Originally posted on the Holmes Report.
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Yesterday Sen. Al Franken (D-Minn.) introduced legislation that would end the tax deduction that drug companies now take for their marketing costs, a move that seemingly puts industry on notice that Franken wants to be a leader on this issue in the Senate, where it last was raised in 2007.
Helmeted Toe Cartoons (Ew!) May Distort Drug Risks in TV Spots
(Bloomberg Business, 01.03.16)
Drug companies have been drawn to using animated figures in their advertising, from the bee with the sexy Antonio Banderas accent that wants you to use Nasonex nasal spray, to the football-helmeted big toe with foot fungus hawking Jublia. Now U.S. regulators are taking a closer look.
Leaders and their businesses will be hearing more and more about “Population Health” in the immediate future as it applies to the health of the public as a whole and as a brand strategy to solve for inequities in the workplace and marketplace. In fact, there are Population Health executives at Fortune 500 companies who are responsible for managing the healthcare, wellness, work-life balance and other related needs of their employees and addressing similar needs in their businesses’ consumer base. Simply put, companies are learning that well-being (healthy minds, bodies, and careers) among employees and customers is essential to sustained success in all part of their business – especially when it comes to multicultural engagement and career advancement.
Therapeutic Focus: Vaccines
(Medical Marketing & Media, 01.10.15)
Vaccines are in vogue and practically taunting pharma with the potential of blockbuster price tags. But while big companies reign in the sector—largely due to cost- and resource-related barriers of entry—a handful of smaller players are taking a stab at creating vaccines for a narrowing field of unmet diseases, like RSV and C. diff. Rebecca Mayer Knutsen reports.
“Holding back technology to preserve broken business models is like allowing blacksmiths to veto the internal combustion engine in order to protect their horseshoes.” —Don Tapscott and Anthony D. Williams
7 Tips to Take Your Personal Brand to Celebrity Status
You seem to see them everywhere. Business celebrities who go beyond being an expert to being nationally or internationally known in their industry. They make the rounds on every podcast, business TV show and are all over the web. The strategy make sense: the more visibility means more credibility, brand recognition, clients and sales.
3 Ways Entrepreneurs Can Build Their Personal Brand
(The Huffington Post, 03.02.16)
Most entrepreneurs think that the business or product they represent is the most important aspect of their business and that the face of the business is of no importance. This, however, isn’t necessarily true. While it might be the primary reason for going into business, entrepreneurs have to realize that they are as important to their business as their product or service itself.
Your Business Means Nothing If No One Knows Who You Are
Last fall, I was invited to an exclusive event at the Hollywood Hills home of Never Eat Alone author Keith Ferrazzi. The top leaders from across the world in the startup and technology realm were invited to join.
Essential Guide to Building an Effective Personal Branding Strategy
A decade ago, personal branding was something that only rock stars like Bono had to worry about. Today, if you’re like most professionals, you probably accept that you’re a brand. This realisation leads to a number of questions – how do you build your brand? How do you manage it?
“My success just evolved from working hard at the business at hand each day.” —Johnny Carson
What Marissa Mayer Can Learn from Mary Barra About Crisis Management
Women leaders score higher on their abilities to inspire action and change direction, according to McKinsey. Companies lead by women score higher on important organization priorities like motivation, accountability, coordination, control, work environment, and values. During times of uncertainty, these soft leadership skills are vital for turning a business around. Further, a significant leadership change can demonstrate a change in direction, and that itself can reassure analysts and investors and inspire employees.
Embrace Mobile Recruiting and Attract More Candidates
As technology continues to improve, people are increasingly seeking to take it on the go. And why wouldn’t they? Smart phones and other mobile devices have become so handy that many people don’t leave home without them. The evidence is clear that Americans love their mobile devices. In 2016, American smart phone users will reach 198.5 million. From these smart phones, they shop, communicate, watch videos, and search for jobs. If your business has yet to embrace mobile recruiting, you could be behind the curve.
How SMEs Can Build Their Brand by Being Good Employers
Brand-building is essential for companies that wish to charge a premium for their products. However, spending lavishly on advertising is typically not an option for many small and medium-sized enterprises. So how do those firms get around that problem?
9 Tips from Unilever on Building Your Employer Brand
(Human Resources Online, 07.03.15)
“You can’t get married unless somebody wants to marry you. So is the case for your company – why would anyone be attracted to work for your company? How do you differentiate your proposition to attract them?”
“Satisfied employees mean satisfied customers, which leads to profitability.” —Anne Mulcahy
4 Tips to Fully Integrate Your Company’s Branding, Marketing and Strategic Vision
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
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
This is the first of Havas PR’s “11 Trends for 2016.”
