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Brand Management

Michael Brown Should Take Responsibility for his Hurricane Katrina Mistakes

Melissa Schwartz | Posted 09.02.2015 | Politics
Melissa Schwartz

Brown didn't take responsibility for the mistakes of the past. His love letter to himself was about all of the ways he was wronged or misunderstood. His regrets seems to revolve around not more accurately predicting how the media and congressional investigators would spin his words, take what he said out of context, or lay blame at his door.

Personal Brand Lessons We Can Learn From Kate Moss Acting Like an Idiot

Jack Stahlmann | Posted 06.11.2015 | Business
Jack Stahlmann

Supermodel Kate Moss is in hot water after being escorted off of a plane in Europe last weekend for "disruptive behavior." While this is a short-term hit to her reputation, it could be a winner in the long run if she plays her cards right.

Addressing Conflicts of Interest

Melissa Schwartz | Posted 05.28.2015 | Media
Melissa Schwartz

Whether you believe in the "Liberal Media" or a "Vast Right-Wing Conspiracy," it is hard to get through many cable news segments without questioning if there isn't some bias driving the latest "scandal."

Communicate Value: Fight List Maker Syndrome

Liz Wainger | Posted 05.28.2015 | Business
Liz Wainger

One of the secrets of successful people is that they make lists of things they want to accomplish. Then they march along their to-do list to accomplishment nirvana. While that may work for productivity, it's a terrible technique for communicating.

5 Huge Mistakes Brands Make With Influencer Marketing Campaigns

Britt Michaelian | Posted 06.21.2015 | Business
Britt Michaelian

Without the right strategy and foresight, there are some big mistakes that can damage a brand during an influencer campaign.

McDonald's Serves up Reputation With Fries

Chris Komisarjevsky | Posted 04.06.2015 | Business
Chris Komisarjevsky

Clearly, Easterbrook had heard the wake-up call, taking serious note of the recent troubles, the escalating push for salary increases and the increasing competition from other burger quick-serve restaurants.

Brian Williams and the Anatomy of a Comeback

Melissa Schwartz | Posted 04.20.2015 | Media
Melissa Schwartz

I make my living creating, enhancing and protecting brand reputations. That said, the ability of politicians and celebrities to reinvent themselves and make successful comebacks to public life never ceases to amaze me.

Women in Business Q&A: Shireen Jiwan, Founder and CEO of Sleuth

Laura Dunn | Posted 04.06.2015 | Business
Laura Dunn

Shireen Jiwan is the founder and CEO of Sleuth, the leading brand management consultancy operating at the intersection of luxury and technology. Back...

The Two Types of Brands (and the Entrepreneurs Behind Them)

Steve Olenski | Posted 12.20.2014 | Business
Steve Olenski

Recently, I was having a discussion with branding expert David Brier on the sometimes questionable state of brands today. He laughingly mentioned a client who recently asked, "How did you know? You must have time traveled to know what we'd need."

Building an Engaged Audience

Amanda Slavin | Posted 12.07.2014 | Business
Amanda Slavin

The word engaged is overused. Everyone is focusing on "online engagement." Brands, nonprofits, individuals -- everyone wants to increase their online presence and measure online engagement to be able to showcase what they are doing is successful.

A Lesson in Crisis Communications, Courtesy of DiGiorno

Katrina Sands | Posted 11.10.2014 | Business
Katrina Sands

It's a PR and moral nightmare, and the deepest fear of most handlers of a brand's social media presence. It's also one of the most easily avoided, and most difficult to fix: the ever-present Twitter Blunder.

Losing the Plot

Michael Ramah | Posted 10.18.2014 | Business
Michael Ramah

I don't want to spoil the party, but no matter how overused and meaningless it becomes, the word "narrative" actually has a very specific definition. And its meaning is entirely, critically relevant to effective branding and consumer engagement.

