This week, Kate Urbach, Caroline Harrington and Taylor Jeffrey traveled to South by Southwest in Austin to represent Havas PR and help host a panel on pop-up activism. Here is what they learned. Continue Reading →
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
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
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
Equinox Fitness Launches Lifestyle Brand
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.
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
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
5 Ways to Protect Your Brand’s Online Reputation
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?
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
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
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?
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
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
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
2 Key Lessons in Branding
College students say the darndest things. In a recent marketing class, our discussion turned to McDonald’s unique TV ad, “Signs,” which features shots of the iconic golden arches, each with a customized message on its placard.
The Counterintuitive Way Smart CEOs Work
Great CEOs rarely enter into Player Mode. Rather, his or her first move is to find someone else to do the work. They are very intentional about engaging the organization. That’s why great CEOs are lazy.
Find the Catalyst to Ignite Change for Your Brand
As you began the New Year, you undoubtedly had a hard think about your goals for the marketing department and for the brand. What marketing levers will truly create an impact? What will break through? What results are reasonable?
4 Tech Trends Modern Marketers Can’t Ignore in 2015
(iMedia Connection, 21.01.15)
It is an exciting time for marketers. The technology on the horizon is game-changing, not only for consumers, but also for the media, brands, and retailers trying to reach them. It’s no surprise that much of this is driven by mobile and the soon to be realized Internet of Things. But what is only hype and what is real? What should you pay attention to in 2015?
“People at work are thirsting for context, yearning to know that what they do contributes to a larger whole.” —Daniel Pink
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!
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
Sometimes the best leadership lessons come from our everyday storms.
The Missing Ingredient of Modern Marketing
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
[Originally posted on Forbes.com.]
In this age of constant change, you’d think having the same name as someone who was wildly successful in his or her field a generation ago would be a liability for anyone hoping to become established as a player today.
4 Leadership Competencies You Must Know
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
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
A Survival Guide for New CMOs: You Might as Well Go for It
A CMO we worked with not too long ago reflected on his firing: “I learned my lesson. I’m going to get fired in the end anyway. From now on, I’m just going to go for it, from day one.”
The Best-Performing CEOs in the World
(Harvard Business Review, 01.11.14)
The knock on most business leaders is that they don’t take the long view—that they’re fixated on achieving short-term goals to lift their pay. So which global CEOs actually delivered solid results over the long run? Our 2014 list of top performers provides an objective answer.
3 Things to Know to Lead from the Bottom
Common wisdom holds that individuals can’t be leaders or bring change to an organization unless they’re at the top of the corporate hierarchy. But it’s possible to be a leader even if someone is at the bottom.
In a Digital World, Authenticity Can Make or Break Your Brand
“Authenticity” has been a marketing buzzword since the late ’80s, yet like a pesky bee, it won’t buzz off. From TV host Katie Couric and Pope Benedict XVI to politicians Hillary Rodham Clinton and Michele Bachmann, everyone with a message seems to lay claim to authenticity.
“It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.” —Charles Darwin