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
The Complicated Business of Mixing Brand and Politics [Survey]
It’s very difficult to escape politics these days. Political messages have permeated every possible medium from the mailbox to social media and everywhere in-between. Most of it is shouting, and there is very little listening. That’s the backdrop for brands...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
Why People Believe Brands Should or Should Not Take a Political Stand
Why? It’s a good question to pose in surveys because it often provides sentiment that cannot be gleaned from numerical values alone. Typically, a good way to include it is as an optional question – with an open-ended comment field...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
Apple vs. Chevron Revenue? It’s Content Marketing out of Context
Have you see the graphic nearby? I’ve noticed it posted a dozen different times on LinkedIn recently – and each time it seems to get further apart from the truth. For example, the state of California stands out because Apple...Read More
Words: Goldman has Clients; Wells Fargo has Customers
Somewhere between my junior and senior year of college, money grew real tight and I needed to pick up a full-time job to finish my degree. I started working full-time, while carrying a full course load, in a secure juvenile...Read More
