Corporate Branding Digest, April 25, 2016


Crisis Communication After an Attack
(MIT Technology Review, 20.04.16)

Here’s an increasingly common scenario: You’re a business or IT leader, and you learn—quite possibly from sources outside your company—that cyberattackers have compromised your organization’s systems. You don’t know yet how serious a breach you’re facing, but it’s clearly time to activate your crisis-communication plan.


Crisis PR Lessons from Zika, Ebola Experts
(Ragan’s PR Daily, 29.03.16)

Words like “Zika” and “Ebola” have the power to alarm nearly any audience—and for a good reason. In comparison to these damaging viruses, crises of corporate scandals and executive shakeups seem tame. Yet we can still glean valuable takeaways from the biggest health scares since AIDS and Asian bird flu.


Employees Need HR Communication in Crisis, Speaker Says
(Bloomberg BNA, 24.03.16)

Crisis communications evokes images of embattled chief executive officers with microphones shoved in their faces, but “when we focus only on these external stakeholders, we overlook one of the most important audiences in a crisis—our employees,” branding consultant Marianne Griebler said in a March 24 webinar.


EFSA Issues Food Crisis Communication Guidance
(Food Quality News, 21.03.16)

The European Food Safety Authority (EFSA) has published recommendations to ensure ‘consistency and coherence’ when communicating with external parties during a crisis.


“The secret of crisis management is not good versus bad; it’s preventing the bad from getting worse.” —Andy Gilman


Personal Branding Digest, April 22, 2016


5 Important Personal Branding Tips for Women in Business
(Business News Daily, 22.04.16)

If you have an online presence, you have a personal brand. Just like a corporate brand, every status update, tweet, blog post and photo you share becomes a part of your cumulative image. Anyone who views your social profiles — be it a colleague, an employer or a potential business partner — can form an opinion about you based on what’s there. That’s why so many of today’s professionals invest time in building and curating an authentic presence that highlights their best qualities.


Thought Leadership 101: The Pros and Cons of Using Your Blog for Personal Branding
(Business.com, 19.04.16)

Using a personal blog for personal branding is entirely different from branding your business using a corporate website.


Are You Building Your Personal Brand?
(AllBusiness.com, 18.04.16)

It’s understandable for business owners to focus on building their business brands. After all, everyone wants to make sure that their companies are visible, and that they are promoting an “attitude” with your business brand.


Approaching Greatness and Your Personal Brand
(Business2Community, 26.03.16)

The higher up the ladder you are in a business, the busier and more frequent the responsibilities become. All too often this will transform a once approachable individual into a terrifying force easier to ignore than to face. Employees stop calling, problems are covered up and the office culture takes a steep nose dive toward one of secrecy and deception where it once was honest, open and happy.


“Everyone is a salesman, and the product is each person. Personal branding is being conscious to the continual nature of selling yourself.” —Jarod Kintz


Cause Branding Digest, April 19, 2016


5 Ways Sustainability Helps Companies Act More Like Startups
(Triple Pundit, 14.04.16)

Last month at a conference for startups in Silicon Valley, I met several people who work at large corporations and institutions. I wondered why people from Walmart, NASA and GoreTex, a company that makes waterproof fabric, were attending a conference for budding entrepreneurs. Representatives from each said they wanted to help their organization be more innovative.


Beyond the Talk: How Corporate Social Responsibility Makes Companies Operate Better
(Forbes, 12.04.16)

If you ask 50 people, “What is corporate social responsibility?” you’ll probably get 75 different answers. For me, corporate responsibility is how companies operate. It’s about how they identify and manage their social and environmental risks and footprint. Defined this way, quite a few people are impacted by CSR. The breadth of stakeholders is vast—it includes the company’s shareholders, employees, customers and business partners.


‘Brand Purpose’ Means Nothing If You Don’t Deliver
(Marketing, 01.04.16)

The successor to the mission statement is, alongside commitments to sustainability, capturing imaginations in the boardroom. But it’s about doing, rather than just looking, good.


