Corporate Branding Digest, April 11, 2016


How Your Company’s Lame Hiring Process Is Losing You Customers
(Fast Company, 05.04.16)

Virgin Media realized it was losing almost as much as it spent on hiring when rejected job candidates switched to its competitors.


A Bad Reputation Costs a Company at Least 10% More Per Hire
(Harvard Business Review, 29.03.16)

A few years ago, domain registrar and web hosting company GoDaddy was known for its racy ads featuring NASCAR driver Danica Patrick and “The Biggest Loser” star Jillian Michaels. While they may have gotten attention in the media, they didn’t help the company do one important thing: hire women.


Recruiting and Marketing Tie the Knot. Are You Invited?
(HuffPost Business, 22.03.16)

These days, recruiting is much more complex than it has ever been. Posting jobs on job boards can’t be the only way you let candidates know about your openings anymore. Relying only on social media updates to spread your open positions isn’t enough, either. Having a strong employment brand is becoming increasingly crucial. Organizations that come out on top in the recruiting game will be the ones that consistently communicate authentic employer brands and value propositions that not only capture the attention of highly skilled workers, but also compel them to follow, engage with, and ultimately join their teams.


7 Ways to Build an Employer Brand that Appeals to Millennials
(Business2Community, 05.02.16)

Branding to consumers certainly isn’t a new concept for businesses, but employer branding is a concept that’s emerging as incredibly important to today’s businesses to remain competitive.


“Highly engaged employees make the customer experience. Disengaged employees break it.” —Timothy R. Clark


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 →

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


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


Consumer/Lifestyle Branding Digest, March 16, 2016


Brands Shouldn’t Associate a Simple Strategy with Being Boring, Says Innocent
(Marketing Week, 09.03.16)

Having a clear, honest and simple strategy is vital to attract young consumers, says Jamie Sterry brand activation manager at Innocent, but this can’t be confused with “being boring.”.


Is Social Media Marketing Still Relevant?
(The Huffington Post, 04.03.16)

Since the advent of social media, brands have been scrambling for ways to engage fans and monetize from their expressed fandom. More than one billion people are on Facebook, the world’s most popular social media platform, while billions of others are on Twitter, Instagram, YouTube, Tumblr, and so on.


Leanplum: Mobile Marketers Struggle with Relevancy
(Mobile Marketing Watch, 02.03.16)

Brittany Fleit of mobile marketing automation company Leanplum announced the findings of a new study on Tuesday — info that should serve as a wake-up call to the mobile marketing community.


6 Ways National Brands Fail at Local Marketing
(Forbes, 29.01.16)

Alaina Shearer (How Alaina Shearer Launched a $1.2M Digital Marketing Agency As A Single Mom), founder and CEO of digital marketing agency Cement Marketing, has found her success helping national companies resonate in local markets. She observes lots of missed opportunity in this space. ”The opportunity to connect with consumers on a local level has never been easier, but national and global brands continue to miss the mark – big time,” says Columbus, Ohio based Shearer.


“If you don’t give the market the story to talk about, they’ll define your brand’s story for you.” —David Brier


Consumer/Lifestyle Branding Digest, December 23, 2015


10 Instagram Marketing Strategies Every Brand Needs to Know
(Forbes, 11.12.15)

Instagram can be a bit of a mystery for business owners. As a commenter on one of my recent articles wrote, “If you’re not a celebrity, it’s very hard to be famous on Instagram”. While this may be true, I’m betting you’re not looking to get famous; rather, you want to build a solid presence on the platform in order to engage and connect with your target market. This article will walk you through my top 10 tips for using Instagram to do just that.


Message to Major Brands: Social Media Won’t Give You Cooties
(PRWeek, 24.11.15)

Social media is ubiquitous – so much so that you can’t blink without seeing a “how to” story on how marketers and brands use it and how they can use it better.


What’s in Your Email Marketing Toolbox?
(MediaPost, 12.11.15)

The right tools save time and effort and produce better results, whether you are installing an irrigation system in your backyard or deploying an email-marketing program.


How to Get Customers to Choose You Over Big Brands
(Business2Community, 05.12.15)

Independent brands are built on the sweat, blood and time of its owner. And you know what? All that hard work doesn’t go in vain. Independent brands are becoming popular again.


