Personal Branding Digest, Aug. 12, 2016

Personal Branding Tips from a Star Publicity Expert
(, 09.08.16)

In this interview, Hay agreed to share some essential personal branding advice that entrepreneurs can borrow from the music industry.

Personal Branding: 10 Steps Toward a New Professional You [Infographic]
(, 08.08.16)

Does your personal brand need freshening up? Check out these 10 tips to get started.

Four Ways Personal Branding Keeps You Competitive and Enhances Your Career
(Business2Community, 02.08.16)

Much has been written about personal branding and how it can help you get a job. Personal branding, or executive branding if you prefer, when used properly can help win you promotions, and establish your brand as a leader in your role. If you can perfect your branding you can open the door to opportunities as headhunters and recruiters come knocking on your door.

Why Personal Brands Are Better than Corporate for Social Media
(Forbes, 10.07.16)

Social media marketing is a rich and valuable practice for most companies. Countless opportunities, from visibility and reputation to new partnership and employees, are out there for the taking. But most businesses think of social media as existing in only one dimension: one surrounding the corporate brand.


Health and Wellness Branding Digest, Aug. 11, 2016

Driven to Suicide by an ‘Inhuman and Unnatural’ Pressure to Sell
(The New York Times, 11.08.16)

Leaving his wife and two young children home on a recent Sunday, a 27-year-old salesman for Abbott Laboratories’ operations in India — in fact, one of the American health care company’s top performers there — rode his motorcycle to a remote railroad track and jumped in front of a train,

Healthcare Tech Firms: Your Content Marketing Isn’t Working
(, 05.08.16)

The latest HIMSS study on healthcare content marketing indicates a huge gap between goals and results. However, B2B technology needs content marketing more than ever.

Health Care Marketing
(Huffington Post, 28.07.16)

Advertising in the health care industry is a tricky trade. From regulations to patient loyalty, it’s difficult to structure a unique campaign that entices new patients. While there is no one-solution-fits-all answer, there are some basic rules that all health care offices should understand when coordinating their marketing efforts.

Patient Listening: Is Pharma Doing It Right?
(Medical Marketing & Media, 12.07.16)

Last month, a VP and creative from a healthcare marketing agency posted the following on a popular social network: “Are you manic for awesome ideas? We’re hiring copywriters for a bipolar drug launch — submit your resume!”

“Electronic medical records are, in a lot of ways … the aspect of technology that is going to revolutionize the way we deliver care. And it’s not just that we will be able to collect information … everyone involved in the healthcare enterprise will be able to use that information more effectively.” —Risa Lavizzo-Mourey

Consumer/Lifestyle Branding Digest, Aug. 10, 2016

#TRENDING: What Does It Take to Be a ‘Breakthrough’ Brand?
(Biz Community, 08.08.16)

In this ‘Year of Disruption,’ change is also being amplified by those brands that are disrupting the market. Interbrand has packaged this new generation of brands, these “upstarts and challengers,” to the established market as “breakthrough brands.”

Hey, Travel Marketers, so Here’s the Story …
(MediaPost, 08.08.16)

According to the US Travel Association, direct spending on leisure travel by domestic and international travelers totaled $650.8 billion in 2015. Yet, even with this huge market, leisure travel is still just that—leisure.

Marketing Is Responsible for Creating Body Issues Among Boys, Study Finds
(Marketing Week, 08.08.16)

Brands must make a bigger contribution to the health and wellbeing of males aged 8-18, with many feeling pressured by advertising to look good, according to new research by the advertising industry’s think tank Credos.

4 Ways to Amplify Your Brand Message
(Huffington Post, 01.08.16)

A brand always has a message. When your brand message connects well with your target audience, converting them to customers becomes very easy. Top brands like Apple, Coca-Cola and Google are able to unify customers behind their brands because they got their core brand messaging to hit home with their many customers.

