Consumer/Lifestyle Branding Digest, May 4, 2016


The Social Cost of Bad Online Marketing
(Harvard Business Review, 20.04.16)

Dan Lyons’s book Disrupted is an often-delightful tour through startup culture, based on the author’s experience working at online marketing firm HubSpot. Despite taking the faux-curmudgeonly attitude of an anthropologist exploring the strange world of business dudes — is a sales funnel really that much of a novelty? — Lyons’s dissection of the startup world is warmly humorous far more often than it’s coldly cynical.


PR Gaining Greater Respect & Influence in Marketing Strategy
(Business2Community, 17.04.16)

Public relations is gaining greater leverage and respect in brand marketing. Many companies and brands are bestowing a larger role on public relations in their overall marketing and brand management strategy, sometimes even a leading role.


5 Subtly Effective Marketing Strategies You Never Considered Before
(Forbes, 14.04.16)

Content is king has become something of a buzzword in the world of Internet marketing. And 98% of marketers say this is their core strategy. To an extent, it’s true, but if you think you are going to post lots of content and reap the rewards you are sadly mistaken. There’s far more to making your business a success than that.


Top Ways to Use Data to Build Relationships
(Marketing Week, 08.02.16)

Consumers have a greater appreciation of their data’s value than ever before and how brands use it will ultimately determine whether they can build meaningful relationships with their target audience.


“#Content was never King. But great #communication and #teaching always have been and always will be.” —Marcus Sheridan


Consumer/Lifestyle Branding Digest, April 27, 2016


The Growth of Consumer Markets, Thanks to Social Media
(Tech.co, 26.04.16)

Social media has brought about many digital trends and has crossed several niches. But one unexpected cross-market has to come with social media’s influence on the consumer market. Now more than ever, there is a burgeoning market full of consumer-friendly products being specially marketed to target audiences. It’s easier than ever to create a shop, sell products, and move to have your marketing complete to the right audience.


9 Worst Social Media Blunders of the Year
(Ragan’s PR Daily, 14.04.16)

We’re only a few months into 2016, but the Internet never sleeps—and neither do social media blunders. From Coca-Cola to MTV and online fashion publications we’d otherwise never know about, these are some of the top “online oops” so far this year.


Marketing Unbound, Competing in the Age of Disruption
(Branding Magazine, 03.04.16)

Now more than ever, marketing is about creating relevance for a brand in every customer interaction. It’s about connecting with and serving the customer in ways that foster lasting relationships, that feeds the company’s intelligence, and in turn, makes it even more relevant to the customer.


Don’t Overlook the Over-65s: The Four Groups of Retirees that Marketers Need to Understand
(Marketing Week, 17.03.16)

The UK population is older and wealthier than it has ever been but in order to communicate with older consumers effectively marketers need to understand the diverging sets of retirees, new research finds.


“Content marketing needs social media support to ensure that you reach your maximum potential audience.” —Heidi Cohen


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


Consumer/Lifestyle Branding Digest, April 6, 2016


Girl-Powered: Elizabeth Banks’ Comedy Site Is Open for Business and Brands
(Ad Age, 04.04.16 )

Star’s female-driven content platform WhoHaha.com debuts as women’s issues reach critical point in marketing, advertising, entertainment and tech.


Kellogg’s Pushes Cereal for Breakfast in Masterbrand Campaign
(AdNews, 24.03.16 )

Kellogg has launched a new digitally led masterbrand campaign, as it looks to push consumers to re-evaluate cereal for breakfast.


No Place to Hide: Three Ways Brands Can Face Fearful Consumers and Embrace Radical Transparency
(Forbes, 08.03.16 )

In today’s world, citizens are plagued by the all-too-constant soundtrack of terrorism worries, mass shootings, and race and gender relations. This “age of the fearful consumer” has created a paradox, according to a new U.S. study (fielded by my parent company, Havas Worldwide): While people are looking to businesses to help solve society’s problems, they’re also fretting over the fact that corporations have more power than some countries.


Top Sensory Marketing Trends for 2016
(Marketing Week, 18.01.16)

Marketers will need to think beyond just visual and audio advertising to get the attention of consumers, according to experts.


