Corporate Branding Digest, May 2, 2016


What Prince Can Teach All Companies About Rebranding
(Fox News, 02.05.16)

The death of Prince Rogers Nelson on April 21 came as a shock to the world. It also gave us an opportunity to reflect on the vast accomplishments of the man known by so many names. While Prince often received praise for his innovative approach to protecting his copyrighted works — including his well-publicized efforts, and ultimate successes, in reclaiming his master recording copyrights — he was also visionary in identifying, promoting and protecting brands associated with his persona and his art, something performers such as Taylor Swift, Adele, and Beyoncé do today as a regular course.


Charged Up: How Big Brands Are Fueling Women’s Empowerment
(The Huffington Post, 28.04.16)

Corporate marketing is placing money and resources behind products and people that are empowering women, and it is making the movement more powerful.


Master Brands and Corporate Branding Matter More than Ever
(AdNews, 06.04.16)

Kellogg and Coca-Cola are just two of the companies that have this year pulled their resources into bolstering their master brand, with experts saying consumer focus on authenticity has made master brand equity more important than ever.


4 Crisis Communications Lessons from Kellogg
(Ragan’s PR Daily, 06.04.16)

The way an organization reacts in the first hours of a crisis will probably determine whether it succeeds or fails in regaining public trust. The way brand managers at Kellogg Co. responded to the release of a video depicting a disgruntled employee should serve as a model for handling a PR crisis.


“The best way to build momentum and create a movement is to tell a good story.” —Daron Roberts


Corporate Branding Digest, April 25, 2016


Crisis Communication After an Attack
(MIT Technology Review, 20.04.16)

Here’s an increasingly common scenario: You’re a business or IT leader, and you learn—quite possibly from sources outside your company—that cyberattackers have compromised your organization’s systems. You don’t know yet how serious a breach you’re facing, but it’s clearly time to activate your crisis-communication plan.


Crisis PR Lessons from Zika, Ebola Experts
(Ragan’s PR Daily, 29.03.16)

Words like “Zika” and “Ebola” have the power to alarm nearly any audience—and for a good reason. In comparison to these damaging viruses, crises of corporate scandals and executive shakeups seem tame. Yet we can still glean valuable takeaways from the biggest health scares since AIDS and Asian bird flu.


Employees Need HR Communication in Crisis, Speaker Says
(Bloomberg BNA, 24.03.16)

Crisis communications evokes images of embattled chief executive officers with microphones shoved in their faces, but “when we focus only on these external stakeholders, we overlook one of the most important audiences in a crisis—our employees,” branding consultant Marianne Griebler said in a March 24 webinar.


EFSA Issues Food Crisis Communication Guidance
(Food Quality News, 21.03.16)

The European Food Safety Authority (EFSA) has published recommendations to ensure ‘consistency and coherence’ when communicating with external parties during a crisis.


“The secret of crisis management is not good versus bad; it’s preventing the bad from getting worse.” —Andy Gilman


Corporate Branding Digest, April 18, 2016


‘Pure Michigan’ Campaign Under Fire as Water Crisis Worsens
(Ragan’s PR Daily, 11.04.16)

As scrutiny surrounding the lead contamination crisis in Flint, Michigan, increased this week, PR pros took to social media to express dismay at the state’s seemingly tone-deaf continuation of its “Pure Michigan” tourism campaign.


Communications Teams Must Plan for Crisis, Former American Airlines Executive Andrea Huguely Urges
(Tulsa World, 31.03.16)

Failing to plan is planning to fail, crisis communications consultant Andrea Huguely said during her presentation at the Tulsa Chapter of The Association for Women in Communications’ workshop Wednesday morning.


Crisis of the Week: Valeant Effort at Communication Under Microscope
(The Wall Street Journal, 28.03.16)

Valeant Pharmaceuticals is in the crisis spotlight this week, after announcing it was starting a search for a new chief executive, naming activist investor William Ackman to its board and blaming some of its problems on its former chief financial officer, Howard Schiller, who then responded to the company’s allegations against him. The company admitted “tone at the top of the organization” may have been a factor in its “improper revenue recognition.”


Engaging and Informing Employees During a Crisis
(Fei Daily, 23.03.16)

Most crisis communication plans depend at least somewhat on the ability and willingness of employees to come to work – but that assumption may not be valid.


