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


Personal Branding Digest, February 19, 2016


Personal Branding in an Instagram Age
(The Sydney Morning Herald, 11.02.16)

The word “personal brand” is thrown around a lot these days, but, if you asked most people to define it, they would probably mumble something about LinkedIn and change the subject. This is a shame, because “personal brand” actually has a very precise meaning, and one which is particularly important for people in business who want to market themselves effectively.


5 Ways to Use the ‘Trump Effect’
(Entrepreneur, 10.02.16)

Like him or not, Donald Trump is one of America’s most successful entrepreneurs. Whether it’s in the board room or the campaign trail, success leaves clues. To better understand why Trump is having the success he is and how entrepreneurs can apply similar strategies to trump their competition, I attended a recent Trump rally in New Hampshire.


Five Tips for Building Your Personal Brand and Turning It into an Asset
(StartupSmart, 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.


9 Ways Publishing Content Can Help You Expand Your Personal Brand
(Business2Community, 21.01.16)

Some businesses are gun-shy about posting more controversial topics on a company blog, but writing about your opinions can absolutely establish your personal brand. Collect the ideas that are too out there for the business and use them showcase your personality, beliefs and brand in a format that promises exclusive content such as a book or e-book.


“What makes you unique makes you successful.” —William Arruda


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 →

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


Lifestyle Branding Digest, May 27, 2015


Branding the Exemplary New Lux Lifestyle
(Forbes, 20.05.15)

Ralph Lauren is probably the most responsible. Forty years ago, his idyllic, emotionally charged photographs of monied families posed before the camera. They were attractive, familial, and fair skinned. They sat, stood, posed and, for some reason, never seemed faked. Ralph Lauren’s manly expressionism created an image well-suited for the 1970s, the era in which the words “upward mobility” were minted, coined and became currency for aspirational Baby Boomers. Ralph Lauren (real name Ralph Lifshitz) projected the poster-child fantasy that was exactly what people wanted.


Stung by Millennial Misses, Brands Retool for Gen Z
(Ad Age, 19.05.15)

Marketers spent the last decade enthralled with the elusive, so-called millennial generation, striving to understand its ever-changing social habits—from Instagram to Snapchat to Periscope—and burgeoning nonconformity, thrifty spirit and swelling hot sauce obsession.


How to Make Superstores Desirable Again
(Marketing Week, 14.05.15)

The upshot is a need for big retailers to transform the proposition of shopping in a bricks-and-mortar environment. The supermarkets’ struggles may not quite mark the end of the out-of-town superstore, but they could herald a new age where experiences and entertainment become as important as selling merchandise, and where complementary brands share space to create retail “destinations.”


Whole Foods to Open Chain for Millennials
(USA Today, 07.05.15)

Whole Foods is trying to change its reputation as a grocery with fresh food at high prices by opening a separate chain of lower-priced stores aimed at millennials.


“The risk of any great luxury brand that has its history in the past is that it can get dusty.” —Maureen Chiquet


Health and Wellness Branding Digest, April 30, 2015


How Storytelling Can Power a University Health System’s Content Marketing
(Content Standard, 24.04.15)

Everybody loves a great story, whether it’s an old high school #ThrowbackThursday photo on Instagram, breaking news from CNN, or tips on how to stay healthy when balancing work, family, and social life.


How Health Wearables Enhance Telemedicine
(Healthcare Innovation, 29.04.15)

Consumer technology is increasingly integrated into our everyday lives, changing and improving the way we live, work and play. Text messages can now be sent via watches, and toothbrushes are being transformed into gaming consoles. We are seeing the digitization of everyday objects right before our eyes.


Hospital Yoga and Other Marketing Targeted at Women: Does It Work?
(Healthcare Dive, 17.02.15)

According to the US Department of Labor, women make approximately 80% of healthcare decisions for their families. In an effort to meet their needs, some hospitals are beginning to offer luxury services or other amenities for women, in addition to top-notch medical care. The Ripa Center for Women’s Health and Wellness at Cooper University Health Care in New Jersey is a multi-specialty center that focuses specifically on women’s healthcare.


Nothing (Im)personal
(Medical Marketing & Media, 01.02.15)

You’d have to search long and hard to find an industry with a marketing moniker as hopelessly outdated and misleading as “non-personal promotion” (NPP).


“Technology will definitely solve all our problems, but in the process it will create brand new ones. But that’s O.K. because the most you can expect from life is to get to solve better and better problems.” —Scott Adams


Lifestyle Branding Digest, April 1, 2015


Why Do We Listen to Celebrity Nutrition Advice?
(Sydney Morning Herald, 30.03.15)

Nutrition advice has become a game of dietary ping pong, with one side telling us to cook with olive oil and another saying duck fat’s a healthier choice. Depending on who’s talking we should eat grains – or not eat grains. And never touch sugar (although apparently it’s okay to make dessert with dextrose or rice syrup even though they’re just, well, sugar in another guise).


Using Social Media to Build a Lifestyle Brand
(Spindustry, 09.10.14)

Many brands are facing a crisis. Is a brand simply a label for products and services or is a brand a lifestyle? Can it be both? How does one act as a company that’s trying to sell a product and a lifestyle? Social media is a platform that allows a company to successfully be both.


3 Ways Social Puts the ‘Life’ in Lifestyle Branding
(Social Factor, 08.10.14)

GoPro, Whole Foods, Patagonia and Lululemon. These brands should sound familiar. In fact, I am sure the first thing that came to mind is that friend on Instagram or Twitter who posts about all the cool places they’ve gone with their Patagonia fleece, or shares artsy outdoor picnic photos of their Kashi cereal, or even a GoPro video of their most intense mountain bike ride to date. Lifestyle brands achieve momentum and marketing edge over all the other consumer brands because of social posts from consumers like you and me.


From Gwyneth to Jay-Z: 7 Celebrities Who Have Lifestyle Brands
(Time, 06.10.14)

Let these totally well-adjusted famous people tell you how to live, laugh, love and make salmon.


“GoPro is all about celebrating an active lifestyle and sharing that with other people. It’s authentic.” —Nick Woodman


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