“Once a teen has been identified as part of the ‘target market,’ he knows he’s done for. The object of the game is to confound the marketers, and keep one’s own, authentic culture from showing up at the shopping mall as a prepackaged corporate product.” —Douglas Rushkoff

Cause/CSR Branding Digest, Aug. 9, 2016

Social Responsibility Buoys Business Health
(Business in Vancouver, 02.08.16)

A business that is concerned only about profits is kind of like a person who is obsessed with his or her own body mass index (BMI). While a BMI can tell you vital information, it doesn’t give you a full picture of your health. Similarly, a focus solely on profit that ignores social responsibility does not give an accurate description of the health of a business.

Subway, Coca-Cola Launch Clean Water Cause Marketing Campaign
(MediaPost, 26.07.16)

Subway and the Coca-Cola Company are partnering on a clean-water cause marketing campaign.

Record $373.25 Billion Given to U.S. Charities
(The NonProfit Times, 14.06.16)

Donors dug deep during 2015 and reached record highs in charitable giving for a second consecutive year hitting $373.25 billion, up 4.1 percent from 2014, according to preliminary estimates released today. It’s the first time in a decade that giving reached double-digit growth during a two-year period at 10.1 percent.

4 Ways to Share Your Brand’s Philanthropic Story
(TriplePundit, 17.05.16)

According to a 2015 study by Cone Communications, 64 percent of millennials use social media to address or engage with companies around social and environmental issues.

“[The] glorious power of free will to choose envisages beneficent social responsibility as manifest and welcome.” —Louis Sullivan

Personal Branding Digest, Aug. 5, 2016

Follow These 3 Steps to Determine Your ‘Personal Brand’
(Fortune, 04.08.16)

These days, we hear a lot about the importance of building a “personal brand.” While that might sound like a corporate buzzword, there’s a reason it comes up so often: Your brand is about how you’re seen by the world—including clients, investors, and, yes, the boss.

How to Supercharge Your Personal Brand
(Esquire, 03.08.16)

The digital evolution has not only provided anyone with a basic internet connection the ability to introduce themselves to the world, but to also manage the way they would like to be seen. Social Media, personal websites, blogs etc. are all part of the arsenal that can be used to show the world just who you are, what you stand for and why you should be taken seriously (or not) in your chosen field of interest – in short, your personal brand.

Why Every Personal Brand Deserves an Early Start
(Huffington Post, 03.08.16)

One Florida high school’s forward-thinking course is jumpstarting students’ professional lives.

How to Use Quora to Build Your Personal Brand
(Business2Community, 14.07.16)

Quora is a forum where anyone can ask a question and those with decent opinions and/or subject matter expertise can chime in with an answer.

“The most important thing to remember is you must know your audience.” —Lewis Howes

Health And Wellness Branding Digest, Aug. 4, 2016

A Snow White Tale of Digital Healthcare Marketing Magic
(Internet Health Management, 28.07.16)

Retailers, e-commerce leaders and digital marketers are often the most experienced when it comes to knowing how to target, connect and engage with consumers digitally. Today, shopping online is a common activity for everyday items like diapers, books, electronics, clothing and cosmetics. Ten or so years ago, this wasn’t the case.

In Hard-Hitting Ad Campaign, Philly Targets Tobacco Industry Marketing Practices
(, 26.07.16)

Philadelphia’s “Break the Cycle” public-health campaign uses dramatic statistics, photos, and maps to press its case that the industry positions its products for sale near candy and plasters ads on corner stores near schools to ensure a continuing line of “replacement smokers,” a term quoted from a tobacco industry document.

Health Insurance Marketer Settles FTC Deceptive Marketing Lawsuit
(Lexology, 22.07.16)

The Federal Trade Commission (“FTC”) recently prevailed in a deceptive marketing practices investigation involving Partners In Health Care Association (“PIHC”) and its owner. The judgment obtained by the FTC provides for, among other things, a monetary penalty of nearly $9 million and a prohibition against PIHC and its owner from selling healthcare products, as well as any future telemarketing of any good or service.

Revenues Surge as Agencies Adapt to Health-Tech, Payer Trends
(Medical Marketing & Media, 05.07.16)

Big multinational healthcare corporations are not usually known for agility. Fortunately, the trends they observe, but cannot quickly exploit due to size and silos, are those which their agencies have jumped on. In 2015, from a biopharma perspective, two biggies were the intersection with health tech startups on innovation and the escalation of tension by payers to a sometimes exclusionary degree. In the past 12 months, nearly 20% of healthcare communications shops added practices that turned both of these opportunities into offerings.

