RSS

Posts tagged “Marketing Communications”

You Can Stand Under My (Brand) Umbrella: 5 Ways Your Parent Company Website Can Work Harder

Before joining Dix & Eaton recently, I worked for a corporation with an array of brands under its umbrella. Through an acquisition, the organization had grown from about eight brands to around 15, and the question came up – should we push the “master brand,” or parent company, now that the company is a powerhouse of brands?

I think the answer should be “yes” for B2C and B2B companies alike.

With industries consolidating and companies acquiring competing businesses and brands, it can be challenging to keep all of the product brands top-of-mind. Promoting the master brand, or parent company, can help build brand awareness and loyalty to key stakeholders, including:

  • Analysts and Media: Recognizing all of the brands that fall within the public company can assist…
Continue Reading You Can Stand Under My (Brand) Umbrella: 5 Ways Your Parent Company Website Can Work Harder

Big Data vs. Intuition in Business Decisions (Part 2)

This post was cowritten by our fall intern, Angela Martin.

The desire to make better decisions as quickly as possible has led to an even bigger push around data and analytics, specifically in making data-driven decisions. But does intuition still play a role? A review of recent commentary suggests there are strong arguments on both sides of the man vs. machine debate. Here are some of the advantages we discovered about intuition-driven decisions. Read our previous installment about the advantages of data-driven decisions.

Advantages of Intuition

1) More opportunity for creativity and curiosity

Data lacks the curiosity and creativity that is necessary in business. In fact, creative breakthroughs often come out of curiosity.

In Fortune article delving into the…

Continue Reading Big Data vs. Intuition in Business Decisions (Part 2)

Big Data vs. Intuition in Business Decisions (Part 1)

This post was cowritten by our fall intern, Angela Martin.

The desire to make better decisions as quickly as possible has led to an even bigger push around data and analytics, specifically in making data-driven decisions. But does intuition still play a role? A review of recent commentary suggests there are strong arguments on both sides of the man vs. machine debate. Here are some of the advantages we discovered about data-driven decisions. Read our follow-up blog about the advantages of intuition-driven decisions.

Advantages of Big Data

1) Measures what’s hard to measure

Big data gives companies the opportunity to show hard numbers, ROI and even sentiment. You can’t analyze a gut feeling, but big data provides statistics that can lead to better…

Continue Reading Big Data vs. Intuition in Business Decisions (Part 1)

2015 Planning: KEEP, STOP, START

It’s hard to believe, but 2015 is just around the corner. Many of our clients are already in the throes of budgeting season, which unfortunately means their 2015 budgets often come before their 2015 plans. (That is, if a plan even exists.)

Before you submit your 2015 budget requests, here’s a quick three-step process – KEEP, STOP, START – to help you think through what resources you’ll need. This is a simple way to capture your communications goals for the coming year – and allocate resources accordingly.

KEEP

What has proven effective and should continue into 2015? What communication tools have the highest usage rate among your target stakeholders? Chances are you have a short list of tools that have proven very successful this year. As the old saying goes, “If…

Continue Reading 2015 Planning: KEEP, STOP, START