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


Health and Wellness Branding Digest, March 17, 2016


Could Twitter Be a Recruitment Tool for Cancer Trials?
(HealthDay, 03.03.16)

Twitter might help boost the number of cancer patients who enroll in clinical trials of potential treatments, a new study suggests.


Direct-to-Consumer Pharma Ads in the Crosshairs
(Health Leaders Media, 02.03.16)

You wouldn’t think Triumph the Insult Comic Dog would have any relevance to the debate about pharmaceutical companies using direct-to-consumer advertising, but a video clip promoting the sardonic puppet’s 2016 election special on Hulu proves otherwise.


The Programmatic Movement: A Programmatic Primer
(Medical Marketing & Media, 26.10.15)

Programmatic buying has started to take over the placement of digital ads, to the tune of $15 billion in 2015 sales. Is pharma in the process of following suit or will concerns about privacy and fraud dampen industry enthusiasm? Barbara Peck assesses the pros and cons.


In Healthcare, Focusing on Your Marketing Niche Is Key
(O’Dwyer’s, 09.10.15)

Healthcare marketers are faced with many challenges in today’s ever-changing landscape, and we can expect the industry’s complexity to only grow. Working closely with CMOs and other senior marketing executives — spanning HIT, hospitals and care facilities, life sciences, pharma services, and medical devices — we help a broad array of companies across the healthcare spectrum tell their stories, generate awareness, position themselves as leaders and tout the benefits of their products and services.


“Branding adds spirit and a soul to what would otherwise be a robotic, automated, generic price-value proposition.” —David Aaker


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


Lifestyle/Consumer Branding Digest, February 17, 2016


The New Face of Public Relations: Tricks and Tools of Today’s Practitioner
(Marketing Land, 11.02.16)

The battle to earn consumers’ attention is on. But it’s not going to be won in a display ad or in the search box. It’s not going to be won on television or via in-store signage. It’s going to be won by brands that stop shouting at their consumers and start having conversations with them.


How to Become a ‘Craft’ Brand by Using Content
(Marketing Week, 11.02.15)

Big brands can tap into consumers’ obsession with ‘craft’ and ‘artisan’ goods by using content to change perceptions, even if their product is mass-produced, but they need a credible story.


3 Millennial Marketing Tips from Taylor Swift
(Entrepreneur, 19.01.15)

There’s no doubt that 2015 was the year of Taylor Swift. Building off the success of her 1989 album release, Taylor’s world tour generated over $4 million per show — a small piece of her current empire. And that success rolls on: As the highest-earning musician in the world, Swift makes more than $1 million per day in revenue.


Why Building an Audience Is so Hard (And Why I’m Still Trying)
(Search Engine Journal, 24.12.14)

It’s easy to feel like you can grow a loyal audience in no time using the latest growth hacks or Twitter and Facebook tricks. But the truth is, it’s not that simple. Growing an audience is hard. You have to have talent. You have to put in a lot of work. And there’s no 1–2–3 solution.


“Brands need to pay attention to their writing as a differentiator re personality, too. Good writing is often undervalued in content.” —Ann Handley


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, February 3, 2016


CEO Wants ‘More Experiences’ for Macy’s Inc. M-Shoppers
(WCPO Insider, 24.01.16)

When it comes to making the cash register ring, experience matters.


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.


7 Brands Who Are Keeping It Real on Facebook & Twitter (and What You Can Learn from Them)
(Search Engine Journal, 07.12.15)

The Internet is a big place, and your content can easily get lost in the noise. Which is why more brands are using social media as a place to create real connections with their customer base. Here are a few brands who are succeeding at keeping it real on social media and creating solid, human connections in the process.


Digital Shopping Preferences Vary Among Age Groups
(O’Dwyer’s, 04.12.15)

Major distinctions exist among age groups when it comes to digital purchasing habits, according to a report released this week by ad organization the Interactive Advertising Bureau, and understanding these digital differences could prove crucial for marketers attempting to target consumers of a particular generation.


“You can’t sell anything if you can’t tell anything.” —Beth Comstock


Personal Branding Digest, January 29, 2016


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


Strong Personal Branding Leverages Your Difference
(Enterprising Investor, 20.01.16)

Are you respected within your industry? What do your peers think of you? What can you do about it? These questions are at the heart of the personal branding and reinvention process.


