The 3 Characteristics of Effective Thought Leadership in B2B Marketing
A study by Edelman and LinkedIn connects B2B thought leadership to trust and sales; and what it takes to be effective Effective thought leadership content is a staple of B2B marketing. And it should be – because thought leadership builds...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
This Twitter Ad Shows Us Why Social Media Advertising Needs Cross-Functional Teams Empowered with Compassion and Humanity
You can’t just spend your way to success in social media advertising. You can have the best research, personas, targeting, messages and creative – and still miss the mark. Why? Because your customers and prospective customers get a vote. They...Read More
![How to Deliver a Genuine Corporate Apology [UML]](https://www.swordandthescript.com/wp-content/uploads/2017/04/How-to-Deliver-a-Genuine-Corporate-Apology-UML.jpg)
How to Deliver a Genuine Corporate Apology [UML]
You only get one shot at making a good first impression – and that’s true for corporate apologies too. When a company apologizes and then has to apologize again – and then apologizes again, again, and again – the business...Read More
![Value of PR People Buy from Brands They Know Like and Trust [UML]](https://www.swordandthescript.com/wp-content/uploads/2017/03/Value-of-PR-People-Buy-from-Brands-They-Know-Like-and-Trust-UML.jpg)
Corporate Reputation: Buying from Brands We Know, Like and Trust [UML]
News and coverage can contribute to a corporate reputation, but it’s rarely the catalyst. Earned media is usually the result of good ideas backed by actions long since set in motion. This is where corporate leaders get confused about PR and...Read More
Survey says PR Best Positioned to Manage Corporate Social Media
Ownership is a strong word in the high-stakes game of corporate social media turf wars – yet consensus increasingly points to PR as primary proponents. A recent survey by the employment agency, The Creative Group, says corporate executives are increasingly...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
5 Reputation Management Tips for Small Businesses
While driving to work one morning, I listened to a radio ad from a notable Silicon Valley company (which has raised somewhere in the neighborhood of $60m over the past few years), promising to help consumers monitor and manage their...Read More
Changing Names: An Unnecessary Risk in Rebranding
by Frank Strong I generally think of brand names in the context of customers. Name changes, or rebranding efforts, are usually associated with the ability to attract or retain new customers. People tend to buy from names they trust, so...Read More
Social Media: A Question of Credibility
by Frank Strong The comments were caustic. The sort of knock-down, drag-out online fights that resulted in exchanges lasting for days. These things were said over an old-fashioned online bulletin board that most people wouldn’t say to their arch-nemesis, let alone...Read More
