Brand Management

If we’ve learned anything from brands such as Dove, it’s that powerful emotional branding can be key to consumer engagement. Here are three ways to elevate your own emotional branding.

Educators are a band of wise warriors quietly cultivating the minds that will form our future — they’re some of the most valuable people in society. But how often do you think of them as an investable audience when it

Developing a compelling, effective marketing campaign is rarely quick and easy, made even less so by the maze of channels now available to reach a target audience. And when launching a large-scale initiative with lots of parts and pieces, many

Maintaining end-to-end brand consistency is a constant struggle in today’s world. Digital tools make it far too easy to squash, stretch or reverse out the company logo. Employees pick out the wrong fonts or use outdated messaging and taglines in

A few weeks ago I went food shopping at my local (but regional chain) grocery store. I shop for food in a few places as I can’t seem to find one store that offers me everything. I wandered the store

One of the holy grails for marketers is to find ways to secure customer loyalty. Books have been written on the subject, articles appear frequently about it and experts share strategies about how to increase customer loyalty at conferences. There

Looking to build social currency for your brand and win customers? Try authentic storytelling. In a climate of direct selling bombardment, consumers have cooled on traditional advertising and marketing methodologies. They’re eager to connect on more human levels, to understand

How often have you recommended to a client that they conduct research among their own customers to gauge overall satisfaction and uncover what they value about the relationship to your client’s company or brand? You’re astute enough to know that

As both an influencer for brands and a marketer who develops and manages influencer campaigns for clients, I am well aware of the value of influencer marketing. Add to the equation the fact that I’m also a consumer, and I

Can brands safeguard their reputation around ad selection as consumers lose trust? Some, like Unilever, are taking action. Here’s what you need to know.