Marketers originally thought that Facebook, YouTube, and Twitter would let them bypass mainstream media and connect directly with customers. Hoping to attract huge audiences to their brands, they spent billions producing their own creative content. But consumers never showed up. In fact, social media seems to have made brands less
Category: Corporate Branding
Corporate branding can be defined as the process to maintain, continue and create a positive corporate reputation and associations using the power of a brand, which in return is a promise to. the stakeholder and consumer in particular at which the brand has formed a set of perceptions.
Empathy: The Act Of Putting Yourself In Someone Else’s Problem In The Hopes Of Understanding Of Bridging A Gap
Sociologist Emile Durkheim coined the phrase anomie to describe a destabilized and destabilizing state when rules and rule givers lose legitimacy. It’s what we feel when we face a virus that plays by one set of rules, politicians who play by another, and a professional life that proceeds independent of
The Victim Of The Disruptive Change: Kodak Had The Talent, The Money, And The Foresight To Make The Transition
A generation ago, a “Kodak moment” meant something that was worth saving and savoring. Today, the term increasingly serves as a corporate bogeyman that warns executives of the need to stand up and respond when disruptive developments encroach on their market. Unfortunately, as time marches on the subtleties of what
The Great Resignation: A Better Term Is The “Great Exploration,” Because It Allows Leaders To Capitalize On The Moment’s Deep Potential
Pandemic life forced people to reexamine their personal and professional priorities. Remote work alerted us to the possibility of decoupling jobs from geography. And a seller’s labor market empowers us to pursue it. Together these forces have been called the “Great Resignation,” but the authors argue that a better term
Health Care Customer: Understanding Differences In Their Attitudes, Behaviors, And Needs Can Be Essential For Delivering A Unique Customer Experience
Many senior leaders in health care and life sciences agree that the future of the industry will be shaped by and centered around customers and customer experience. As customers become more activated and empowered about their health care, and as nontraditional organizations or new entrants continue to offer customer-friendly health
Customer Trust: A Vital Currency In Sustainable Customer Relationships
A 2021 survey of 1,000 consumers concluded that more than 80% consider trust a deciding factor in their buying decisions, despite the fact that only 34% trust the brands they use. As trust in institutions diminishes, consumers are increasingly skeptical of where they put their money and receive their information.
Research: Companies Should Stop Their Political Spending To Reduce The Risk Of Negative Consequences
Corporations are facing increased scrutiny over their political spending – particularly when their stated values seem to contradict their lobbying efforts. A 2020 report by the Center for Political Accountability offers abundant examples, including corporations that have publicly demanded racial equality while contributing to groups and candidates that promote racial
The Classic “Quality Versus Quantity” Debate: The Brands Are Not Creating, Publishing And Curating Enough Relevant Content
Most brands face a slippery slope when it comes to their engines of content creation. We live in a day and age when the term “content marketing” stumbles out of a brand’s mouth almost as often as buzzwords like “big data” and “native advertising.” Woe the brand that is not
Downturn: A Time To Spread Some Confidence In Your Organization
With each passing day, there’s more news that the economy is weakening. Factory orders go down. Consumer spending decreases. The sub-prime shakeout continues. Inflation raises its ugly head. It is enough to make any manager shudder, but take a deep breath. Times are tough, but our economy has weathered crises
Understanding Consumers’ Psychology & Habits, Will Enable You To Refine Your Strategies And Survive The Downturn And Prosper Afterward
Because no two recessions are exactly alike, marketers find themselves in poorly charted waters every time one occurs. But guidance is available, say Quelch and Jocz, who have studied marketing successes (by Smucker, Procter & Gamble, Anheuser-Busch, and others) as well as failures throughout past recessions and identified patterns in
A Study: Understand Why And How Platform Business Fails
Platforms have become one of the most important business models of the 21st century. The problem is that platforms fail at an alarming rate. By identifying the sources of failure, managers can avoid the obvious mistakes. To understand why and how platforms fail, we tried to identify as many failed
What Can Corporations Do To Effectively And Authentically Support Racial Justice?
As protests against racial injustice sweep the country, U.S. corporations have pursued a wide variety of strategies to express their solidarity with the BLM movement. But these corporate actions often fall flat, appearing inauthentic to many consumers. What can corporations do to effectively and authentically support racial justice? The authors
