How political should a company or brand be in today’s post-truth world? After backing American footballer Colin Kaepernick, who famously knelt during the national anthem before a game as a protest against racial injustice, Nike has no doubt. “Believe in something,” demands the latest version of its long-running ‘Just Do It’ campaign. “Even if it means sacrificing everything.” Read more…
Tags: Brand Activism, Controversy, Corporate Social Responsibility, CSR, Marketing, Nike, Strategy
“Don’t judge a book by its cover” is a popular idiom, but most people do not have the time or patience to look past a dull front page. Today, think of social media as your company’s “book cover.” It’s not enough to merely exist, it’s vital to keep business accounts as attractive and engaging as possible.
While long rejected by many in financial services and fintech as an immature platform with little value, the value of a thoughtfully developed and executed social media strategy is beyond doubt now.
Firms of all sizes are using these channels to share relevant industry information, provide peer feedback, post findings and research, market new products and services, and most importantly, serve as the primary form of communication between businesses and industry professionals.
According to Salesforce’s 2017 State of Marketing Report, social media marketing in B2B strategies has grown by an outstanding 80% in the past two years. While publishing frequent, high-quality posts on a consistent basis is essential, it is even more crucial to utilize the different functions and strengths of each individual platform appropriately.
So, how can you optimize your social media presence? Let’s take a brief look at how each channel plays into a cohesive strategy for your brand:
Tags: influencer, Instagram, LinkedIn, Marketing Strategy, social media, Twitter, vimeo, youtube
As the dust settles after an enthralling 2018 Masters golf tournament is it time for marketing executives to reflect on a golfing – and Augusta – truism: that less is more?
Every year, an exclusive field of the world’s finest golfers compete on Augusta’s beautifully manicured course to use fewer shots than the competition in a bid to win a green jacket. The prize money? No-one mentions it. This is the Masters and – dazzling azaleas, verdant fairways and super-blue lakes aside – understatement rules.
But it is not just on the course that less is more. At Augusta, the less the merrier is also true when it comes to the sensitive process of choosing sponsors. At most leading golf tournaments around the world, the target is to collect a long list of big brand names – it’s easy to find space for another logo on a sprawling 18-hole golf course.
The Super Bowl is a glitzy sports and entertainment phenomenon that guarantees a viewership of 100 million in the United States alone. This year’s show at the US Bank Stadium in Minneapolis, Minnesota – a heady mix of American football and Justin Timberlake, the half-time entertainment – will dwarf other media highlights of the year. Even the Oscars with its red-carpet celebrity and Hollywood glamour only attracts 30 million. Read more…
Tags: Advertising, Big Game, Content Marketing, Super Bowl
We’ve all heard the phrase, “New Year, New Me”. It is a symbol of change and commitment. While individuals partake in lifestyle changes every year, businesses can also benefit from a resolution or two. Changes can be made at any point of the year, but the beginning of a new year is the perfect time for any firm to start doing things differently.
Tags: brand, company culture, Content, social media, website
Et tu, Brute? In Shakespeare’s play, The Tragedy of Julius Caesar, Caesar’s hamartia, or fatal flaw, is his dismissal of the advice from the soothsayer in the marketplace and his wife, Calpurnia. Even though the Ides of March has passed, we should still beware. What advice are you failing to heed in order to grow your business?
Tags: Branding, Change, fatal flaws, social media, updates, websites
You might not have ever thought about the White House as a “brand.” But it is. It represents an important institution in American government, it is recognizable both as a place and more importantly as an entity, and it aims to meet the needs of its audience. Coming out of a divisive election year and with the inauguration upon us, the White House brand is changing, perhaps more extremely than at any other time in history.
Tags: brand, Brand Attributes, Brand Promise, Brand Values, Branding, White House
At some point in your career, you will likely face the challenge of overcoming a negative situation for your company and a brand crisis. If you are lucky, this will be a relatively minor issue, one that you are able to overcome with limited long-term impact on your brand. But if you are a company like Yahoo or Wells Fargo, you could face a PR crisis on which rests much of your brand’s image and reputation.
Tags: brand, brand crisis, brand image, Branding, crisis communications, Reputation
What’s in a brand name? Is that how customers recognize a brand, by its name? Or do they associate a brand more with its logo, the visual representation of the company’s identity? Earlier this summer, MasterCard unveiled its new logo, without the company name, becoming the latest company, along with Starbucks, Target and Apple among countless others, to adopt this “de-branding” trend. What does de-branding mean?
Tags: brand recognition, Branding, company name, de-branding, logos, MasterCard, Starbucks
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