Lessons in Blogging and Personal Branding (from the Funnelholic)
(Business2Community, 23.11.15)

In the world of Sales and Marketing, Craig Rosenberg is a celebrity blogger. If the name doesn’t ring a bell, you’re more apt to recognize his personal brand, The Funnelholic. Recently, Craig gave a presentation on blogging best practices at the San Mateo B2B Bloggers Meetup.


5 Ways to Rock Your Personal Brand on Twitter
(Search Engine Journal, 25.10.15)

In today’s very digital world, giving out your card during networking events isn’t enough. Creating a social media following is the ultimate branding tool. To get you started, I wanted to give you a starter pack to personal branding on Twitter.


“You, too, are a brand. Whether you know it or not. Whether you like it or not.” —Marc Eckō


Cause Branding Digest, January 19, 2016


5 Examples of Using Content to Start (Not Follow) a Trend
(Business.com, 18.01.16)

The future looks very bright when it comes to cause-driven campaigns. The Ice Bucket Challenge started it but look for other causes to have the same light hearted theme. This encourages people to participate and have some fun while generating buzz about a certain cause. Look for more companies to try these light-hearted challenges as it could do more marketing for the company than ever before with user generated content.


Giving Is Better than Getting in Business
(Forbes, 15.01.16)

Most of us have heard the adage “giving is better than getting.” What you might not realize is that it isn’t a philosophy that should be confined to your personal dealings. It’s especially true in business.


NPQ’s 9 Important Nonprofit Stories of 2015 (and What They Can Teach Us)
(Nonprofit Quarterly, 30.12.15)

We have identified nine significant trends and stories to reflect on.


Tips for Taking Your Twitter Game to the Next Level
(GrassrootsFundraising.org, 23.11.15)

Whether you’re just getting started or have been tweeting for a while, here are some tactics you can use on Twitter to reach new audiences and expand your community.


“We know that the profitable growth of our company depends on the economic, environmental and social sustainability of our communities across the world. And we know it is in our best interests to contribute to the sustainability of those communities.” —Travis Engen


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


Corporate Branding Digest, December 21, 2015


Employer Branding: Is Your Workplace Doing It Right?
(The Huffington Post Canada, 04.12.15)

Have you ever wondered why so many new graduates want to work for Google, KPMG or Apple? What makes them so attractive to potential employees? First and foremost, these companies understand the value of a strong employer brand.


Opinion: ‘Employer vs. Corporate Brand’
(Transform Magazine, 02.12.15)

As more and more companies begin to implement employer brand management strategies, Diccon Ward asks, how does the employer brand relate to the wider corporate brand?


How to Measure Employee Engagement
(BrandChannel, 24.11.15)

A traditional measure of employee brand engagement is a net promoter score taken from a quantitative survey where you ask employees how likely they would be to recommend the brand to others.


No ‘Hearts’ for the End of Twitter’s ‘Stars’
(PRWeek, 05.11.15)

What does the change mean for b-to-b communicators? Confusion, at least at the start.


“Happy wife, happy life? More like happy employee, happy company. Happiness breeds good things—foster it.” —Anne Mulcahy


Corporate Branding Digest, December 14, 2015


5 of the Best Ways to Brand Your Big Business
(Business2Community, 07.12.15)

Carving out a brand nowadays is tough. Competition is fierce. Consumers are inundated with numerous options via print, digital, and social media platforms. The companies that do succeed tend to share quite a few things in common.


5 (Quietly Effective) Examples of Crisis Management
(Managers.org, 30.11.15)

Cases of crisis management tend to fit into two categories: the relatively manageable operations-led crisis and the far more complex values-led crisis. In both cases, your best response is not to get yourself embroiled in the first place but, if you do, here are some road-tested crisis management techniques.


How You Can Turn Social Intelligence into Smart Crisis Prevention
(National Mirror Online, 30.11.15)

In the span of a decade, crisis management has completely changed. A crisis used to happen only when the press got wind of something, and you had hours to prepare before the story broke. Today, however, a crisis moves at the speed of light on social media like Facebook, Twitter, YouTube, and so on.


Brand Reputation: Good and Bad Ways to Manage Product Recall
(PRWeek, 29.11.15)

Hardly a month seems to go by without a brand being exposed for unsafe or fraudulent practices instigating a product recall. Volkswagen’s admission in September that it sold diesel-powered cars that intentionally faked emission tests has left consumers, investors and the media alike wanting answers.


“Perfection is attained by slow degrees; it requires the hand of time.” —Voltaire