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.
We're indulging in the luxury of inconvenience -- saving time on the tasks we care less about and spending added time on what fulfills us and ultimately makes us happier -- and that's impacting our consumption habits as well.
Deceptive "green washing" claims aside, this is a business trend that is unequivocally good: it's good for the environment, it's good for the consumer, and there is a growing consensus that it's good for business.
In the fast-paced, unsure world today, consumers are also looking for stability, integrity, intelligence, and creativity. Understand what need your product or service meets, and build your brand around that.
Ad agencies are notable for their skewered logic but the new Gap campaign is particularly fascinating because of the way it attempts to build a semiotic grid about authenticity and self-knowledge out of images and tag lines that actively contradict that.
In a recent blog post for Perfect Wedding Guide, I shared a few summer wedding fashion fails, as well as how to fix them. Making the top of the list (can you tell it's my pet peeve?) was this fail: your dress doesn't match the season.
Though social media presence and strategy is critical in areas such as the fashion and food industries, it is important for almost all companies and products to create, maintain, nurture and grow their visibility online.
While a brand used to have to spend zillions of dollars to get its ad on TV or its logo on a billboard, now social media like Twitter make it possible to reach millions of people quickly, without spending millions of dollars.
In this interview with Ira Haberman, Director of Marketing for Atomic Reach, find out some very big mistakes you might be making, how to write so your audience will feel it in their hearts and why SEO doesn't work like it used to.
These are not the only questions you need to ask your marketing team. However, they are a great place to start if you are questioning your brand identity. Start here and you will be well on your way to discovering the elusive answer to, is my company a healthy brand?
If you are an author, you may view getting your website up as a time-suck or annoyance, but that doesn't mean you don't need one. Authors without websites, your careers are like houses without foundations. Not convinced?
Whatever brand you are looking to create, give it real thought, and then put it to the test. Along the way, you'll make lots of mistakes, but the key is to pick yourself up and make the right enhancements.
Targeting the correct group of consumers is critical to successful frand development. Attempting to launch a marketing campaign to target everyone is not an effective strategy. Focus on the specific traits that determine the ideal consumer for your business.
Value is what attracts and retains customers and employees. It's also what attracts and maintains relationships with investors, suppliers, distributors and other stakeholders who are critical to the firm's success over time. A business that does not create value will eventually fail.
I'm a hybrid author who has jumped from a traditional publisher to indie publishing and back to a traditional house again. As I start my fourth novel, I have no contract for the next one. Do I want to go solo when I publish my next book, or stay where I am?
If you're a newer startup, then chances are, you'd love, love a pitch meeting with a big fish like Starbucks. But corporate titans like those are getting pitched all the time. Is there a shortcut to inking a deal with one of them?