Does CSR Create Shareholder Wealth?
(LSE Business Review, 07.03.16)

Due to increasing pressures on organisations to behave in socially responsible ways, corporate social responsibility (CSR) is becoming a “must have” component of corporate strategy. This is a good development for the society at large as the massive rate of industrialization in the last century has placed a heightened burden on the limited resources our planet has to offer. However, the primary responsibility of managers of corporations, particularly of the publically owned ones, is not to increase social welfare but to maximize the returns on investments of their shareholders.


“With any new business deal, don’t think about how much you can afford to get—think about how much you can afford to give. A spirit of giving will allow you to get.” —Jarod Kintz


Personal Branding Digest, April 15, 2016


Real Talk: 6 Things No One Told You About Personal Branding
(Business.com, 14.04.16)

Personal branding is your reputation. It’s everything you have when it comes to building relationships for a healthy future.


How to Growth Hack Your Personal Brand
(Search Engine Journal, 08.04.16)

Growth hacking refers to employing unusual, and often bold, techniques to bolster the growth of a business, or even your personal brand. This is done by bypassing the usual channels of marketing. Companies that have done this successfully employed a mix of integrated marketing, aggressive social media and email marketing, along with the production and distribution of quality content. The method saves time and money, which is ideal for new businesses.


Amber Rose’s Blockbuster Emoji App Elevates Personal Branding to Activism
(Good, 06.04.16)

Hashtag activism has an official rival among the casually conscientious set, because emojis are your new favorite banner to wave at the Man and shout, “The future is female!” Or biracial. Or into BDSM. Or sex positive. Or cool with smoking weed. Or, honestly, whatever you’re into.


How Building a Personal Brand Converts
(Business2Community, 12.03.16)

Personal branding is a hot topic in today’s marketing landscape, but few business owners truly understand what it means or how it can promote better conversions. With personal branding, you position yourself as a brand alongside your company. Your employees also have a personal brand of their own.


“Your personal brand should be like water: not only clear but transparent to the public. People thirst for that, and they will drink you up.” —Jarod Kintz


Corporate Branding Digest, March 28, 2016


Employer Branding: It’s the Employees, Stupid!
(The Huffington Post, 23.03.16)

The concept of “employer branding” is becoming increasingly popular, especially among companies desperate to recruit coveted specialists such as developers and engineers. However, many HR departments still forget to explore the full potential of their most valuable asset: their own employees.


Reputation Institute: CMOs Can Better Quantify Reputation Metrics than CCOs
(PRWeek, 09.03.16)

Large companies that put their brand management in the hands of the CMO, rather than corporate communications officers, can better quantify reputation metrics, according to research released this week by the Reputation Institute.


Employer Branding Lessons B2B Companies Need to Pay Attention to
(B2B Marketing, 29.02.16)

Today’s CEOs and business leaders are legitimately concerned about the limited availability of talent at their disposal. In fact, 38% of global employers surveyed in the ManpowerGroup’s Annual Talent Shortage Survey reported difficulty in filling jobs, the highest percentage since 2007.


Why These 4 Companies Are Getting Serious About Their Employer Brands
(Fast Company, 24.02.16)

Until recently, that strategy has been directed mainly at job seekers. But now some companies are starting to use their employer brands to appeal to customers, too.


“Research indicates that workers have three prime needs: Interesting work, recognition for doing a good job, and being let in on things that are going on in the company.” —Zig Ziglar


Corporate Branding Digest, February 22, 2016


Employees May Be Your Best Asset in Time of Crisis
(Consultant News, 20.01.16)

Engaging employees prior to and during a crisis can substantially impact an organization’s ability to effectively respond and recover to an incident.


Gaining Influence in a Crisis
(Insead Knowledge, 13.01.16)

In March 2014, Malaysian Airlines flight 370 disappeared on its way to Beijing. To this day, the fate of the plane has not been established. The tragedy of the aircraft’s disappearance was exacerbated by the images of distressed relatives, herded into hotels in Kuala Lumpur and Beijing, being drip fed information, initially via text message. The cold approach was ill-suited to the situation. The media also mixed with the relatives and some of them stormed a press conference desperate for information.


Tesco’s Brand Health Plummets Following Supplier Scandal
(Marketing Week, 01.02.16)

Tesco’s brand has taken a hit as consumer perception plummeted after the retailer was found guilty of short-changing suppliers in a probe by the government’s Groceries Code Adjudicator (GCA).


