Personal Branding Digest, May 6, 2016


How Your Personal Brand Can Stand Out in Crazy-Competitive Spaces
(The Next Web, 29.04.16)

It’s a common misconception that personal branding is reserved for authors, speakers or those looking to become well-known personalities. In our digitally savvy world, where potential clients, investors and employers are just as apt to look you up on Facebook or Google search your name as they are to call your references, personal branding is mission critical.


Ditch the Elevator Pitch for a Social Selling Personal Brand
(Business2Community, 28.04.16)

Physical networking is a necessity for a personal brand. This blog post presents an alternative to the traditional elevator pitch: a social selling un-pitch.


10 Questions to Ask Yourself Before Creating Your Personal Brand
(Forbes, 26.04.16)

When it comes to your personal brand, being another face in the crowd isn’t going to cut it. You need to know how to differentiate yourself. But in order to do that, you need to know exactly who you are and what you stand for.


Personal Branding: 8 Ways to Create a Unique Business Identity
(Huffington Post, 24.04.16)

If you’re not familiar with what the term “personal branding” means, it’s a way of making yourself unique and memorable as a business (or business person).

“It’s not who you know that matters—it’s who knows you that’s important. Personal branding builds up your reputation to the point where you have a presence even in your absence.” —Jarod Kintz


Consumer/Lifestyle Branding Digest, April 27, 2016


The Growth of Consumer Markets, Thanks to Social Media
(Tech.co, 26.04.16)

Social media has brought about many digital trends and has crossed several niches. But one unexpected cross-market has to come with social media’s influence on the consumer market. Now more than ever, there is a burgeoning market full of consumer-friendly products being specially marketed to target audiences. It’s easier than ever to create a shop, sell products, and move to have your marketing complete to the right audience.


9 Worst Social Media Blunders of the Year
(Ragan’s PR Daily, 14.04.16)

We’re only a few months into 2016, but the Internet never sleeps—and neither do social media blunders. From Coca-Cola to MTV and online fashion publications we’d otherwise never know about, these are some of the top “online oops” so far this year.


Marketing Unbound, Competing in the Age of Disruption
(Branding Magazine, 03.04.16)

Now more than ever, marketing is about creating relevance for a brand in every customer interaction. It’s about connecting with and serving the customer in ways that foster lasting relationships, that feeds the company’s intelligence, and in turn, makes it even more relevant to the customer.


Don’t Overlook the Over-65s: The Four Groups of Retirees that Marketers Need to Understand
(Marketing Week, 17.03.16)

The UK population is older and wealthier than it has ever been but in order to communicate with older consumers effectively marketers need to understand the diverging sets of retirees, new research finds.


“Content marketing needs social media support to ensure that you reach your maximum potential audience.” —Heidi Cohen


Consumer/Lifestyle Branding Digest, April 6, 2016


Girl-Powered: Elizabeth Banks’ Comedy Site Is Open for Business and Brands
(Ad Age, 04.04.16 )

Star’s female-driven content platform WhoHaha.com debuts as women’s issues reach critical point in marketing, advertising, entertainment and tech.


Kellogg’s Pushes Cereal for Breakfast in Masterbrand Campaign
(AdNews, 24.03.16 )

Kellogg has launched a new digitally led masterbrand campaign, as it looks to push consumers to re-evaluate cereal for breakfast.


No Place to Hide: Three Ways Brands Can Face Fearful Consumers and Embrace Radical Transparency
(Forbes, 08.03.16 )

In today’s world, citizens are plagued by the all-too-constant soundtrack of terrorism worries, mass shootings, and race and gender relations. This “age of the fearful consumer” has created a paradox, according to a new U.S. study (fielded by my parent company, Havas Worldwide): While people are looking to businesses to help solve society’s problems, they’re also fretting over the fact that corporations have more power than some countries.


Top Sensory Marketing Trends for 2016
(Marketing Week, 18.01.16)

Marketers will need to think beyond just visual and audio advertising to get the attention of consumers, according to experts.


“Your brand is a combination of a customer’s experiences with your business at every touchpoint.” —Elaine Fogel


Health and Wellness Branding Digest, March 31, 2016


With the Threat of an Ad Ban Looming, Pharma Is Fighting to Repair Its Reputation
(Adweek, 27.03.16)

When ex-Turing Pharmaceuticals CEO Martin Shkreli smirked his way through congressional testimony in February, refusing to answer questions about how his former company increased prices for Daraprim, a drug used to treat cancer and AIDS, by 5,000 percent, it (understandably) stoked Washington’s and the general public’s ire against the pharmaceutical industry. That same month, Congress introduced legislation to ban direct-to-consumer (DTC) drug ads.


