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


Consumer/Lifestyle Branding Digest, December 16, 2015


What Publishers Should Learn from Brands
(MediaPost, 12.11.15)

Earlier this week I attended IIeX Forums 2015, a two-day event that brings together consumer insights professionals, market research companies and technology firms. The first day focused on behavioral marketing; the second, techniques like neuroscience and biometrics, which can measure certain behaviors that happen before the consumer is even aware of it. Attention and emotion are two types of “nonconscious behaviors” that were discussed extensively.


Make It Easy for Customers to Make Your Brand a Habit
(Business2Community, 05.12.15)

For the average person, the rise of mobile has made things easier. Traffic warnings and subway updates reach you wherever you are. Taking a high-quality picture can be as easy as lifting your arm. And cashing a check no longer means searching out a physical bank branch–and if you DO want to find a bank, mobile makes that easier, too.


How Coca-Cola Overhauled Its Marketing in 2015
(Marketing Week, 14.12.15)

Back in March this year, Coca-Cola introduced a one brand strategy where its four product variants, Coca-Cola, Diet Coke, Coca-Cola Zero and Coca-Cola Life were placed under one Coca-Cola master brand instead of being marketed as separate products.


What One Direction and Trump Can Teach CMOs About the New Definition of Celebrity Branding
(Forbes, 10.12.15)

As brands seek to maintain relevance and momentum among Millennials and Gen Z, collaborating with celebrities presents opportunity and new complexity. It’s a move that requires careful consideration and the full involvement of chief marketers.


“Those who dismiss the value of PR nearly always seem to be the ones who need it most.” —David Alexander


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


Corporate Branding Digest, June 22, 2015


The CFO’s Emerging Role in Marketing
(CMO.com, 03.06.15)

As the voice of the customer rises and the ensuing power shift accelerates, the financial risk of marketing chasing proverbial rabbits down holes has increased correspondingly. Technology has become critical in driving marketing effectiveness, resulting in increased collaboration between CMOs and CIOs.


4 Ways to Drive Opportunities to Your Company with Executive Branding
(Forbes, 03.05.15)

Understanding executive branding is like unlocking the secret to getting picked first in middle school dodgeball. It centers on two things: being good and being liked. Similarly, executive branding verifies your value in the field and creates familiarity that enhances trust between you and potential customers.


How Data Quality Is Holding Brands Back from Achieving Customer Loyalty
(Marketing Week, 19.03.15)

It’s the sexy side of data that gets marketers’ pulses racing, but whether that means personalisation or predictive analytics, it is only possible if a brand gets the basics right with a focus on data quality and preparation. Yet 92% of businesses believe their data contains inaccuracies.


Visionary Leader or Pinocchio? 6 Behaviors Leaders Need in 2015
(Triple Pundit, 18.03.15)

Business leaders today are judged not only by the financial markets, but also by their employees and customers. Sites like Glassdoor give a forum for current and former employees to review employers and leaders. Meanwhile, Twitter and other social media channels expose customer complaints to the world, throwing a spotlight on how they are handled.


“Don’t be scared to try new things, but remember to hold on to the vision of your company and the initial successes that defined your brand.” —Ryan Holmes


Cause Branding Digest, April 28, 2015


3 Ways Brands Can Use Corporate Social Responsibility Principles to Create Better Advertising
(Fast Company, 07.04.15)

A genuine attempt to build trust with an audience—and give a brand a sense of purpose—can be far more effective than traditional ads.


Building a Socially Responsible Company: From the CEO to the Front Desk
(Triple Pundit, 01.04.15)

What do a union advocate, a freelancer and an ex-convict have in common? There’s no punch line here—they’re all successful leaders and social entrepreneurs.


Decoding Green Twitter: Secrets for Online Sustainability Success
(GreenBiz, 12.02.15)

Cross-sector, cross-industry and cross-cultural connecting and collaborating have to speed the path for business sustainability, because business may be our only hope to get the job done. And it could be your individual prerogative as a sustainability leader—even more than your corporate affiliation — that helps you best mobilize support and join the march.


Erase the Line Between Cause and Marketing
(Entrepreneur, 03.12.14)

Something is new on the cause-marketing front, and big companies and entrepreneurs alike would be wise to notice—and employ. There’s experimentation in doing the sort of thing that might have once been part of cause marketing as overt marketing. The result may be good for businesses and communities alike.


