How to leverage content to enhance brand strategy
Two people from the agency, Vizeum spoke on this topic at
the October Marketing Institute breakfast yesterday and I really liked and
agreed with their approach. Some of the
nuggets they shared: consumers don’t care
about or want deep meaningful relationships with brands – brands are a promise
and people just want that promise to be delivered. Consumers are not experts in brand
positioning – so don’t hand over control of your brand to them. If you want evidence of what would happen if
you did – look at how participants in BBC’s The Apprentice market various
things – mostly a disaster! Also if you
asked One Directioners a couple of years ago what they wanted next, they’d say
another 1 Direction – but look at the rise and rise of Ed Sheeran!
Vizeum advised that we take responsibility for our brands,
have clear objectives, stick to brand strategy and create a value
exchange. As a good example of who does
content well, they cited AirBnB with their “Belong Anywhere” theme.
7 steps to being Flawsome on camera!
With the
growth of video as a promotional tool, it’s vital that business people come
across well on camera. This evening, former
actor and TV presenter, Lottie Hearn (pictured) launches her new book and online
community, “Confidence on Camera” in which she gives 7 steps to being
‘flawsome’ on any size screen and to putting the ‘act’ into ‘impact’.
It’s all
about letting the real you shine through and stop worrying about what other
people think. It’s about learning how to
play again and putting a smile into your voice.
The book is interactive with 7 stages within each of the 7 steps. Lottie
helps people discover their 3Cs (Confidence, Credibility, Charisma), 3Vs (Visual, Vocal,Verbal), 3Ps
(Pace, Pause, Performance) and M3
(Mind, Muscle, Memory).
Disclaimer: I’m working with Lottie to promote her book –
but don’t hold that against her! Check
out www.ConfidenceOn.camera
How SMEs can create a more sustainable workplace
It is believed that larger companies and multinationals
are more committed to sustainability than smaller businesses – often dedicating
personnel and resources specifically to it.
So how can the SME workplace become more sustainable? This article covers Energy Saving, Staff
Wellbeing and Local People & the Community. For Energy Saving, it
recommends gathering data about employees’ use of resources as a starting
point. On the subject of staff, they recommend that the policy around dealing
with workaholics be consistent with the reality i.e. don’t promote the person
who’s first in in the morning and last out in the evening, focus on staff wellbeing
and ensure the physical environment and encourage engagement with local people
and the community through things like volunteering etc.
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