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  • How to Effectively Talk to Your Customers During a Crisis

    Article

    CONTENT TYPE: Article | TOPIC: Public Relations

    Whether it's a global pandemic or a data breach, a crisis of any kind can negatively impact your company's operations and reputation. So, what can marketers say and do to keep customers informed and satisfied until the crisis is over? Here's useful advice.

  • The 10 Most Valuable Global Brands in 2020

    Chart

    CONTENT TYPE: Chart | TOPIC: Branding

    Four American tech companies have the world's most valuable brands this year, according to recent research from BrandZ.

  • The Most Significant Challenges to B2B Brand-Building

    Chart

    CONTENT TYPE: Chart | TOPIC: Branding

    B2B marketers say the biggest challenge they face in trying to amplify their brand is not having a clear strategy, according to recent research from ON24 and NetLine.

  • Brand Guidelines: It's High Time to Revamp How We Create and Use Them

    Article

    CONTENT TYPE: Article | TOPIC: Branding

    Are your brand guidelines working for your team and company? Is the content being shared internally and externally consistent and aligned, no matter which team it's coming from and in what format? If not, it's time to start making some important changes.

  • How to Use Empathy in Your B2B Brand Storytelling

    Article

    CONTENT TYPE: Article | TOPIC: Branding

    Storytelling is one of the most effective ways to build a connection with your audience. But how can marketers build narratives that resonate with customers on an emotional level? Here's what brand storytelling involves, why using empathy to drive narratives is important, and how to do it.

  • The Recipe for 'Brand Hysteria': Johnny Cupcakes on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Branding

    Get secrets for building an addictive brand from award-winning entrepreneur Johnny Earle, founder of world-renowned clothing brand Johnny Cupcakes.

  • Five Measures for Proving the ROI of Your Employee Advocacy Efforts

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    The definition of "employee advocacy" is straightforward: the promotion of an organization by its staff members. It's a low-cost, high-return way to increase brand awareness, drive engagement and attract talent. But can you show how that impact is related to business goals?

  • Win at B2B Content by Finding Your Brand Voice: Ahava Leibtag on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Marketing Content

    Content strategy expert and author Ahava Leibtag shares advice on distinguishing your message by refining your B2B brand's voice and tone and by using plain language in your content.

  • Top 5 Mistakes Companies Make on Instagram, and What to Do Instead

    Article

    CONTENT TYPE: Article | TOPIC: Social Media Marketing

    Instagram is not a platform that businesses can afford to ignore—but it can be challenging for businesses that don't have "Instagrammable" products or services to share. Especially if yours is a B2B brand. But Instagram is worth your time and investment.

  • Say No to Pandering, Yes to Cause-Aligned Marketing: Katie Martell on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Branding

    "Unapologetic marketing truthteller" and on-demand communications specialist Katie Martell talks about the power of cause-aligned marketing as opposed to "pandering," and explains how to avoid the latter.

  • The Value That Creatives Bring to Business Results [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Branding

    Although creatives know that their work creates tangible results for businesses, their work has often been undervalued by their more business-minded colleagues. Yet businesses are increasingly recognizing the value of creativity for achieving business objectives.

  • How COVID-19 Is Impacting Marketers' Branding Strategies

    Chart

    CONTENT TYPE: Chart | TOPIC: Branding

    Fully 94% of marketers say the COVID-19 pandemic has had an impact on their brand marketing and content marketing strategies, according to recent research from Bynder.

  • Visual Design: Data-Driven Tactic or Qualitative Strategic Asset?

    Article

    CONTENT TYPE: Article | TOPIC: Branding

    Visual design is having a moment of prominence—and perhaps reckoning. Many companies no longer treat design like frosting for their messaging; often, the design is the message. But can marketers stand up for artistic design while still getting the ROI the C-suite execs expect?

  • Eight Steps for Getting Brands Through a Disruptive Crisis Like COVID-19

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    We are living in a time of great disruption. Disruption in the market breaks paradigms. It creates as much opportunity as loss. It is easier for our minds to envision the downside of our losses than to see new opportunities. Though harder to spot, the opportunities are there.

  • Brand Elasticity: How Far Can Your Brand Stretch Before It Breaks?

    Article

    CONTENT TYPE: Article | TOPIC: Branding

    The concept of "brand elasticity" refers to how sensitive customer preference is for a certain brand when it stretches beyond its positioning or expands into new categories. It's important to understand so you don't stretch a brand to its breaking point.

  • Best (And Worst) Email Signoffs During COVID-19 [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Email Marketing

    How do you sign off your marketing emails in a way that fits your brand—but still shows you're aware of what's going on during a tough time for your customers? Here's a chart with 30+ options, listed from best to worst, with brand-voice options both cheeky and formal.

  • Bringing Your B2B Brand Into the Digital Age: Kelly Hungerford of Sunstar Global Talks to MarketingProfs [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Branding

    Kelly Hungerford of oral care brand Sunstar Global opens up about how she brought the company's European marketing organization into the digital era.

  • Four Google Alerts Alternatives That You Will Actually Want to Use

    Article

    CONTENT TYPE: Article | TOPIC: Branding

    You need to know what's being said online about you, your brand, your competition, your industry, and other topics you're interested in. At first, Google Alerts might seem the most obvious choice, but it's notoriously unreliable.You have options, though, including these 4 alternatives.

  • How to Position Your B2B Brand for Search: Garrett Mehrguth on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: SEO

    Garrett Mehrguth, founder of Directive Consulting, explains why it's nearly impossible to rank for organic search terms, and shares tips on positioning your B2B brand for search.

  • A Guide to Business Ethics and Social Responsibility [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Branding

    Business ethics and social responsibility are a top consideration of customers and employees alike in the age of growing socioeconomic inequality, climate change, and environmental concerns. Being ethical and socially responsible is simply good business.