Health and Wellness Branding Digest, October 15, 2015


Top 100 Influencers in Healthcare
(HealthJoy, 29.09.15)

Here’s our list of the top 100 influencers in healthcare on Twitter. These influencers are chosen and ranked based on social media presence and reach, using the number of shares of their posts to determine popularity. Hundreds of thousands of people are already listening to and following the influencers on this list, and if you want to stay informed on the world of healthcare, you should follow them, too.


Follow Web Mogul Arianna’s Lead, and Breathe
(Entrepreneur, 27.08.15)

A recent New York Times Magazine piece featured a photo of Arianna Huffington leading her employees in a group meditation. Now, that’s an idea I can get behind: a culture of wellness that starts at the top.


3 Tools to Build an Effective Hospital Brand Strategy
(Fierce Healthcare, 20.08.14)

The services of a “brand czar” is one of the proven tools hospital marketers can use to build and maintain a strong brand amid the increasingly competitive healthcare environment, according to a new white paper by Smith & Jones.


Millennials: The Rising Generation of Health Hackers
(HIT Consultant, 09.07.15)

We are in the midst of a healthcare revolution; however, one age group known as Millennials has developed a distrust of the U.S. healthcare system and it is driving them to spend more money now to remain healthy in the future. Millennials (ages 18-34) are finding alternative ways to support healthy and balanced lifestyles, using technology to “health hack” and track their health, wellness and fitness. These consumers spend nearly 25% of their disposable income on health and wellness, and splurge on healthier food and clothing products, especially from brands that promote wellness as part of their core mission.


“Mass advertising can help build brands, but authenticity is what makes them last.” —Howard Schultz


Personal Branding Digest, August 21, 2015


You Know What Else Sucks About Donald Trump? His Branding
(Wired, 07.08.15)

For all his expertise in self-promotion—and Trump is nothing if not a masterful self-promoter—he has shown disdain for typography and branding. He favors grandiose letterforms of the sort personal injury lawyers might use, and would do well to embrace the work of the late German type designer Georg Trump, who is no relation but prefigured the Donald with his strong typefaces. He created 17 typefaces with names like Mauritius, Signum, and City, which was the basis for the IBM logo Paul Rand designed in 1955.


Increase Personal Brand Visibility with Better Website Referrals
(Business2Community, 05.08.15)

After setting up a successful website and publishing great content you want your personal brand to be seen by influencers in your market. What you may not realize is there are a lot of spam accounts set up to clog servers and steal your hard-earned status. Now is the time to do an audit and find out which referrals are fake and which ones are the real deal.


5 Ways to Successfully Cultivate Your Personal Brand
(Entrepreneur, 23.07.15)

Personal branding is a hot topic and yet most people don’t understand what building a “Personal Brand” actually means. Having a “brand” is very different from branding and yet many entrepreneurs and business owners completely avoid building their personal brand in fear of being seen as that shameless self-promoter.


3 Steps to Building an Awesome Personal Brand
(Forbes, 23.06.15)

In a world where the only job security that exists is the one that you can create for yourself, it’s never been more important to build a personal brand. I’m not saying you need to be famous, but it’s also not acceptable to be invisible either. A strong personal brand is the only way to future-proof your career by ensuring that people will want to work with you or promote you.


“It’s important to build a personal brand because it’s the only thing you’re going to have. Your reputation online, and in the new business world, is pretty much the game, so you’ve got to be a good person. You can’t hide anything, and more importantly, you’ve got to be out there at some level.” —Gary Vaynerchuk


From Fashion Blogger to CMO: Daniel Saynt on SoMe and More

Photo from pixiewarhol

Now more than ever, fashion bloggers are gaining credibility within the fashion industry. Many are serving as trendsetters, influencing readers’ shopping decisions with their content and recommendations.

A few bloggers have even earned acclaim from industry veterans—Tavi Gevinson of Style Rookie styled shoots for BlackBook magazine, Swedish blogger Elin Kling produced a collection for H&M, and Marc Jacobs named a bag after Philippines-based fashion blogger Bryanboy.

More recently, luxe accessories designer Rebecca Minkoff hired Daniel Saynt, founder of the blog FashionIndie, to serve as her chief marketing officer. This is one of the few times when a blogger was offered a full-time, permanent spot within the industry. Shortly after the announcement, New York, Los Angeles Times and Mashable were quick to cover the news.

Fortunately for Euro RSCG Worldwide PR (and our connections to media and SoMe influencers), we were afforded the opportunity to chat briefly with Daniel about his career change, commanding the marketing for an upscale designer.

Q: How did you start FashionIndie and grow it?
A:
My first company was an events company that developed parties for young designers in NYC. I launched FashionIndie to talk about some of the events and feature the indie fashion crowd in New York. About three years ago, I met my wife, Rebecca Alexander, at a party I was hosting for Brooklyn’s Love Brigade. We came together and started focusing on the website. Gucci took notice of us, then Louis Vuitton and even Lady Gaga. Harper’s Bazaar called us “the Wikipedia of Fashion” around the time we hit 1.2 million unique readers per month.

Q: You’re CMO of Rebecca Minkoff now, so what’s happening with FashionIndie? Are you selling it?
A:
When I first met Ryan Cook, CEO of LookBooks.com, I was set to sell FashionIndie.com to Internet Brands. There was also an offer from the Fashion Spot and Halogen Media. Ryan offered three times more for the site and hired me to build his team at LookBooks.com. Within two months, the team went from being divided and working remotely to coming together as a team of 14. We saw LookBooks Media traffic increase by 600 percent. I left LookBooks.com a few weeks ago when I felt the editor that I trained, Samantha Lim, was capable of managing the team.

Q: How did the Rebecca Minkoff opportunity come about?
A:
Over the past three years, I’ve consulted and managed ad campaigns for a number of top luxury brands including Louis Vuitton, Burberry, Harry Winston and Mercedes-Benz. About a year ago, I met Rebecca Minkoff at a party that Louis Vuitton was hosting for Buzz Aldrin at the Museum of Natural History. I fell in love with the passion she had for her craft and her youthful yet determined attitude. Six months ago, the brand contacted me to consult on their social media needs. We developed heavily talked-about campaigns and helped secure hundreds of blogger fans.

When I got out of LookBooks.com, I was determined to take some time off and relax off the coast of Puerto Rico. As I was looking for tickets to fly out, Uri Minkoff, brother and CEO of Rebecca Minkoff, contacted me at 1:59 a.m. with the message “Crazy question? Do you want to be our CMO?” I just couldn’t turn down the chance to be a part of a brand that’s building the next billion-dollar lifestyle brand.

Q: Can you describe your role there?
A:
Developing, supporting and enhancing the global opinion of the brands owned by Rebecca Minkoff. Basically, I tell the world to fall in love with Rebecca Minkoff.

Q: How is your experience as CMO different from when you just consulted?
A:
It’s more hands-on. When I was consulting, my suggestions were heard, but I couldn’t always guarantee the company would succeed at execution. Now, I’m in control of the team that can implement these initiatives faster, so I can guarantee that Rebecca Minkoff will own the millennial retail marketplace in five to 10 years.

Q: What do you have in store for the brand with you at the helm of marketing?
A:
We are keeping some things secret, at least until I can get a clearer understanding of the patents we’d need for implementation. Right now, we’re partnering and developing programs with top fashion websites like Bloglovin.com, Polyvore.com, Tumblr.com and other emerging platforms. We’re changing the way people discover and buy our products. It’s very exciting, next-level sh—.