“It is a truly powerful phenomenon when a brand makes a stand for what it believes in.” —Simon Mainwaring


Lifestyle Branding Digest, April 8, 2015


The Characteristics of Effective Brands
(INSEAD Knowledge, 08.04.15)

Strategic brand building is becoming increasingly common but is also a critical way to ensure success in today’s complex and turbulent marketplaces. In branding, owning a word or a sharp phrase can anchor a company’s message and position, but building a brand as timeless as Volvo takes evolutionary strategic thinking too.


The Fine Art of Collaboration
(High Snobiety, 07.04.15)

With branding collaborations almost as frequent as regular collections these days, the premise behind that little “x” is becoming thinner all the time. David Hellqvist asks, “what makes a collab worthwhile and how much is too much?”


How Pro Sports Teams Are Taking the Customer Experience to the Next Level
(Forbes, 20.02.15 )

Customer eXperience, or CX is among the hottest issues facing CMOs and all marketers today. The need to provide the most optimal CX at all times is essential for success.


5 Secrets to Engaging Aspirational Consumers
(Fast Company, 15.05.14)

This new class of shoppers cares about style, status, and doing right by the planet. Here’s how to reach them


“In Britain, eponymous lifestyle branding as we know it started in the late 1960s, with two fascinating families—the Conrans and the Ashleys—who in increasingly brilliant settings and catalogues sold rather different visions of what the new ideal upper-middle-y life looked like.” —Peter York


Corporate Branding Digest, Jan. 14, 2015


A Month-by-Month Strategy to Reinvent Your Personal Brand
(Entrepreneur, 13.01.15)

As we start a new year, many of us are turning to our goals, from losing weight to reconnecting with long-lost friends. I enjoy motivational goals but appreciate an action plan to make them come to life. If building up your reputation and enhancing your personal brand are on your to-do list for 2015, this monthly strategy will help you stay focused.


The Art of Content Marketing [Infographic]
(Direct Marketing News, 09.01.15)

When it comes to creating content, not all marketers share the same aesthetic. Some prefer a more humorous approach, while others enjoy producing educational information. There are also a number of mediums content marketers can explore, ranging from blog posts to videos. But even if marketers don’t share the same content style, they often struggle with the same challenges: mainly, speed and collaboration.


4 Truths About Managing Younger Workers
(Inc., 02.01.15)

There’s no shortage of opinions regarding the merits and demerits of Millennials as employees. Whether you resent their disdain for rules or appreciate their desire to make a difference in the world, managing them well—not to mention attracting and retaining them in the first place—is a much different matter than leading older workers born before the 1980s.


Three Things Everyone Should Know About Millennial Leaders
(Forbes, 29.10.14)

We live in a world where generational companies such as Facebook, Instagram, Pinterest, and Airbnb have not only created new marketplaces, but have set a course to change our economies and the very world we live in.


“Adversity is the trial of principle. Without it, a man hardly knows whether he is honest or not.” —Henry Fielding


Corporate Branding Digest, Oct. 8, 2014


The Other Cross-Cultural Leadership Is Creative Collaboration
(Forbes, 28.09.14)

One of the great assets of any global academic or training program is the national, regional, social or economic diversity of its participants. In its still relatively young EMBA program, the Berlin School of Creative Leadership has enrolled participants from more than 50 countries. That diversity helps people expand their individual networks and to join (or deepen their place in) a global community of creative professionals.


The 4 Rs of High-Stakes Decision-Making
(Strategy+Business, 24.09.14)

Decisiveness is often cited as a desirable trait in leaders. Definitions of decisive include “having the power to decide; conclusive” and “characterized by decision and firmness; resolute.” Yes, a leader must make decisions, but effectiveness depends on when and how the decision is made, not just that it was made.


Allowing Others to Tell Your Brand Story Add Authenticity
(Luxury Daily, 10.09.14)

Where brands used to be expected to come up with content each season, consumers now have an appetite for branded content on a consistent basis. Keeping heritage at the forefront and allowing influencers to share their take on a brand can help brands keep up with this demand and retain a level of authenticity.


8 Tips for Managing an Underperformer
(The Muse, 09.07.14)

It’s your job to motivate the troops, but what about the stragglers? Many leaders believe we’re all adults, so if some employees aren’t keeping up, ultimately you must fire them. Before the problem gets to that point though, are you putting in the right effort to get your weaker employees up to par?


