Originally posted on CityAM.com.
Urgent memo to executives everywhere: please stop saying things like “failure is not an option.” Continue Reading →
Originally posted on Forbes.com.
The stakes are beyond high. Perhaps more than companies, and certainly more than most personalities, locations and destinations need to brand themselves. They need to have an identity, and to have a say in the stories that are being told about them. There’s very good reason that I’ve written a lot about place branding in the past few years.
Thinking of Rebranding? Look to These Larger Companies to Do It Right.
The task of rebranding a small company can be relatively easy. It typically involves surveying your five employees and handful of other stakeholders (i.e. — your spouse), then choosing a new logo, color scheme and tag line.
Build Your Brand as a Relationship
(Harvard Business Review, 09.05.16)
The way we think about brands need to change. In the past, they were objects or concepts. You had a relationship with a brand. But in this social age, brands are the relationships. By defining a brand’s particular kind of relationship, companies can create greater engagement, differentiation, and loyalty.
Why Consumer Brands Should Focus on the Top 5% of Customers: 3 Ways Brands Can Laser-Focus on Top Social Influencers
When I think of brands that have an in-depth CRM strategy, enterprise giants like IBM and HP, rather than Pepsi or Kellogg’s, immediately come to mind.
Why Brands Need to Respond to Individual Customer Journeys
(Marketing Week, 14.02.16)
Having a clear understanding of your customers’ journey to purchase is essential to generate repeat sales, encourage people to buy your products more often and spend more money with you over their lifetime.
“Branded content is created for a company. A content brand is created for a valuable company.” —Drew Davis
Millennials are tired of health and wellness content that tells them how to have the perfect body or lose weight fast. So says Derek Flanzraich, who founded the website Greatist five years ago, with a mission to change the way health and fitness experts speak to the age group.
Hospitals: Are You Marketing to the Right Audience?
(Becker’s Hospital Review, 27.04.16)
Hospitals and health systems trying to capture a greater portion of their market should take a closer look at their marketing campaigns.
Bausch & Lomb Getting Deeper into the Wellness Market
(Business Today, 07.03.16)
Global vision care major Bausch & Lomb has extended its offering in beauty and wellness segment and will now market fat reduction technology Liposonix and anti-acne treatment Isolaz in India.
Therapeutic Focus: Neurology
(Medical Marketing & Media, 01.11.15)
The neurology space is gearing up to shake free of its decade-long stagnancy, with sector leaders and runners-up alike angling to push the boundaries. What that means: Imminent advances in genetic sequencing, targeted treatments and diagnostics, all designed to get to the biological root of neurological disorders. Rebecca Mayer Knutsen explains.
“Individuals will achieve healthier lifestyles when prevention and wellness programs are accessible and available in their workplace, through their health provider and in their communities.” —Rob Wittman
What Prince Can Teach All Companies About Rebranding
(Fox News, 02.05.16)
The death of Prince Rogers Nelson on April 21 came as a shock to the world. It also gave us an opportunity to reflect on the vast accomplishments of the man known by so many names. While Prince often received praise for his innovative approach to protecting his copyrighted works — including his well-publicized efforts, and ultimate successes, in reclaiming his master recording copyrights — he was also visionary in identifying, promoting and protecting brands associated with his persona and his art, something performers such as Taylor Swift, Adele, and Beyoncé do today as a regular course.
Charged Up: How Big Brands Are Fueling Women’s Empowerment
(The Huffington Post, 28.04.16)
Corporate marketing is placing money and resources behind products and people that are empowering women, and it is making the movement more powerful.
Master Brands and Corporate Branding Matter More than Ever
Kellogg and Coca-Cola are just two of the companies that have this year pulled their resources into bolstering their master brand, with experts saying consumer focus on authenticity has made master brand equity more important than ever.
4 Crisis Communications Lessons from Kellogg
(Ragan’s PR Daily, 06.04.16)
The way an organization reacts in the first hours of a crisis will probably determine whether it succeeds or fails in regaining public trust. The way brand managers at Kellogg Co. responded to the release of a video depicting a disgruntled employee should serve as a model for handling a PR crisis.
“The best way to build momentum and create a movement is to tell a good story.” —Daron Roberts