Cause Branding Digest, May 3, 2016


Small Businesses Can Give Back Too: You Don’t Need to Be a Corporation to Practice Corporate Social Responsibility
(allBusiness, 26.04.16)

Corporate social responsibility (CSR). You may have heard the term, but many don’t really understand what it is and why it must be part of a marketing strategy. It is often misunderstood or looked at as something only a Fortune 500 company should be doing.


The Real Reason Millennials Want Your Brand to Have a CSR Program
(Just Means, 25.04.16)

There has been a lot of talk in the CSR space about millennials and attracting them to your brand. The prevailing theory is that millennials expect the brands they support to have a CSR program. Unfortunately, there has been very little justification offered for this claim, typically a superficial stat about how people prefer companies with a CSR program over ones without. Who wouldn’t?


Meet the Founder of the Fashion Brand ‘Rallying’ for a Cause
(NBC News, 20.04.16)

Olivia Rose Fay was content with her career as a marketing professional for high fashion brands — like Prada, Cartier, and Alberta Ferretti — but when she saw the documentary “Girl Rising,” everything changed.


Madonna Badger, 4 Years After Tragic House Fire, Reveals Powerful New Crusade
(Today.com, 26.01.15)

Just over four years after losing her parents and daughters in a Christmas house fire, Madonna Badger is now throwing her energy into a new cause.


“Through their own actions, customers can hold companies responsible to higher standards of social responsibility. Through collective action, they can leverage their dollars to combat the force of those investors who myopically pursue profits at the expense of the rest of society.” —Simon Mainwaring


Health and Wellness Branding Digest, April 28, 2016


Why Healthcare Advertisers Should Really Consider Women’s Perspectives in Campaigns
(Adweek, 25.04.16)

These days, women make more health and wellness decisions for themselves and their families than ever before. “They really are the chief health officers,” said Lynn O’Connor Vos, CEO at GreyHealth Group. In fact, a 2015 study GHG helped prepare found that women serve as decision makers 94 percent of the time. Given that dynamic, Vos and other experts believe that companies seeking a bigger slice of the estimated $6.5 trillion global healthcare pie would be well served to take women’s perspectives and experience into consideration as they plan and launch campaigns in the marketplace.


How a Millennial Is Marketing Health Insurance to Millennials
(The Huffington Post, 19.04.16)

Have you ever had a screaming match with a Starbucks barista? Torn your hair out on the phone with a Warby Parker representative? Spent days pouring over the intricacies of Netflix? Probably not. But health insurance is a different story.


Massage Envy Changes Its Message to Appeal to Millennials and Boomers
(Ad Age, 12.04.16)

After breaking into the wellness market in 2002 with a service considered by many as a luxury or a health treatment, Massage Envy has rebranded in recent months in an effort to reach millennials and boomers who see wellness as an important part of their lives. And if this move brings in a few more males as well, that’s even better.


Pharma’s Acceptance of Transparency Programs Matures as Reporting Becomes Global
(Medical Marketing & Media, 29.10.15)

The global shift toward disclosing payments made to physicians is maturing and becoming increasingly global in nature, according to the findings of an annual survey conducted by IMS Health. The US is the leader when it comes to requiring pharmaceutical and medical-device manufacturers to disclose payments and other so-called transfers of value they make to physicians and certain other healthcare providers, like teaching hospitals.


“The wellness and prevention market will outgrow the healthcare market.” —Leroy Hood


Corporate Branding Digest, April 11, 2016


How Your Company’s Lame Hiring Process Is Losing You Customers
(Fast Company, 05.04.16)

Virgin Media realized it was losing almost as much as it spent on hiring when rejected job candidates switched to its competitors.


A Bad Reputation Costs a Company at Least 10% More Per Hire
(Harvard Business Review, 29.03.16)

A few years ago, domain registrar and web hosting company GoDaddy was known for its racy ads featuring NASCAR driver Danica Patrick and “The Biggest Loser” star Jillian Michaels. While they may have gotten attention in the media, they didn’t help the company do one important thing: hire women.


Recruiting and Marketing Tie the Knot. Are You Invited?
(HuffPost Business, 22.03.16)

These days, recruiting is much more complex than it has ever been. Posting jobs on job boards can’t be the only way you let candidates know about your openings anymore. Relying only on social media updates to spread your open positions isn’t enough, either. Having a strong employment brand is becoming increasingly crucial. Organizations that come out on top in the recruiting game will be the ones that consistently communicate authentic employer brands and value propositions that not only capture the attention of highly skilled workers, but also compel them to follow, engage with, and ultimately join their teams.