“Every project is an opportunity to learn, to figure out problems and challenges, to invent and reinvent.” —David Rockwell


Corporate Branding Digest, Aug. 26, 2014


Big Organizational Challenges Can Be Overcome with Transparency
(Entrepreneur, 29.07.14)

With five different generations active in the workforce, it is more important and difficult than ever to keep morale high, employees engaged and turnover low.


Collaborate Across Teams, Silos and Even Companies
(Harvard Business Review, 25.07.14)

Everywhere I turn right now, I hear leaders talking about their need for collaborative leadership. It’s being identified as the fundamental differentiator in achieving strategic objectives. In order to make a difference though, it has to go beyond the polite, thoughtful behaviours of involving others, sharing information and lending strength when it’s needed. I define real collaborative leadership as: facilitating constructive interpersonal connections and activities between heterogenous groups to achieve shared goals. It is proactive and purpose-driven.


How to Become a Top Business Thinker
(Forbes, 21.07.14)

The business world is changing fast, and companies need guidance to help them thrive. “Managers are looking more widely for bright ideas—anything that will give them a competitive advantage,” says Stuart Crainer, co-founder (along with Des Dearlove), of Thinkers50, a biennial ranking of the world’s top business thinkers. In the past year, the two have released a series of six Thinkers50 books highlighting the best new ideas in strategy, innovation, leadership, management, as well as volumes on Indian thought leaders and future business thinkers.


Effective Management: Extroverts vs. Introverts
(Inc., 09.07.14)

How do you manage different personality traits to accomplish the mission?


“Do you want to know who you are? Don’t ask. Act! Action will delineate and define you.” —Thomas Jefferson


Corporate Branding Digest, Aug. 25, 2014


Most Managers Think of Themselves as Coaches
(Harvard Business Review, 25.07.14)

As a manager, do you think of yourself as a leader or as a coach? Do you, for instance, feel it’s important that your staff see you as an expert or do you prefer to create an egalitarian environment? Are you the person who solves problems or helps your staff come up with their own solutions? Are you more comfortable being directive or collaborative?


If You Want to Win, Stop Focusing on Winning
(Entrepreneur, 25.07.14)

It seems counterintuitive that you could actually win more (in sports, life, or business) by focusing less on the win, but it’s true. Let me explain. Coach Bill Walsh (named the second greatest coach in NFL history by ESPN) celebrated every well-executed play, whether or not that play resulted in a score or a win.


7 Shortcuts Every Boss Should Know
(Inc., 10.07.14)

These common-sense tips and techniques will make you a better manager.


Pepsico CEO Indra Nooyi on Why Women Can’t Have It All
(Forbes, 03.07.14)

Pepsico CEO Indra Nooyi weighed in on the provocative work-life balance debate at the recent Aspen Ideas Festival, telling audience members that it remains difficult for her to manage both her intense personal and professional demands. Ranked #13 on Forbes’ Power Women’s list, Nooyi candidly shared her journey leading one of the world’s largest corporations while also trying to raise her two children and remain present for her family.


“The best way out is always through.” —Robert Frost


Corporate Branding Digest, Aug. 6, 2014


The Latest Statistics on Women in Technology Leadership
(Forbes, 21.07.14)

Silicon Valley Bank’s fifth annual Innovation Economy Outlook survey is out, and this year, SVB decided to focus on one topic in particular, in addition to conducting its general survey. “We asked,” reads the group’s report, “1,200 tech executives in innovation hubs around the world about the representation of women in leadership positions at their companies.”


5 Common Questions Leaders Should Never Ask
(Harvard Business Review, 02.07.14)

Questioning is undoubtedly a valuable leadership tool. Asking the right questions can help business leaders to anticipate changes, seize opportunities, and move their organizations in new directions.


Why Your Company Seriously Needs Summer Fridays
(The Muse, 27.06.14)

Companies that let workers leave early on Fridays—or any day of the week—if they make up the hours on other days can help boost employee morale with little or no impact on the bottom line, according to a survey from the Society for Human Resource Management (SHRM).


Forget Command and Control—Try Connect and Inspire
(Inc., 24.06.14)

Without open, inclusive, collaborative leadership, innovation simply can’t thrive.


