Trust in Business: 10 Ways to Build the Currency Brands Can’t Live Without
Brands earn customer trust in business by protecting their data, offering a reasonable value, focusing on the quality of their product or service and delivering good customer experiences Trust in business is a currency that brands can’t live without. That’s...Read More
Is Brand Building Becoming Cool in Marketing Again?
Strategic marketing initiatives like brand building are back in style because the pandemic and politics have put trust top-of-mind; zero-click searches are just adding to the business case Last year, 65% of Google searches did not result in a click,...Read More
3 Studies on the State of Branding, Marketing and the Marketing Organization [UML]
To borrow from a quote, the professional’s feet should be planted in their role, but their eyes should survey the marketing landscape. There have been a lot of new surveys and reports launched since the beginning of the year. As...Read More
Storytelling is the Essence of Brand Development; Off Script No. 44: Jeffrey Crow, 2x CMO
Can a good story create value for a brand? It can, according to Jeffrey Crow, who has twice served as the CMO for fairly large enterprises. The reputation the network services and solutions provider Earthlink gained for customer service is...Read More
The Long-Term Benefit of a Modern and Agile Brand; Off Script No. 36: Greg Kihlström, Author of The Agile Brand
In the late 1990s, he finished school with a degree in Photography and interest in the web. He began learning all he could about websites and interactive tools – and eventually landed a job at a technology start-up. That experience,...Read More
Survey Report: Should Brands Take a Public Stand on Politics?
It’s harder to hide from non-stop political noise these days as the United States has never been more divided. Various factions seem engaged in a contest to outmaneuver each other to be more polarizing. There’s an old saying that business...Read More
Should Brands Take a Stand in Politics? [UML]
Update: A year after writing this post, which serves partially as a literature survey, and seeing the narrative begin to push brands to take a stand, I conducted my own primary research on the subject — Study: Should Brands Take...Read More
Big Brands: Content Marketing isn’t a Campaign, It’s a Culture
Every company is a media company. It’s one of those catchy phrases that took off a few years ago, soon became cliché to the point it’s almost passé. Almost passé. Content marketing is the new branding Content marketing *is* PR...Read More
Visibility is a Commodity; Trust is the Ultimate Conversion
It was the third comment this week. The comment was vaguely related so as to give the appearance of relevance. It was also exuberant in its enthusiasm so as to pass as complimentary. And it dropped a hyperlink. For many...Read More
Branding Heroin: Why Marketers Love Verbs and Lawyers Do Not
Been Googling branding lately? If you do, there’s a good chance your search will reveal this post I wrote and Copyblogger published in 2012. My point in bringing that up isn’t to brag, it’s to broach a discussion about lawyers, marketers,...Read More