7 Ways to Build an Employer Brand that Appeals to Millennials
(Business2Community, 05.02.16)

Branding to consumers certainly isn’t a new concept for businesses, but employer branding is a concept that’s emerging as incredibly important to today’s businesses to remain competitive.


“Highly engaged employees make the customer experience. Disengaged employees break it.” —Timothy R. Clark


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


Inside: Havas PR

40cake

Originally posted on the 186.

Time to pop some bottles!

On March 1, Havas PR North America turned 40 years old, marking four decades of transformative solutions, charitable giving, and forward momentum. The global collective is commemorating this major milestone with a yearlong celebration, starting with a pledge to donate $400k in pro bono services to worthwhile organizations.

Continue Reading →

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


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


Cause Branding Digest, February 2, 2016


With Imposed Transparency and Concerned Millennials, a Boom in Corporate Responsibility?
(The New York Times, 25.01.16)

Way back in 2008, I wrote about Wal-Mart’s emerging effort to cut environmental and social harms from its business operations by exerting influence back along globe-spanning supply chains.


The Cost of Corporate Social Responsibility
(Forbes, 04.01.16)

In 2011, McDonald’s Corp. announced plans to switch to cage-free egg sourcing in part, pledging to purchase a million cage-free eggs per month beginning that summer. This September, McDonald’s upped its commitment, announcing that it would use only cage-free eggs in its North American restaurants by 2025. What seemed like a bold move four years ago is now commonplace in the foodservice industry—in just the past month, Dunkin’ Donuts announced it would use only cage-free eggs and poultry items by 2025, and in maybe the most daring move yet, Taco Bell declared it would move to cage-free eggs in all of its locations by the end of 2016.


Is Corporate Social Responsibility Just a Marketing Gimmick?
(The Market Mogul, 15.12.15)

In today’s changing world, as a result of the rapid increase in globalisation, organisations have begun thinking on more productive ways to improve on their business operations, thus Corporate Social Responsibility (CSR) is seen as a means of addressing the issues that arise from rapid globalisation (Stiglitz, 2002). Due to bad publicity on human rights violation and environmental pollution, organisations realised that to consistently sustain their businesses in the 21st century, there is need to legitimise its practices to those outside of its shareholders (Crane et al., 2008).


10 Strategies from For-Profit Companies that Pay Off for Nonprofit Marketing
(Search Engine Journal, 24.11.15)

Nonprofit marketing must catch attention, provoke emotion, and inspire people to act now! The digital marketing approach to nonprofit success is a multifaceted one and often requires B2B and B2C target persona consideration.


“Companies should not have a singular view of profitability. There needs to be a balance between commerce and social responsibility. … The companies that are authentic about it will wind up as the companies that make more money.” —Howard Schultz


Consumer/Lifestyle Branding Digest, December 16, 2015


What Publishers Should Learn from Brands
(MediaPost, 12.11.15)

Earlier this week I attended IIeX Forums 2015, a two-day event that brings together consumer insights professionals, market research companies and technology firms. The first day focused on behavioral marketing; the second, techniques like neuroscience and biometrics, which can measure certain behaviors that happen before the consumer is even aware of it. Attention and emotion are two types of “nonconscious behaviors” that were discussed extensively.


Make It Easy for Customers to Make Your Brand a Habit
(Business2Community, 05.12.15)

For the average person, the rise of mobile has made things easier. Traffic warnings and subway updates reach you wherever you are. Taking a high-quality picture can be as easy as lifting your arm. And cashing a check no longer means searching out a physical bank branch–and if you DO want to find a bank, mobile makes that easier, too.


How Coca-Cola Overhauled Its Marketing in 2015
(Marketing Week, 14.12.15)

Back in March this year, Coca-Cola introduced a one brand strategy where its four product variants, Coca-Cola, Diet Coke, Coca-Cola Zero and Coca-Cola Life were placed under one Coca-Cola master brand instead of being marketed as separate products.


What One Direction and Trump Can Teach CMOs About the New Definition of Celebrity Branding
(Forbes, 10.12.15)

As brands seek to maintain relevance and momentum among Millennials and Gen Z, collaborating with celebrities presents opportunity and new complexity. It’s a move that requires careful consideration and the full involvement of chief marketers.


“Those who dismiss the value of PR nearly always seem to be the ones who need it most.” —David Alexander


Cause Branding Digest, December 8, 2015


Stop Rebranding Months as Causes
(The Atlantic, 02.12.15)

A “Devember” for coding is the latest and most ridiculous of commemorative months.