Only Half of Chief Executives Take Crisis Training, Survey Finds
(PRWeek, 12.11.15)

Although 86 per cent of survey respondents had a crisis plan in place and 60 per cent carried out training at least once a year, 45 per cent of businesses had not involved their chief executive in training.


“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


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


Corporate Branding Digest, February 8, 2016


Your Talent Brand Matters More than You Think
(Forbes, 25.01.16)

It’s not enough to think of your company brand. Or your product brand. Or, actually, your employer brand. Think about it: being an employer implies having employees. But much of what we really have these days — partially influenced by Millennial values — is talent, who act less like employees and more like consumers. There’s a whole spectrum of talent out there, and many consider jobs as a pick and choose and change cycle — steps on a career ladder as opposed to the career in itself. That means your brand has to be seen from the outside, by the talent: it’s your talent brand that matters.


Opinion: ‘How Do You Get Your CEO to Embrace the Power of the Employer Brand?’
(Transform, 26.11.15)

Measuring the success of your employer brand strategy could help with senior buy-in. Despite this, companies are largely failing to employ effective measurement in this area, says Ingrid Brown.


Internal Comms No Longer the ‘Poor Cousin’ of Media Relations
(PRWeek, 25.11.15)

The skills needed for internal comms are blurring with those of external comms, according to leading figures in the sector.


How to Improve Your Employer Brand
(Marketing Interactive, 20.10.15)

Companies with strong, identifiable brands generally outperform their market peers when it comes to attracting top-performing talent in their respective industries, according to a study by Alexander Mann Solutions, a talent management firm.


“I am convinced that nothing we do is more important than hiring and developing people. At the end of the day, you bet on people not on strategies.” —Lawrence Bossidy


Corporate Branding Digest, December 21, 2015


Employer Branding: Is Your Workplace Doing It Right?
(The Huffington Post Canada, 04.12.15)

Have you ever wondered why so many new graduates want to work for Google, KPMG or Apple? What makes them so attractive to potential employees? First and foremost, these companies understand the value of a strong employer brand.


Opinion: ‘Employer vs. Corporate Brand’
(Transform Magazine, 02.12.15)

As more and more companies begin to implement employer brand management strategies, Diccon Ward asks, how does the employer brand relate to the wider corporate brand?


How to Measure Employee Engagement
(BrandChannel, 24.11.15)

A traditional measure of employee brand engagement is a net promoter score taken from a quantitative survey where you ask employees how likely they would be to recommend the brand to others.


No ‘Hearts’ for the End of Twitter’s ‘Stars’
(PRWeek, 05.11.15)

What does the change mean for b-to-b communicators? Confusion, at least at the start.


“Happy wife, happy life? More like happy employee, happy company. Happiness breeds good things—foster it.” —Anne Mulcahy


Corporate Branding Digest, November 30, 2015


Our Company Needs You: The Rise of Employer Branding
(The Business of Fashion, 30.11.15)

With limited growth prospects on the horizon the industry’s battle for talent is intensifying — and companies are investing in employer brands in a bid to attract the best of the best.


Employee Happiness Is Key Predictor of Loyalty
(Bloomberg BNA, 23.11.15)

Tracking employee happiness can help employers determine which workers are most likely to leave the organization and how to get them to change their minds, according to a report released by Swedish-based employer branding firm Universum.


Enhance the Candidate Experience with Employer Branding
(Business2Community, 16.11.15)

The latest buzzword in human resources and talent acquisition is the candidate experience. The candidate experience refers to the process a job applicant goes through to become an employee. The reason this is so important right now is that once the economy improved, it became a job applicant’s market. The days when a company could get someone way overqualified for relatively cheap are over. Now, candidates are in control and they’re flocking to the job market in record numbers. Many companies are finding it difficult to keep employees and to fill new positions. With candidates in control, they now demand more information to make a decision on whether to join a company or not.


