Consumer/Lifestyle Branding Digest, March 16, 2016


Brands Shouldn’t Associate a Simple Strategy with Being Boring, Says Innocent
(Marketing Week, 09.03.16)

Having a clear, honest and simple strategy is vital to attract young consumers, says Jamie Sterry brand activation manager at Innocent, but this can’t be confused with “being boring.”.


Is Social Media Marketing Still Relevant?
(The Huffington Post, 04.03.16)

Since the advent of social media, brands have been scrambling for ways to engage fans and monetize from their expressed fandom. More than one billion people are on Facebook, the world’s most popular social media platform, while billions of others are on Twitter, Instagram, YouTube, Tumblr, and so on.


Leanplum: Mobile Marketers Struggle with Relevancy
(Mobile Marketing Watch, 02.03.16)

Brittany Fleit of mobile marketing automation company Leanplum announced the findings of a new study on Tuesday — info that should serve as a wake-up call to the mobile marketing community.


6 Ways National Brands Fail at Local Marketing
(Forbes, 29.01.16)

Alaina Shearer (How Alaina Shearer Launched a $1.2M Digital Marketing Agency As A Single Mom), founder and CEO of digital marketing agency Cement Marketing, has found her success helping national companies resonate in local markets. She observes lots of missed opportunity in this space. ”The opportunity to connect with consumers on a local level has never been easier, but national and global brands continue to miss the mark – big time,” says Columbus, Ohio based Shearer.


“If you don’t give the market the story to talk about, they’ll define your brand’s story for you.” —David Brier


Consumer/Lifestyle Branding Digest, February 24, 2016


Apple’s Brand Hangs in the Balance of Its FBI Standoff
(Mashable, 19.02.16)

Apple’s showdown with the FBI over access to an encrypted iPhone has been hailed by privacy advocates as a bold idealistic stand against the U.S. government’s overbearing mass surveillance system.


You Won’t Grow Your Business Relying on These 3 Marketing Myths
(Entrepreneur, 08.02.16)

There’s a lot of money to be made online. In 2014, more than $300 billion dollars was spent online according to The Internet Retailer. The Internet offers opportunity.


Branding in the Age of Social Media
(Harvard Business Review, 01.03.16)

In the era of Facebook and YouTube, brand building has become a vexing challenge. This is not how things were supposed to turn out. A decade ago most companies were heralding the arrival of a new golden age of branding. They hired creative agencies and armies of technologists to insert brands throughout the digital universe. Viral, buzz, memes, stickiness, and form factor became the lingua franca of branding. But despite all the hoopla, such efforts have had very little payoff.


6 Ways to Capture and Keep Your Audience’s Attention Online
(Search Engine Journal, 29.12.16)

With nearly a billion websites online, there is a lot of competition vying for your audience’s attention. Granted, many of those websites won’t be your direct competitors, but they do create plenty of distractions you need to break through if you want to capture and keep your audience’s attention.


“Best way to sell something—don’t sell anything. Earn the awareness, respect and trust of those who might buy.” —Rand Fishkin


Cause Branding Digest, January 12, 2016


The Public’s Trust in Nonprofit Organizations: The Role of Relationship Marketing and Management
(Nonprofit Quarterly, 11.01.16)

This article offers a conceptualization of the “public trust” that is applicable to nonprofit organizations, touches on what relationship marketing theory says about restoring that trust once corrective action has been taken, and identifies the managerial actions that might impair that trust. It also offers an operational guide in tabular form on the meaning, management, and marketing of the public trust in nonprofit organizations.


For Many Nonprofits and Causes, YouTube Stars Are the New Guides to Growth
(Forbes, 06.01.16)

YouTube stardom is not, and never has been, an easier road to fame than the Hollywood path. And like Hollywood stars who were plucked from the constellation of contenders, big-time YouTubers generally feel grateful for the good fortune that coalesced with their work. So it makes sense that they want to give back in the same ways.


Retail Karma: Pay It Forward by Marketing with a Cause
(Independent Retailer, 05.01.16)

A great quotation by Robert Ingersoll reads, “We rise by lifting others.” Nothing is more true in day-to-day activity, and this philosophy can certainly be applied to small businesses and marketing techniques. Cause-related marketing is a great way to show support and commitment for the community, build brand awareness, and create a positive impression on your consumer base. Not to mention, there’s also a wonderful inner satisfaction that accompanies helping others in need.