Who Will Lead Healthcare Content Marketing Out of the Dark Ages?
(Content Standard, 19.03.16)

Most people don’t use “diapers” and “healthcare marketing” in the same sentence, but thanks to a chance encounter, I do. Years ago, my son was chosen to model diapers for a major diaper company, and while it was an exciting event it was also illuminating and frustrating.


Is ‘Health System Thinking’ the Future of Healthcare Marketing?
(MediaPost, 18.03.16)

Once upon a time, a smartly dressed sales representative pulled out a cleverly designed sales aid and sat with a doctor to describe the features and benefits of an amazing new product. The doctor was impressed with the presentation, or at least liked the representative enough to write a prescription for her product. Mission accomplished! While this was once a fairly accurate description of how we marketed healthcare products, it’s now just a fairy tale.


Engaging HCPs: Beer or Tacos?
(Medical Marketing & Media, 27.10.15)

As pharma marketers continue on their age-old quest to engage physicians, the either/or choice between reps and digital tactics has largely gone away in favor of programs that incorporate both. At the same time, certain segments of the business are still finding their way in the brave new digital world. Larry Dobrow surveys the scene.


“If you look at healthcare today, it’s all about disease. It’s not about understanding wellness at all.” —Leroy Hood


Consumer/Lifestyle Branding Digest, March 30, 2016


How Lifestyle Publishers Can Engage Millennials
(Business2Community, 15.03.16)

Now, let’s explore how a leading digital lifestyle publisher—Thrillist—stays relevant to their massive millennial readership by emphasizing the following.


Acquisition Marketing: Tie Customer Profitability with Lifestyle Targeting
(The Financial Brand, 16.03.16)

Of course you’ve heard the bromide that 20% of your customers produce 80% of profits? Some might even argue that the ratio is closer to 10% and 90%. However you slice it, this raises some uncomfortable questions. What’s the most cost-effective way to get more of these profitable customers?


A Digital Marketing Tune-up Guide for CMOs
(Forbes, 11.02.16)

Happy 2016. Google Trends tells us we’re now a decade into the analytics revolution. Yet, a fall 2015 Association of National Advertisers survey reports that only 10% of senior marketers feel they effectively use customer insights to improve performance. Why?


Four Ways to Make Your Marketing More Shoppable
(Marketing Week, 11.01.16)

Net-a-Porter, House of Fraser and The Guardian are linking the online and offline worlds to engage with their customers more effectively. We look at the key ways brands can make the most out of shopper marketing in 2016.


“If branding is ultimately about the creation of human meaning, it follows logically that it is the humans who must ultimately provide it.” —David Aaker


The Best Places for You and Your Brand to Be Seen

Crossroads Foundation Photos

Originally posted on Forbes.com.

For all the massive growth in the power of digital and virtual, face time still matters. As hard as anyone works to rack up thousands of followers on Twitter, Instagram and even Snapchat, it’s all still no substitute for making sure you are physically in the right places to ensure a relevant personal brand.

Continue Reading →

Health and Wellness Branding Digest, February 4, 2016


A Roadmap to Relationship Marketing in Healthcare
(Diagnostic Imaging, 29.01.16)

Successful enterprises and businesses don’t just communicate with prospects and their existing customers on special days. They do it every day. Relationship building is indispensable in today’s competitive world and a vital key to marketing success. The concept aptly applies to healthcare as well, where relationship marketing is a proven way to add value to a practice, build brand equity, and position against competition.


Walmart Has Quietly Become One of America’s Leading Health Destinations
(Business Insider, 27.01.16)

Wellness isn’t just for the elite anymore. In fact, Walmart has a thriving health scene.


3 Healthcare Marketing Goals for 2016
(Health Leaders Media, 27.01.16)

When finalizing your annual marketing strategy, consider how important the digital experience has become to patients, remember that content is still king, and understand that you can make your organization speak powerfully to larger social issues.


Kim Stands Corrected: The Limits of Corrective Promotion
(Medical Marketing & Media, 15.09.15)

“OMG. Have you heard about this?” You’d be hard-pressed to find anybody in healthcare marketing who hasn’t heard about Kim Kardashian West’s July 19 Instagram post advocating morning-sickness pill Diclegis to her 46 million followers. The only thing that could have matched Kardashian’s foray into pharma marketing was a second, “corrective” post on August 30 for the same drug—to repair the damage after a warning letter from the FDA telling Duchesnay, Diclegis’s manufacturer, that the promotion was “false and misleading” by omitting the drug’s risks.


“The first wealth is health.” —Ralph Waldo Emerson


Personal Branding Digest, January 29, 2016


Five Tips for Building Your Personal Brand and Turning It into an Asset
(Startup Smart, 22.01.16)

Building a unique brand around yourself as an individual can be an incredibly effective business and marketing asset. People like to buy from people, not some faceless organisation, and once you’ve built your reputation it’s much easier to get investors, business deals or valuable speaking engagements to promote yourself and your product.