The CEO of Jamba Juice on How to Create an Engaging Corporate Culture of Health and Wellness
(Forbes, 05.10.15)

The corporate culture at Jamba Juice is centered on their core values. Health and well-being runs through Jamba Juice’s veins. If you can actively engage individuals inside of a company to build a culture they want to live in, you have a much higher chance of being successful. Personal investment of the individuals of your company, helps move the culture and performance of the company as a whole ahead. There is a large shift in people who want to work for a company that they feel connected to. Using feedback to source your information first hand, you can capture the spirit of each employee, creating the benefits that not only provide a passion to their work, but a corporate culture that drives a happy and productive workforce.


“Employees who believe that management is concerned about them as a whole person, not just an employee, are more productive, more satisfied, more fulfilled.” —Anne Mulcahy


Cause Branding Digest, November 3, 2015


Corporate Giving Tied to Branding, Image
(AZCentral, 25.10.15)

Businesses aren’t bashful when it comes to promoting their ties to philanthropy.


CSR Success: How to Choose a Philanthropic Partner
(Business2Community, 25.10.15)

You want to make an impact in the community. Whether it’s with a one-time contribution or through a philanthropic partnership, your next step is to select the right philanthropy for your business. What cause should you support? To whom should you donate? Where do you even begin?


Branding and CSR Go Together
(Business Standard, 20.09.15)

Corporate Social Responsibility (CSR) is all about stakeholder accountability, transparency in all dealings and sustainability. All this creates a ‘responsible’ halo around the business and helps companies build trust. It provides a platform of moral uprightness and establishes a company’s reputation in the minds of customers and employees. And this is absolutely crucial for brands as it helps to attract and engage with customers on a continuous basis.


Role Businesses Should Play in Social Change
(Triple Pundit, 09.10.15)

As we move further into the 21st century, the global community faces an array of difficult challenges. Over one billion people are struggling with water scarcity, a problem particularly salient in California due to the ongoing drought. Alternatively, in places like Africa, the fight against dangerous diseases such as Ebola has captured the world’s attention. In order to overcome the challenges that face us all, we all must accept the responsibility to act. We each have a role to play — every individual, every city, every country and every business.


“Goodness is the only investment that never fails.” —Henry David Thoreau


Corporate Branding Digest, October 19, 2015


The B-to-B CMO: The Time Has Come
(Forbes, 07.10.15)

The age of the b-to-b CMO has arrived: About 35% of Fortune 500 business-to-business companies now have a true corporate‐level CMO with a seat at the CEO’s table.


Social Media and Crisis Management: A Volkswagen Case Study
(Econsultancy, 29.09.15)

The emissions scandal engulfing Volkswagen raises many important questions. While I can’t claim “how does Volkswagen deal with this on social media?” is the most pressing of them, I thought it would be worthwhile having a look at the company’s reaction on Twitter and Facebook to see if there’s a protocol for crisis management on social media.


Volkswagen Scandal: There Is a Way Out of the Crisis and It Starts Now
(The Telegraph, 26.09.15)

Crises can come from anywhere: industrial accidents, terror attacks, weather events, performance problems etc. But, as Volkswagen is currently finding out, perhaps the hardest crisis to manage is the corporate scandal.


Wellness Within: The Importance of Internal Branding
(Business2Community, 12.02.14)

If you want consumers to love your brand, first your own employees must fall in love with it. If your employees aren’t convinced, how can you expect anyone else to be? Your employees are closest to the brand and have the opportunity to shape your brand regularly. The Healthy Brand cultivates a company culture where employees live and breathe the brand to bring it to life for their customers.


“Don’t blame the marketing department. The buck stops with the chief executive.” —John D. Rockefeller


Corporate Branding Digest, August 24, 2015


Amazon Exposed: The Importance of Employer Branding
(LinkedIn Pulse, 17.08.15)

The New York Times’ expose on Amazon, and Jeff Bezos’ uncharacteristic response, have ramifications beyond the company’s Seattle campus. As a planet we are unused to flat out criticism of the online retail behemoth; yes, Amazon is a slightly impersonal shopping experience, a bit like an internet vending machine, but it is generally seen as a paragon of dot com success. But can Amazon, and its scores of imitators, really continue to grow without caring about its employees? And what can the rest of us learn about the importance of employer branding?


Bracing for Change: Be Ever Ready for Crisis
(The Nation, 28.07.15)

Recent events around the world have signalled the need for organisations to develop and update their emergency response and business continuity plans.


