Cause Branding Digest, May 10, 2016


Business Is Taking Action on LGBT Rights. Will Climate Change Be Next?
(Harvard Business Review, 09.05.16)

After North Carolina passed a bizarre transgender bathroom law with sweeping implications (one that, according to the Justice Department, is probably illegal), an impressive list of big companies made their displeasure known. The CEOs of dozens of corporate giants  — including Alcoa, Apple, Bank of America, Citibank, Facebook, Google, IBM, Kellogg, Marriott, PwC, and Starbucks  — sent an open letter to the governor to defend “protections for LGBT people.” PayPal canceled plans for an operations center in the state, and Deutsche Bank announced it would freeze the addition of 250 employees in the state because of the law.


13 Steps to Building Rapport with For-Profit Partners
(The NonProfit Times, 09.05.16)

Enlisting the cooperation of businesses to start a cause marketing campaign is a lot like fundraising in general: building rapport with the targeted company is essential even before the partnership begins.


The ‘Truth’ About Modern Cause Marketing
(The Huffington Post, 28.04.16)

Just like promoting any consumer brand, starting a lasting conversation about a particular non-profit, cause or charity requires collaboration across all lines of marketing communications. The media landscape is in a state of constant evolution, and just like brand marketers, non-profits need to embrace evolving opportunities and techniques in order to be effective.


No Amount of CSR Will Help, If Your Product Isn’t Great
(Marketing, 14.04.16)

Brands have a credibility problem and in a world where bad news spreads like wildfire, this isn’t an issue brands can ignore. While brands might be tooting their horn over the contribution they have made towards society and environment, Cohn & Wolfe’s latest study on what it means to be an authentic brand shows otherwise.


“A brand’s strength is built upon its determination to promote its own distinctive values and mission.” —Jean-Noel Kapferer


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 8, 2016


Marketing for a Good Cause: 7 Strategies for Non-Profits
(WordStream, 09.02.16)

Non-profits are hit with the biggest digital marketing challenge of all: having no money. To operate, thrive, and raise awareness for their cause without spending a substantial amount of money can seem impossible in a world of bigger, louder, and more financially equipped online advertisers they will return and bring others. More customers means rising sales and profits. Right? Close, but wrong.


An Iconic Charity Refits: Will It Save the Ship?
(The Huffington Post, 03.02.16)

Jerry Lewis and the Muscular Dystrophy Association had a big influence on my cause marketing career. Growing up during the 70’s, The Jerry Lewis Telethon on Labor Day weekend was must-watch television.


Bringing People Together to Make a Better World
(IOL, 26.01.16)

Globalisation, connectivity, and common interests are uniting formerly unrelated groups. But how do you manage reputation in the fast moving context of digital media, where critical views can make or break a brand in a second? The answer is meaningful and authentic corporate social investment that makes a real difference.


Banking and Corporate Social Responsibility
(O’Dwyer’s, 05.08.15)

Some financial institutions, banks in particular, have turned to corporate social responsibility to give back, develop credibility, and regain consumer trust and confidence that waned in the wake of the U.S. financial downturn.


“It’s not easy … but balancing the short and long term is key to delivering sustainable, profitable growth—growth that is good for our shareholders but also good for our consumers, our employees, our business partners, the communities where we live and work, and the planet we inhabit.” —Irene B. Rosenfeld


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


Personal Branding Digest, January 15, 2016


Personal Brands Turn Up the Volume
(Financial Times, 14.01.16)

Donald Trump has a strong personal brand. The candyfloss comb-over and permatan are instantly recognisable. But beyond his striking looks, there is the message: reliably bombastic, it stands out from his peers.


What Great Brands Do that You Should Do for Your Personal Brand
(The Huffington Post, 12.01.16)

If we accept the idea (which I do) that as individuals we’re every bit as much a brand as an Apple, Amazon or an Oreo then in order to keep our brands healthy and vibrant and performing well, we need only to think like great brands do.


7 Steps to Improve Your Brand
(Arizona Big Media, 11.01.16)

Sales and customer service teams are changing. Rather than having people sit in cubicles for eight hours Perhaps more than in any other time in history, in 2016, your name is your brand, said Pamela J. Green, a business and branding expert.


It’s Time to Start Investing in Your Personal Brand
(Business2Community, 09.01.16)

Stop and think for a moment. What would you say is the most important thing to ensure career success? Is it your impressive range of product knowledge for your industry? Perhaps it’s your ability to grow your client’s social presence?


“Start by knowing what you want and who you are, build credibility around it and deliver it online in a compelling way.” —Krista Neher


Personal Branding Digest, August 7, 2015


Personal Branding and Identity: Experts Read Between the Lines
(LinkedIn, 02.08.15)

Loyalty and credibility are two absolute requirements when you write and publish your work on a social media. Once you acknowledge it, you are totally free to design your personal branding. It all begins with your profile. Yet, most of the time, it also ends with it. Why?


