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, January 20, 2016


Equinox Fitness Launches Lifestyle Brand
(MediaPost, 20.01.16)

Equinox, the upscale fitness brand, is launching an online magazine. “Furthermore” debuts Jan. 20 and focuses on reframing and redirecting the fitness and luxury style content category. The publication will include advertising and is geared toward the upscale, fitness-focused demographic in a high-end wellness environment.


Disruption Comes to Lifestyle Hotels in the Form of On-Demand Meeting Spaces
(Skift, 20.01.16)

Smart hotels are rethinking the most profitable ways to make the most of their spaces, and it is no longer just about heads in beds. Mobile apps and on-demand services are just one piece of this pie, but they are an important piece.


Mobile App Marketing: What to Expect in 2016
(Business2Community, 17.01.16)

Before you take the first sip from your morning coffee cup, chances are that you have already opened 2-3 mobile applications. And who knows, you could be having coffee while reading news on an app or may be this article. In one of our previous articles on shopping micro-moments, we discussed how mobile has taken up the room where all doors open into. It is at the center of all our daily activities.


Shopping Micro-Moments Statistics—Nurturing Your Mobile Customers the Right Way
(Targeting Mantra, 15.12.15)

How would you describe your relationship with your mobile? What role does it play in your life? People posed with this question gave out varied replies like “it is attached to my hip”, “an affordable butler”, “literally my lifeline”. Smartphones, these days, are like little genies!


“I am rarely sure of anything in marketing, but on this one I am absolutely convinced. The only way to prosper … and negotiate the massive changes that the digital era has ushered in … is, paradoxically, to approach your 2016 marketing strategy with absolutely no reference to the D word at all.” —Mark Ritson


Health and Wellness Branding Digest, January 7, 2016


Disruption Complete: Is an End to the Marketing Content Industrial Complex Looming?
(Content Standard, 07.01.16)

Healthcare generally lags behind other industries when it comes to technological advancements in areas not related to the delivery of medical care. The Cleveland Clinic has done a great job of embracing content marketing in healthcare by diversifying its efforts.


E-Cigarette Ads Target Millions of Kids, CDC Says
(NBC News, 05.01.16)

E-cigarette makers are pouring tens of millions of dollars into advertising their wares — and teenagers are getting the message loud and clear, federal health officials reported Tuesday.


Is the FDA Really Slowing Down New Drug Innovation?
(Vox, 16.12.15)

On Monday, I wrote about a new bill introduced by Sens. Ted Cruz (R-TX) and Mike Lee (R-UT) to overhaul the Food and Drug Administration. Among other things, the bill would try to speed up FDA approvals in order to boost innovation and address the current dearth of new drugs in the pipeline.


Brand Development Strategies: Golden Oldies
(Medical Marketing & Media, 26.08.15)

The rise of digital promotion and the need to wring every last drop of ROI from successful products have created a new niche: one with shoestring budgets, little to no sales-force support and competitors ready to pounce. Frank Celia explores late-lifecycle marketing and the companies and brands that manage to flourish there.


“The early pioneers of both wellness and network marketing were motivated by the sense that it was possible to create a better life than the conventional routes offered— better personal health and better economic health, respectively. Now the ‘alternatives’ of yesterday have become the economic powerhouses of today and tomorrow.” —Paul Zane Pilzer


Cause Branding Digest, September 29, 2015


Older Millennials More Cynical About Cause Marketing
(Marketing Daily, 28.09.15)

While Gen Y continues to expect companies to become more committed to social and environmental causes—and to share about them through social media—there has been a shift, according to new research from Cone Communications. Older Millennials 25 to 34 are increasingly questioning their ability to make a real impact, and are more skeptical about corporate-cause efforts. Only 25% of them, for example, believes that making a purchase can create a significant impact, compared with 36% of those between the ages of 18 and 24..


Volkswagen and the Dark Side of Corporate Sustainability
(GreenBiz, 24.09.15)

Two weeks ago, the $50 billion German auto giant Volkswagen AG was named best in class—yet again—for automotive industry sustainability by the prestigious Dow Jones Sustainability Indices.