“If it’s going to come out eventually, better have it come out immediately.” —Henry A. Kissinger


Consumer/Lifestyle Branding Digest, April 13, 2016


Technobabble: The Worst Tweet Brand Fails on Twitter
(The Post, 03.04.16)

Twitter branding and marketing has become companies’ and news publications’ major source of reaching a diverse range of users — but it comes at a price. Social media managers often forget to double-check tweets before scheduling because they’re overworked or exhausted, which leads to embarrassing errors and campaign mess-ups.


5 Ways to Humanize Your Brand
(Forbes, 31.03.16)

Companies are in a bit of a crisis in the modern era. Even though consumer-brand trust is as important as ever, the sad fact is, people don’t really trust brands. They see corporations as faceless profiteers, a sentiment brought on by tales of corruption in big business, the 2008 financial crisis, and constant bombardment of advertising over the past several decades. Any message that comes from a corporate brand is instantly given extra scrutiny.


What Brands with Great Reputations Do Best
(CNBC, 29.03.16)

When it comes to buying behavior, a company’s brand can overshadow its product, according to a survey released Tuesday.


How to Talk to Generation Z
(Marketing Week, 01.02.16)

The under-20s are the least loyal consumers and quickly lose interest in brands. We reveal what marketers are doing to engage with this tricky bunch.


“Best way to sell something—don’t sell anything. Earn the awareness, respect and trust of those who might buy.” —Rand Fishkin


PR: The Evolution of “Spin”

Andreanna Moya Photography

Originally posted on Forbes.com.

PR sometimes gets a bad rap for being a spin cycle. I like to look at it a different way. Public relations, like all communications disciplines, has been marked by standards, strategies and tactics that roll along and change over time. Sometimes they even spin full circle, taking us on circuitous detours on the way to ending up back where we were.

Continue Reading →

Corporate Branding Digest, March 21, 2016


IDG Unveils Corporate Branding Campaign, Designed to Move Tech Media Company from a ‘House of Brands to a Branded House’
(Talking New Media, 17.03.16)

The technology media company IDG, today unveiled a first-ever companywide branding initiative, designed to present a unified message to global marketers about the company’s brands such as CIO, Computerworld, Macworld and PCWorld. The effort’s tagline is “Insights, Intent & Engagement” and involves both internal and external marketing initiatives.


Crisis Experts Say WPP May Have Been too Hasty in Defending JWT’s Accused CEO
(Adweek, 15.03.16)

When JWT’s global spokeswoman filed a discrimination case against her own agency this month, parent company WPP quickly issued a statement saying its internal investigation had found no evidence that the claims were true.


How Big Data Is Revolutionizing Corporate Training
(TriplePundit, 01.03.16)

Today’s businesses often invest heavily in analytics tools, staff and expertise, and this contributes to the fact that big data is quickly becoming the basis of many corporate decisions. The data, however, must be properly structured and analyzed in order to be used by corporations for decision-making purposes, and ideally it will be timely information.


Is B2B Content Engagement Heading in the Wrong Direction?
(Business2Community, 29.02.16)

Sometimes more is truly less. When it comes to the state of B2B content marketing and engagement, this proverb is on the mark. According to a recent study by Track Maven, one among a few on this topic, shows both B2B and B2C marketers have increased their publishing of content in 2015 by as much as 35 to 40%.


“Dispirited, unmotivated, unappreciated workers cannot compete in a highly competitive world.” —Frances Hesselbein


Corporate Branding Digest, March 14, 2016


Does Your Company Have a Pirate Ship for Employee Onboarding?
(Triple Pundit, 26.02.16)

Hiring employees, also known as employee onboarding, has often been compared to staffing a ship. Managers need qualified people for each job in order for the ship to navigate the rough waters of today’s business. But if hiring executives do not embrace responsibility for the company’s actions for a sustainable future, ask the right questions and make prudent hiring choices, then the company’s employment department may seem like a pirate ship that is muddying the waters.


Crisis Management for Today’s Restaurants
(Restaurant News, 06.01.15)

Restaurateurs need to know how to manage and deal with a crisis. Irresponsible or irrational actions pertaining to a crisis can be damaging to a long withstanding reputation. Restaurateurs can learn from other’s stories and take necessary steps to handle their crisis in a positive manner. Once restaurateurs learn to deal with a crisis at hand, they can work to rebuild trust in their communities and return to satisfying their customers with great food.


Building Your Employment Brand Is Like a Relationship
(Redwood Falls Gazette, 11.01.16)

Once your brand is established, communicate it in advertisements, social media and interviews. Finally, enjoy your work by hiring talent who believe your story and want to be partners in a long-term relationship.