Why Personal Branding Is Essential to Career Success
(Fast Company, 13.07.15)

At this point, it’s established that personal branding is important for a number of reasons. It provides a clear focus for personal development while establishing yourself as a thought leader. It also works wonders for career success, allowing individuals to pursue whatever it is that they’re passionate about. The mutual relationship between career success and personal branding is a truly unique dynamic that, when understood, has the potential to launch a person to new heights.


Branding Tips from Donald Trump, Presidential Candidate
(Forbes, 28.06.15)

Unless you live under a rock, you’ve probably heard that Donald Trump is running for President of the United States. That he can credibly do this and that so many people care about it has a lot to do with how The Donald has created his brand.


Why Modern Blue Collar Workers Should Start Personal Branding
(Business2Community, 24.06.15)

“Branding” is obviously a buzzword in offices around the world, but the concept is so popular that the term has started catching fire in alternative workplaces, as well. Tradesmen and laborers in a variety of fields must keep eyes and ears toward their brands to ensure their customers are receiving the service and treatment they expect. To achieve this, blue collar companies are paying more attention to their employees — and their employees’ personal brands.


“Life isn’t about finding yourself. Life is about creating yourself.” —George Bernard Shaw


Corporate Branding Digest, May 11, 2015


You Don’t Create Your Company’s Brand—You Discover It
(Entrepreneur, 15.04.15)

Over $500 billion is spent on advertising each year. The average American is exposed to an estimated 3,000 ads per day. Fifteen minutes out of every hour of television programming is devoted to commercials.


Weighing the Cost of Fame
(MediaPost, 01.04.15)

Why would brands eschew the use of celebrities, when, by definition, their recognition factor is high? Because, in addition to recognition, celebrities carry liabilities. In some cases, the celebrity is hot, but the connection to the brand is tenuous, and not organic enough to engage brand-loyalists. In other cases, the celebrity’s credibility is diluted by being associated with multiple brands. And of course, there is always the possibility of a high-profile flameout (DUI, domestic violence, drugs), blackening your brand and leaving your last six months’ work in ashes. Finally, there’s cost. Celebrities are famous, but they’re not cheap.


Our Marketing Models Are Broken. We Need to Make a Shift.
(Forbes, 02.03.15)

Marketing used to be pretty simple. You developed a compelling message, used mass media to broadcast that message to large audiences and grew market share. Mostly, you aimed for the meaty part of the curve, where the law of averages conspired in your favor.


How to Get Your Management Team to Buy Into Marketing Strategy
(Small Business Trends, 10.02.15)

Facing a challenge like implementing a new marketing strategy can be so tiring. Not only do you have to develop the strategy—which will definitely take up a fair amount of time and resources—you also have to get your management team to support the plan.


“One of the biggest challenges you will face will be building your brand. The ultimate goal is to set your company and your brand apart from the crowd. If you form a strategy without doing the research, your brand will barely float—and at the speed industries move at today, brands sink fast.” —Ryan Holmes


Corporate Branding Digest, April 6, 2015


How PR Is Seizing the Advantage in Content Marketing
(The Drum, 18.03.15)

Over the past decade, as the internet has decimated circulations and ad revenues, publishers have both cut back on journalists and resources and come to rely more on PR to fill space with stories. (And interestingly, there has been a steady, decade-long drift of experienced hacks over to the ‘dark side’, tempted by better wages and prospects; magazines and newspapers’ losses have been PR’s gains).


You Have to Be Fast to Be Seen as a Great Leader
(Harvard Business Review, 26.02.15)

It’s obvious that business is moving faster and faster and that to keep up, leaders at all levels need to know how to pick up the pace.


What CMOs Can Learn from Fallen Journalists
(Forbes, 19.02.15)

What a week it was for journalists. Noted New York Times media columnist and luminary David Carr passed away. Arnaud de Borchgrave, former Washington Times editor in chief and celebrated foreign correspondent, passed on February 15. CBS correspondent Bob Simon perished in a car crash. Brian Williams’ credibility continues its downward spiral as people question his spurious claims about a helicopter skirmish in Iraq and other reports. And those who consider comedian and filmmaker Jon Stewart a journalist are lamenting his resignation as The Daily Show host.


3 Tips for Building Your Brand by Giving Away Images
(Entrepreneur, 03.12.14)

Building up a solid resource of free images online is a great way to create an effective digital asset that will keep driving traffic and references to your site.


“Define what your brand stands for, its core values and tone of voice, and then communicate consistently in those terms.” —Simon Mainwaring


Personal Branding Digest, April 3, 2015


4 Questions to Ask When Perfecting Your Personal Brand
(Entrepreneur, 19.03.15)

The impression you make both on and offline can make or break crucial relationships when starting or running a business.