A Brand Is Just a Brand—Unless It Has a Purpose
(Forbes, 22.09.15)

Over the past several years, I have seen companies put more effort – meaning, more time and money – into their brand, and it’s starting to pay off. According to the BrandZ Top 100 Most Valuable Global Brands 2015 report, the brands in its Top 100 list are now worth $3.3 trillion, which represents a 14% increase over last year. The report, which is published by MillwardBrown, also notes that building and sustaining a valuable brand is essential to business success because of market disruption and the changing consumer mindset.


8 Branding Tips: Be Your Customers’ Best Friend
(Triple Pundit, 14.09.15)

Thirty-seven percent of employees say they have a clear understanding of what their organization is trying to achieve and why, according to Stephen Covey’s “The 8th Habit.” If employees don’t know what their organization is trying to achieve, then customers sure as heck won’t know. What we have here is a branding problem.


“You can have everything you want if you help enough other people get what they want.” —Zig Ziglar


Corporate Branding Digest, Dec. 11, 2014


Why We Need to Stop ‘Disrupting’
(Fast Company, 01.12.14)

Many industries have their favorite buzzwords, but the word “disrupt” for the tech sector is in a league of its own. It’s become so overused that, basically, everything is disruptive today and, therefore, nothing is.


The CMO’s Short Guide to Personal Brand-Building
(Forbes, 15.10.14)

Whether you call it Cobbler’s Children Syndrome or just basic neglect, talk to a cross-section of CMOs and you’ll discover a startling anomaly—though they dedicate their careers to building brands, very few have made time to take care of their own personal brands. This oversight leaves many a senior executive poorly positioned–especially when they become suddenly unemployed around 50 years of age, two fearsome and often concurrent inevitable events.


Farewell Derek Jeter, a True Role Model and Leader
(Entrepreneur, 25.09.14)

Full disclosure: I’m a die-hard Boston Red Sox fan. So, one might think I’d hate on New York Yankees star shortstop Derek Jeter. At the very least, my perspective on the Captain should be skewed so far that there’s NO WAY I should be writing an article like this one.


Create a Strategy that Anticipates and Learns
(Harvard Business Review, 06.05.14)

The buzz around using predictive tools to analyze big data in discrete areas of a business is loud and deserved. In health care, these tools are changing the way doctors identify people at risk of developing certain diseases; in fashion, they crunch purchasing data to anticipate trends; sales and marketing experts use them to tailor ad campaigns. The restaurant chain, Olive Garden, uses predictive analytics to guide its food buying and retail staffing plans.


“No matter who you are, no matter what you did, no matter where you’ve come from, you can always change, become a better version of yourself.” —Madonna


Corporate Branding Digest, Dec. 8, 2014


10 Reasons Bosses Should Attend the Holiday Party
(Fast Company, 01.12.14)

Debating whether the company holiday party is worth the effort? These points might convince you.


Pope Francis: CEO and Epic Innovator
(Forbes, 12.11.14)

Every CEO is an evangelizer. So those struggling with how to deal with the pressures of disruption would do well to closely follow Pope Francis. His first bit of sage advice for every CEO is: “An evangelizer must never look like someone who has just come back from a funeral!”


6 Things Effective Leaders Should Do Inspire Their Teams
(Entrepreneur, 09.09.14)

A leader’s job description can seem like an ever-growing list of bullet points, but the priority for CEOs, CFOs and staff managers alike is always the same: leading their team. The question is, “how?”


It’s Not the How or the What but the Who: Succeed by Surrounding Yourself with the Best
(Harvard Business Review, 05.09.14)

Are you surrounding yourself with the right people? Yes, your success depends on your own performance. But have you thought about how those around you affect your performance? Do they strengthen or weaken it? Help or hinder your progress?


