Tag: brand

July 30, 2019

When we act like consumers and contemplate a higher brand purpose, we most often think about the importance of corporate social responsibility, and look for postings about how the brand supports the environment, employee rights, community causes, and the like. […]

July 25, 2019

The huge amount of choice, access and transparency consumers have over what they’re buying today means that the very notion of brand loyalty as we once knew it has been eroded. Competition has never been fiercer as ongoing digital disruption […]

July 9, 2019

Most brand teams are constantly fighting for investment. Their lives would be much easier if they stopped pushing brand equity as a long-term asset when it is becoming more like the cost of goods sold. It’s almost Independence Day 2019, […]

June 14, 2019

Data—and how to use it to more effectively target consumers through advertising—is a priority for brands these days. That’s due in part to the financial success companies like Facebook and Google have seen in using their own data to create […]

June 11, 2019

Publishers have been hesitant to devote more of their digital budgets to branded content initiatives, despite the fact that those that do take the plunge reported strong profit margins, according to the new Branded Content Project study from the Local […]

June 10, 2019

How do you protect your brand reputation? One way is to do your due diligence, even when purchasing promotional products to market your brand. Here are the five pillars of brand safety when marketing with promotional products. Promotional products are […]

June 4, 2019

Migrating to a new email service provider (ESP) can be one of the most tedious, frustrating, and unappealing pursuits an email marketer can undertake. Unfortunately, this undertaking is increasingly common. A recent study by Return Path found that “nearly one-quarter […]

June 3, 2019

If you ask consumers on the street what they think of marketing data, the ones who understand the question will often react with alarm that organizations even have their data at all. They’ll cite “creepy” ads following them around the […]

May 22, 2019

Brands looking to win customers for life should consider their emotional states and incorporate that data into all relevant touch points along the path to purchase. That’s according to a new study from Deloitte Digital on how emotions impact long-term […]

May 15, 2019

Put 10 graphic designers in a room and they’ll have 50 stories about beautiful website designs they launched that looked just awful six months or a year later. That’s the double-edged sword of modern content management systems. A CMS gives […]

May 14, 2019

Marketing is far different now than it was in 2005. The impact of creative disruption and the challenges of channel multiplication and of increased fragmentation of ad placements requires advertisers to rethink the way they build their brand assets and […]

May 3, 2019

Today’s news cycle operates at breathtaking speed. Headline after headline shoves its way into the spotlight and then is forgotten almost as quickly. So what does it mean for healthcare marketing when every refresh of the web browser seems to […]

April 25, 2019

What once was an occasional security nightmare has become more frequent than many of us would like to admit. According to Identity Theft Resource Center, in 2018 alone there were 1,244 reported data breaches and 446,515,334 exposed records. Although it’s […]

April 16, 2019

In my last post, I discussed how brand trust in the U.S. may have hit rock bottom and that marketers need to build brand authenticity. In this article, I would like to discuss a bit about how companies can address […]

April 9, 2019

Augmented reality is still an emerging technology, but Apple’s investment in ARKit and Google’s in ARCore are evidence that the market for AR is likely going one way: up. Many of the most popular AR apps, such as the IKEA […]

April 9, 2019

Like everything else in this crazy industry, agencies’ approach to managing global business used to be easier. When I started working on my first global brand 20-plus years ago, marketers basically controlled a linear consumer journey. So global really just […]

April 1, 2019

As the hype-machine behind podcasts rocket valuations into the stratosphere, CPMs are likely to follow, slowly closing the window for performance marketers to easily jump into low-cost podcast advertising tests that immediately show tremendous returns. It’s a quarter till three […]

March 18, 2019

No brand can afford to target everyone, yet many brands still attempt to. These brands have gone through the paces of defining a demographic, but it’s often too broad or general to resonate with a specific segment of consumers—that or […]

March 15, 2019

Before there were emojis, infographics, flowcharts and photo collages, people shared ideas through the oral tradition of storytelling. Humans are hardwired to remember stories as every person on this planet comes from a lineage of storytellers. Over a millennium ago, […]

February 26, 2019

In an era of instant gratification and one-click services, customers have high expectations and little patience. It’s up to marketers and retailers to provide exemplary customer experience (CX) for consumers, and today’s companies have much room for improvement, especially within […]