Five Ways B2B Brands Can Use Strategic Partnerships to Get Ahead
(Marketing Week, 19.05.15)

The benefits of forming strategic partnerships can be lucrative if chosen and executed properly. Fashion and Beauty Monitor’s Sarah Penny sets out five key steps to forming and maintaining successful long-term partnerships.


Why Corporate Brands Need Personal Brands as Support
(Forbes, 18.03.15)

There’s a branding problem in the world today. For decades, brands have served as the foundation of the marketing and advertising campaigns of countless businesses of all industries. Brands represent the core identity of businesses, with a set of color, font, style, tone, values, and voice that encapsulate the core essence of their respective business. Brands become recognizable over time, building the reputation of the business they represent and establishing relationships with their respective customers. They are a vessel for brand-consumer communications, and they remain a major pillar in any business’s core strategy.


“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” —Jeff Bezos


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


Health and Wellness Branding Digest, August 6, 2015


Hospital Marketing Departments Expand with Focus on Data, Social
(Healthcare Finance, 27.07.15)

Using social media, web technologies and data analytics, healthcare marketing professionals can engage in ways like never before.


Is Pharma Truly Equipped for Transparency?
(Clinical Leader, 08.07.15)

News from the past few months has clearly portrayed the ongoing struggle to establish and maintain transparency of how drugs perform in clinical trials. One of the most recent examples is a new lawsuit filed against Gilead by the Treatment Action Group and the Global Health Justice Partnership because of Gilead’s failure to grant access to the clinical trial data for the drugs Sovaldi and Harvoni.


Want to Reach Millennial Moms? Take a Cue from Your Employees
(Medical Marketing & Media, 26.06.15)

A few months ago, we started a discussion about how children’s hospitals needed to sharpen the definition of their target audience. Eighty-three percent of moms are Millennials who expect a different brand experience, which means not all moms consume information the same way. To target the entire mommy population, you need a more focused strategy.


What Life Sciences Marketers Can Learn from Hollywood About Buying Consulting and Agency Services
(MediaPost, 02.06.15)

Recently, The New York Times published an article headlined, “What Hollywood Can Teach Us About the Future of Work.” In it, the author marvels at the “Hollywood model” of work: where ad hoc teams carry out large and complex projects, requiring diverse talents with complementary skills. Per the article: “A project is identified; a team [of contractors] is assembled; it works together for precisely as long as is needed to complete the task; then the team disbands.”


“An innovation will get traction only if it helps people get something that they’re already doing in their lives done better.” —Clayton M. Christensen


Corporate Branding Digest, June 22, 2015


The CFO’s Emerging Role in Marketing
(CMO.com, 03.06.15)

As the voice of the customer rises and the ensuing power shift accelerates, the financial risk of marketing chasing proverbial rabbits down holes has increased correspondingly. Technology has become critical in driving marketing effectiveness, resulting in increased collaboration between CMOs and CIOs.


4 Ways to Drive Opportunities to Your Company with Executive Branding
(Forbes, 03.05.15)

Understanding executive branding is like unlocking the secret to getting picked first in middle school dodgeball. It centers on two things: being good and being liked. Similarly, executive branding verifies your value in the field and creates familiarity that enhances trust between you and potential customers.


How Data Quality Is Holding Brands Back from Achieving Customer Loyalty
(Marketing Week, 19.03.15)

It’s the sexy side of data that gets marketers’ pulses racing, but whether that means personalisation or predictive analytics, it is only possible if a brand gets the basics right with a focus on data quality and preparation. Yet 92% of businesses believe their data contains inaccuracies.


Visionary Leader or Pinocchio? 6 Behaviors Leaders Need in 2015
(Triple Pundit, 18.03.15)

Business leaders today are judged not only by the financial markets, but also by their employees and customers. Sites like Glassdoor give a forum for current and former employees to review employers and leaders. Meanwhile, Twitter and other social media channels expose customer complaints to the world, throwing a spotlight on how they are handled.


“Don’t be scared to try new things, but remember to hold on to the vision of your company and the initial successes that defined your brand.” —Ryan Holmes