“Fundamentally, the answers to our challenges in healthcare rely on engaging and empowering the individual.” —Elizabeth Holmes

Consumer/Lifestyle Branding Digest, Aug. 3, 2016

How to Build a Brand: Best Practices from ‘Breakthrough’ Brands
(Voice of America, 02.08.16)

In business, branding is everything. Establishing a distinctive voice and image is especially important for new startups hoping to differentiate their company from the competition. Branding and marketing experts recently converged at the New York Stock Exchange to discuss just how critical branding is and how certain brands have managed to quickly build customer loyalty despite being the new kids on the block.

Emotional Branding: 5 Strategies to Get and Keep the Right Customers
(Huffington Post, 01.08.16)

There is an ever increasing number of entrepreneurs that would benefit from understanding that they must trigger prospective customers emotionally in order for them to buy their product or hire them for their services. Tapping into the emotions that solicit a call to action. Since most often our first interaction with prospective customers is on the web or through promotional efforts, this is accomplished by what I call Emotional Branding.

The Five ‘C’s of Modern Branding
(Food Business News, 27.07.16)

Millennials are “the match that lit the fire” of profound change in the food industry, said Jeff Hilton, co-founder and chief marketing officer of BrandHive, a Salt Lake City-based marketing firm. In addition to driving demand for transparency and authenticity, millennial consumers are influencing other generations to follow suit.

Consumers at the Heart of Branding
(The Star Online, 23.07.16)

Steve Jobs, the co-founder of Apple left the world with great insights on marketing and among the many lessons inspired by him, “focus on the experience” and “innovate or die” were perhaps some words of wisdom that led many firms and marketers to the leading-edge.

“Take some cues from some Q’s. Quality and quantity lead to queues.” —Jarod Kintz

Cause/CSR Branding Digest, Aug. 2, 2016

Why CFOs Need to Consider Sustainability
(CFO, 25.07.16)

With sustainability capturing the attention of consumers, regulators, activists and the media, organizations can no longer afford to put it on the back burner. Sustainable initiatives are now integral to a company’s overall business strategy and as such, the responsibility for driving these programs falls on all departments across the organization — from procurement and compliance to marketing, finance, and sales. While procurement plays a vital role in making sure products and services are being sourced from vetted, sustainable suppliers, financing sustainable initiatives is just as important.

Transparency in Corporate Reporting: Assessing Emerging Market Multinationals
(Sustainable Brands, 11.07.16)

This report evaluates the disclosure practices of 100 major emerging market multinationals headquartered in 15 countries and active in 185 countries. Part of a series on corporate reporting published by Transparency International since 2008, the series was expanded to include a first report on emerging market multinationals in 2013.

Philanthropic Gamification Becoming a Virtual Reality
(The NonProfit Times, 24.05.16)

Bioluminescent life is on the decline at the American Museum of Natural History in New York City. It is up to museum visitors to travel to the Milstein Family Hall of Ocean Life to identify bioluminescent squid, photobacterium and pollutants. As participants remove the presence of pollutants, the squid are able to glow bright again.

Why Are the Elderly Forgotten When It Comes to Corporate Responsibility?
(TriplePundit, 20.04.16)

Every so often, we see a government report or television exposé about the tragedy of elder care and the plight of many senior citizens in the U.S. Such news will come with brief tut-tutting, then will be quickly forgotten thanks to our 24/7 news and social media cycle. But we continue to ignore the stubborn facts about our nation’s evolving demographics.

“The concept of corporate social responsibility (CSR) has long been used as an effective lens through which to examine the actions business can take toward ensuring mutual long-term well-being and sustainability.” —Klaus Schwab

Corporate Branding Digest, Aug. 1, 2016

C-Level: Gender Should Be Factor in Corporate Branding
(Journal Sentinel, 30.07.16)

When it comes to corporate branding, companies have two choices: They can be passive, leaving their brand to fate. Or they can be proactive by investing in their brand, nurturing and protecting it.

