Category Archives: Brand Strategy

Breaking Up Silos With Customer Communities

In every organization, aligning the priorities of sales, marketing and customer service can be a challenge.  They’re each focused on different parts of the customer journey and can have a hard time viewing customer relationships holistically. That’s where social and customer community strategies come in, breaking up the traditional way of doing business and shattering

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How to leverage social media for PR

Co-author: Josh Tiongson Social media has changed the way we consume news. Studies show that a majority of U.S. adults receive their news via social media (Pew Research), and a 2016 internet trends report by analyst Mary Meeker found that adults spend roughly 2.8 hours of their day on mobile internet, versus 2.4 hours on

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3 Pro Tips to Strengthen your Presence on Twitter

Twitter continues to grow in importance as a social media platform to drive customer engagement, increase sales opportunities, and expand brand presence. While only 4% of Fortune 500 have a presence on Facebook, 83% of these companies engage with their customers on Twitter. (Business2Community). Are you looking for ways to increase your audience engagement on

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Brand Architecture for Business Growth

An often overlooked, or underestimated, component of a brand strategy is brand architecture. Many companies manage their brand portfolio flawlessly, while plenty of leading corporations mismanage their brand architecture to the detriment of the bottom line. No need to be dramatic, though. Brand architecture does not make or break a company. BUT… brand architecture, designed

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VW logo

How a Brand Can Withstand Crisis

It’s not uncommon for a company or organization to face bad news that temporarily hurts its reputation. But not all reputation-harming news is the same degree of bad. For Volkswagen, what about the revelation that a group of its employees manipulated on-board software to falsify emissions results for 11 million diesel cars? Yeah, that’s about

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