“If you can shift your thinking away from merely selling and into building trust instead, even if it costs you a few bucks in profit, you’ll begin to see opportunities you never imagined once you understand what it means to ‘wow’ that customer by giving them more than they expected!” —Chris Zane


Cause Branding Digest, December 15, 2015


Consumers Value Brand Transparency Above Cost, Research Finds
(PRWeek, 30.11.15)

Consumers attach more importance to a brand’s values and how management behaves than its new products or innovations.


Corporate Culture Has Become the Most Powerful Force in Forging Partnerships
(Adweek, 29.11.15)

Companies are no longer judged on what they say, but rather on what they do. That is why whatever goods or services you are selling, business will always be better and more sustained when people buy into your culture first.


Holiday Cause Marketing Goes Digital
(JustMeans, 14.12.15)

Cause marketing during the holiday season is nothing new. Companies have long realized the power of appealing to consumers’ hearts and wallets to break through the holiday clutter. Although this year is no different with dozens of campaigns in the marketplace, there is a new twist on conventional efforts. Companies and nonprofits are moving beyond the shopping transaction and engaging consumers to spread even more good cheer with digital activations.


5 Tangible Ways CSR Can Impact Your Business
(Marketing Interactive, 01.12.15)

The link between a company’s strong corporate social responsibility (CSR) is inevitably tied to its brand perception.


“In this ever-changing society, the most powerful and enduring brands are built from the heart.” —Howard Schultz


Cause Branding Digest, December 8, 2015


Stop Rebranding Months as Causes
(The Atlantic, 02.12.15)

A “Devember” for coding is the latest and most ridiculous of commemorative months.


Diamonds in the Rough: How Big Problems Provide Amazing Marketing Shortcuts
(Forbes, 02.12.15)

Marketers can use major problems to get hockey stick growth. Below are a best ways to utilize this shortcut.


Why Leaders Should Place Company Values on the Same Level as Profits
(Triple Pundit, 21.10.15)

Carrying the weight of your business, profits and employees’ well-being, not to mention your own conscience, can be back-breaking. To ease the burden, activities that aren’t directly tethered to the bottom line tend to fall by the wayside.


Study: Millennials Are Strongest CSR Supporters in US
(Sustainable Brands, 24.09.15)

Millennials are universally more engaged in corporate social responsibility (CSR) efforts, according to new research from Cone Communications. This includes everything from buying products associated with a cause they care about to using their online networks to amplify social and environmental messages.


“The brands that will be big in the future will be those that tap into the social changes that are taking place.” —Sir Michael Perry


Corporate Branding Digest, November 30, 2015


Our Company Needs You: The Rise of Employer Branding
(The Business of Fashion, 30.11.15)

With limited growth prospects on the horizon the industry’s battle for talent is intensifying — and companies are investing in employer brands in a bid to attract the best of the best.


Employee Happiness Is Key Predictor of Loyalty
(Bloomberg BNA, 23.11.15)

Tracking employee happiness can help employers determine which workers are most likely to leave the organization and how to get them to change their minds, according to a report released by Swedish-based employer branding firm Universum.


Enhance the Candidate Experience with Employer Branding
(Business2Community, 16.11.15)

The latest buzzword in human resources and talent acquisition is the candidate experience. The candidate experience refers to the process a job applicant goes through to become an employee. The reason this is so important right now is that once the economy improved, it became a job applicant’s market. The days when a company could get someone way overqualified for relatively cheap are over. Now, candidates are in control and they’re flocking to the job market in record numbers. Many companies are finding it difficult to keep employees and to fill new positions. With candidates in control, they now demand more information to make a decision on whether to join a company or not.


The CEO of Jamba Juice on How to Create an Engaging Corporate Culture of Health and Wellness
(Forbes, 05.10.15)

The corporate culture at Jamba Juice is centered on their core values. Health and well-being runs through Jamba Juice’s veins. If you can actively engage individuals inside of a company to build a culture they want to live in, you have a much higher chance of being successful. Personal investment of the individuals of your company, helps move the culture and performance of the company as a whole ahead. There is a large shift in people who want to work for a company that they feel connected to. Using feedback to source your information first hand, you can capture the spirit of each employee, creating the benefits that not only provide a passion to their work, but a corporate culture that drives a happy and productive workforce.


