Archive for the ‘Brand Management’ Category

Should Brands Be Political Online?

Wednesday, September 30th, 2020

Women considering yes, no, maybe optionsWith the election cycle in full swing and plenty of polarizing issues being talked about in both traditional and social media circles, many brands are wondering whether they should weigh in on these discussions, or remain silent. It’s a legitimate, relevant, and important question. As with many important questions, though, there is no easy answer.  (more…)

This is Not the Time for Blatant Sales Pitches, But Don’t Lose Touch!

Tuesday, April 14th, 2020
With millions of people out of work and countless businesses shutting their doors temporarily, or even permanently, many businesses are wondering whether they should maintain their marketing communication activities.

Our Advice: Yes, But…

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Don’t Let Go of Your Brand Promise

Friday, April 10th, 2020
One of our clients in the health care space has been focusing her communication efforts with health care organizations on reminding them to maintain their focus on the brand promise. This may not seem like the time to do that. We agree with her, though, that it is.

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Things You Can—and Can’t…—Do to Upgrade Your Brand

Wednesday, February 12th, 2020
Brand audits and brand evaluations are two areas that we particularly enjoy when working with clients. Why? Because, when done well, it’s very high-level and very strategic work. And, because having a clear and well-defined and well-executed brand is fundamental to everything a business does and its ultimate success.

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Let It Snow! Big Brands Risk Failure When They Rely on Third Party Partners

Thursday, December 19th, 2019

by Justin Grensing, Esq., MBA

Just in time for Christmas, Walmart Canada provides a great example of how aggressive sales expansion can tarnish a company’s brand.

There is a natural conflict that exists between sales growth and brand protection. As sales expand—whether geographically or in terms of volume of goods or number of customers, etc.—it is harder and harder for companies to maintain tight control over the products and services carrying its name and impacting its brand. (more…)

Peloton: The Latest Example of Consumer Outrage Over Ad Content

Tuesday, December 17th, 2019

Occasionally companies and their advertising teams will find themselves in hot water for controversial advertisements or campaigns that set out to be edgy or funny, but push the envelope a bit too far. Consider, among the many examples, Bacardi’s “ugly girlfriend” ad, Burger King’s sexually suggestive “Super Seven Incher” ads and Dove’s “Before & After” ad showing a transition from a black to a white woman.

Likely these companies knew they were taking a risk in putting those ads out there but didn’t fully appreciate the likelihood of the level of potential backlash. But sometimes ads not intended to contain any type of offensive content still manage to offend. (more…)

Important Marketing and Branding Takeaways From Krispy Kreme and a Youthful Entrepreneur

Wednesday, November 27th, 2019

by Justin Grensing, Esq., MBA

Every once in a while, a real-life situation comes up that lends itself nicely to some core marketing concepts. These serve as great teaching tools and discussion points because they actually happened, and they’re relatable. Here’s a recent example involving Krispy Kreme and an entrepreneurial college student. (more…)

Every Employee a Brand Ambassador: A Message for Healthcare Providers (and others)

Thursday, October 10th, 2019

Think your clinical staff members—primarily doctors and nurses—are the only ones, or the most important ones to impact the patient experience? Think again. Every single one of your employees and volunteers has an opportunity to influence the patient experience while on the job, and off. In fact, every single one of these individuals has the opportunity to influence patients’ choices when they are considering a new provider or care facility.

While on the job, and off. (more…)

Papa John’s Takes a Dip; Shaq Comes to the Rescue in More Ways Than One

Thursday, July 25th, 2019

Having a real person associated with your brand can help your company connect with consumers on a personal level. It can also bring negative publicity from the actions or statements of those spokespeople. While it might be harder for audiences to connect personally with the Trix Bunny or Pillsbury Dough Boy, neither is likely to be in the news for making offensive statements or getting arrested.

That can’t be said for real-life figureheads or spokespeople.

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Daimler Learns About Viral Customer Service Stories the Hard Way

Thursday, May 30th, 2019

There’s an old saying in customer service that a customer who has a good experience with your business might tell a single friend while a customer who has a bad experience will tell ten. Unfortunately, those numbers might be drastically out of date in the age of social media. In an era where any individual has the chance to communicate with millions of people around the world, even a single incidence of poor customer service can have significant impacts for businesses of any kind. (more…)