A brand is not a company. It is also not a person. Yet it is often judged as both or either, but rarely neither. Well-managed brands understand this fine line, and can act accordingly in most circumstances, confident in a space uniquely theirs, humanistic but theoretical enough for us to find new ways to relate […]
It’s that time of year again when we all cross our fingers that Leo finally wins an Oscar. It’s also that time of year when brands try to engage with trending hashtags during award shows. However, as social media further embeds itself within marketing programs, marketers must understand the risk vs. the reward, or in […]
He was less than remarkable at birth, a bay foal with a faint star born on Groundhog Day – one of thousands of Thoroughbreds foaled in Lexington’s Bluegrass Region in 2012. Although his sire had surged to second place in the 2009 Kentucky Derby, the colt’s dam was nondescript. She was purchased for a modest […]
Part I of a series of blog posts on communicating sustainability. Big consumer companies—whether as heroes or villains—tend to occupy the sustainability spotlight. Yet, organizations of all sizes and stripes are or will be affected by the many issues, challenges and perspectives regarding sustainability. Business value can be gained by operating sustainably, employees want to […]
A quick online search of “taglines” will yield a range of relevant blogs and articles with broad-sweeping predictions about the future of the infamous brand tagline. Branding experts from all corners of the marketing world share very different views about the significance and utility of taglines.
Recently I discussed the importance – and downright efficiencies – of building a brand. From the smallest startup to the largest legend, I encourage branding for all.
Along with the rest of the world, I anxiously counted down the days for the release of the third season of Netflix’s runaway hit, Orange Is the New Black, a morality tale set behind the bars of a women’s prison. The animals, the animals Trapped, trapped, trapped ’til the cage is full
Whether your marketing calendar starts on a fiscal year or the New Year, it’s never too early to start thinking about how to incorporate content marketing in your annual plans.
I’m often surprised to observe that the only brands making headlines are the result of either significant investment, or significant error. Must the stakes be so high on branding as to limit the attempt to organizations with deep pockets?
Developing an integrated marketing and communication campaign can be a challenge. When we’re told to abandon our traditional mindset, many will not breach this inner circle where decisions take place and evolutionary thinking begins.