by admin | May 7, 2014 | Brand strategy
Coca-Cola’s star marketer, Wendy Clark, is tackling the company’s North America business. Ms. Clark will take on the role of president-sparkling and strategic marketing, Coca-Cola North America, effective June 1. Meanwhile, Katie Bayne, who had been president-North America Brands and is the former CMO of Coca-Cola North America, will take on the job vacated by Ms. Clark, senior VP-global sparkling brand center. Ms. Bayne will report to Joe Tripodi, chief marketing and commercial officer. Ms. Clark will report to Sandy Douglas, global chief customer officer and president of Coca-Cola North America. Read more about Coca-Cola and how they are shaking up marketing ranks...
by admin | May 6, 2014 | Brand strategy
Weight Watchers International, Inc. (NYSE: WTW) today announced that Wieden+Kennedy has been selected in the U.S. to take the lead in redefining the brand, building the brand strategy and developing creative ideas to be executed across channels. This move consolidates advertising creative development with Wieden+Kennedy. “We have such tremendous potential to combine the strength and trust of the Weight Watchers brand with the powerful and emotional benefit we deliver to our members. We’re completely revamping the way we think about marketing and its role in our business, and we believe Wieden+Kennedy is the right partner to reinvent how we go to market. Wieden+Kennedy continues to set the standard for breakthrough work and we look forward to partnering with them,” said Lesya Lysyj, President, North America, Weight Watchers. Read more about Weight Watchers and their new brand strategy...
by admin | May 6, 2014 | Brand strategy
This corporate practice may have seemed bizarre a decade ago, but social media has quickly become one of the more important communication tools that a brand has as its disposal — especially one as image- and inspiration-driven as Four Seasons. The hotel chain has had exceptional success on Pinterest where, according to Pinterest’s case study on Four Seasons, the hotel brand experienced “a 1,000% increase in daily average visitors and a 1,700% increase in daily average clicks to its website.” Rather than limit itself to property photos or promotions, the brand chose to project a lifestyle including food, fashion and general travel. To do this, Four Seasons’ social media team keeps tabs on luxury travel and trends online and incorporates them into its own pages, explains Elizabeth Pizzinato, senior vice president of marketing and communications at Four Seasons. Find out more about how Four Seasons is improving their Pinterest strategy...
by admin | May 1, 2014 | Brand strategy
Developing a strong company brand is one of the keys which determines how well you’re able to recruit and retain key talent in any market. Asian employees often view LinkedIn as the most professional social media outlet which makes it one of the best avenues to establish your corporate presence. There are 4 companies which seem to be doing company branding just right and I’ve compiled a list of 12 lessons to learn and implement from them. Tata Steel A steel making company is not the first company that comes to mind when you think about interesting social platform branding but Tata Steel sure does it right. Key takeaways from their page include: Upload a catchy cover image: The one they use simply makes their page interesting. Encourage Employees to Join Social Platforms: Tata Steel has nearly 12,500 on LinkedIn alone. Update your Company Page Regularly: They update theirs nearly every day and it’s all pretty interesting stuff! Learn more tips on how you can improve your company branding strategy using LinkedIn by observing other examples...
by admin | Apr 30, 2014 | Brand strategy
Branding experts say the decision by security researchers to give the Heartbleed technology security vulnerability a visual brand identity was a clever way of raising its profile globally, and compare its effectiveness to the Y2K millennial bug. The severe CVE-2014-0160 flaw, which effects software used to secure communications on millions of websites worldwide, was discovered by the security research team at Codenomicon on 3 April. Just days later, the team christened the bug ‘Heartbleed’, designed a logo, and created a dedicated website explaining the seriousness of the issue in general terms, as well as how organisations can deal with it. Read more about the brand lessons learned from the ‘Heartbleed’ security flaw...
by admin | Apr 29, 2014 | Brand strategy
SEO isn’t just about ranking for keywords. Many people fall into a keyword obsession rut and seem to forget that while keywords are important, SEO at its core is about indexation, crawlability, and creating a site that is effectively traversed by crawling search bots. Many people also often forget how, when done effectively, SEO supports their brand. How your brand is displayed in search, as well as the many other online properties where you have a presence, is commonly forgotten in the race toward powerful rankings for desired non-branded keywords. Don’t get me wrong, I love to see non-branded organic visibility rise, but we can’t forget “The Brand.” In order to give the brand its fair share of SEO attention, here are seven areas you should focus that will give some love to your company. Read all of the 7 tips to ensure your SEO strategy supports your brand...