Cause Marketing by the Numbers—What’s in It for Me?
(Lexology, 29.12.15)

There is a common belief that corporations must do everything with an eye to producing profits for shareholders. But that is not so. In fact, in its opinion in the Hobby Lobby case, the U.S. Supreme Court stated: “Modern corporate law does not require for-profit corporations to pursue profit at the expense of everything else, and many do not.” Brands can (and should) include cause marketing in their promotional campaigns. (And you don’t need to tell anyone, but doing so will probably increase your product awareness and bottom line!)


“Where sustainability works best is where an organization’s leadership gets it and wants it to happen and enables it to happen—so everyone from the person who sweeps the floor to the finance director feels part of that conversation.” —Will Day


Corporate Branding Digest, December 14, 2015


5 of the Best Ways to Brand Your Big Business
(Business2Community, 07.12.15)

Carving out a brand nowadays is tough. Competition is fierce. Consumers are inundated with numerous options via print, digital, and social media platforms. The companies that do succeed tend to share quite a few things in common.


5 (Quietly Effective) Examples of Crisis Management
(Managers.org, 30.11.15)

Cases of crisis management tend to fit into two categories: the relatively manageable operations-led crisis and the far more complex values-led crisis. In both cases, your best response is not to get yourself embroiled in the first place but, if you do, here are some road-tested crisis management techniques.


How You Can Turn Social Intelligence into Smart Crisis Prevention
(National Mirror Online, 30.11.15)

In the span of a decade, crisis management has completely changed. A crisis used to happen only when the press got wind of something, and you had hours to prepare before the story broke. Today, however, a crisis moves at the speed of light on social media like Facebook, Twitter, YouTube, and so on.


Brand Reputation: Good and Bad Ways to Manage Product Recall
(PRWeek, 29.11.15)

Hardly a month seems to go by without a brand being exposed for unsafe or fraudulent practices instigating a product recall. Volkswagen’s admission in September that it sold diesel-powered cars that intentionally faked emission tests has left consumers, investors and the media alike wanting answers.


“Perfection is attained by slow degrees; it requires the hand of time.” —Voltaire


Personal Branding Digest, October 9, 2015


Karlie Kloss’s Tips on How to Build a Personal Brand
(Daily Telegraph, 29.09.15)

“Obviously, as a model, being in the pages of Vogue is one of the pinnacles within your career, but it’s not always a reflection of me. But it’s actually me on my YouTube channel — you actually see me, you hear me.”


The One Thing You’re Doing Wrong on LinkedIn
(Entrepreneur, 29.09.15)

When I look at your LinkedIn profile, if I don’t get an instant picture of what you do for a living, I move on. And I’m certainly not alone in that respect.


Six Essentials to Build an Unbeatable Real Estate Brand
(The Huffington Post, 11.08.15)

Successful realtors understand the power of personal branding. Whether you’re a real estate broker, agent, Fortune 500 CEO or boutique agency owner, it’s more important than ever to present a compelling and consistent message that resonates with your target audience. Effectively communicating your personal brand and “why choose me?” is paramount to long-term growth. Here are six indispensable strategies for making that happen.


How to Power Up Your Personal Brand by Being Unique
(Forbes, 06.08.15)

Let me explain an amazing irony. Most people want to be themselves—to express their uniqueness and true identity. We admire people that are bold enough to stand out from the crowd and live with authenticity. But no matter how much we admire, aspire, and yearn for that kind of independence, we have so much trouble achieving it for ourselves.


“In a world where you can be anything, be yourself.” —Etta Turner


The Marketing Genius of Brand the Donald

Gage Skidmore

[Originally posted on the Huffington Post.]

For any serious student of marketing and media seeking a perfect pop culture storm, I give you the man currently dominating the race to be the U.S. Republican Party’s 2016 presidential candidate. Before Donald Trump wisecracked and bad-mouthed his way to global media prominence as the political maverick of the moment, he had already had a decade of celebrity as the host and hard-assed boss of the reality show “The Apprentice.” And before that, he had made megabucks as a real estate developer and dealmaker.

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Consumer/Lifestyle Branding Digest, September 9, 2015


Two Must-Haves for Effective Teen Marketing
(MediaPost, 03.09.15)

MTV believes that, in order to reach teens effectively, you must “immerse yourself in their reality: in their music, in their art, in the things that they read. And if you see it or approach it any other way, and approach it as an anonymous, faceless, homogenous target market, then you will fail.” You’ve read it here in past posts.


Infographic: The Purchasing Habits of the Wealthy and the Very Wealthy
(AdWeek, 26.08.14)

Though the ultra wealthy make up less than one-fifth of American adults, they are responsible for a significant portion of luxury goods purchases, according to the Shullman Research Center, a marketing research firm specializing in affluent insights.


