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Posts tagged “brand management”

3 steps brands should take after the Facebook privacy scandal

Consumer privacy is considered a fictional concept by many given the modern world of the internet, social media and ready access to data brokers. What may be surprising to some consumers is how easy it is for brands to profile consumers and hyper target them with ads.

Even before the Facebook privacy scandal related to Cambridge Analytica, brands faced a declining trust in institutions. Now organizations should proceed with greater caution as they use consumer data. Without careful handling of data, consumer trust will likely erode further in years to come. Organizations should do three things immediately to help themselves down the path of maintaining and then regaining trust in brands.

1.  Begin assessing how your organization is using consumers’ personal data…

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How to market your B2B brand like a pair of pleather pants

My favorite rebranding in recent history is the shift from “pleather” to “vegan leather.” I remember being horrified in high school at the thought of seeing a pleather jacket, let alone wearing one. Today, I proudly own several “vegan leather” pieces – from fashion to office accessories – and don’t blink an eye.

So what has moved pleather from taboo to – dare I say – cool? And what does it mean for your B2B brand? The rebranding of pleather to vegan leather has two things in common with any successful B2B rebrand: using brand ambassadors to help sell your story, and telling that story with a socially responsible mindset.

Use brand ambassadors

More than a decade ago, celebrities and fashion designers used their influence to build acceptance – and favor – for vegan…

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What B2B companies can learn from “The Biggest Loser” brand blunder

Building a respected brand is hard. Keeping it is even harder. NBC is learning that lesson the hard way. This week, as it has done for several seasons, it aired a live broadcast of the season finale of its popular weight-loss competition show, The Biggest Loser. But this time was different. This season’s winner lost a staggering 60% of her body weight, going from 260 pounds to 105 pounds. Past winners have been celebrated for their achievements. This winner is being accused of going too far. And it’s the Biggest Loser brand that may come out as… well… the biggest loser.

I won’t get too mired in the controversy around the finale, but I do think it’s worth considering what B2B brands can learn from this debate. Whose hands are your company’s brand in?

Here are a few…

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