The Power of Investor Videos: Connecting with Investors in a Highly Skeptical Environment
Intensified scrutiny and skepticism demand new ways of connecting with investors. It’s not enough to say that you’re transparent. You need to demonstrate it – and PowerPoint and annual reports are no longer enough. This whitepaper examines an increasingly popular More
Unlocking the C-Suite: Why Content Is Key
They are the holy grail of B2B marketing: C-suite executives who open the doors, make the decisions and write the checks. And they are increasingly difficult to reach through conventional marketing channels. The key to getting inside is providing executives with something they need but can’t get elsewhere: relevant content. More
Envisioning Your Brand: Unlocking the Power of Visual Cues
The ironic thing about your brand’s image is that you can’t actually see it. Image as it relates to your brand is a metaphor, an idea meant to conjure up the assured sense of truth that comes with witnessing something concrete (and hopefully positive) with your own eyes. Your customers can’t see loyalty, trust, or any other quality, but an effective brand strategy can help them make the connection. First though, you’ll need to learn to see these qualities yourself. More
Online Video and CSR: The Right Medium for the Message
For companies that want to convey the impact of their giving– whether measured in volunteer hours or dollars—online video is the most powerful, cost-effective medium. Video, with its immediacy, popularity, and viral potential, represents a unique opportunity to capture the breadth of CSR’s impact, provide an intimate look at the people involved, and reach a receptive audience. More
Integrated Marketing is No Longer Enough: Why B2B Brands Need to be Synchronized
In today’s connected marketing environment, where the conversation never ends and every message can link across platforms, the static Integrated Marketing model that has guided marketers for nearly 20 years needs to be upgraded to a less linear approach. Smart business marketers with high stakes riding on the success of their singular brand message reaching customers at all touch points ought to synchronize, not integrate, their marketing plans. More
B2B Marketing: Why Content is the New Creative
A revolution is brewing in the world of B2B marketing. Lack of differentiation, fragmented media, complex regulation and brutal competition has turned decision making into a Rubik’s Cube for corporate buyers of enterprise products and services. This whitepaper examines how smart marketers are leveraging content to break through the clutter and make meaningful connections with customers and prospect. More
The Halo Effect: Balancing Authenticity and Reputation in Corporate Social Responsibility
Achieving the right relationship between a company’s brand and its philanthropic or volunteer efforts is a delicate balancing act. But it’s well worth the effort. This whitepaper identifies four overarching principles that can guide a company in aligning corporate social responsibility activities with the corporate brand for authenticity and impact. More
From One of Many to One in a Million: Creating a Differentiated Professional Services Brand
Me-too brands just don’t cut it anymore in the professional services arena. This whitepaper examines best practices for creating a distinctive and compelling brand position in professional services. More
Investor Communications and Your Corporate Brand: To Align or Not to Align?
In today’s complex and even hostile investor environment, a company can no longer rely on performance and strategy alone to connect with investors. Companies with an engaging investor relations brand have the advantage of delivering focused, consistent messages that lead to more powerful connections with investors. More
Do All Investment Managers Tell the Same Story? How Brand Differentiation Drives Growth
Finding a unique brand position in a field as crowded and competitive as asset management isn’t easy. It’s tempting to fall back on safe ideas and tired claims. But in today’s financial climate, there’s nothing “safe” about an undifferentiated brand. This whitepaper examines best practices for creating a distinctive and compelling brand position in asset management. More
Branding Employee Volunteerism: Building Culture and Community
When it comes to maximizing the impact of corporate volunteer programs, a well thought-out branding and communications strategy can be your most powerful tool. This whitepaper shares seven principles for leveraging communications to enhance the long-term success and impact of your employee volunteer program. More