“You may encounter many defeats, but you must not be defeated. In fact, it may be necessary to encounter the defeats, so you can know who you are, what you can rise from, how you can still come out of it.” —Maya Angelou


Corporate Branding Digest, July 21, 2014


Research Shows Successful Leaders Aren’t Just Smart—They’re Also Socially Adept
(Forbes, 12.07.14)

Intelligent people rose to the top of the corporate ladder just a few decades ago regardless of their social skills. But, being smart isn’t enough to guarantee a meteoric rise in the business world anymore— leadership requires you to be socially adept. In fact, your social skills may be just as important as your intelligence when it comes to achieving success, according to new research published in in the Review of Economics and Statistics.


4 Ways Leaders Can Create a Candid Culture
(Harvard Business Review, 08.07.14)

When leaders want to create an open culture where people are willing to speak up and challenge one another, they often start by listening. This is a good instinct. But listening with your ears will only take you so far. You also need to demonstrate with words that you truly want people to raise risky issues.


The Team that Plays Together Innovates Together
(Inc., 30.06.14)

4moms busted down departmental walls to boost team collaboration and create the first robotic stroller.


The Magic Equation for Retaining Employees
(Entrepreneur, 25.06.14)

Hiring employees is expensive. Once you have good ones, you don’t want to lose them. However, if you truly have good people, others companies will want them. To keep your strong performers, you’ll have to focus on retaining them.


“In business, what’s dangerous is not to evolve.” —Jeff Bezos


Corporate Branding Digest, May 29, 2014


Smart Leaders Keep Their Egos in Check and Listen in
(Entrepreneur, 20.05.14)

Confidence is what helped you take your idea from a mere thought on paper to a full-fledged business. But the more successful your business becomes, the more likely you are to let your confidence become overwhelmed by your ego. Although flexing that muscle may put extra cash in your pocket, it could also damage relationships with those around you, especially employees. Instead try putting the “I’m the smartest person in the room” aside when it comes to dealing with your workforce.


Is a Truly Flexible Workplace Possible?
(Fast Company, 14.05.14)

When it comes to work perks, flexibility is one of our favorite nice-to-haves, whether that means occasionally telecommuting from home, working variable hours or being part of a job share. In fact, a 2013 LearnVest study found that more than half of us would prefer a flexible schedule. But are employers actually meeting this request?


How Top CEOs Transform Companies Around the Customer, Like the New Kentucky Derby Videoboard
(Forbes, 21.04.14)

Walmart’s founder Sam Walton once famously said, “There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.” This quote is more relevant than ever in today’s digital world where customers are armed with libraries of accessible competitive data. This is why the leading companies are increasingly collaborating with customers. In fact, according to a recent IBM study, today, 43 percent of CEOs report they involve their clients in business strategy with that number growing to 60 percent in the next three to five years.


Study: Female Executives Make Progress but Mostly in Support Functions
(Harvard Business Review, 21.04.14)

Sixty percent of the top U.S. companies now have at least two women on their executive committees. Eight companies (including IBM, Pepsico, Lockheed Martin and General Motors) have a woman CEO. But closer inspection shows there’s a long way to go.


“Courage is the most important of all the virtues because without courage, you can’t practice any other virtue consistently.” —Maya Angelou


Corporate Branding Digest, April 15, 2014


10 Reasons Change Efforts Fail
(Inc.com, 09.04.14)

Growth may be optional but change is inevitable. Unfortunately, most efforts to make organizational changes fail, and the reasons are predictable. Since change will happen in your business, keep these 10 reasons handy to boost your chances of a successful change effort—and business growth.


Empowered Employees: Five Tips for Giving Your Staff a Sense of Purpose
(Forbes, 08.04.14)

When you’re in control, you feel invigorated, energized, enthusiastic. You take pride in your achievements and put in the extra effort to get the job done right. Every leader lives this, but exceptional leaders inspire it in their employees. So empower yours to reap higher productivity, fresh ideas, and enduring loyalty.


The Top Five Expectations for the New CMO
(Bulldog Reporter, 07.04.14)

More than half of global marketing leaders surveyed say they have greater responsibility for revenue growth, and 61 percent say data acquisition is a top priority for 2014, according to new research by Deloitte and the ExactTarget Marketing Cloud, from salesforce.com.


A Shared Purpose Drives Collaboration
(Harvard Business Review, 02.04.14)

Imagine coming back home from work, calling the family into the living room, and urging everyone to collaborate more. Sounds odd, doesn’t it? Ever wondered what makes collaboration seem so natural at home but unnatural at work?


“Leadership is service, not position.” —Tim Fargo