Brand Reputation: Good and Bad Ways to Manage Product Recall
(PRWeek, 30.11.15)

Having to take back a product seems like a no-win situation, but it can be a chance for brands to show their worth.


“Culture is about performance, and making people feel good about how they contribute to the whole.” —Tracy Streckenbach


Corporate Branding Digest, March 7, 2016


B2B Brands Shift Focus to Customer Experience
(Marketing Week, 04.02.16)

Customer experience is taking a more central role at B2B brands as retention moves up the agenda, meaning marketers are shifting focus from price to value.


Why ‘Crisis Marketing’ Is a Misnomer
(O’Dwyer’s, 26.01.16 )

I once had the unfortunate experience of kicking off a client engagement during crisis mode. The ink was still fresh on the contract as we huddled into a 72-hour crisis communications session. The experience produced an unintended benefit, however, in the sense that it gave my team incredible insight into the company’s leadership, culture and communication behaviors that became a key part of the long-term communications strategy we developed.


When Disaster Strikes
(QSR, 01.01.16 )

When it comes to navigating crises, James Lukaszewski says there’s a simple yet effective catchphrase that should serve as a guidepost: Speed beats smart every time. That’s because every silent second that passes during a public relations disaster only makes things worse.


Is a Long-Form Rebuttal a Smart Response to a Critical Media Report?
(PRWeek, 23.11.15 )

The reporter had spent months working on an exposé of the company. When the story appeared, it contained four factual errors and three blind quotes from company critics, omitted two data points that would have placed the organization in a more favorable light, and included one comment from a company spokesperson – solicited on deadline one day before the piece ran.


“Enduring companies build two things: A product people want and a culture people want to be a part of.” —Dharmesh Shah


Corporate Branding Digest, February 22, 2016


Employees May Be Your Best Asset in Time of Crisis
(Consultant News, 20.01.16)

Engaging employees prior to and during a crisis can substantially impact an organization’s ability to effectively respond and recover to an incident.


Gaining Influence in a Crisis
(Insead Knowledge, 13.01.16)

In March 2014, Malaysian Airlines flight 370 disappeared on its way to Beijing. To this day, the fate of the plane has not been established. The tragedy of the aircraft’s disappearance was exacerbated by the images of distressed relatives, herded into hotels in Kuala Lumpur and Beijing, being drip fed information, initially via text message. The cold approach was ill-suited to the situation. The media also mixed with the relatives and some of them stormed a press conference desperate for information.


Tesco’s Brand Health Plummets Following Supplier Scandal
(Marketing Week, 01.02.16)

Tesco’s brand has taken a hit as consumer perception plummeted after the retailer was found guilty of short-changing suppliers in a probe by the government’s Groceries Code Adjudicator (GCA).


Only Half of Chief Executives Take Crisis Training, Survey Finds
(PRWeek, 12.11.15)

Although 86 per cent of survey respondents had a crisis plan in place and 60 per cent carried out training at least once a year, 45 per cent of businesses had not involved their chief executive in training.


“You never let a serious crisis go to waste. And what I mean by that, it’s an opportunity to do things you think you could not do before.” —Rahm Emanuel


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


Health and Wellness Branding Digest, January 14, 2016


Got Concussions? Chocolate Milk Marketing Mania
(Beyond Chron, 07.01.15)

Give yourself diabetes while you’re trying to fix brain damage? That’s the question that came to mind reading this press release from the University of Maryland titled “Concussion-Related Measures Improved in High School Football Players Who Drank New Chocolate Milk.” It touts a product called Fifth Quarter Fresh, a milk-based “post-workout recovery drink” which has 42 grams of sugar per bottle.


IBM Cuts New Watson Deals that Push It Deeper into Health
(Computerworld, 07.01.16)

The company said its work with a medical device maker will help diabetics.


Why Healthcare Content Marketing Is in Need of a Checkup
(ContentStandard, 16.10.15)

Far from embracing the value of digital marketing, healthcare organizations prefer to tuck it away in a corner where it can’t bother anyone—and that’s creating problems for the industry.


Mobile Marketing: Dial M for Launch
(Medical Marketing & Media, 26.08.15)

Mobile is the multilayered ecosystem into which all products are now launched, so doing it right is crucial to commercial and outcomes success. James Chase draws on the insights of mobile health experts to compile six key considerations.