“Your brand is a combination of a customer’s experiences with your business at every touchpoint.” —Elaine Fogel


Cause Branding Digest, April 5, 2016


It’s Okay to Brag: Why Your CSR Mission Needs to Be Marketed
(Triple Pundit, 30.03.16)

We have entered the era of the global citizen. Thanks to technology, today’s consumers make up an informed, interconnected community that has a heightened awareness of the human circumstance — from Syrian refugees to a lack of clean water in Africa. Impact that was once only possible through the platforms of politicians or business moguls can now be brought about by anyone with an Internet connection.


Why Cause Marketing Is Smart Strategy
(Gaston Gazette, 26.03.16)

We’re familiar with the old adage “to give is to receive.” The timeless rule applies to the day-to-day lives of individuals and businesses alike. In this highly accessible, real-time digital age, consumers are more in touch with companies, their brands and their causes than ever before. Studies show that a rising number of consumers support businesses that actively engage in good social responsibility … and savvy corporations know it. When a business aligns with a nonprofit to design a smart cause-marketing strategy, both parties reap the rewards.


The Bold Approach of Transformational Companies
(Sustainable Brands, 18.03.16)

At age 27, I was the youngest director elected to Vancity Credit Union, the largest community-based credit union in the world. It was the late 1980s. I ran a seniors’ agency, was chair of a provincial social planning group and had been a recent board member of the local United Way. In two and a half words, I was a “social do-gooder.”


Corporate Social Responsibility Has an Image Problem, but Don’t Kill It
(Financial Review, 01.04.16)

You know corporate social responsibility has a major image problem when one of its earliest chief executive supporters is calling for its “final demise.”


“I believe in trying to get a balance between individual freedom on the one hand and social responsibility on the other.” —Chris Patten


Consumer/Lifestyle Branding Digest, March 30, 2016


How Lifestyle Publishers Can Engage Millennials
(Business2Community, 15.03.16)

Now, let’s explore how a leading digital lifestyle publisher—Thrillist—stays relevant to their massive millennial readership by emphasizing the following.


Acquisition Marketing: Tie Customer Profitability with Lifestyle Targeting
(The Financial Brand, 16.03.16)

Of course you’ve heard the bromide that 20% of your customers produce 80% of profits? Some might even argue that the ratio is closer to 10% and 90%. However you slice it, this raises some uncomfortable questions. What’s the most cost-effective way to get more of these profitable customers?


A Digital Marketing Tune-up Guide for CMOs
(Forbes, 11.02.16)

Happy 2016. Google Trends tells us we’re now a decade into the analytics revolution. Yet, a fall 2015 Association of National Advertisers survey reports that only 10% of senior marketers feel they effectively use customer insights to improve performance. Why?


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.


“If branding is ultimately about the creation of human meaning, it follows logically that it is the humans who must ultimately provide it.” —David Aaker


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


Consumer/Lifestyle Branding Digest, March 23, 2016


You’ll Never Get New Customers If You Don’t Target New Markets
(Entrepreneur, 16.03.16)

Many entrepreneurs assume that everyone will love their solution as much as they do, so they tune their marketing focus based on their own needs and wants. That’s the right place to start, but real growth and scale requires attracting customers who are not like you. Expanding your market into these areas requires thinking outside your personal box.


Why Brand Storytelling Should Be the Foundation of a Growth Strategy
(Marketing Week, 28.02.16)

From a very young age we love listening to stories and, as we grow older, we respond to tales and anecdotes. Brands need to inject the magic of storytelling into their marketing to tap into people’s emotions.


Reality Marketing: Using News to Sell Your Solutions
(Forbes, 06.02.16)

Last year I published an article giving some advice about How to Sell Intangibles. The three tactics I recommended were to 1) make the pitch personal, 2) make the benefits tangible, and 3) sell peace of mind. I need to add one more tactic to the list: 4) show what happens when customers don’t buy your services. This article is about how one data-storage company has been able to sell their intangible offerings by generating urgency through cautionary tales in the news.


