New Balance finds itself in a PR nightmare this month. Immediately following the presidential election results, a spokesperson for the U.S.-based athletics company came out and made a comment that many people took issue with. Now, faced with this crisis, New Balance...
Using media monitoring to build a stronger brand
Achieving the maximum ROI from your marketing and sales efforts depends on making sure each and every one of those efforts aligns seamlessly with your brand strategy. Which brings us to our next point: what if your brand strategy is not as effective as you think?...
4 steps to optimizing your brand equity
With all the competition in the marketplace, public perception of one’s brand has never been so important. According to the Global Communications Report 2016, industry leaders believe that future growth in the PR industry will not only be driven by content and social...
Loyalty and the global brand: A Marvel Comics case study
In today’s industry, even the biggest-name brands in the world should be working toward gaining and retaining loyal customers. For a brand like Marvel Comics, brand loyalty has never seemed to be an issue. The brand’s following has naturally transitioned into a...
Could brand mascots replace celebrity endorsements?
More than just recognizable characters associated with a brand, today’s brand mascots seem to have lives of their own. Brand mascots such as the Aflac Duck and Geico’s Gecko may have made their first appearances on television, but have since moved on to social media....
How the Olympic Committee fights against trademark erosion
On top of the attention the IOC is receiving over its ban on Vines and GIFs, the Olympic Committee is also receiving criticism during these Games for its rules regarding trademark usage in hashtags. But some say the measures are necessary in order for the Olympic...
Techniques for ensuring your brand is remembered
Andi Bell is able to memorize the order of several decks of cards. He does this by associating each card with a character. The Jack of Clubs becomes a bear, the Two of Spades a pineapple and so on. He picks a route through a city, making note of buildings and points...
Pokémon GO: Are brands responsible for what their customers do with their product?
As you may have heard, Pokémon GO is kind of popular. According to TechCrunch, the game now has more active online users than Twitter, and a higher user engagement rate than Facebook. Oh, and 5.6% of all U.S. Android users are using the app regularly—put into context,...
How your brand can join Snapchat’s takeover
In early April, Bloomberg reported that Snapchat users viewed as many as 10 billion videos each day, up from 8 billion in February. Snapchat isn’t “the next big thing” in social media because it already is the big thing. According to The Motley Fool, roughly one in...
Edelman’s 2016 Earned Brand Study introduces index revealing untapped opportunity for communicators
New research from Edelman shines a light on an enormous unrealized opportunity for brands to build stronger consumer relationships that can lead to increased sales and protect against challenger disruption. According to the firm’s recently released Brand Relationship...
Local vs. Global Brands: Nearly 75% Of Global Consumers List Brand Origin as Their Key Purchase Driver, Nielsen Reports
National Pride a Factor Influencing Willingness to Buy Local vs. Global Products Nearly 75% of global respondents, on average, say a brand’s country of origin is as important as or more important than nine other purchasing drivers, including selection/ choice, price,...
4 ways Instagram can amplify your PR and branding efforts
Instagram is certainly not the new kid on the block anymore. With 400M-plus active users a month, it has established itself as a robust engagement platform and one of the most popular social media networking platforms out there, not far behind Tumblr and Facebook (its...