“Employees who believe that management is concerned about them as a whole person, not just an employee, are more productive, more satisfied, more fulfilled.” —Anne Mulcahy


Cause Branding Digest, November 17, 2015


Why Emerging Multinationals Are Embracing Social Responsibility
(Knowledge@Wharton, 12.11.15)

Earlier this year, Forbes reported that New York-based natural foods company KIND Snacks, in its first ten years, has grown from zero to over 450 million units sold. Its now-familiar rainbow-wrapped bars can now be found in over 150,000 retail stores. According to the article, founder and CEO Daniel Lubetzky’s focus is to “make profit and make a difference … achieve mass distribution and make his products healthy.”


Date Aid: Are Charities Sending the Wrong Message?
(The Guardian, 10.11.15)

A new campaign by Bond is challenging charities that use pity to drive engagement in their anti-poverty campaigns.


5 Companies Engaging Their Employees Around Sustainability
(TriplePundit, 21.10.15)

Sustainability is no longer a buzzword that companies can simply talk about in order to improve their image. Sustainability and corporate social responsibility are standard policies that every successful company must embrace to remain successful and profitable in the 21st century. Successful sustainability programs result in increased savings and profits through tax incentives and the inevitable consumer demand for greener products and services.


How Thoughtful Leaders Earn Employee Loyalty
(Convince & Convert, 09.09.14)

It’s axiomatic that customer satisfaction is every business owner’s first and highest priority. When customers are satisfied they will return and bring others. More customers means rising sales and profits. Right? Close, but wrong.


“When people are financially invested, they want a return. When people are emotionally invested, they want to contribute.” —Simon Sinek


Corporate/Lifestyle Branding Digest, November 4, 2015


Measuring Emotion in Native Advertising
(Forbes, 08.10.15)

The last few years have seen an explosion of innovation in advertising formats. From real-world goods that reward you for accomplishments in mobile apps to far deeper engagement with original content, marketers and their startup technology partners have been looking for ways to spread brand messages that people don’t simply filter out.


How Morgan Spurlock Started a Branded Content Revolution
(Adweek, 02.10.15)

You wouldn’t think the man behind the documentary Supersize Me, which vanquished the fast food industry, or that that same man, whose follow up film documented the ubiquity of product placement in popular media—then paid for the film with product placement—would end up making content for brands.


Travel Agent as Therapist: The Rise of the Travel Shrink
(Travel Market Report, 21.09.15)

It’s a label with which travel advisor Hope Yonge was christened a decade ago, and one she still wears proudly. She’s even incorporated it into her email address.


Why CMOs Are Shifting Their Focus from Customer Acquisition to Retention
(Marketing Week, 28.08.15)

Sales and customer service teams are changing. Rather than having people sit in cubicles for eight hours a day making calls, companies are now taking advantage of the latest cloud-computing technology to create virtual teams whose members are distributed across the globe, speaking with prospective and current clients in their individual locations.


“If you’re not a risk taker, you should get the hell out of business.” —Ray Kroc


Corporate Branding Digest, November 2, 2015


Employer Branding: Why It’s Time Marketing, Execs and HR Worked Together
(VentureBeat, 01.11.15)

When working at Virgin circa 1993 I recall the managing director of Virgin Games, Tim Chaney, claiming that the Virgin brand was one of the most recognized brands in the U.K. At the time, Richard Branson was building his empire on service/product promise, savvy advertising and word of mouth—well before PCs on desks with Microsoft Word and Google was commonplace. The realization of that time: the Virgin employer brand naturally inspired acquisition of talent, retention and loyalty of employees, and communicated a clear vision to optimize performance and engagement.


Even the Smallest Business Can Sink Its Teeth into These 10 Branding Lessons from Apple
(Business2Community, 28.10.15)

It’s difficult to imagine a more inspirational branding success story than Apple. Founded by two college dropout buddies who borrowed the money to build their first computers based on good faith and a promise, Apple is now America’s first $700 billion company. Moreover, it is one of the most recognized, respected and iconic brands in the world.


