Posts Tagged ‘Brand Management’

These days, there’s a lot of buzz around “brand journalism”. But what exactly is it? And should you consider it for your organization? Quite simply, brand journalism is journalism produced on behalf of a brand. But while it aligns with journalism, brand journalism is a completely separate beast in that it isn’t objective by nature. […]

United, United, United…have you learned nothing from your recent troubles? Over at MarketingProfs, I recently covered the trials and tribulations of America’s fourth-largest airline, and the comedy of errors that is United Airlines’ crisis communications strategy. As I note in my article, crisis communications aren’t for the faint of heart. It requires a sound strategy, […]

While it’s important to promote your company to establish and grow your brand, brand differentiation and loyalty will only be achieved when everyone in your organization understands their role as a carrier of the brand, believes in the brand, and most importantly, delivers exceptional customer service to reinforce the value of the brand.