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Must Reads-Marketing & Branding

We Studied Brands Around The World. What Consumers Want Isn’t What You Think

Brian Millar, Fast Company, May 31, 2017

Traditional advertising went after "share of mind"– the idea was to get you to associate a brand with a single idea, a single emotion. Volvo: safety. Jaguar: speed. Coke: happiness. The Economist: success. Bang, bang, bang, went the ads, hammering the same idea into your mind every time you saw one. Advertising briefs evolved to focus the creatives on a single USP and a single message. Tell them we're the Ultimate Driving Machine. Tell them in a thrilling way. It worked when you saw ads infrequently on television, in a Sunday magazine, or on a billboard on your morning commute. It hasn't worked online. Audiences have stopped engaging with advertising. Yet there are many brands online that people don't want to block. Popular brands had multifaceted personalities. They could make you laugh, or cheer, or lean forward and take notes. They'd stopped hammering away at a share of mind, and were expanding to achieve a share of emotion. [ more]

Get Others to Tell Your Story, and More Personal Branding Lessons from President Trump

Mark S. Babbitt, Entrepreneur, February 6, 2017

In today's "me" economy, personal branding has become all-important. Want to become known as a thought leader? Want your next gig to find you? Need to help your startup reach every milestone? You need a solid personal brand.

But where do we learn to make our brands stand out? Who are our role models? And whose personal branding methods can we learn the most from -- even if it means learning what not to do? Thankfully, the actions of President Trump provide six personal branding lessons -- the good, the bad and the butt ugly. [ more]

Podcast Breaking Banks: Why bankers aren’t quite ready for Amazon Alexa

Sam Maule, American Banker, January 22, 2017

Guest host Sam Maule chats with American Banker reporter Lalita Clozel, Sam Hodges, managing director of Funding Circle, and Normand Lepine, senior practice lead at NTT DATA, about U.S. regulators' approach to fintech companies and trends in smart home devices; interviews Brian Roemmele, founder of, about the growth of virtual assistants and the security and compliance issues raised by far-field versions like Amazon Alexa; and interviews Brian Solis, principal analyst at Altimeter Group, about digital marketing.. [ more]

What Most CEOs Get Wrong About Becoming "Thought Leaders"

John Rampton, Fast Company, July 25, 2016

CEOs and their marketing teams have long taken "thought leadership" to mean penning blog posts and taking speaking gigs—and so it does. But there's a much wider range of options out there, and the narrow few that most business leaders tend to tackle can make for diminishing returns and a whole lot of similar-looking content. This article reveals how "thought leadership" can be more than just another bland marketing strategy. [ more]

6 Habits for Building and Promoting Your Personal Brand

Peter Economy, Inc., September 10, 2015

Some people seem to be naturally gifted when it comes to making sure that their boss--and everyone else at work--knows the great job that they're doing. Other people would rather pretend that they're wallpaper--quietly doing their jobs and hoping someone notices how well they're performing. The best path to standing out on the job is a middle one. This article shares six habits will help you become well-versed in the art of self-promotion. [ more]

60 Real Women Front The Limited's 'New Look Of Leadership' Campaign

Jamie Feldman, The Huffington Post, September 4, 2015

The Limited made its customers' dreams of dressing like Olivia Pope come true with its 'Scandal' collection. Now, the mass retailer is making waves for doing something a little bit more ... realistic. The brand called upon 60 diverse female leaders in business, education, government, healthcare, technology and entertainment to star in its "The New Look Of Leadership" campaign. [ more]

Digital Marketer’s 101 Best Email Subject Lines of 2014 (…and our 10 worst!)

John Grimshaw, Digital Marketer, December 9, 2014

Email is one of your best channels for staying in touch with and engaging customers. If your customers aren't opening your emails, then you're missing tons of sales and relationship-building opportunities. This article shares common elements that are found in subject lines and reveals 101 of the best and 10 of the worst email subject lines of 2014. [ more]

Twitter 101: How to Get More Clicks, Retweets, and Reach

Courtney Seiter, Fast Company, May 13, 2014

This article reveals which words are retweeted most, what time of day is best to post, which hashtags to add to your tweets—and how to figure out if your new tricks of social media are working. [ more]

Embrace the Square: Tips for Getting the Most Out of Instagram

Nick Ulivieri, Out of Chicago, November 20, 2014

The key to a successful Instagram feed is a consistent point of view or theme. Stick to your style. You need to have have personality, but keep overly personal images to a minimum. Think of your Instagram feed as an evolving portfolio and not a diary of random snapshots. To put another way, what do you want a potential client to see if they start scrolling through your Instagram feed? [ more]

How to Optimize Your Content for the Top 5 Social Networks

Maggie Hibma, Social Media Examiner, September 3, 2014

Are you sharing content on different social networks? Do you know the best way to share it for each platform? Sharing your social media content isn't a one-message-fits-all exercise. This article shows you how to share content the right way for the top five social media networks. [ more]

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