Gone are the days where unsuspecting consumers are easily influenced by overwhelming volumes of advertising and mass-marketing. As we try to discover the longitude and latitude of brands in today’s market, we need to look at them as actual civic communities – little villages – where people gather around the products and services they have affinities with.

Social media has become an integral part of marketing strategy for consumer products, with many phrases, straplines and brands being devised specifically for targeted campaigns using media such as Facebook and Twitter. But in a highly competitive world how does a brand owner protect the effort put into such campaign branding? In fact social media …

Although the world is spending more time on social media, there is one demographic that continues to avoid it like the plague: Chief Executive Officers. It was recently reported that only 8.3% of Fortune 500 CEOs had a Twitter account.  This is the same Twitter that just announced a major partnership with IBM with an eye on …

Today’s marketer knows that having a social media strategy is important. More and more, customers are looking to Facebook and Twitter when making their purchasing decisions. But knowing exactly how much of an impact your efforts are having on social has always been tricky. Because there is often no concrete way of measuring social ROI, …

LinkedIn has become a digital reflection of our professional lives and the LinkedIn audience, now more than 300 million strong, is an especially critical asset for brand managers.  The platform allows businesses to establish industry credibility, to more effectively target key audiences, and to sharpen the corporate side of their brand; all of which work …

Social media is driving a wave of human interaction around the world and its use in the workplace has become an important topic of discussion among companies.  No one questions the rapid growth of social media and its potential impact on the customer experience, but many organizations still struggle with allowing employees to engage on …

The days of ‘fire-and-forget’ marketing campaigns are numbered. It’s time to take control of your brand’s marketing success in the unpredictable, ever-changing ocean that is social media.

Using social data to drive a global marketing strategy can be daunting. We discuss the most common difficulties for a global brand: scalability, relevance across business initiatives and measuring effectiveness.

Bare it all, figuratively. Your brand doesn’t need to be Miley Cyrus (unless you sell foam fingers) but you do need to think creatively about how you are getting noticed. Technology and access to media have increased the importance of transparency and engagement in branding. It is requiring an open and flexible approach. Cheeky openers …

Demonstrating Leadership Through Innovation, Creativity, 
And Community Building. Leaders are most often valued and respected for their knowledge, experience, passion, and vision. The most effective leaders also demonstrate a strong sense of responsibility, have a relatively high tolerance for risk, and lead by example. They tend to think strategically, plan for the short and long …