Consumer/Lifestyle Branding Digest, July 15, 2015


Back-to-School Choices Driven by Localization
(FierceRetail, 01.07.15)

When it comes to advertisements for back-to-school products, parents and students seem to respond most favorably to those that focus on localization and personalization, according to a new survey from Eyeview.


In a Digital World, It’s Easier than Ever to Disappoint
(CMO.com, 10.06.15)

There was a time when the expression “caveat emptor” (buyer beware) probably had some relevance. The world was once disconnected, and the capacity for customers to voice their concerns or complaints was limited.


How Brands Can Make a Big Noise with a Small Budget
(Marketing Week, 09.04.15)

Whether you have big ambitious but small resources or your marketing budget simply faces another cut, the creative thinking behind successful shoestring principles has something to teach us all.


Understanding the Full Impact of Web Design on SEO, Branding and More
(Forbes, 11.02.15)

Are you under the impression that web design should be an isolated part of your marketing efforts? This is a myth that many companies believe, and it could be setting your business back in more ways than one. Web design, while certainly important from an aesthetic point of view, encompasses much more. From SEO and traffic to branding and conversion rates, your site’s web design affects your entire internet presence.


“Wonder what your customer really wants? Ask. Don’t tell.” —Lisa Stone


Health and Wellness Branding Digest, March 26, 2015


Health Care Marketers Missing Local Search Ad Opportunities
(MediaPost, 25.03.15)

Health care marketers are missing an opportunity to connect through search engines–Bing, Google and Yahoo–with local residents and visitors looking for services. Industry marketers will spend more than $10.7 billion on local advertising in 2015, representing 7.8% of the $137.9 billion total local advertising market — but only a small portion goes to local search ads.


Consumers: Patients and Virtues
(Medical Marketing & Media, 03.03.15)

Pharma, historically, has had a somewhat-¬tenuous relationship with patients. It’s under¬standable, given the regulatory shackles on the industry, and it’s absurd, given that patients are pharma’s end customers. Patients are looking for help managing their health and, like physicians, they would welcome it from manufacturers.


Why Healthcare Is (Finally) in for Big Changes
(Forbes, 13.02.15)

Like many good stories in my life, this one starts with large quantities of beer.


Parents Misled by Marketing of ‘Healthy’ Drinks, Study Says
(UConn Today, 11.03.15)

Despite public health messages about the importance of reducing consumption of sugary drinks, many parents believe that some beverages with high amounts of added sugar—especially fruit drinks, sports drinks, and flavored water – are healthy options for children, according to a new study from the Rudd Center for Food Policy and Obesity at the University of Connecticut published today in Public Health Nutrition.


“Digital health feels like the PC industry in the early ’80s.” —John Sculley


Corporate Branding Digest, Sept. 20, 2013


The Next Trend in Branding: Scent
(Fast Company, 18.09.13)

Countless men and women consider cologne or perfume an integral, if invisible, part of their personal style. But until recently, the $9 billion fragrance industry has mostly focused on scenting individual people, not brands or events. The world’s first olfactive branding company, 12.29, is changing that, at least in high fashion.


Social Media Engagement: 9 Reasons Why Less Is More
(Social Media Today, 03.09.13)

In spite of the pressure, threats, and exhortations, many professionals and organizations with low (or no) social media engagement continue to be very successful. But that doesn’t mean they should dismiss these platforms as irrelevant. The risks of not leveraging available communication channels to pursue one’s goals and objectives (aka the cost of inaction) are real, and they will continue to rise over time. Simply put, increasing social media engagement lowers risks by enhancing the ability to pursue opportunities and manage threats.


Luxury Brands in the Digital Era
(Branding Magazine, 18.09.13)

Ever since the beginning of civilization, luxury goods and services have played an important role in various societies as dividers of social classes. Synonyms for wealth, luxury goods have always been welcomed by European kings, Chinese emperors, aristocrats and even ruthless dictators. With the industrial revolution in the 18th century, artists and craftsmen were slowly being replaced by mass production machines which further made possible the creation of Louis Vuitton, the oldest fashion brand in the world.


Branding Everything: Putting a New Spin on Language, Culture, Politics
(CBC News, 15.09.13)

Should branding begin at birth? That provocative question was the headline of an article at Forbes.com earlier this year. In case you were wondering, the answer is yes. The author points out that parents make an important brand decision for their child when they choose his or her name. Stay away from bland names like Jane or Joe, but avoid anything too wacky like Jermaine Jackson’s decision to name his son Jermajesty.


“Always bear in mind that your own resolution to succeed is more important than any other.” —Malcolm Forbes