Cause Branding Digest, March 29, 2016


Technology and Substance in Sustainability
(Forbes, 22.03.16)

Sustainability has been a part of the corporate vernacular for decades. The concept has primarily been tied to corporate branding, but the priority, investments, and influence of the champions of sustainability has been limited—until now. Major moves by some of the world’s most influential businesses indicate that an important shift is underway. Sustainability is moving up the food chain as technology brings substance to targets, as future leaders demand real commitments, and as organizations acknowledge the real risks of inaction.


Pernod Ricard CEO: Consumers Will Know if Your CSR Activity Is ‘Bullshit’
(Marketing Week, 18.03.16)

Speaking to Marketing Week to promote The Venture, Chivas whisky’s $1m competition for social enterprises, the wine and spirit maker’s chief executive Alexandre Ricard claimed today’s consumers will uncover any lack of authenticity in corporate social responsibility efforts.


Focus on Women in Communication, STEM, Finance ‘the Biggest Bang for the Buck’
(Sustainable Brands, 14.03.16)

Building on the inspiration and energy from day one, day two of the International Women’s Day Forum kicked off with a panel on The Power of Communication and Perception. Beth Colleton, SVP of CSR at NBC Universal, posed the question: “We reach 97 percent of all people in any given month. But how do we get people to care?”


Moving Day for Corporate Purpose
(Transform, 08.03.16)

Purpose may be this year’s buzzword, but is it superseding the importance of brand? David Benady examines the rise of purpose and its impact on corporate and product brand management.


“I wear two hats. The one is business and increasing my shareholders’ value; the other is social responsibility.” —Guler Sabanci


Personal Branding Digest, February 5, 2016


7 Tips to Take Your Personal Brand to Celebrity Status
(Entrepreneur, 05.02.16)

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
(Fortune, 23.01.16)

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
(Business2Community, 14.12.15)

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


Corporate Branding Digest, February 1, 2016


What Marissa Mayer Can Learn from Mary Barra About Crisis Management
(Fortune, 14.01.16)

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
(Business2Community, 01.01.16)

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
(EJInsight, 04.01.16)

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


Cause Branding Digest, January 26, 2016


The Y Embarks on Its First National Advertising Campaign
(The New York Times, 26.01.16)

On Sunday night during “60 Minutes” on CBS, the Y unveiled two commercials as part of a rebranding effort that aims both to change the way the public perceives the organization and to raise money.


The Y Stresses Its Community Work
(MediaPost, 25.01.16)

The Y (known to most as the YMCA) has an enviable position of near-total brand recognition. But dig a little deeper and many who have heard of the organization are unclear on what it actually does.


The Three Keys to Purposefully Profitable, Socially Impactful Partnerships
(Forbes, 19.01.16)

It’s a slow but steady rising tide: the sea of companies focused on building a better world and the bottom line. More and more companies are leveraging their financial and human resources to make a dent in important social issues.


Why Your Organization Needs a Chief Sustainability Officer
(Environmental Leader, 13.01.16)

Organization charts normally have boxes for lots of chiefs—whether it’s chief executive officer (CEO), chief financial officer (CFO), chief operating officer (COO) or even chief technology officer (CTO)—to indicate positions of senior responsibility for large areas the organizations’ day-to-day and strategic operations. However, organizations that are making an explicit commitment to more sustainable business practices have not yet granted the same seniority to the person in charge of those sustainability initiatives.


“Ethics is the new competitive environment.” —Peter Robinson


Corporate Branding Digest, January 11, 2016


4 Tips to Fully Integrate Your Company’s Branding, Marketing and Strategic Vision
(Business2Community, 09.01.16)

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
(PRWeek, 14.12.15)

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


Consumer/Lifestyle Branding Digest, December 16, 2015


What Publishers Should Learn from Brands
(MediaPost, 12.11.15)

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
(Business2Community, 05.12.15)

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.


What One Direction and Trump Can Teach CMOs About the New Definition of Celebrity Branding
(Forbes, 10.12.15)

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


Personal Branding Digest, December 11, 2015


5 Mistakes You’re Making with Your Personal Brand
(Tech.co, 10.11.15)

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
(Omaha.com, 03.11.15)

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
(Business2Community, 29.10.15)

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


Health and Wellness Branding Digest, November 5, 2015


Patient Portals and Missed Opportunities
(MediaPost, 28.09.15)

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
(CMO.com, 16.09.15)

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?
(Econsultancy, 20.08.14)

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
(Ragan.com, 08.07.15)

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