Chinese Companies’ Global Public Relations Imperative
(Forbes, 26.10.15)

“For many Chinese companies, ‘branding’ means designing a new logo, ‘marketing’ is the equivalent of purchasing ads on China Central Television (CCTV), and ‘P.R.’ stands not for ‘public relations’ but rather ‘pay the reporter.” David Wolf, a China PR veteran, shared this joke with me a few years ago. While it is certainly a generalization, Wolf’s words should not be taken lightly. He literally wrote the book on public relations in China and has spent the better part of two decades in the Middle Kingdom advising Western and Chinese executives on public relations and crisis management. His words hit on the critical reality that Chinese companies tend to focus on business activities linked to short-term performance, such as sales, rather than less “tangible” ones that are essential to long-term success, such as marketing, advertising and public relations.


3 Ways to Create the Company Culture You Want
(Entrepreneur, 06.10.15)

Successful businesses have learned to look beyond skills to whether prospective employees mesh with their company culture from the start.


“If you don’t have a competitive advantage, don’t compete.” —Jack Welch


Health and Wellness Branding Digest, October 8, 2015


Is Target Becoming a Wellness Dictator?
(Forbes, 27.09.15)

Yes, the proliferation of self-checkouts and the attention-diverting use of smartphones are making impulse buys in checkout lines less of a sure thing. And yet, the front-end is still a big source of soda, candy and magazine sales for many grocers. Target, however, is turning their product assortment at the registers into a statement of another sort—one that promotes the chain’s newfound focus on health and wellness.


The Branding Mind Behind the Obama Campaign Is Now Tackling Health Care at Tech Startup Scanadu
(Fast Company, 20.09.15)

Scott Thomas earned his stripes in visual design—you probably recognize his work from the 2008 Obama campaign and the design of Fast Company’s website—but he’s now heading into new territory: leading product design at the health-focused product startup Scanadu. While abruptly transitioning from one field to another might seem like a head scratcher, Thomas views it as two sides of the same coin. “The fundamental principles are the same,” he says. “Whether it’s a product or a software, you’re thinking about it in the fourth dimension, which is space and time.”


Can Programmatic Be Pharma-Friendly?
(MediaPost, 09.09.15)

Pharmaceutical companies are finding the notion of programmatic marketing a lot more palatable these days. In fact, some of them are jumping in with both feet. Some pharma brands have hired dedicated managers of programmatic ad buying. ExL Pharma hosted its Life Science Programmatic Buying Summit in August to help professionals from pharmaceutical, biotechnology, medical device and generic research companies sharpen learn how to adopt programmatic buying within their organizations. And trading desks are seeing significant budgets from big pharma come their way.


How Branding Can Help Your Workplace Wellness Plan
(Wellness Works Hub, 25.02.15)

Any great workplace wellness plan requires many positive attributes to make it work. That can include the value of the health coaches, the evidence-based recommendations, the employee engagement efforts and more.


“Your brand name and recognition are important. However, to create a lasting and remarkable impression, you must remember that you and your brand are as good as the value you bring to the marketplace.” —Bernard Kelvin Clive


Consumer/Lifestyle Branding Digest, September 30, 2015


4 Ways Spotify and Pandora Target Millennials Differently
(Adweek, 29.09.15)

Spotify and Pandora are often pitted against one another as competitors fighting for control of the digital-music industry, particularly when it comes to targeting millennials who are highly influenced by pop culture and listen to hours of music every week.


Seen but Not Heard: Social Media and Millennial Marketing
(Content Standard, 21.09.15)

Pretty much every website has a “Contact Us” page these days. The most sparse pages might only provide a mailing address and phone number, while other companies go out of their way to create special user portals, live chat, or exhaustive directories to help their audience. Among these, it’s not too uncommon to find social media links offered as a means of communication, with implicit promises of fast response and personalized interaction.


Uber CEO: We Need to Get Better at Telling Our Story
(Marketing Week, 17.09.15)

Uber is still learning how to articulate its values and tell its brand story to the wider world, its CEO and co-founder Travis Kalanick told the Dreamforce conference in San Francisco.


Marketing to the Youth Comes Down to Changing the Rules of Engagement
(Media Update, 08.09.15)

In terms of segment size and buying power, the “Youth Market” are of great significance to marketers, with roughly half of South Africa’s population being under the age of 24 and the most recent annual spend for consumers aged 8 to 23 being estimated at around R111-billion. So says Mike dos Santos of The Strategy Department.


“Stories create the emotional context people need to locate themselves in a larger experience.” —Scott Bedbury