Tag Archives: Branding
Branding, Leadership, Marketing, Social Media January 24, 2011

Professional, Personal and Private – Getting your brand’s privacy settings right

When companies have been “brought up” to be high performing and distinctly professional in their approach, there is a real risk for them going forward if they do not loosen up their “settings” to be more personal. Not only does the new generation of employees – brought up as digital natives — desire to live and work in a more personal and open environment, but customers seek a whole new experience in their engagement with a brand. Whether it is on the telephone, in a brick & mortar store or on a Facebook fan page, this experience relies on a personal touch that is best imparted by individuals in the company who are, themselves, personally engaged.

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Branding, Social Media January 23, 2011

Sex, Social and Soap – A new episode for P&G

For all you guys out there, you should take a look at the new ManoftheHouse site, launched by Procter & Gamble (P&G) mid-2010. It is a novel initiative, clearly intending to take Procter into a new direction with a new editorial voice. The challenge for Procter will be to carve out a standalone position in that it’s between the conversation already happening on Facebook and the racier content on askmen or Axe.

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Branding, Marketing, Podcast December 28, 2010

Interview with Jonathan Salem Baskin – author, blogger & speaker on branding

Dialogue with Jonathan Baskin on global brand challenges Here is a Boxing Day interview with Jonathan Salem Baskin, global brand strategist and reputed author, blogger and speaker on branding.  Specifically, Jonathan is author of “Branding Only Works on Cattle” (2009) as well as “Bright Lights & Dim Bulb” (updated for 2010) and “Histories of Social [...]

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Branding December 5, 2010

Airlines getting personal while airports get intimate?

With all the news about the “close quarter” searching in the United States at airport security check points, one might be excused for thinking that airlines are getting a bit too close for comfort. Technology that spies on you, airport security that rubs you up… and, recently, airports closed in certain places around Europe due to weather and flash controller strikes.

Companies need to manage a fine line between collecting and protecting client data and implementing an effective and personalized Customer Relationship Management. Are airlines setting the path?

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Branding, Education, Leadership, Marketing October 23, 2010

The Brand University – How to make a sustainable, successful brand

“The Brand University”, an article published on the BrandChannel site.
The world of branding has undergone a very real revolution as far as both the consumer and the employee are concerned. The challenge that companies are now facing is how to adapt to several convergent paradigm shifts. To this end, brands might consider instituting a Brand University as a compelling way to accompany such a change.

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Branding, Politics, Social Media October 17, 2010

Private Lives on Show – The privacy debate is strategic

The issue of privacy is a little schizophrenic. In any event, it is capital and worldwide in scope. We all say we want privacy, and yet we do not want to be treated as a number. For businesses to provide us with customized and relevant offers that make us feel like VIP customers, they need to know our data. At its core, the issue of privacy is one of trust.

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Branding, Marketing October 12, 2010

Need a coach for your brand ? – Part 3 : After the Personal Branding, Brand Coaching ?

Today, existing on the web is a real business challenge. With the endless flow of information and the multiplication of screens and sources, being visible on the web has become a vital issue : brands must adapt. Some have been able to do so ; however, most do not know how to tackle the issue. To accompany brands in this process, the proposal of a new service: Brand Coaching. Part 3 of a 3 part article: The new marketing model (5 Es) and the role a Brand Coach can play in accompanying a company.

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Branding, Marketing, Social Media October 11, 2010

Need a coach for your brand ? – Part 2 : DNA, Identity, Reputation: The brand as an obvious “social” landmark ?

Today, existing on the web is a real business challenge. With the endless flow of information and the multiplication of screens and sources, being visible on the web has become a vital issue : brands must adapt. Some have been able to do so ; however, most do not know how to tackle the issue. To accompany brands in this process, the proposal of a new service: Brand Coaching. Part 2 of a 3 part article: The brand as a social landmark? Taking the brand down to the granular level of social marketing.

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Branding, Marketing October 8, 2010

Need a coach for your brand ? – Part 1 : Why is the brand a key success factor on the web ?

Today, existing on the web is a real business challenge. With the endless flow of information and the multiplication of screens and sources, being visible on the web has become a vital issue : brands must adapt. Some have been able to do so ; however, most do not know how to tackle the issue. To accompany brands in this process, the proposal of a new service: Brand Coaching. Part 1 of a 3 part article: Leveraging the strength of a brand on the web.

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Branding, Marketing October 6, 2010

Calvin & Hobbes – Vying to penetrate millions of homes!

Here is Calvin & Hobbes (by Bill Waterson) from the Herald Tribune on Monday (4/10/2010). Not that I frequently read the cartoons, but I can’t help but read about the mischievous Calvin. Almost as good a bet as reading Fred Bassett. Anyway, here is a beautiful cartoon for old the old marketers. Brands that behave like Calvin ought to get a spanking. Of course, if Calvin were able to provide a personalized, pertinent programming for his indulgent household, that might be another story!

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