Russell Parsons: Procurement Should Be Seen as Marketing’s Strategic Partner, Not Its Enemy
(Marketing Week, 20.07.16)

There are many contenders for the title ‘marketing’s best friend’. Externally, a strong case can be made for advertising or marketing technology, for example, but on a strategic and internal level the field is open. Is it the chief information officer, given the role of data in marketing planning and campaign delivery? Is it the chief technology officer, who can help a marketer navigate the crowded digital landscape? Is it HR, which not only has the key to increasing marketing capability but is central to employer branding? Or is it – whisper this – procurement?

Happiness Can Be Turned into a Brand Advantage
(Gulf News Retail, 11.07.16)

The connection between the happiness of the individual and brand success is a relatively recent concept, but it is one that is making waves globally. The buzz around the topic is exploding, with conversations taking place — locally as well as internationally — on happiness as a goal, a brand-positioning opportunity, and, as a metric of success in marketing, political and cultural arenas.

Creating a Corporate Wellness Brand that Works for Your Company
(Huffington Post, 30.06.16)

Creating a brand for your corporate wellness program has the same types of benefits as creating a corporate brand. Your wellness program brand ensures your program is recognizable. It helps you create something with which your employees can relate. Good branding can also make your program more attractive to employees because it helps you to maintain consistency and cohesiveness.

“You need to be prepared for today’s media culture, in which a tweet can become newsworthy and a news interview can become tweet-worthy.” —Brad Phillips

Health and Wellness Branding Digest, July 28, 2016

Hacking Healthcare: How Virtual Reality Can Aid Our Vitality
(The Drum, 16.06.16)

The world of medicine is benefiting from new digital advances as it explores how virtual reality, augmented reality and all things tech can assist the health industry.

More Responsible Marketing of Opioids Needed
(The Herald, 15.06.16)

Last March the Centers for Disease Control and Prevention shook up the medical world by encouraging doctors to utilize conservative care options prior to prescription painkiller treatment.

Millennials Define Health Differently than Other Generations
(Medical Marketing & Media, 22.05.16)

Millennials have earned a reputation for being selfish, lazy, and disloyal, making them easy for companies to dismiss. In healthcare, they can be entirely forgotten.

Harvard Startup Looks to Disrupt Employer Wellness Market
(Huffington Post, 12.02.16)

Recently, I asked Founder and CEO of Gain Life, Sean G. Eldridge, to tell me how he plans to disrupt the employer wellness market. Sean is a health behavior change enthusiast and Harvard Business School graduate. While at HBS, he founded the Wellness Club. Previously, Sean worked in new venture creation or strategy roles at Weight Watchers, Procter & Gamble, and Johnson and Johnson. He also holds a board position with the Nutrition Council of Greater Cincinnati. Sean is super knowledgeable on all things wellness and healthcare strategy. Trust me, I know!

“There is a lot of opportunity sitting in global healthcare business. I think there is a strong opportunity to build upon for further growth.” —Malvinder Mohan Singh

Personal Branding Digest, July 28, 2016

How to Break the Rules of Personal Branding and Look Good Doing It
(Biz Community, 28.07.16)

Sometimes, breaking the rules can do you more good than following them. In the online marketing world, there’s always a shortlist of best practices, for almost any strategy you can imagine, that summarises and instructs you on what to do with a given brand in a given scenario. For example, there’s a “right” way to build an SEO campaign, and a “right” way to design a website.

Being Nimble with Your Personal Brand
(Business2Community, 13.07.16)

Known as the simply insightful relationship manager, Nimble is the answer to the white noise that is ever pervasive in today’s excessive social media world. Including email, LinkedIn, Facebook, Twitter, Instagram, Snapchat and inter-office programs, trying to keep up with current contacts as well as grow individual networks has become – for lack of a better word – challenging.

6 Personal Branding Lessons You Can Learn from Clinton and Trump
(Salon Today, 28.07.16)

Despite having the two highest unfavorable ratings of any major presidential candidates in history, Donald Trump and Hillary Clinton have outlasted their competitors—and one of them is going to become the leader of the free world. What does success in the face of such highly unfavorable ratings teach us about personal branding? And what can working professionals at every level learn from it?