Eight out of Ten People Only Read the Headline
(PRWeek, 04.12.15)

Though we often accuse the young of having a short attention span, it turns out this is not confined to that generation. Only a couple of us get past the headline to the main story. That main article, so tricky to access on some phones, might either give real depth to the “shouty” headline or, in fact, undermine it.


“A great brand is a story that’s never completely told.” —Scott Bedbury


Cause Branding Digest, March 15, 2016


How Tech Is Forcing Firms to Be Better Global Citizens
(BBC, 08.03.16)

Cute baby animals covered in oil washing up on beaches; pensioners thrown into poverty; “dieselgate.” What do all three have in common? Before scandal struck, the three corporations concerned – BP, Enron, and Volkswagen respectively – were all judged to be among the world’s top companies for their corporate social responsibility (CSR) work.


Harnessing the Power of Women in Philanthropy
(The Huffington Post, 08.03.16)

International Women and Girls’ Day provides us with an opportunity to celebrate the social, economic, cultural and political achievements of women–but it also highlights certain gaps in gender parity. And while many organizations will be emphasizing important topics like equitable compensation and access to affordable child care, I’d like to focus on one of the ways women are outpacing their male counterparts: philanthropy.


Nutrition Cause Marketing: Putting Money Where Your Heart Is
(O’Dwyer’s, 04.03.16)

A few established companies, such as Newman’s Own and Ben & Jerry’s, have built their names and business models on what can be considered humanitarian marketing. Although additional brands are now capitalizing on this business model — such as Aquaball, which campaigns against diabetes in kids — and many garner successful responses among consumers, this is still a largely underserved niche with a considerably untapped market.


Women Entrepreneurs Fuel Social Change and Economic Growth
(Forbes, 03.02.16)

For years, women have had to adapt to the male way of doing things, even when starting our businesses. But things are changing! The number of women growing their businesses beyond $1 million has reached a tipping point. An impressive 24% of all businesses have more than 50% ownership by women, according to a report by the U.S. Women’s Chamber of Commerce.


“Despite their good intentions, today’s businesses are missing an opportunity to integrate social responsibility and day-to-day business objectives—to do good and make money simultaneously.” —Cindy Gallop


No Place to Hide: Three Ways Brands Can Face Fearful Consumers and Embrace Radical Transparency

O Palsson

Originally posted on Forbes.com.

In today’s world, citizens are plagued by the all-too-constant soundtrack of terrorism worries, mass shootings, and race and gender relations. This “age of the fearful consumer” has created a paradox, according to a new U.S. study (fielded by my parent company, Havas Worldwide): While people are looking to businesses to help solve society’s problems, they’re also fretting over the fact that corporations have more power than some countries.

Continue Reading →

Consumer/Lifestyle Branding Digest, March 2, 2016


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.


Three Lifestyle Brands Marketers Can Look to for Inspiration
(Forbes, 18.02.16)

Gone are the days when you could create a really beautiful ad and serve it in front of your consumers’ face like a carrot dangling on a stick. Even if it’s the perfect ad — being served up to the perfectly targeted person — marketers need to do more: they need to create the perfect experience for their consumers. Who does a fantastic job of this? Lifestyle brands.


How Dealing with a Complaint Properly Can Drive Brand Loyalty
(Marketing Week, 15.02.16)

Three-quarters (75%) of Brits will be encouraged to make a repeat purchase if a complaint is dealt with carefully by a brand, according to new research from the Ombudsman Services.


5 Marketing and Branding Tips to Scale Your Online Business
(Entrepreneur, 21.01.16)

Scaling an online business isn’t rocket science — it’s actually much easier than many people believe. When you combine a winning product or service and a solid foundation to build on, the sky’s the limit.


“Good marketing makes the company look smart. Great marketing makes the customer feel smart.” —Joe Chernov


Consumer/Lifestyle Branding Digest, February 24, 2016


Apple’s Brand Hangs in the Balance of Its FBI Standoff
(Mashable, 19.02.16)

Apple’s showdown with the FBI over access to an encrypted iPhone has been hailed by privacy advocates as a bold idealistic stand against the U.S. government’s overbearing mass surveillance system.


