Why buying forgiveness doesn’t work

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Several large companies have taken out expensive ads apologizing for bad behavior. Over the last year, Samsung, Under Armour and Deutsche Bank have all issued full-page mea culpas in prestigious publications. Reasons include missteps by a spokesperson, an attempt to control the narrative and choosing to avoid a social media dialogue with consumers. Though one-way […]

Why Timing Trumps Execution

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Execution in marketing is important, but not as important as TIMING. Let me explain. External perceptions about an industry have internal implications. Yet, most organizations all to often ignore these factors and do business-as-usual. It is due to the fact that the art of marketing is changing faster than most executives and their CMOs can […]

Brand ROI Perspectives: How Caitlyn Jenner Helped GLAAD Hijack a SPIKE

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In the wake of Caitlyn Jenner’s record-breaking Vanity Fair cover, GLAAD has positioned themselves as the go-to source for media seeking help in properly writing about her. They’ve anticipated the need for accurate, up-to-date information on language use, provided a tip sheet for journalists, and have leveraged their organization as the ultimate resource for questions regarding transgender […]

Anniversary Special: Society Takes a Different Approach to Celebrating Its Birthday

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As it turned three-quarters of a century old, the Institute of Food Technologists didn’t want to send out the usual press release announcement. Instead, IFT developed a public awareness campaign around an important and challenging issue in its industry. The board game Monopoly turns 80 years old this year. To help mark its birthday, the […]

”SPIKE” Your Marketing Efforts To Take Them To The Next Level

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PR and marketing strategist Adele Cehrs shares how associations can boost marketing ROI by taking advantage of noteworthy, relevant events, or SPIKEs: “Sudden Points of Interest that Kick-Start Exposure.” Here at AssociationsNow.com, we cover news for and about associations, including how membership organizations insert themselves into the news and current events. For example, just this […]