Career Advice for 2015: How to Build a Personal Brand
(Financial Post, 05.03.15)

Your online presence can play a huge role in the job search. You’ve probably heard it before: 47 percent of employers search online profiles immediately after receiving an application from a promising candidate.


4 Tips for Building Your Personal Brand
(Business2Community, 28.02.15)

When entering into the professional market, your personal brand is everything. It showcases your credibility, your experiences, and what you have to offer. You may already be familiar with the foundational aspects of personal branding, such as creating a compelling LinkedIn profile and developing an online blog presence; however, there are a few things that are generally forgotten. Oftentimes PR and advertising professionals focus many of the efforts on developing brands for clients, but today we will give four key tips to help you make your brand stand out.


How to Make the Most of Your Personal Brand
(CMI, 26.02.15)

Don’t just look in the loft for what needs a clear-out this spring—look in the mirror. Personal branding experts reveal their secrets to a successful spruce-up.


“You have to understand your own personal DNA. Don’t do things because I do them or Steve Jobs or Mark Cuban tried it. You need to know your personal brand and stay true to it.” —Gary Vaynerchuk


Cause Branding Digest, March 24, 2015


How Do You Develop a Great CSR Progam?
(Pro Bono Australia, 11.03.15)

Corporate social responsibility can become a source of tremendous social progress also works to boost the profile and reputation of the company that chooses the right social problem to champion and alleviate, writes CSR strategist Dora.


How Important Is Fairtrade for Brands?
(Marketing, 26.02.15)

This week saw Fairtrade Fortnight kick off with Mars announcing that all cocoa used in the manufacture of its flagship Mars Bar would be Fairtrade-certified by autumn 2015. It is just a part of its massive corporate commitment to sustainable sourcing, but is there a line dividing CSR and ethical marketing?


Corporate Social Responsibility: The Ultimate Marketing Tool
(European CEO, 13.02.15)

More companies are turning to corporate social responsibility in order to bolster their reputation, as well as their profits.


Marketers: It’s Time to Crowdsource Your Corporate Responsibility Programs
(Ad Age, 21.11.14)

Every year, in the comfy confines of oak-paneled boardrooms around the world, decisions of consequence are made by groups of predominately old white men about which causes and nonprofits will benefit from their corporate largesse.


“Transforming a brand into a socially responsible leader doesn’t happen overnight by simply writing new marketing and advertising strategies. It takes effort to identify a vision that your customers will find credible and aligned with their values.” —Simon Mainwaring


Corporate Branding Digest, Feb. 19, 2015


A Step-by-Step Guide to Winning the Customer
(Strategy + Business, 11.02.15)

Companies that understand the stages of consumer purchasing decisions have an outsized influence in their outcome.


What Film Can Teach Us About Quality Content
(The Wall, 11.02.15)

Content has been a buzzword for a while now, and though we still haven’t figured out exactly what it is, the general consensus is everyone wants to get in on it.


13 Practical Leadership Tips from 10 Years of Managing People
(Forbes, 20.01.15)

In this post, I’ll share 13 actionable leadership tips to help you motivate, connect with, and inspire your team.


Why Brand Ambassadors Are Earned, Not Hired (Video)
(Entrepreneur, 10.11.14)

Not all attention from customers is positive attention for your brand. Companies that listen to their customers and their needs can provide a more positive experience and foster brand ambassadors who can’t help but sing your praises. Learn more about establishing credibility in your market in this short video with Brad Smith, EVP of customer experience at Sage North America, and Karen Leland, president of branding firm Sterling Marketing Group.


“Avoid putting yourself before others and you can become a leader among men.” —Lao Tzu


Corporate Branding Digest, Sept. 19, 2014


The Hidden Power of Employee Development
(LinkedIn, 08.09.14)

Have you ever heard anyone say that the training and development function is critical to the success of their business? That it would increase profits? Improve efficiency? Was indispensable?


First Know Yourself, then Your Team
(Forbes, 19.08.14)

Understanding how an organisation works is not enough. To be truly effective, a leader must understand the reactions of people around them.


Managers Can Motivate Employees with One Word
(Harvard Business Review, 13.08.14)

Human beings are profoundly social—we are hardwired to connect to one another and to want to work together. Frankly, we would never have survived as a species without our instinctive desire to live and work in groups, because physically we are just not strong or scary enough.


8 Leadership Mistakes that Others Made so You Don’t Have To
(Entrepreneur, 08.08.14)

Credibility is hard to establish and even easier to lose. The sad truth is I’ve seen really good leaders lose the confidence and credibility of their teams by making well-intentioned and innocent mistakes. I’m not talking about the big stuff like lack of follow-through or breaking commitments, but the subtle shifts that undermine all the trust you’re working to build. Don’t fall into these traps.


