Every year I provide a list of marketing trends for the coming year by top experts in marketing. As we move into 2018 these are the areas that I personally would like to see addressed. Many of the topics in this blog were covered in some of my 2017 blogs.
Many organizations spend a lot of time and energy building strong brands —but they often fall short when it comes to strengthening their employer reputation.
“Employer branding” is no longer simply a concern for recruitment marketing; it is also a key component of effective organizational leadership. If organizations can’t attract, engage, and retain the right talent, they’re unlikely to achieve their goals and objectives. Continue reading “Employer Branding: Putting Money in the “Trust Bank””
Well here it comes brand activism the breakthrough concept in marketing management. This is clearly going to be a big opportunity for nonprofits and governments with major causes who are looking to partner with the private sector.
Historically, most brands have been marketed on their performance characteristics. “Our toothpaste is better than yours.” We’re better at “whitening teeth,” “preventing cavities,” or giving you “fresh breath.” Positioning is the name of the game in brand marketing. Continue reading “Brand Activism … Big Opportunity for Non-Profits”