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Brand Management

June 5th, 2019

Robin Donovan

Topsy Turvey World or Conscious Capitalism

Last week I attended the Do More Good Conference in Lincoln, NE. Rand Stagen, the co-founder of Conscious Capitalism, was one of the speakers.

As I understand it, put simply, the world and its people used to be governed by religion and thereby compelled to “do good.” Business was kind of a bad seed – it was Capitalism. A dog-eat-dog mindset was encouraged. Read More

February 6th, 2019

rweber

Pinteresting Strategies for Food Brands

Pinterest is the social network for shopping and planning. It’s less about socializing and more about finding exactly what you’re looking for. This makes it optimal for brands in fashion, home décor, health and wellness, and grocery. Naturally, it’s a great place to showcase how your product can be used or consumed – especially if you’re a food item!
Who is using Pinterest? (Source: eMarketer) Read More

December 6th, 2018

rweber

Think Outside the Influencer Box

“Influencer marketing is the fastest-growing online customer-acquisition method.” (Digital Marketing Institute). Word-of-mouth marketing (WOMM) is influencer marketing, and a critical component of public relations and social media strategies. Influencer marketing focuses on viewer engagement with a recommendation from someone the consumer trusts, using individuals and organizations to influence consumer decisions and provide additional brand exposure. Read More

November 14th, 2018

Robin Donovan

When Can Your Brand Save Your Company?

 
We hear about brand all the time, and some folks are convinced that it is nothing more than an opportunity for the marketing community to spend your money on expensive media. It’s true that garnering and maintaining brand awareness is no cheap proposition, but in reality, brand is a whole lot more than a money pit. Brand can actually save your company. Read More

October 22nd, 2018

eeckerman

The Importance of Brand Consistency

As marketers, we all know about the importance of having a consistent brand, right? But let’s be honest, you’ve probably taken parts of your marketing or advertising materials and frankensteined them for a one-off publication. Or maybe you got really creative in PowerPoint once and created your own ad for that newsletter sponsorship because you really didn’t have the budget to hire someone and it wasn’t a big deal anyway. Sounds familiar, yeah? Read More

August 27th, 2018

John Melingagio

Is the Urban Meyer Incident Descriptive of a State of Declining Organizational Culture?

THE Ohio State University – Urban Meyer – News Conference Provides Few Examples of Strong Public Relations Practices
As a football and athletics fan, I understand the reason why the Ohio State University Aug. 22 news conference suspending Urban Meyer was scripted in this manner. Read More

August 8th, 2018

rweber

Social Selling – A Sales Strategy That Sticks

When consumers want to learn more about a business, where do they turn? Here’s a clue – the answer is no longer a three-inch yellow brick of a book that ends up on your doorstep. Read More

July 2nd, 2018

rweber

The Hot, Heavy and Here-to-Stay Social Media Call-Out Culture

With great power comes great responsibility.” – Uncle Ben, Spiderman
Thanks to the internet, a seemingly never-ending social unrest, and our ability to make a global impact with just a few keystrokes, consumer power is at its height. Read More

March 27th, 2018

dmoore

You’re Not the Audience

There’s a (probably) apocryphal story about Henry Ford, that he told his advertising manager he was tired of seeing a particular Ford ad, and it was time to create a new one.
But the ad hadn’t actually appeared in the media yet. He was just tired of seeing it in interminable internal meetings, so he assumed everyone else would be bored with it, too. Read More

February 15th, 2018

dmoore

Brand Threats

What’s wrong with your brand becoming synonymous with the category? If everybody is asking for your product by name, isn’t that good?
Yes, up to a point. When buyers can no longer discern your product from its competitors, however, you’ve become a commodity. And price becomes the motivator for purchase. You’ve lost the ability to command a premium price or secure a primary stocking position. Read More