“America’s health care system is in crisis precisely because we systematically neglect wellness and prevention.” —Tom Harkin


Corporate Branding Digest, January 11, 2016


4 Tips to Fully Integrate Your Company’s Branding, Marketing and Strategic Vision
(Business2Community, 09.01.16)

How’s your digital strategy looking these days? If not so good, there’s hope. Fortunately, creating a comprehensive digital strategic vision isn’t only possible, it’s eminently achievable. All you need to do is integrate the core aspects of your company’s client-facing machinery: your online and offline branding, your marketing efforts and your overarching strategy.


The Big Brand Theory
(Business Observer, 08.01.16)

Humanity will forever be a story-based culture. Brands are stories within themselves: a story of the company, the product or service, and how the consumer fits into the brand story. Branding will evolve along with technology, society and communication trends; it won’t fade away into obscurity any time soon. Seeing as there are brand consultancies and a plethora of design consultancies adding brand work to their services list, it would take extensive cultural-wide shifts in media and product consumption to make branding irrelevant.


For Business Leaders, Twitter Proving a Powerful Communications Tool
(PRWeek, 14.12.15)

CEOs are increasingly seeing the value of communicating directly about business announcements, crisis comms and personal thoughts, says senior Twitter exec.


5 Tips on Using Snapchat for Employer Branding
(The Huffington Post, 28.07.15)

The truth is, there’s no big secret when it comes to using Snapchat to build out your employer brand but I do have 5 tips to share that anyone with an account can quickly start implementing to rev things up.


“We will stop at nothing and nobody. For us, the only thing that counts is the truth.” —Matthias Muller


Corporate Branding Digest, December 14, 2015


5 of the Best Ways to Brand Your Big Business
(Business2Community, 07.12.15)

Carving out a brand nowadays is tough. Competition is fierce. Consumers are inundated with numerous options via print, digital, and social media platforms. The companies that do succeed tend to share quite a few things in common.


5 (Quietly Effective) Examples of Crisis Management
(Managers.org, 30.11.15)

Cases of crisis management tend to fit into two categories: the relatively manageable operations-led crisis and the far more complex values-led crisis. In both cases, your best response is not to get yourself embroiled in the first place but, if you do, here are some road-tested crisis management techniques.


How You Can Turn Social Intelligence into Smart Crisis Prevention
(National Mirror Online, 30.11.15)

In the span of a decade, crisis management has completely changed. A crisis used to happen only when the press got wind of something, and you had hours to prepare before the story broke. Today, however, a crisis moves at the speed of light on social media like Facebook, Twitter, YouTube, and so on.


Brand Reputation: Good and Bad Ways to Manage Product Recall
(PRWeek, 29.11.15)

Hardly a month seems to go by without a brand being exposed for unsafe or fraudulent practices instigating a product recall. Volkswagen’s admission in September that it sold diesel-powered cars that intentionally faked emission tests has left consumers, investors and the media alike wanting answers.


“Perfection is attained by slow degrees; it requires the hand of time.” —Voltaire


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


Corporate Branding Digest, October 19, 2015


The B-to-B CMO: The Time Has Come
(Forbes, 07.10.15)

The age of the b-to-b CMO has arrived: About 35% of Fortune 500 business-to-business companies now have a true corporate‐level CMO with a seat at the CEO’s table.


Social Media and Crisis Management: A Volkswagen Case Study
(Econsultancy, 29.09.15)

The emissions scandal engulfing Volkswagen raises many important questions. While I can’t claim “how does Volkswagen deal with this on social media?” is the most pressing of them, I thought it would be worthwhile having a look at the company’s reaction on Twitter and Facebook to see if there’s a protocol for crisis management on social media.


Volkswagen Scandal: There Is a Way Out of the Crisis and It Starts Now
(The Telegraph, 26.09.15)

Crises can come from anywhere: industrial accidents, terror attacks, weather events, performance problems etc. But, as Volkswagen is currently finding out, perhaps the hardest crisis to manage is the corporate scandal.


Wellness Within: The Importance of Internal Branding
(Business2Community, 12.02.14)

If you want consumers to love your brand, first your own employees must fall in love with it. If your employees aren’t convinced, how can you expect anyone else to be? Your employees are closest to the brand and have the opportunity to shape your brand regularly. The Healthy Brand cultivates a company culture where employees live and breathe the brand to bring it to life for their customers.


“Don’t blame the marketing department. The buck stops with the chief executive.” —John D. Rockefeller