Why Marketers Should Care About Personal Branding
(Marketing Tech, 27.07.16)

Personal branding is about injecting your personality to your business mode. In an age dominated by social media, people trust people, and their individual quirks, more than a faceless brand. In fact, 90% of people trust recommendations from connections compared to only 30% trusting brands.

“Focus on identifying your target audience, communicating an authentic message that they want and need and project yourself as an ‘expert’ within your niche.” —Kim Garst

Consumer/Lifestyle Branding Digest, July 27, 2016

This Group of Brands Should Pay Attention to McDonald’s Roll Out of Pokemon Go Ads
(Adweek, 20.07.16)

Hot Topic and Red Robin should keep an eye on how sponsored locations perform for McDonald’s, per research by Placed. The location data company has been tracking a double opt-in audience of 1 percent of those who downloaded the Pokemon Go game during its first week, ending July 6, and then measured their real-world store visits.

17 Commercial Failures from Brands with Spectacularly Bad Ideas
(The Consumerist, 30.06.16)

While Keurig is surely hoping there will come a day when its failed KOLD soda-making machine is but a misty, sparkling memory, it’s not the first company to reach for the stars, to fly too close to the sun, to try to capture lightning in a bottle… and fail utterly and completely, thereby forever securing a spot in the brand failure hall of fame, never to be forgotten.

Everyone Loves a (Brand) Story
(MediaPost, 29.06.16)

Three years ago Disney’s Frozen hit theaters, and parents remember the seemingly endless months that followed its release. Everyone was singing the now iconic “Let It Go” on repeat. In film, screenwriters and directors appeal to an identifiable audience, creating a world in which a protagonist like Snow Queen Elsa encounters and overcomes conflict. There is action, tension and a resolution that leaves viewers satisfied.

What Lilly Pulitzer Learned About Marketing to Millennials
(Harvard Business Review, 31.03.16)

Retailers have no doubt about the importance of millennial shoppers. Boomers may be the biggest spenders today, but millennials promise to be the largest consumer generation in history, currently encompassing roughly 80 million people and $600 billion in annual spending in the United States alone.

“We won’t be different for different’s sake. Different is easy … make it pink and fluffy! Better is harder. Making something different often has a marketing and corporate agenda.” —Jonathan Ive

Corporate Branding Digest, July 25, 2016

The Futurist: HR Must Evolve to Become Brand Specialists, Says Bianca Wong
(Human Resources Online, 22.07.16)

I think 10 years from now the leadership and people management agenda is going to be drastically different from today. The change will include employer branding and promotion, use of gamification, communication channels and approaches, performance management approaches, learning and development formats, and data analytics.

Awareness vs. Differentiation: It’s Time for Organizations to Distinguish Their Employer Brand
(Forbes, 05.07.16)

A company’s employer brand is the perception people hold of the brand as an employer, and it is distinct from the organization’s reputation as a business. Never underestimate the power of an employer brand. A strong employer brand has numerous advantages and benefits for an organization, including lower staff turnover rates and more savings per hire, which in turn leads to revenue growth and profit margin increase.

Achieving Employer Branding Success in a Digital World
(Recruiting Trends, 23.05.16)

It’s a fact: employer branding has changed dramatically. Many of the old strategies and tactics for sharing a brand’s story are irrelevant today. The rise of social media, mobile technologies and online recruitment has not only altered the way employers shape and share their brand stories, but the way in which candidates engage and evaluate a company, as well.

6 Reasons Employer Branding Is a Must for Your Talent Assessment Strategy
(Business2Community, 18.05.16)

Whether you do it intentionally or not, your company is already creating an employer brand. Your culture and organizational behavior are the products that prospective job candidates are “buying” when they agree to spend the majority of their waking hours working for you.

“Too many companies want their brands to reflect some idealized, perfected image of themselves. As a consequence, their brands acquire no texture, no character.” —Richard Branson

Personal Branding Digest, July 22, 2016

Creating a Personal Brand Is a Great Way to Share Your Passion with Your Network
(Girl Talk HQ, 18.07.16)

What do Taylor Swift, Hillary Clinton and Oprah have in common? Aside from being incredible female role models, they all have a successful personal brand. Something they stand for and an image we can clearly recall for each personality. Personal branding is not just for celebrities, entrepreneurs, and world leaders. It’s for you. You are in the business of being YOU. And that is why you need a personal brand.