“The first responsibility of a leader is to define reality. The last is to say thank you. In between, the leader is a servant.” —Max De Pree


Corporate Branding Digest, Sept. 9, 2014


10 Things Exceptional People Say Every Single Day
(LinkedIn, 08.09.14)

You’re in charge, but that doesn’t mean you’re smarter, savvier, or more insightful than everyone else. Back up your statements and decisions. Give reasons. Justify with logic, not with position or authority.


Lessons for First-Time CEOs from Medifast’s Mike MacDonald
(Forbes, 19.08.14)

Three core premises are applicable to first-time leaders, to first-time CEOs, and to everyone going into new leadership roles. Mike MacDonald learned these during his 33 years at Xerox and is applying them in a whole new light as CEO of Medifast.


How to Tell a Great Story
(Harvard Business Review, 30.07.14)

We tell stories to our coworkers and peers all the time—to persuade someone to support our project, to explain to an employee how he might improve, or to inspire a team that is facing challenges. It’s an essential skill, but what makes a compelling story in a business context? And how can you improve your ability to tell stories that persuade?


5 Subtle Ways Leaders Lose Credibility
(Advertising Age, 14.05.14)

Credibility is hard to establish and even easier to lose. The sad truth is I’ve seen really good leaders lose the confidence and credibility of their teams by making well-intentioned and innocent mistakes. I’m not talking about the big stuff like lack of follow-through or breaking commitments, but the subtle shifts that undermine all the trust you’re working to build. Don’t fall into these traps.


“Change the way you look at things and the things you look at change.” —Wayne W. Dyer


Corporate Branding Digest, June 27, 2014


The CEO’s D-Business Dilemma
(Forbes, 02.06.14)

Remember all of the hype about e-business in the late 1990s and early aughts? Fast forward to 2014, and yesterday’s e-business is today’s digital business, or d-business, promising a future bright with never-before-seen innovations, category killers and earnings. Yet while the CEOs and senior business executives I meet with seem keen to embrace this rising opportunity, their public statements tell a different tale.


5 Brilliant Business Lessons from Mötley Crüe (Seriously!)
(Fast Company, 28.05.14)

Looking to Mötley Crüe for advice about business might sound a little like asking Warren Buffett for tips on headbanging. Are there really lessons to be learned from the band who, in their 1980s heyday, were as well known for their over-the-top debauchery as for their music? “Looking from the outside,” says bassist and co-founder Nikki Sixx, “I totally understand why people would think there’s no way this band should even still be here.”


5 Subtle Ways Leaders Lose Credibility
(Let’s Grow Leaders, 14.05.14)

Credibility is hard to establish and even easier to lose. The sad truth is I’ve seen really good leaders lose the confidence and credibility of their teams by making well-intentioned and innocent mistakes. I’m not talking about the big stuff like lack of follow-through or breaking commitments, but the subtle shifts that undermine all the trust you’re working to build. Don’t fall into these traps.


What Truly Great Leaders Believe
(Inc., 13.05.14)

The most successful bosses—and the ones employees respect and follow most easily, and who are most likely to be promoted—tend to share the following eight core beliefs.


“Management is efficiency in climbing the ladder of success; leadership determines whether the ladder is leaning against the right wall.” —Steven Covey


Corporate Branding Digest, Dec. 9, 2013


Three Different Approaches to CEO Succession at Walmart, Kroger and Microsoft … Which Is Best?
(Forbes, 04.12.13)

CEO succession is a big deal. The best-run companies and boards invest a lot of time and energy to think it through in advance, and do everything they can to smooth the new CEO’s onboarding into the role. We’re in the midst of three very different CEO successions at Walmart, Kroger and Microsoft. The lesson to be learned here is clear: one size does not fit all when it comes to succession.


Social Proof: The New Currency of Credibility
(Social Media Today, 15.11.13)

Happily for customers, the power of the Internet allows customers to access a vast wealth of information that is literally right at their fingertips. 85 percent of consumers say that they refer to online reviews before making a purchase at a local business, and 67 percent of shoppers read six online reviews or less before feeling that they can trust the business.


5 Reasons Why Your Business Needs a Content Marketing Strategy
(All Business Experts, 12.11.13)

Technology has changed our lives and influenced the way we make purchase decisions. Landlines have been cut and consumers are on the move, using their devices to consume an ever-expanding array of content and services.


L’Oréal’s Chief Sustainability Officer Believes Conviction and Empathy Vital
(The Guardian, 05.11.13)

René Descartes, the French philosopher, had a word of advice for all those seeking after truth. It is necessary, he wrote, that at least once in your life “you doubt, as far as possible, all things.” It’s sound advice for those seeking after sustainability too. After all, if you’re ever going to stand a chance of winning folk to your cause, you need to know how they think.


“Genius is perseverance in disguise.” —Mike Newlin