Monthly Archives: April 2017

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… 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… Read More »

A Letter from a CEO to his Investor… that Killed his Career

Klaus Kleinfeld, former CEO of German industry giant Siemens, resigned from his position as CEO of Arconic a specialty metals producer spun-off of aluminum producer Alcoa Inc. Kleinfeld resigned after a letter that he had written to Paul Singer, founder of $33 billion hedge fund Elliott Management. Elliott owns a 13 percent stake in Arconic and had launched a… Read More »

Social Media Content Plan – Template

With so much going on on social media it is always a challenge to keep track of what you published on the various platforms and what your plans are for the upcoming days and weeks (or months). A good social media content plan therefore bridges the gap between your big picture strategy, your overall campaigns and messages,… Read More »