Getting Up After You've Been Knocked Down

Melissa Schwartz | Posted 10.15.2014 | Media
Melissa Schwartz

While it is true that the internet lives forever, so does an individual's legacy. While the public may act as judge and jury during a media firestorm, the person who has been through the storm has the ability to chart his or her path to redemption.

What's Your Meeting Brand?

Shani Harmon | Posted 08.11.2014 | Business
Shani Harmon

Many leaders operate as if their meeting brand doesn't directly affect their professional brand. We're here to argue that they're one in the same. Most professionals spend the majority of their work day in meetings; their perceptions of one another are based on what they see during these.

Looking for Mr. Good Brand

Michael Ramah | Posted 07.21.2014 | Business
Michael Ramah

Advertising, one of the oldest tools in the brand arsenal, has found new energy, expression and reach by leveraging the power of new media to develop long-format content and to extend their engagement with social media and PR.

5 Social Media Listening Tools That Every Business Should Be Using

Simon Tam | Posted 09.11.2014 | Business
Simon Tam

Have you noticed that it's easier to keep your house clean if you work on it a little each day rather than waiting until it gets really bad and needs an overhaul? It's the same with social media and any kind of listening tool.

What Do Customers Really Think of Your Brand? Find Out With Perceptual Mapping

Matt Cohen | Posted 01.23.2014 | Business
Matt Cohen

Perceptual maps are based on how consumers view brand personalities, but this method doesn't require any new market research. Instead, it's simply a way to visualize and refine your current understanding of your market.

Brand on Your Own Two Feet

Michael Ramah | Posted 12.21.2013 | Business
Michael Ramah

Welcome to the golden age of "der-innovation." From digital startups chasing increasingly cynical investment dollars to established brands looking to ride the coattails of younger and hungrier companies, derivative innovation has become absurdly commonplace.

Discover the Next Advance in Social Analytics

Jure Klepic | Posted 11.27.2013 | Business
Jure Klepic

One problem influence measurement platforms run up against is the fluid nature of social media. A topic may be trending one day, someone may be popular the next, or themes may change almost hourly. By the time a marketer develops a response, the social universe has moved on.

DISRUPT: Customer Pays Twitter to Complain About British Airways

Beverly Macy | Posted 09.03.2013 | Business
Beverly Macy

Total disruption is unfolding in real-time around lost luggage and an angry customer. But this time there's a new twist. The customer PAID Twitter for...

Reputation at Risk: Protecting Your Brand in Today's Volatile Business Environment

Andrew H. Harding | Posted 10.26.2013 | Business
Andrew H. Harding

Organizations are increasingly vulnerable to public scrutiny, so it's no wonder that the subject of reputational risk is now seen as a company-wide concern -- as opposed to simply the remit of the marketing or communications department.

The Age of Collaborative Marketing Has Arrived

Jure Klepic | Posted 06.04.2013 | Business
Jure Klepic

Facebook's Mark Zuckerberg was once famously quoted as saying that "A more open and connected world will help create...more authentic businesses and better products and services." That vision is already being realized, and its name is collaborative marketing.

The Age of Branding

Michael Drew | Posted 05.15.2013 | Business
Michael Drew

In this day and age, you need to be branded. You need to be known as the go-to person for serving the need of the market in your field.

Carnival's Crisis Mismanagement -- Déjà Vu All Over Again

Lanny Davis | Posted 04.23.2013 | Business
Lanny Davis

A company or a politician that chooses the "limited modified hangout" is disrespecting the public. Such a strategy seems to reflect the attitude conveyed by Jack Nicholson in the famous climactic trial scene in the movie, A Few Good Men: -- "You can't handle the truth!" Oh, yes, we can.

Building Trust in a Skeptical Age

Kersten Mitton Rivas | Posted 04.03.2013 | Business
Kersten Mitton Rivas

Whom can people trust anymore? For media addicts who get a constant feed of news, the knee-jerk response is probably "nobody." But what's the attitude of regular people who aren't scanning newsfeeds 24/7?