Fake reviews – hyping and killing your marketing success

Reviewmeta has published a study which finds that about 20% of all product reviews on Amazon are actually fake. Looking at 7 million reviews on various Amazon country pages, the company showed that after sorting out fake reviews, the overall evaluation of products was significantly different.

Optimizing Facebook video postings

Creating good videos is key to success for Facebook publishers. Analyzing 100m+ Facebook videos published last year, Buzzsumo found a range of really interesting insights into individual aspects of successful videos. 

Influencing investment decisions through the CEO’s language

One of the pieces certainly worth sharing from my summer reading list is a recent study by researchers from Tulane University that looks at the relationship between a CEO’s language (more precisely word choice) in earnings calls and investor attitude / investment decisions stock performance.

Harris Poll’s corporate reputation quotient

I have covered various measures for corporate reputation in previous blog posts. Today I want to introduce another – quite different – quantitative approach: Since 1999, Harris Poll Reputation Quotient research has evaluated public perceptions across 20 attributes, classified into six dimensions of corporate reputation. According to Harris, this allows them to reliably trend performance over time and… Read More »

German insurer offends Maori culture

The German insurance provider ARAG  has used the traditional Haka warrior dance of New Zealand’s Maori, fueling hefty criticism in social media. Criticism on ARAG’s YouTube channel (check the comments below the video) as well as later on on Facebook and Twitter labelled the ad as inappropriate cultural appropriation, some even claimed it to be evidence for “typical”… Read More »

How Dove ruined its image by offending its most loyal fans

“Discover how we reaffirmed our commitment to beauty confidence with 6 exclusive bottles, that celebrate bodies of all shapes and sizes.” This was the starting point for Dove’s latest campaign in the UK. But while Dove (part of Unilever) in the past had become everybody’s darling in the branding and marketing society, this campaign eventually backfired – offending… Read More »

When you don’t know what to say – keep hiding in the bush and turn off the lights #Spicer

The Washington Post just ran an interesting background story today on Sean Spicer, the White House press secretary. When facing a crowd of reporters interested in the reasons for President sacking FBI director Comey, blocking his way back into the White House, Spicer decided to pause and think through his options behind a few trees and bushes in… Read More »

Loading your Brand with Emotions & Politics – Heineken vs Pepsi

If you closely follow the advertising world you might have seen the shit-storm that overcame Pepsi earlier this month following the launch over a campaign that meant to align Pepsi with the political #resistance movement in the US. The PR disaster for Pepsi evolved out of a on only half-hearted approach to political themes – as there really is no political… Read More »

Domino’s Pizza – Turning a Brand Around

Currently Domino’s Pizza is one of the hottest (!) brands in the food business. It is financially outperforming tech companies such as Amazon and Facebook, is venturing into the robot business and has recently been applauded for crafting a “brand icon” similar to Apple or Google. And that all after going through some really tough times – both financially… Read More »

Managing a Country Brand

My role as head of public diplomacy involves work on “country branding”  – so basically developing a country brand that enables the country’s businesses and organizations to be more successful in the international marketplace, but also projecting a more holistic national identity with cultural, business, education and many more elements. I recently came across an article by John… Read More »