just you and your craft at 5,000 feet, what matters most is experience.


Ebay’s Spinoff of PayPal Is a Model for Crisis Management
(Forbes, 09.11.15)

Every enterprise, no matter how big, successful or skillfully managed, will eventually have to deal with a challenge that represents an existential crisis. In meeting that challenge, every flaw will be exposed and every weakness will be pounced upon by competitors. A crisis is management’s ultimate test.


“Change before you have to.” —Jack Welch


Personal Branding Digest, December 4, 2015


The Five Deadliest Personal Branding Sins
(Forbes, 27.11.15)

Branding Sin Number One: No Brand at All. The worst personal brand you can have is none at all. If your LinkedIn profile is bland and boring, no one will read it. If you neglect to upload a profile photo to your LinkedIn profile page, no one will stay on your page for more than two seconds.


Brand for Your Clients, Not Yourself
(Business Quarter, 20.11.15)

One of the most important lessons you can learn about branding is that it’s not really about your own brand; it’s not even about your products or your services, and it’s certainly never about you. It’s all about your buyer. Potential buyers care only about what your brand can do for them, how it can solve their problem or make their life easier, better, happier.


Are You a Good Leader Brand?
(Business Today, 17.11.15)

Advertising and executive coaching share more common ground than one would think. Both these disciplines are about behavioural change at the core, though the end benefit of that change could accrue to different parties.


New Ways to Control and Promote Your Personal Brand on Facebook
(Business2Community, 06.10.15)

Changes to the platform have made it easier to control and promote your personal brand on Facebook. How? By giving you more control over what you highlight and what information you share across the network. Here are some changes that can have a big impact on how you present yourself.


“Pride makes us artificial, and humility makes us real.” —Thomas Merton


Consumer/Lifestyle Branding Digest, October 7, 2015


5 Ways to Protect Your Brand’s Online Reputation
(Entrepreneur, 09.09.15)

We live in a search-happy world. Take it as a given: Before customers consider doing business with your company, they’re going to Google it first. So it’s imperative that your brand has a strong online presence. Creating reputable, sharable, easily searchable content is the best defense against a negative comment or review appearing first in a search result for your company.


Are CMOs Betting Big on Omni-Channel?
(Forbes, 08.09.15)

As both sellers and customers, we know buying is no longer as simple as heading to the supermarket or a brick-and-mortar store a few blocks away. We buy online, using a plethora of devices—desktops, laptops, smart phones, tablets, and newer to the market, wearables. Buying doesn’t happen in one place anymore. While this fact presents new channels for marketers to use in reaching their customers, it also creates a tremendous challenge: Designing a seamless and consistent experience across all devices and channels customers use to interact with their brands.


Two Must-Haves for Effective Teen Marketing
(MediaPost, 03.09.15)

MTV believes that, in order to reach teens effectively, you must “immerse yourself in their reality: in their music, in their art, in the things that they read. And if you see it or approach it any other way, and approach it as an anonymous, faceless, homogenous target market, then you will fail.” You’ve read it here in past posts.


Why Transparency Is Key in Relationship Between Brands and Vloggers
(Marketing Week, 29.05.15)

Brands have welcomed plans for new vlogging guidelines from the Advertising Standards Authority but it is up to advertisers and vloggers to be transparent and authentic or risk losing their audience.


“The entrepreneur always searches for change, responds to it, and exploits it as an opportunity.” —Peter Drucker


Consumer/Lifestyle Branding Digest, September 16, 2015


Burberry to Launch First Brand Channel on Apple Music
(Mobile Marketing, 15.09.15)

British fashion label Burberry will be the first brand to have a dedicated channel on Apple Music, following a deal between the iconic luxury designer and the tech giant.


How Is Digital Changing the Real Estate Game?
(Marketing, 07.09.15)

Digital has played a pivotal role in shortening the time cycle of property purchase process by making the much-needed market intelligence available to those who need it the most.


The Secret Ingredients to a Successful Branding Strategy
(Entrepreneur, 10.08.15)

When it comes to branding, there’s no easy recipe for success. Branding is an imperfect science that boils down to constant change—based on where you are, where you want to be and, most importantly, what the market is doing.


Brands’ Inane ‘Visions’ Have Lost Touch with What Consumers Really Use Them for
(Marketing Week, 20.05.15)

Brand purpose, content marketing and the belief that millennials are looking for ‘more than just a brand’ are leading to brand managers creating brand visions that have nothing to do with their actual product or consumer.


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


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


Health and Wellness Branding Digest, July 9, 2015


Could Marketing in Schools Help Save America’s Health?
(Medical Marketing & Media, 22.06.15)

With an eye on the bottom line, hospitals and health systems and their marketing firms traditionally haven’t spent much time on school campuses. After all, children are not making healthcare purchasing decisions.


