This article from Jonathan Paisner explores the integration of  thought leadership articles from employees and brand management of the company. QUESTION: HOW DO COMPANIES WITHOUT A STRONG, CENTRALIZED EDITORIAL FUNCTION ENCOURAGE EMPLOYEES TO BUILD THOUGHT LEADERSHIP PLATFORMS, WHILE ALSO ENSURING QUALITY CONTROL AND BRAND ADHERENCE?*  As thought leadership platforms evolve into audio/video/digital experiences, there is a greater risk that poor production quality or poor execution can undercut the carefully crafted look/feel/voice of the brand.  Here are 6 things you can…

Matt Egol shares an article he co-authored with Mary Beth McEuen, and Emily Falk that explains how a marketing strategy informed by neuroscience can help companies enhance customer engagement and make better use of social media tools. It was love at first sight for Nathan Aaron. The North Carolina graphic artist, illustrator, and social media proprietor first saw Method Inc.’s high-style, environmentally conscious household cleaning products on display in his local Target store. He was smitten. “What caught my attention…

David Hensley shares a case study on creating a new name and identity for a fast growing network of Medico-Legal experts. We were approached by Professor Charles McCollum, the Lawyer Monthly Vascular Expert of the Year 2016 & 2017, to help him grow his Medico-Legal practice, Cardiovascular Advisors. The practice was growing into medical specialisms beyond Cardiovascular, and needed a brand and new website that would appeal to more medical specialists, and to firms of solicitors seeking medico-legal experts and…

Jonathan Paisner shares the first article in a series of three that highlights the symptoms, causes and cures for a broken brand. Like the proverbial frog in boiling water, companies generally don’t jump into a brand that is confusing, misaligned, antiquated or irrelevant. But left unchecked, the steady trickle of strategic shifts, shiny new technologies, sub-brands, extensions, acquisitions, special cases and other everyday adaptations can conspire to turn the corporate brand into as much a hurdle as an asset.  So…

  Ravi Rao recently co-hosted a webinar with Angela Thompson for the Columbus Retail Roundtable where they discussed the importance of emotional intelligence at all levels of the corporate arena. I have a very weird background. Essentially, three chapters.  Chapter one was a decade spent in a science environment at Johns Hopkins and then Harvard, studying the brain, studying the science stuff of how the brain works, starting at the kind of individual brain cell, the neuron level up through…

  Jonathan Paisner shares an evergreen post on what it takes to make a good tagline for your business.  How do we capture the essence of our brand in a handful of words? This sounds hard. That’s because it really isn’t the right question to be asking.  Better: What brief phrase can strengthen and deepen understanding of our brand? You can’t say it all. Don’t try. Name, logo and tagline partner to communicate the essence of the brand.  What you…

  In this podcast, Susan Meier shares the story of her interesting journey and her strategic approach to brand alignment. I think what’s a great thing about a liberal arts education is that perspective of try everything, see as much as you can, and then make connections between those things.  And so, I’m very much a product of that, as you pointed out, I kind of live in these two seemingly very disparate realms, but for me, in my world…

  In this inspiring podcast, Susan Hamilton Meier and Ross Swan talk about how leadership sets the tone and direction of a brand.  Branding requires leadership. One can start or have a company with great products or services and doing well in the market. But a brand can be nebulous or inconsistent and it really requires a top-down perspective to define what is it that ties all the products, the people behind it together and what the brand stands for….