Ground Rules for Harnessing the Power of Pinterest

Earlier this year, we wrote about the rise of Pinterest and its potential for benefitting businesses. We discussed its ability to help businesses drive traffic to their sites, provide a platform for deeper customer engagement, and showcase new products and services in unique ways. Since then, as we predicted, Pinterest has grown like wildfire. In […]

Before You Hop on the Bandwagon: Questions to Ask Before Co-Branding

As a marketing professional, it can be tempting to hop on the bandwagon of popular trends or memes that are hot with consumers. For example, because of the wild popularity of the release of the Hunger Games movie, a popular nail polish brand named China Glaze released the “Capitol Colors” line of polishes. A new […]

Creating an Authentic Presence on Social Media

    Over the past several weeks, I have been working with a client to redefine her company’s social media presence and engagement across its Facebook, Twitter, LinkedIn and YouTube channels. While the company has been actively sharing content on these platforms for more than two years, it wants to amplify its presence to drive […]

Reinventing the Social Media Policy: Gap’s Refreshing Approach

Today, it’s a rare occasion to find companies that aren’t harnessing the power of social media. However, even though your company may not yet have a formal presence on social media platforms, it’s extremely likely that you and the majority of your colleagues and employees are active on Facebook, Twitter, LinkedIn, Pinterest, or all of […]

Why the “Product Perspective” is the Smart Perspective

We all have certain products we are loyal to: a type of gum, a particular kind of soap, or even a specific brand of electronics. Think of Apple for example: many people own the brand’s laptops, phones and tablets.  Although we rarely think about it, there is something about our favorite products and brands that […]

Lessons Learned from Susan G. Komen and Planned Parenthood Debate

Last week, Susan G. Komen’s decision to cut breast-screening grants to Planned Parenthood dominated the headlines across countless media outlets and conversations in the world of social media. The story was first reported by the Associated Press on Tuesday, Jan. 31, highlighting that Komen would cease funding under new eligibility rules that precludes grants to […]

The Importance of Awards

Every February, I gear up to watch each and every major film nominated for an Academy Award. I fully trust these films will impress and entertain me because of the credibility bestowed by their nominations. They are, by the simple virtue of their selection, deemed to be the best. Everyone may not necessarily agree, but we come to know popular and successful actors, actresses, musicians and the like through these award-winning nominations and achievements.

Tips for Developing a Customer Survey

Today’s marketing communication professionals have a plethora of tools they can use to connect with current and prospective customers. Whether it is engaging in a strategic social media or PR campaign, hosting webinars or speaking engagements, or pursuing traditional marketing tactics, companies are often evaluating what the right marketing mix is to effectively reach their […]

Doing Well By Doing Good – Strategic Corporate Social Responsibility

There’s a lot being said about corporate social responsibility (CSR) and what companies are doing in the realm of corporate citizenship, philanthropy and social innovation. Today, as activist groups and the media increasingly hold companies accountable for their social actions, CSR has emerged as a key priority for business leaders. However, in order to be credible and effective, it’s important to perceive CSR as an opportunity to better the world while bettering your business, rather than as a damage control strategy or simply a publicity stunt to boost your image.

Brand Awareness & Adoption: How Much Time Does It Take?

If you have had the opportunity to launch a new product or service, you know that creating a brand presence in a consumer’s mind takes time. How long it takes is different for every brand. Brand building takes time because you often have to change the prospect’s mind about an old brand and get them […]