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


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


Personal Branding Digest, April 15, 2016


Real Talk: 6 Things No One Told You About Personal Branding
(Business.com, 14.04.16)

Personal branding is your reputation. It’s everything you have when it comes to building relationships for a healthy future.


How to Growth Hack Your Personal Brand
(Search Engine Journal, 08.04.16)

Growth hacking refers to employing unusual, and often bold, techniques to bolster the growth of a business, or even your personal brand. This is done by bypassing the usual channels of marketing. Companies that have done this successfully employed a mix of integrated marketing, aggressive social media and email marketing, along with the production and distribution of quality content. The method saves time and money, which is ideal for new businesses.


Amber Rose’s Blockbuster Emoji App Elevates Personal Branding to Activism
(Good, 06.04.16)

Hashtag activism has an official rival among the casually conscientious set, because emojis are your new favorite banner to wave at the Man and shout, “The future is female!” Or biracial. Or into BDSM. Or sex positive. Or cool with smoking weed. Or, honestly, whatever you’re into.


How Building a Personal Brand Converts
(Business2Community, 12.03.16)

Personal branding is a hot topic in today’s marketing landscape, but few business owners truly understand what it means or how it can promote better conversions. With personal branding, you position yourself as a brand alongside your company. Your employees also have a personal brand of their own.


“Your personal brand should be like water: not only clear but transparent to the public. People thirst for that, and they will drink you up.” —Jarod Kintz


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


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