It’s been a decade, maybe two since the merger of communications and technology. Some could argue it started with the old Wordstar word processing program. Or maybe it was Lotus Notes internal email application. But whatever that monumental moment was, the full merger of communications and technology has happened. Today if you are even the slightest bit technophobic, then it might be best to choose a career other than marketing or branding. But if you don’t mind delving into the world of computers, the cloud, and a host of apps that bring your brand to life and get your message out, here are the technology musts.
by: Kathy Heasley | June 29th, 2011 | Category: Advertising, Branding, Marketing, Technology
Have you ever put your best foot forward only to discover that instead of everyone loving your work you’ve triggered a rash of criticism? It happens, and with social media the critics have a bigger soap box than ever before. Some people say any press is good press, but that’s only if you make it so. Here’s what to do if you find yourself or your brand in this uncomfortable predicament.
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by: Kathy Heasley | June 22nd, 2011 | Category: Branding, Business, Entrepreneur, Marketing, Word-of-mouth marketing
What does a rock legend do to become relevant to more people? Release a new album? No, that will hit the hard core fans more than attract new ones. Launch a ten-city tour? No, same problem. In today’s world, more than anything, you go on American Idol or The Celebrity Apprentice. Read the rest of this entry »
by: Kathy Heasley | May 17th, 2011 | Category: Branding, Marketing, Pop Culture
If you have to work eight or ten hours a day I would hope you get something more out of it than just a paycheck. Studies show that money isn’t everything when it comes to happiness in the workplace. It takes much more to feel fulfilled. Read the rest of this entry »
by: Kathy Heasley | May 12th, 2011 | Category: Branding, Marketing, Moments, Special Features
Here’s the opening line to the big news today: Diet Coke has trumped Pepsi.
“In a historic shift for the beverage industry, Pepsi, long the No. 2 carbonated soft drink in the country, has fallen to third place in the category behind both Coke and Diet Coke. Beverage Digest reported today that Pepsi lost 0.4 share in 2010, falling to a 9.5% share of the category. Diet Coke controls a 9.9% share of the market, while brand Coke holds a 17% share. The move has been long been in the making — Pepsi barely nudged by Diet Coke in 2009 — but the brand wasn’t able to turn the tide. John Sicher, editor and publisher of Beverage Digest, said Pepsi had held the No. 2 slot for decades.” (from AdAge – 3-18-11) Read the rest of this entry »
by: Kathy Heasley | March 18th, 2011 | Category: Advertising, Branding, Business, Company Culture, Marketing
To the President of First Solar:
This short note is to ask you and your company to work faster. My name is Kathy Heasley and I am the founder and principal of HEASLEY&PARTNERS in Scottsdale. Thirty-two years ago this month, my world was rocked by the Three-Mile Island nuclear disaster. I was a high school senior then and during those frightening days, I didn’t know whether I would live or die. Today, I am watching history repeat itself, only worse, in Japan. My heart goes out to the people there. Read the rest of this entry »
by: Kathy Heasley | March 16th, 2011 | Category: Branding, Business, Entrepreneur, Moments
From time to time people contact me through the blog, Facebook, Twitter or through the HEASLEY&PARTNERS website with a question, seeking advice. Sometimes those questions are ones that.many people have, so I like to share them here so everyone can benefit. Read the rest of this entry »
by: Kathy Heasley | January 29th, 2011 | Category: Advertising, Branding, Business, Entrepreneur, Marketing
Sometimes this branding thing can get a little complicated. I received and excellent question from Melanie of Vancouver, Canada, on Twitter that I simply couldn’t answer in 140 characters. Her question was this:
If you have a business, brands, then you…which one becomes the real brand to market? Read the rest of this entry »
Last month we talked about Heart Loss. That’s when a company loses that very essence that has made it great. Some call it culture. Others consider it the brand. But in fact culture and brand are very hard to separate. One thing for sure is that when a company loses its heart, it loses a priceless asset.
So how do you avoid Heart Loss within your company? Here are a few thoughts to keep in mind that come from personal experience. I’ve been there dozens of times.
by: Kathy Heasley | September 18th, 2010 | Category: Branding, Business, Entrepreneur, Marketing
Great brand or cautionary tale? What has happened to Sony, a brand that built its reputation on innovative firsts that literally changed the world? For our younger readers who won’t remember, Sony gave us the…
- First portable tape recorder
- First pocket transistor radio
- Sony Trinitron TV
- Sony Walkman
- BetaMax video camcorder
- The Compact Disc player�
Even though these innovations seem downright primitive now, they weren’t. They were as revolutionary as, say, the iPhone and the iPad. Maybe more revolutionary. Sony was also one of the brands that transformed the image of Japan from a country that manufactured low-cost trinkets, to a high-tech powerhouse that became synonymous with innovation and quality. Sony was a phenomenon that knew its consumers. They would deliver to us products we ourselves didn’t even know we wanted so badly. Sony was cool, and if you had a Sony TV or Walkman, you were cool too.
So what happened? Sony isn’t cool anymore. Somehow the world’s coolest brand, greatest innovator and even greater marketer lost its edge. Worst of all, what happened to this legendary company can happen to your company too. It may be happening as we speak. Are you prepared? Can you stop it? Read the rest of this entry »