Office Hours: How Effective Is Your Personal Brand?
(Reading Eagle, 19.07.16)

Brands are powerful connections between companies and customers. They can make the difference regarding if and how much a customer buys your product. Individuals also have brands, and that’s today’s topic.

It’s Time for Everyone to Focus on Personal Branding (Even Spine Surgeons)
(Forbes, 18.07.16)

I’m a huge advocate of personal branding. It’s how I built my online marketing consulting agency from the ground up, with no funding or investors, and it’s how I help my clients grow their brands.

Drive People Crazy: Create an Unforgettable Personal Brand for Your Startup or Career Part 1
(The Huffington Post, 14.07.16)

If only the world saw us the way our closest allies unequivocally do.

“We all have personal brands and most of us have already left a digital footprint, whether we like it or not. Proper social media use highlights your strengths that may not shine through in an interview or application and gives the world a broader view of who you are. Use it wisely.” —Amy Jo Martin

Health and Wellness Branding Digest, July 21, 2016

Why Sleep-Centric Marketing Is on the Rise
(Adweek, 11.07.16)

Americans are notoriously—and increasingly—sleep deprived. More than one-third of the U.S. adult population admits to routinely not catching enough z’s, says the Centers for Disease Control and Prevention, with serious sleep disorders on a steep incline. And where there’s zombie-like sheep counting, there’s opportunity.

Pfizer Agrees to Truth in Opioid Marketing
(Washington Post, 05.07.16)

Pfizer, the world’s second- ¬largest drug company, has agreed to a written code of conduct for the marketing of opioids that some officials hope will set a standard for manufacturers of narcotics and help curb the use of the addictive painkillers.

In Sickness and Wellness: Decoding the Modern-Day Marketing Practices
(Brand Equity, 22.06.16)

The French philosopher Voltaire and Peter Parker’s Uncle Ben (of Spiderman fame), both seemingly agree on one statement: “With great power comes great responsibility.” And that pretty much sums up the big dilemma of the healthcare category as it embarks on the journey to build a brand.

What Pharma Brands Can Learn from Lions Health
(Medical Marketing & Media, 20.06.16)

The conversation at this year’s Lions Health festival had little to do with whether the entries and award winners were good enough to win a Grand Prix. Instead, the talk focused on creative issues that most pharma marketers are currently grappling with, such as how best to incorporate technology into a marketing program, and how brands and companies are still falling short when it comes to taking into account the needs of the patient.

“Health innovation, enabled by digital technologies to build big consumer service brands, is an incredibly interesting, complex problem to work on.” —John Sculley

Consumer/Lifestyle Branding Digest, July 20, 2016

Infographic: Consumers Don’t Mind Hearing from Brands on Messaging Apps
(Adweek, 11.07.16)

With apps like Facebook Messenger, WhatsApp and Snapchat vying with conventional SMS to be the preferred texting method, the line between social media and texting is more blurred than ever. And brands have a real chance to capitalize on this, according to a newly released study by Dallas-based marketing group Epsilon.

Why New Consumer Brands Must Scale Faster
(Harvard Business Review, 08.07.16)

The cycle time from the small seed of an idea to successful scale has shortened dramatically. Barriers to entry have never been lower. Capital is plentiful.

Retail Consolidation Is Killing Traditional Consumer Brands
(Seeking Alpha, 02.07.16)

The rise of a few gigantic retailers with incredible amounts of leverage threatens the traditional consumer-branding model that has existed for well over a century. These retailers may now have enough leverage to kill traditional consumer brands and some of the companies that own them.

$12K and a Dream: How to Build Buzz on a Shoestring
(CNBC, 12.04.16)

If you think it takes big money to get your company’s name out there, think again.

