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… Read More »
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… Read More »
“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… Read More »
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… Read More »
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 »
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… Read More »
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 »
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 »
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 »
By accident I recently came across an article that I have first read a few years ago, published in MIT Sloan Management Review. And I still find the core idea a very current one: how project management can benefit from brand management. The basic idea is that there is a market for projects inside any… Read More »