Strong Personal Branding Leverages Your Difference
(Enterprising Investor, 20.01.16)

Are you respected within your industry? What do your peers think of you? What can you do about it? These questions are at the heart of the personal branding and reinvention process.


Lessons in Blogging and Personal Branding (from the Funnelholic)
(Business2Community, 23.11.15)

In the world of Sales and Marketing, Craig Rosenberg is a celebrity blogger. If the name doesn’t ring a bell, you’re more apt to recognize his personal brand, The Funnelholic. Recently, Craig gave a presentation on blogging best practices at the San Mateo B2B Bloggers Meetup.


5 Ways to Rock Your Personal Brand on Twitter
(Search Engine Journal, 25.10.15)

In today’s very digital world, giving out your card during networking events isn’t enough. Creating a social media following is the ultimate branding tool. To get you started, I wanted to give you a starter pack to personal branding on Twitter.


“You, too, are a brand. Whether you know it or not. Whether you like it or not.” —Marc Eckō


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


Consumer/Lifestyle Branding Digest, January 13, 2016


Apple Tops Consumers’ List of Most Relevant Brands: Survey
(Forbes, 11.01.16)

Apple tops the list of a new brand ranking—but perhaps not for the reasons you’d expect.


Four Ways to Make Your Marketing More Shoppable
(Marketing Week, 11.01.16)

Net-a-Porter, House of Fraser and The Guardian are linking the online and offline worlds to engage with their customers more effectively. We look at the key ways brands can make the most out of shopper marketing in 2016.


Looking Ahead: Gen Z, Tough Language and Online Take Over
(The Huffington Post, 04.01.16)

While we all know that nothing really has changed just because the countdown took us past midnight and into the New Year, it’s clear that we’re looking at some new thinking when it comes to public opinion, market share and the role of the media.


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.


“One of the biggest mistakes any established business can make in the face of a disruptive brand is to try to imitate or out-disrupt it.” —Chris Hides


Consumer/Lifestyle Branding Digest, January 6, 2016


The Definitive Guide to Digital Brand Lift
(Marketing Land, 06.01.15)

“And we’ll do a brand lift study,” added the seller to sweeten the digital media deal she was proposing. I was in a midtown restaurant in New York eavesdropping on the adjoining table’s conversation about a cool new type of digital media.


Time to Market Luxury in a Brand New Style
(MediaPost, 05.01.15)

The ground has shifted in the luxury market and it’s never going back to the way it was before. China, the once reliable growth engine for luxury brands, is all but tapped out. As a result, personal luxury goods spending, the segment of the market including fashion, jewelry and watches, posted a mere 2% growth worldwide in 2014, according to Bain and Company, and it isn’t predicted to do any better in 2015.


Consumers Are Rebelling Against Star Wars Branded Fruits and Vegetables
(Mashable, 14.12.15)

If it’s out there, it probably comes with Star Wars branding on it … the movie’s name is everywhere, from toys to toothbrushes. And now, even your produce comes with a Yoda, Han Solo or a little BB-8 droid on the packaging.


4 Steps to a Successful Rebrand in the New Year
(Business2Community, 13.12.15)

2016 is just around the corner and it can serve as the perfect time to re-evaluate what is and isn’t working for your business — including your branding. New Year New Branding! As we close the chapter on one year and move to the next, there’s no better time to make necessary adjustments especially when it comes to the look and feel of your brand. Here are some tips on how to make sure you have a successful rebrand.


“Things can and do go wrong, but that’s not reputational risk; what is reputational risk is saying one thing and doing another.” —Ed Stearns


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


Consumer/Lifestyle Branding Digest, December 9, 2015


‘Give Them a Rich Experience’: The Importance of Retaining Customer Loyalty
(FoodDive, 09.12.15)

With consumers segmented by an abundance of choices, food and beverage manufacturers are searching for new ways attract new customers and boost customer loyalty among the customers they already have.


It’s the Real Thing
(The Economist, 14.11.15)

“Authenticity” is being peddled as a cure for drooping brands.


Luxury Brands and the Social Campaign
(The New York Times, 01.12.15)

José de Cabo spends a lot of time on social media. But unlike most people who post on Twitter and Facebook to keep up with friends and family, Mr. de Cabo and his team of more than 140 people—primarily based in New York and London—have another goal.


Marketing Transformation Can Be Uncomfortable
(MediaPost, 11.11.15)

Many of you are dealing with a typical challenge: how to transform your organization from one manner of operation into another. Sometimes you’re dealing with the transformation from traditional to digital; in other cases, the shift is from digital to data-driven. In every case, the transformation is difficult and feels very uncomfortable, but don’t lose faith — change often takes quite a long time.


“Thinking is the hardest work there is, which is probably the reason so few engage in it.” —Henry Ford


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