“Media companies’ hit-focused marketing did not emerge in a vacuum. It reflects how consumers make choices. The truth is that consumers prefer blockbusters.” —Anita Elberse

Cause Branding Digest, July 19, 2016

What Makes Cause Marketing Different?
(Search Engine Journal, 14.07.16)

Cause marketing is what happens when a for-profit business works together with a nonprofit in a way they both can benefit. In fact, it’s more common for companies to work toward a social cause than not.

Cause Marketing: How Your Company Can Focus on Purpose as Well as Profit
(Business2Community, 23.06.16)

Now more than ever before, cause marketing initiatives hold importance in the workplace. Companies who exhibit social responsibility have a competitive advantage as their values illustrate that they care about more than just increasing their bottom line. For consumers, this plays a critical role during the decision-making process and can be the difference between brand loyalty or disengagement.

The Psychology Behind Successful Cause Marketing
(Content Standard, 18.05.16)

Every morning with a cup of wake-up fuel in hand, I turn on the TV to watch the news, and I’m bombarded by ads I can’t stand. When I try to remember the last time I got annoyed with a brand I needn’t think back more than 15 minutes. But when was the last time I was inspired by a brand, or moved by its story?

As Corporations Fade, a Search for What’s Next
(TriplePundit, 27.04.16)

Apple’s market cap ($607 billion) is more than the GDP of Argentina or Sweden. But the dinosaurs got big, too. And many publicly traded corporations are like dinosaurs, says author Gerald Davis. They cannot keep up with changes in hiring, sourcing and technology. He attests that they are becoming obsolete, and it’s time to think about what’s next.

“The voluntary approach to corporate social responsibility has failed in many cases.” —David Suzuki

Corporate Branding Digest, July 18, 2016

Majority of Crises Are Self-Inflicted
(The Holmes Report, 17.07.16)

More than three-quarters (78 percent) of PR crises are caused by a communications or marketing error rather than external disruptions or attacks, according to new research from media monitoring platform Visibrain, which was launched in conjunction with the company’s Best Practice Guide for Media Monitoring.

How Your Corporate Culture Can Strengthen Your Marketing Efforts
(Business2Community, 12.07.16)

Corporate culture is a huge part of running a company. You need to have the right culture in place so you can improve morale and retain your employees. What you may not have known is that corporate culture also matters for engaging your audience.

13 Worst Crisis Communications Mistakes
(Mumbrella, 23.06.16)

There are 13 key elements to creating a successful crisis communications strategy. Tony Jaques provides tongue-in-cheek examples of how companies continue to get even the basics wrong.

6 Signs Marketing Is in a Mobile Engagement Crisis
(Marketing Land, 23.03.16)

Columnist Josh Todd says the “good enough” approach to mobile is no longer an option. Marketers need to innovate and provide mobile audiences with a personalized, relevant experience.

“You never let a serious crisis go to waste. And what I mean by that it’s an opportunity to do things you think you could not do before.” —Rahm Emanuel

Personal Branding Digest, July 15, 2016

6 Personal Branding Secrets from Drag Queens
(Fast Company, 12.07.16)

Drag queens are experts on perfecting a public image and can offer valuable lessons in crafting your personal brand.Drag queens are experts on perfecting a public image and can offer valuable lessons in crafting your personal brand.

Building Your Personal Brand
(Business2Community, 11.07.16)

There’s a lot written about building personal brands. A lot of the discussion about personal branding has to do with leveraging social channels in building huge networks of followers.

How to Be Top Dog in Marketing and Personal Branding
(Huffington Post, 06.07.16)

Nathan’s Hot Dog Eating Contest is heralded as one of the nation’s leading publicity events: The annual Coney Island happening attracts tens of thousands of spectators, worldwide press coverage, and a frenzy of social media chatter. Since 1972, the event and its simple rules — whichever contestant consumes the most hot dogs in 10 minutes, wins — has catapulted both Nathan’s and the contest participants to fame.

6 Worst Personal Branding Mistakes and How You Can Avoid Them
(, 30.06.16)

Personal branding is one of the most vital aspects of marketing in today’s times. So much that research points out that only a mere 33 percent of folks have confidence in faceless brands.

“Remember that your reputation is everything. You build your personal brand through everything you do, whether big actions or small decisions, and that brand will stay with you throughout your career.” —Jan Fields