The Key to Branding Success: Staying in Character
Decades ago I had the pleasure of watching a branding video, created by a San Francisco ad agency, narrated by an advertising executive with a familiar voice who’d narrated scores of commercials [1]. It was, I believe, entitled Staying in Character and while I’ve searched the internet for it many times over the years — […]
Three Brain Marketing
What if I told you that conscious perceptions of the world are worthless? And that emotion and instinct rule our behaviors. Unfortunately for most marketers, we spend our time trying to affect conscious thought because we can easily relate to it. As data-driven CMO’s we seek answers to questions about our customers using tools such […]
Event Report: Glassdoor Employer Branding Summit
Employer Branding Comes of Age On September 12th, Glassdoor kicked off its Employer Branding Summit in San Francisco at the Hotel Nikko. Social recruiting, employer branding, and talent acquisition pros gathered to hear how branding impacts the recruiting landscape. Robert Hohman, CEO of Glassdoor welcomed the audience to set the stage (see Figure 1). […]
A Social Branding Moment
A little while ago I wrote about New Coke and the time in the 1980’s when Coca-Cola tried to change its formula (without much prompting from customers). As you may recall, especially if you were alive and drinking the stuff at the time, the customers didn’t much like it. They were miffed about the new […]