Diamonds in the Rough: How Big Problems Provide Amazing Marketing Shortcuts
(Forbes, 02.12.15)

Marketers can use major problems to get hockey stick growth. Below are a best ways to utilize this shortcut.


Why Leaders Should Place Company Values on the Same Level as Profits
(Triple Pundit, 21.10.15)

Carrying the weight of your business, profits and employees’ well-being, not to mention your own conscience, can be back-breaking. To ease the burden, activities that aren’t directly tethered to the bottom line tend to fall by the wayside.


Study: Millennials Are Strongest CSR Supporters in US
(Sustainable Brands, 24.09.15)

Millennials are universally more engaged in corporate social responsibility (CSR) efforts, according to new research from Cone Communications. This includes everything from buying products associated with a cause they care about to using their online networks to amplify social and environmental messages.


“The brands that will be big in the future will be those that tap into the social changes that are taking place.” —Sir Michael Perry


Cause Branding Digest, December 1, 2015


The Transparent Brand: The Positives and Pitfalls of When Brands Bare Their Souls
(Biz Community, 24.11.15)

Transparency is a concept that brands should not take lightly. As one of the most popular terms in branding at the moment, transparency is not just something brands can adopt in an attempt to be relevant and win the hearts and minds of the contemporary consumer. It is a culture that needs to live in every aspect of a brand and guide the way it conducts itself, both internally and externally.


CSR: Analysing LG Electronics’ Leadership
(Business World, 23.11.15)

Giving back to the host community is one act that tells volumes of who an organization really is. While some make the billions and ignore the community because they feel their brand must soar with or without giving back, others deem it fit to impact positively on the society, despite their outstanding feats worldwide. One of such companies is LG Electronics with its extensive CSR activities aimed at giving back to its host communities.


2016 Is the Era of Cultural Movement Marketing
(The Huffington Post, 23.11.15)

Unless you’ve been on another planet the past few weeks, you already know the story of how T-Mobile has crushed its competition and ignited a mass marketing movement among millenials and Gen-Z for it’s brand and against the staid and established operators in America. This is the clearest example of the sheer power and force of cultural movement marketing.


Unilever Finds that Shrinking Its Footprint Is a Giant Task
(The New York Times, 21.11.15)

Hellmann’s mayonnaise is known for many things—making egg salad delicious, being loaded with fat, that old “bring out the best” jingle. To date, however, it hasn’t been associated with sustainability. Mayo is a processed food made by huge conglomerates, not a symbol of environmentalism.


“In the next decade, the most successful companies will be those that integrate sustainability into their core businesses.” —Jim Owens


Cause Branding Digest, November 24, 2015


Businesses Giving Thanks and Giving Back this Season
(Entrepreneur, 23.11.15)

As we prepare to celebrate another Thanksgiving with family and friends and lots of delicious food, we are reminded to be grateful for personal and professional things. With 2015 coming to a close, Thanksgiving, the start of the holiday season, is the perfect time to express gratitude for our own blessings in life.


Corporate Social Responsibility and Millennials: Why Your Game Must Be on Point [Infographic]
(Business2Community, 21.11.15)

For Gen Xers and Baby Boomers, cause marketing seems like the most brilliant idea since sliced bread—and it is a great idea. But for the younger generation, say those born after 1988—cause marketing has been on the scene since before they went home for the very first time. Cause marketing has become so ingrained in our society it is basically assumed (or nearly) that when you spend money with a decently sized corporation or a new, hip online upstart, some portion of your money is doing something good.


Cause Marketing and Digital Top Marketers’ Holiday-Season To-Do Lists
(PRWeek, 20.11.15)

Major brands are making big investments in their cause marketing and digital and social media for their holiday season campaigns, with companies from Toys R Us and RadioShack to Build-A-Bear Workshop and TJ Maxx boosting their spending in one or both areas.


Move Over Pink: What Millennial Men Want from Cause Marketing Campaigns
(Triple Pundit, 06.11.15)

Beards may be the trend du jour, but chucking razors during the month of November is more than just a fashion statement: It’s also a declaration in support of men’s health. Movember has slowly been gaining steam worldwide, asking men – and especially millennials – to embrace the 5 o’clock shadow to raise awareness for men’s health causes, an often underrepresented topic in the cause marketing world.


“Creating a strong business and building a better world are not conflicting goals—they are both essential ingredients for long-term success.” —William Clay Ford Jr.