Did Health Lions Inspire Better Healthcare Marketing?
(Ad Age, 21.06.15)

At last year’s first Health Lions awards, there was no Grand Prix for the pharma category, and U.S. agencies trailed their international counterparts in wins. FCB Health CCO Rich Levy blamed it on the regulatory hurdles faced by health advertising.


Humana Prescribes Its Customers Healthy Email Content
(Direct Marketing News, 09.06.15)

For decades the debate around health insurance has been a hot one. But marketers for health insurance giant Humana say their aim isn’t a political battle—but a fight for consumers’ health and a push for fitness education. One of the ways Humana is doing that? Email marketing.


Online Hospital Promos a Marketing Catch-22
(Health Leaders Media, 08.04.15)

Accurately representing medical procedures online is a conundrum for hospital marketers, who risk scaring off potential patients by posting facts that would be better explained face-to-face by a physician. But there are ways to tackle this challenge.


“Change is inevitable, and when it happens, the wisest response is not to wail or whine but to suck it up and deal with it.” —Daniel Pink


Cause Branding Digest, April 14, 2015


7 Reasons Walmart Has Given Me Hope About Green Marketing
(GreenBiz, 23.03.15)

Twenty-five years ago this month, my book The Green Consumer hit U.S. bookstores. It promised that “Every time you open your wallet, you cast a vote, for or against the environment.”


5 Companies Doing Corporate Philanthropy Right
(Triple Pundit, 09.03.15)

Some companies just get it. They understand that nonprofits are out there fighting to make the world a better place, so they institute corporate giving programs that provide more funds, in more ways, to more organizations.


What’s the Best Way to Market Your Charitable Giving?
(Entrepreneur, 16.10.14)

From the red Dell laptops for AIDS awareness to pink Nike high-tops for breast cancer research, more companies are embracing social causes as ways of helping themselves and others. Such cause-related marketing generally produces win-win outcomes: The for-profit companies generate goodwill and earnings, while the nonprofit causes share in income they may not otherwise have seen.


‘Green and Growth Can Go Hand in Hand Together’
(Forbes, 23.09.14)

What a difference a decade makes. Corporate leadership is now very keen to be seen to be embracing the values of sustainability. But individual leadership has also made all the difference. Once UN Secretary General Ban Ki-Moon threw his weight behind the Climate Summit in New York, it moved onto a different platform.


“Progress is impossible without change, and those who cannot change their minds cannot change anything.” —George Bernard Shaw


Corporate Branding Digest, Feb. 27, 2015


Ex-Kodak CMO Jeffrey Hayzlett Warns: Adapt, Change or Die
(CMS Wire, 24.02.15)

Jeffrey Hayzlett describes himself as a maverick marketer in cowboy boots … among other things.


Are You a CMO with Cojones? There’s an Award for That!
(CMO.com, 20.02.15)

I love learning about innovative CMOs who have taken charge strategically and creatively to make a positive difference in transforming their businesses. So my interest was piqued when I heard about the Cojones Awards, which recognize CMOs who have the courage, confidence, conviction—and, frankly, the balls—to enact change in every facet of their organizations.


Important Leadership Lessons from the Blizzard that Never Came
(Inc., 31.01.15)

Sometimes the best leadership lessons come from our everyday storms.


The Missing Ingredient of Modern Marketing
(Entrepreneur, 14.11.14)

You’ve heard this before: Your brand is the sum of customers’ complete experiences with you across all touch points.


“If you are going to achieve excellence in big things, you develop the habit in little matters. Excellence is not an exception, it is a prevailing attitude.” —Colin Powell


Corporate Branding Digest, Jan. 6, 2015


4 Leadership Competencies You Must Know
(Forbes, 06.01.15)

Year after year the tireless realization is made that every person and organization must find better ways to collaborate and compete if they want to stay competitive and thrive amidst constant change.


Millennials Put Premium on Digital Relationships
(MediaPost, 05.01.15)

For better or worse, younger consumers are more able to form meaningful relationships through digital channels.


5 New Consumer Behaviors that Scare Marketers—but Shouldn’t
(iMedia Connection, 03.12.14)

If I had to posit a theme for the last eight years, it would be the stunned period. Marketers were dazed by the advent of technology, confused by reactions to climate change and green practices, paralyzed by the steep and sudden change in our economic climate, and dizzy from spinning in circles trying to understand those elusive Millennials. (OK, we’re still a little stunned by the Millennials.)


Why a Good Story Is the Most Important Thing You’ll Ever Sell
(Fast Company, 24.10.14)

From the cave paintings of Neanderthal Man to the hieroglyphics of the Egyptians to the Greek epics that were handed down the centuries, stories have recorded history, passed on wisdom, and set rules for moral behavior.


“Confidence … thrives on honesty, on honor, on the sacredness of obligations, on faithful protection and on unselfish performance. Without them it cannot live.” —Franklin D. Roosevelt