Employer Branding: Putting Money in the “Trust Bank”

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””

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Brand Activism … Big Opportunity for Non-Profits

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”

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United Airlines Commits Brand Suicide

As a marketing professional and teacher, I have always focused on the importance of customer service in my consulting, teaching and as a practitioner. Now there is no question airlines have the reputation for not caring for their customers. On a personal note, there was a time when I really enjoyed flying but now I hate it and do everything to avoid flying unless I really have to.

United Airlines dragging that poor guy off a flight last week, takes the cake. United Airlines has outraged a billion Chinese and Vietnamese along with Canadians, Americans and Europeans.

“Brand genocide.” A “world-class debacle on an epic scale.” A “gruesome, epic-scale fail.” These are a few of the phrases a top crisis manager uses to describe United Airlines’ removal-by-dragging of a passenger on an overbooked flight. Continue reading “United Airlines Commits Brand Suicide”

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