You Won’t Grow Your Business Relying on These 3 Marketing Myths
(Entrepreneur, 08.02.16)

There’s a lot of money to be made online. In 2014, more than $300 billion dollars was spent online according to The Internet Retailer. The Internet offers opportunity.


Branding in the Age of Social Media
(Harvard Business Review, 01.03.16)

In the era of Facebook and YouTube, brand building has become a vexing challenge. This is not how things were supposed to turn out. A decade ago most companies were heralding the arrival of a new golden age of branding. They hired creative agencies and armies of technologists to insert brands throughout the digital universe. Viral, buzz, memes, stickiness, and form factor became the lingua franca of branding. But despite all the hoopla, such efforts have had very little payoff.


6 Ways to Capture and Keep Your Audience’s Attention Online
(Search Engine Journal, 29.12.16)

With nearly a billion websites online, there is a lot of competition vying for your audience’s attention. Granted, many of those websites won’t be your direct competitors, but they do create plenty of distractions you need to break through if you want to capture and keep your audience’s attention.


“Best way to sell something—don’t sell anything. Earn the awareness, respect and trust of those who might buy.” —Rand Fishkin


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


Cause Branding Digest, February 16, 2016


Why Brand Purpose Requires More than Just a Snappy Slogan
(Marketing Week, 15.02.16)

Consumers increasingly want organisations to demonstrate a purpose beyond profit and prove a business commitment to making the world a better place, but it requires more than a snappy slogan, with brands needing to set out their objectives and prove they are in it for the long term.


Women and Corporate Social Responsibility: Move Beyond the Superficial
(TriplePundit, 04.02.16)

Women are good for business and particularly executive-level women: A study from global accounting firm Grant Thornton found that companies with at least one female executive board member performed better than those with male-only boards. Women play a major role in enabling better decision making at companies, creating sustainable organizations and increasing annual company philanthropic contributions.


Women Entrepreneurs Fuel Social Change and Economic Growth
(Forbes, 03.02.16)

For years, women have had to adapt to the male way of doing things, even when starting our businesses. But things are changing! The number of women growing their businesses beyond $1 million has reached a tipping point. An impressive 24% of all businesses have more than 50% ownership by women, according to a report by the U.S. Women’s Chamber of Commerce.


Understanding Social Role of Corporation
(O’Dwyer’s, 14.08.15)

More companies have become invested in the practice of corporate social responsibility. As the tides of social sentiment change among the public, companies are exhibiting greater sensitivity to justice, diversity, and inclusivity than ever.


“More brands are waking up to their social responsibility and doing good work through cause marketing campaigns. Yet too many still go about it the wrong way. I mean ‘wrong’ in two senses. Firstly, they are marketing ineffectively, and secondly, as a consequence their positive social impact is not maximized.” —Simon Mainwaring


Health and Wellness Branding Digest, February 11, 2016


Mobile a Money Magnet in Healthcare
(Mobile Marketing Watch, 20.01.16)

In recent days, our sister site mHealthWatch was privy to a new industry data from Mercom Capital Group, which just released its annual report on funding and mergers and acquisition (M&A) activity for the Healthcare Information Technology (IT) / Digital Health sector in 2015.


7 Content Marketing Tips for Healthcare Companies
(Forbes, 17.01.16)

Healthcare may not be the first sector you think about when it comes to content marketing. Nevertheless, health is a business like any other. Out of all the statistics today, the most pertinent one is only 12% of companies are ignoring content in their marketing campaigns.


Big Data and the Future of Healthcare
(ComputerWorld, 03.12.15)

Healthcare solutions built around smartphones, cloud computing, and big data have the potential to cut through bureaucracy and put power back in the hands of consumers and their doctors.


Tech-Savvy Consumers Push Hospitals to Launch Digital Marketing Campaigns
(Medical Marketing & Media, 17.09.15)

According to a national survey conducted by the Pew Research Center, 72% of Internet users looked online for health information in the past year.


“The groundwork of all happiness is health.” —Leigh Hunt