Posts Tagged 'Branding'

5 Lessons From the Demise of Coke’s CMO

Posted on May 23rd, 2017 · Posted in Business, C-Suite, Change Management, Corporate Culture, Marketing

May 23, 2017 by Carla Johnson Coke recently cut the role of CMO from its C-suite roster. Does that mean that marketing’s in trouble at one of the world’s most.. read more

Do You Remember Your First Kiss?

Posted on May 19th, 2017 · Posted in Branding, Customer Experience, Storytelling

May 18, 2017 by Carla Johnson First kiss. I remember mine. It was 7th grade. A brief chapped-lip peck that was awkward for both of us – like so many.. read more

Building a B2B Brand Starts with Stories, Not Standards

Posted on April 20th, 2017 · Posted in Branding, Marketing, Storytelling

April 20, 2017 by Chris Schermer As a B2B marketing agency, SCHERMER often gets asked to do “branding.” Typically, it’s marketers who want help with their brand positioning, messaging and.. read more

A Strong Storytelling Strategy Will Expand B2B Reach

Posted on October 6th, 2016 · Posted in Branding

October 6, 2016 by Carla Johnson B2B marketers have tapped social media as a pillar approach to reaching audiences. In fact, 83% of respondents in the 2017 Benchmarks, Budgets and.. read more

How to Tie ROI, KPIs and Other Metrics to Storytelling

Posted on October 4th, 2016 · Posted in Storytelling

October 4, 2016 by Carla Johnson We hear about storytelling a lot, but what does it mean? And does branded storytelling actually work? And can you measure it? That was.. read more

Humana Taps Socially Savvy Employees as Brand Advocates

Posted on September 13th, 2016 · Posted in Marketing, Storytelling

September 13, 2016 by Carla Johnson Humana’s focus on health and wellness isn’t just something for its subscribers. It’s proving a tremendously beneficial approach for inspiring and empowering employees to.. read more

The Difference Between Brand Purpose, Vision and Mission

Posted on September 6th, 2016 · Posted in Branding

September 6, 2016 by Carla Johnson The ability for a brand to separate itself from the rest of the market and rally employees to deliver distinguishing experiences for customers is.. read more

Don’t Be Trapped by Form

Posted on August 30th, 2016 · Posted in Customer Experience

August 30, 2016 by Robert Rose When I first came to Los Angeles, one of my screenwriting instructors told me something that I still find invaluable today. He said, “When.. read more

B2B Brand Storytelling: Learning From Nike

Posted on August 23rd, 2016 · Posted in Uncategorized

August 23, 2016 by Carla Johnson When it comes to consistently telling a brand story, few brands have the sustainable track record that Nike does. From its inception in 1971.. read more

What’s Brand Storytelling and Why Do You Need It?

Posted on August 11th, 2016 · Posted in Uncategorized

August 11, 2016 by Carla Johnson Frustration. I’m hearing more of it and not just from marketers – but from executives as well. Conversations that used to be within the.. read more