Blame it on 9/11, the financial crisis, the media, the frantic pace of life or declining morals, or maybe blame it on the blame culture that’s always looking for faults, culprits and scapegoats. Combinations of these and more all contribute to the übertrend of this year: a sense of unease that pervades much (most?) of life, an abiding feeling that things aren’t as they should be, that looming threats are out there, and that people need to make important decisions and do something. We’re engaged in a constant struggle between staying in or bailing out. Emotional alarm bells are endlessly ringing and we are responding in a variety of ways to quiet the din.
What Publishers Should Learn from Brands
Earlier this week I attended IIeX Forums 2015, a two-day event that brings together consumer insights professionals, market research companies and technology firms. The first day focused on behavioral marketing; the second, techniques like neuroscience and biometrics, which can measure certain behaviors that happen before the consumer is even aware of it. Attention and emotion are two types of “nonconscious behaviors” that were discussed extensively.
Make It Easy for Customers to Make Your Brand a Habit
For the average person, the rise of mobile has made things easier. Traffic warnings and subway updates reach you wherever you are. Taking a high-quality picture can be as easy as lifting your arm. And cashing a check no longer means searching out a physical bank branch–and if you DO want to find a bank, mobile makes that easier, too.
How Coca-Cola Overhauled Its Marketing in 2015
(Marketing Week, 14.12.15)
Back in March this year, Coca-Cola introduced a one brand strategy where its four product variants, Coca-Cola, Diet Coke, Coca-Cola Zero and Coca-Cola Life were placed under one Coca-Cola master brand instead of being marketed as separate products.
As brands seek to maintain relevance and momentum among Millennials and Gen Z, collaborating with celebrities presents opportunity and new complexity. It’s a move that requires careful consideration and the full involvement of chief marketers.
“Those who dismiss the value of PR nearly always seem to be the ones who need it most.” —David Alexander
[Originally posted on Forbes.com.]
Even as trends reports for the coming year have all been wrapped up and shared around, a trendspotter’s work carries on. Scouting what’s next requires always keeping an eye open and an ear to the ground, and pattern recognition helps a lot—who or what is getting buzzed about where?
5 Mistakes You’re Making with Your Personal Brand
Branding, digital marketing, and press have become more crucial for an individual’s success than ever before. While the market is filled to the brim with almost every type of technology, financial, healthcare, and energy company you can possibly imagine, the challenge is not in producing a good product, but in making clients realize the value in the product that you provide. Thus, innovation and product market fit are not the stakes that comprise the crux of a company’s failure.
Taking Care of Your Brand Is a Full-time Business, so Think Like a Marketer
Because you are a business unto yourself with your own brand to promote, it is only logical that you should think like a marketer.
How Employees’ Personal Brands Can Help Your Agency
As a marketing professional, you’re naturally always looking for new ways to bring in new business and promote your own agency. All too often we’re so busy reaching out to external sources, we overlook one of the most useful marketing tools we have: our own team!
Create Your Personal Brand
(The Herald, 22.10.15)
It’s not only companies that need establishment and maintenance of a brand. Even the manager needs to be aware that they must manage their personal brand. Developing a personal brand has similarities with developing a brand for your product.
“We have to dare to be ourselves, however frightening or strange that self may prove to be.” —May Sarton
In our agency’s annual trends report three years ago, we forecasted an übertrend of the rise in “co-” words (co-create, co-parent, copreneur). Last year, as turbulence reigned and society started moving inward, “self-” was our overriding idea. Next, unease (and fear) will pervade much of life, giving everyone a lingering feeling that things aren’t as they should be. Technology is central to that übertrend and serves as a running theme through the rest of our latest report, “11 Trends for 2016”—from renewables chic and the rise in apps and everything smart, to bigger audiences for virtual events than real ones. Go to our Brainfood tab to download the newly launched report and read what’s in store for the near future.
[Originally posted on PRWeek.com.]
For a long time, the thing to do was “Go global.”
It wasn’t that hard, and got increasingly easier, with the evolution of technology and the availability of goods and services from pretty much anywhere. Compared with previous generations, we are all more globally connected and aware, and more affected by global events.
Patient Portals and Missed Opportunities
As value-based care becomes common practice, healthcare organizations are working to increase patient engagement—but are current engagement strategies getting the job done when it comes to improving outcomes long term?
Health-Care Marketing Diagnosis: Endless Opportunities
The health-care IT market is estimated to reach $61 billion by 2020, as more providers leverage technology to offer remote and mobile services and embrace electronic record-keeping and patient communications.
How Is Healthcare Marketing Changing in the Digital World?
In an industry where the product takes centre stage, how can a company create a meaningful corporate brand that adds value? And beyond the product, what go-to-market innovations can be found in a realm where data security is paramount?
How 3 Hospitals Use Periscope for Patient Engagement
Several hospitals are blazing trails with Twitter’s live-streaming platform. Let’s look at how three providers are delivering health and wellness to patients via real-time video.
“What’s important at the grocery store is just as important in engines or medical systems. If the customer isn’t satisfied, if the stuff is getting stale, if the shelf isn’t right or if the offerings aren’t right, it’s the same thing.” —Jack Welch