Category: Branding

Years ago I led a workshop for adult learners all wanting to more clearly communicate their work. I flippantly made possibly the most profound statement of my 20-plus years as a professional communicator: If you can’t write, don’t; find somebody who can. I am more convinced of the profundity of that statement 13 years later. […]
There are thousands of for-profit and non-profit organizations in America and I am confident none of them list “create a crisis” among their business objectives. However, many of them manage it without much effort. And to their chagrin, they find they’re quite good at it. You read that correctly. Everyday organizations – more specifically executive […]
The first step to solving a content marketing problem is admitting you have one. Unfortunately, what organizational leaders often think is the cause may actually be an effect. Content marketing and brand journalism are increasingly recognized as important elements of an organization’s branding and marketing effort. However, some organizations crank out copy like it is […]
The Boy Scouts of America finds itself in a kerfuffle with its proposed membership standards document. In a nutshell, the BSA is wrestling with dropping its ban on gay membership and in the process has created for itself an organizational communications nightmare that is bludgeoning a century of branding equity. It will take more than a […]
If you are looking for a way to improve your content marketing strategy this year, consider case studies. Case studies are obviously not new. Organizations have used them for years as a way to provide a systematic examination of cause and effect over a period of time. True, some case studies are about as cheesy […]
First impressions do matter, especially for small businesses (and every organization), and often the first opportunity to make a first impression is your organization’s website. Question: how is your website branding you? Malcolm Gladwell describes the idea of “thin slicing” in his book, Blink. His point is that we have the ability to gauge what is important from […]
I found it humorous the other day when my brother-in-law was reminiscing about the early days of the Internet. He was just 12 years old when, “Welcome, you’ve got mail,” introduced itself to American culture. His point, however, was how everything has changed because of the Internet, most notably the way we do business.   […]
There were 27.5 million small businesses with fewer than 500 employees in America in 2009 according to the U.S. Small Business Administration. Most of those businesses lack a public relations initiative or corporate communications office yet most need to raise their brand awareness to survive. What do you do if you fall into that category? […]
I love social media. As a consumer, I love that I can give a public endorsement of a company where I’ve received great service; or I can [respectfully] pencil whip a company for poor service or product. I recently did both to Dallas -based Which Wich Superior Sandwiches.   Sub sandwiches have become a ubiquitous […]
Leaders do not have the luxury to verbally swing and miss when it comes to branding their organizations. However, too many do, and when they do it isn’t as simple as, “opportunity lost.” In some cases it is reputation lost and job lost, and sadly many never understand what just happened. I was recently at […]