Branding Archives - Ideas for Leaders

How to Stop a Social Media Firestorm

Most major firms have online brand communities to reinforce their connections with customers and increase their reputation, brand patronage and customer spending. These online communities offer satisfied customers the ability to easily and widely spread positive word of mouth about the company. However, online brand communities offer dissatisfied customers the same ability to spread negative […]

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Engineer Your Social Media Content to Engage Your Customers

From General Motors to the local hair salon, every company, business and organization knows that marketing today inevitably includes social media marketing. Visibility is important: marketers will exert great effort (e.g. through search engine optimizing) to attract greater numbers of prospects and customers to their site. But what happens when customers arrive? Are they engaged […]

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How User Reviews Replace Advertising

The popularity of customer review sites such as Yelp and TripAdvisor have turned these sites into an important element of a service company’s marketing package. According to the results of an in-depth research project exploring the correlation between hotel advertising spending and TripAdvisor reviews and user ratings, many hotels are using positive reviews as a […]

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Who’s Influencing Your Stakeholders?

Traditionally, according to Tony Dyson of Tessera Consulting and Kevin Money of Henley Business School, companies and organizations engage in what they call ‘silo communication.” Different parts of the organization communicate with different stakeholders. Thus, for example, the Investor Relations department communicates with the financial community, Government Relations communicates with Government, Media Relations communicates with […]

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