Q: What are the building blocks of effective tech branding?

Posted by on Jun 1, 2016 in Branding, from Q to A | Comments Off on Q: What are the building blocks of effective tech branding?

Q: What are the building blocks of effective tech branding?

A: Tech companies often speak more about product functionality than brand promise. They make this mistake because they prioritize what can be quantitatively measured over the human experience. However even with technology, human experience is at the core. Effective branding creates deep interest and loyalty among consumers, and that happens when a tech company’s brand is perfectly aligned with the user’s experience of their products or solutions. Here are the basics any company, especially a tech company, should consider when building an effective brand strategy: Audience: Who is your target...

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Q: What advice can you share for companies or nonprofits wanting to increase their focus on CSR?

Posted by on May 30, 2016 in Business Development, Corporate Citizenship, from Q to A | Comments Off on Q: What advice can you share for companies or nonprofits wanting to increase their focus on CSR?

Q: What advice can you share for companies or nonprofits wanting to increase their focus on CSR?

A: We asked this exact question of our panelists at a recent “Community Engagement: How companies of any size can make a difference” panel hosted by Rollins College’s Crummer Graduate School and the Edyth Bush Institute so I thought I’d pass on what they told us. For COMPANIES wishing to be more strategic with community engagement “Make a commitment, regardless of size or budget. It’s not about the amount of money, it’s about making an impact.”    Winter Park Construction “Avoid ‘a mile wide and an inch deep’ thinking. Be selective and do a few projects really well.”    Orlando City Soccer...

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Q: How can I make straightforward news more interesting?

Posted by on May 26, 2016 in Communications, from Q to A | Comments Off on Q: How can I make straightforward news more interesting?

Q: How can I make straightforward news more interesting?

A: The news is the news, but you can present it in a more compelling way by focusing less on the situation and more on the story. For example, you’re writing a news release announcing one of your employees has received an award for community leadership. The news itself, although important, is not engaging. What is engaging is the story about what they did to earn this award. Tell that story and you’ll capture your audience’s...

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Q: What is cascading communications and how should I use it?

Posted by on May 5, 2016 in Communications, from Q to A | Comments Off on Q: What is cascading communications and how should I use it?

Q: What is cascading communications and how should I use it?

A: Think of the telephone game. You tell someone something. They pass it on, and so on, and so on. Getting your message through to the intended audience, through a series of message deliverers, is cascading communication. This scenario happens most often in larger organizations with more of a hierarchal structure, or with organizations with field staff working outside of the headquarters or main office. INTERNAL COMMUNICATION: As an internal example, a communications department will typically share something with a manager who will need to share it with their team. This becomes even more...

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Q: What are some examples of medium-size companies with successful CSR programs?

Posted by on Apr 7, 2016 in Corporate Citizenship, from Q to A, Great Companies | Comments Off on Q: What are some examples of medium-size companies with successful CSR programs?

Q: What are some examples of medium-size companies with successful CSR programs?

A: Recently I was asked to recommend medium-size companies to join a corporate social responsibility (CSR) panel I am moderating. They wanted to make the panel representative of the community which consists of a large, medium and startup businesses. Makes sense. If they’d ask for examples of larger companies, I’d have no problem: Toms, Dell, Whole Foods are just a few that come immediately to mind. And on the smaller company end of the spectrum, where there are a lot of social entrepreneurs cropping up, I’d say Clean the World, Teatulia or Women’s Bean Project.  The good news is that even...

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