3 Communication Lessons Businesses Can Learn from Donald Trump
(Entrepreneur, 10.08.15)

Everyone knows who Donald Trump is. Pundits love to talk about him, his name comes up in conversations with co-workers and his ornate properties are popular tourist attractions. But how, exactly, has he managed to slingshot himself to the forefront of everyone’s minds?


Jamie Oliver: Marketing Departments Are the New TV Commissioners
(Marketing Week, 24.06.15)

Jamie Oliver spoke to Marketing Week about the role of brands in healthy eating and why he thinks YouTube is the future of broadcast.


“Truth is a point of view, but authenticity can’t be faked.” —Peter Gruber


Lifestyle/Consumer Branding Digest, August 12, 2015


Poll Shows Moms Still Use Paper for Back-to-School Lists
(Business2Community, 05.08.15)

Last year, about 49.8 million students attended public elementary and secondary schools; another five million went to private schools, and 21 million went to colleges across the country. What does this mean for retailers? With so many students in school, capitalizing on the back-to-school shopping season is a must.


The Most Important Stop on Mom’s Purchase Journey
(MediaPost, 31.07.15)

On the path to purchase, what sources of information wield the most influence on what shoppers buy? Given the variety of ways consumers share and receive information today, that question has become even more complex for marketers seeking to connect to potential customers. When it comes to making purchases for the kids in the family, parents across the board resoundingly named their child as the key purchase driver, with virtually all parents indicating their child is the essential source of information in the decision-making process.


Natural May Be Bad for Your Marketing Health
(Campaign, 30.07.15)

What happens when a long-standing marketing paradigm is undermined? Something so well-established, we apply it without thinking; so incontrovertibly true, no-one questions it. When it’s pointed out that naturally healthy dried fruit snacks are worse for you than a packet of Haribo (a client of ours), and that a Big Mac is healthier than a handmade Pret baguette, we may be about to find out.


Jamie Oliver: Marketing Departments Are the New TV Commissioners
(Marketing Week, 24.06.15)

Jamie Oliver spoke to Marketing Week about the role of brands in healthy eating and why he thinks YouTube is the future of broadcast.


“An advertising campaign should be timely. A branding campaign should be timeless.” —Steven Howard


Can We Brand with the Singing Nun?

[Originally posted on Forbes.com.]

The Internet’s newest buzzy phenom is Suor (Sister) Cristina, a 25-year-old Italian woman known as the Singing Nun. She won the Italian version of “The Voice” by a landslide, capturing 62 percent of the votes, which The Guardian pointed out is better than Italian Prime Minister Matteo Renzi did when elected. But more than that, she captured our imagination around the world—her first performance on the show quickly went viral on YouTube, racking up some 53.4 million views so far and counting.
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Corporate Branding Digest, February 24, 2014


Innovation—You’re Doing It Wrong: How to Put Intuition and Ideas Before Tests and Analyses
(Fast Company, 21.02.14)

There’s a costly misconception hindering innovation. Marketing models hold that strategic reasoning must always precede and inform emotional execution. Before we decide to try an idea, we must first prove its worth by conscious knowledge untainted by feeling. But neuroscience suggests this is not only wrong, it’s backwards.


Brands Are ‘Very Slow to Be Relevant and Timely’ and Must Act Like YouTubers If They Want to Win on the Platform Says Google’s Andrew Bent
(The Drum, 20.02.14)

Brands have a lot to learn from “YouTubers” if they want to find success on the platform, according to Google creative lead Andrew Bent. If they want to win over an audience their approach has to be targeted, relevant and consistent.


Things Every Courageous Leader Knows
(Forbes, 19.02.14)

Are you a courageous leader? Do you boldly share new ideas and drive plans to completion? Do you give your team the confidence it needs to accomplish your goals? These and many other positive leadership traits result from harnessed courage. To be sure you’re practicing the most courageous leadership style you can, look over this list of the top things that courageous leaders know.


Tackle Conflicts with Conversation
(Harvard Business Review, 13.02.14)

Effective leadership, like a good marriage, hinges on how you deal with the tough stuff. But addressing and resolving conflicts requires enormous mental and emotional strength, which is why many of us try to avoid it. When confronted with a problem or dispute, we either move away (flee the scene, rely on others for resolution), move against (quietly using positional power to quell opposing arguments) or move toward (make nice, give in). This is natural. We instinctively want to avoid the risk of loss and social embarrassment, to stick with our points of view, to preserve relationships and the status quo.


“There’s always room for a story that can transport people to another place.” —J.K. Rowling