“There are two ways of spreading light: to be the candle or the mirror that reflects it.” —Edith Wharton


Corporate Branding Digest, May 12, 2014


Leadership Is All About Balance
(Entrepreneur, 07.06.14)

If you track the development of many of the high-tech industry’s most successful entrepreneurs, you’ll find an interesting trend.


Sometimes Colleagues Are the Best Coaches
(Harvard Business Review, 01.05.14)

By the age of 30, our personalities have stabilized and behavior change becomes relatively difficult. It’s especially hard for senior executives, who have got where they are thanks to the way they behave. Although others may think their behavior is dysfunctional, they see no compelling reason to change and place any blame for failure on others. Even if they are willing to make an effort to change, they don’t really know how and need help to do so.


6 Highly Profitable Ways to Disrupt Your Own Industry
(Forbes, 28.04.14)

Every industry is changing faster than industry leaders like to admit. The more established your leadership position, the harder it is to change. But change is coming, and the main question is whether your firm is going to cause it or fall victim to it.


Video: Tony Hsieh Explains How to Create the Right Startup Culture
(Inc., 26.04.14)

The Zappos.com CEO explains why you want to, “Pick people that you would choose to be around.”


“To improve is to change; to be perfect is to change often.” —Winston Churchill


Corporate Branding Digest, Nov. 18, 2013


Who Are Your Customers? How to Find Out Using Social Media
(The Guardian, 14.11.13)

Social media is ideal for learning more about your customers, which is vital for product success. But how do you go about it?


Reject the Status Quo and Make Your Brand Relevant
(Forbes, 01.11.13)

Whether you’re in the insurance game or the construction biz, disruptive forces are at work all around you. So, I told them what I could about this marketing guy’s brand journey and offered a few tips on how to lead transformation from the bottom up as well as the top down.


Brand Agility: How Good Is Your Brand at Pickup Ball?
(Media Post, 06.11.13)

In basketball, agility is honed not in the controlled environments of practice or even league play, but on playgrounds in pickup games. This same scrappy mentality holds true for branding. The world brands must live in is more reflective of pickup ball at the playground than ever before. Here are five fundamentals that can help brands thrive “on the court.”


What Makes Employers Love Their CEO
(Personal Branding Blog, 06.05.13)

While customers and shareholders are important groups, a CEO has to please—if the employees don’t respect their leader the business will ultimately suffer.


“Do not be too timid and squeamish about your actions. All life is an experiment.” —Ralph Waldo Emersons


Corporate Branding Digest, Nov. 6, 2013


Lou Reed and the Problem with the Innovation Imperative
(Forbes, 04.11.13)

We are in the age of disruptive innovation. Change, we are told, is the key to success. Take the cover story of this week’s New York Times Education Life Supplement, “The Innovation Imperative: Change Everything.” Authors Clayton M. Christensen and Michael B. Horn write that “The lessons from any number of industries teach us that those that truly innovate—fundamentally transforming the model, instead of just incorporating the technology into established methods of operation—will have the final say.”


Want to Find Brand Ambassadors? Start with Your Employees
(Social Media Today, 29.10.13)

The 2012 Edelman Trust Barometer, a trust and credibility survey that collects data from more than 30,000 people, found that regular rank-and-file company employees have more credibility than executives. While this might seem like bad news for companies—it should be considered a fantastic opportunity. By turning employees into trusted brand ambassadors, companies bring their strongest asset and their most vocal internal advocates in direct contact with their customer base.


How to Not Be a Condescending Corporate Facebook Brand Page
(Econsultancy, 28.10.13)

There is one Facebook page that all marketers fear (or should fear). Being featured on it can plunge a sometimes unsuspecting brand into a serious industry reputation problem. Welcome to the Condescending Corporate Brand Page: loved, hated and completely unapologetic.


This Is the Business: Crucial Need for Effective Leaders
(BDlive, 27.10.13)

Leadership is often more art than function. Great leaders inspire those in their teams. They create a nurturing environment in which guidance and mentoring are provided but acceptance of responsibility for decisions is demanded.


“We would rather have one man or woman working with us than three merely working for us.” —J. Dabney Day