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How quick are your brand's reflexes? In a world where brand response has to match the speed of social media feeds, you can't afford to be sluggish. Achieving responsive brand marketing means asking yourself these six questions. more
Going green is usually associated with consumer awareness, so it may seem irrelevant to consider for a B2B company. Not so: from financial benefits to positive PR opportunities, B2B marketers have a lot to gain from embracing the sustainable practices of their B2C counterparts. more
Branding and direct response marketing must work together. Marketers should therefore understand the key differences between the two so that they can employ the right blend of tactics when executing their overall marketing strategy. Here are five differences to keep in mind. more
Apple, Amazon, and Google are the major brands people in the United States have felt most intimately connected to during the COVID-19 pandemic, according to recent research from MBLM. more
The world's five most valuable brands in 2020 are all technology companies, according to recent research from Interbrand. more
Communication and connection are important in the best of situations, but they become vital when adapting to a new normal. As customer expectations evolve, marketers are thinking how they can adjust to ensure the best possible customer experience. Here are some useful tactics. more
In the fleeting digital world, empathy toward your customers is an invaluable asset. But companies that fail to let their audience peek into their own human side also fail to build trustful and lasting customer relationships. Doubly so in B2B. Here's how you can solve that problem. more
Whether it's a global pandemic or a data breach, a crisis of any kind can negatively impact your company's operations and reputation. So, what can marketers say and do to keep customers informed and satisfied until the crisis is over? Here's useful advice. more
Four American tech companies have the world's most valuable brands this year, according to recent research from BrandZ. more
B2B marketers say the biggest challenge they face in trying to amplify their brand is not having a clear strategy, according to recent research from ON24 and NetLine. more
Are your brand guidelines working for your team and company? Is the content being shared internally and externally consistent and aligned, no matter which team it's coming from and in what format? If not, it's time to start making some important changes. more
Storytelling is one of the most effective ways to build a connection with your audience. But how can marketers build narratives that resonate with customers on an emotional level? Here's what brand storytelling involves, why using empathy to drive narratives is important, and how to do it. more![The Value That Creatives Bring to Business Results [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/200526-infographic-lg.jpg)
Although creatives know that their work creates tangible results for businesses, their work has often been undervalued by their more business-minded colleagues. Yet businesses are increasingly recognizing the value of creativity for achieving business objectives. more
Fully 94% of marketers say the COVID-19 pandemic has had an impact on their brand marketing and content marketing strategies, according to recent research from Bynder. more
Visual design is having a moment of prominence—and perhaps reckoning. Many companies no longer treat design like frosting for their messaging; often, the design is the message. But can marketers stand up for artistic design while still getting the ROI the C-suite execs expect? more
We are living in a time of great disruption. Disruption in the market breaks paradigms. It creates as much opportunity as loss. It is easier for our minds to envision the downside of our losses than to see new opportunities. Though harder to spot, the opportunities are there. more
The concept of "brand elasticity" refers to how sensitive customer preference is for a certain brand when it stretches beyond its positioning or expands into new categories. It's important to understand so you don't stretch a brand to its breaking point. more![Best (And Worst) Email Signoffs During COVID-19 [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/200427-infographic-lg.jpg)
How do you sign off your marketing emails in a way that fits your brand—but still shows you're aware of what's going on during a tough time for your customers? Here's a chart with 30+ options, listed from best to worst, with brand-voice options both cheeky and formal. more
You need to know what's being said online about you, your brand, your competition, your industry, and other topics you're interested in. At first, Google Alerts might seem the most obvious choice, but it's notoriously unreliable.You have options, though, including these 4 alternatives. more
It's never been easier to monitor what's being said in traditional and social media about companies, brands, individuals. But it's also never been more complicated: There are dozens of platforms, and they make all kinds of claims. Here's what you need to know when evaluating media monitoring services. more![A Guide to Business Ethics and Social Responsibility [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/200304-infographic-lg.jpg)
Business ethics and social responsibility are a top consideration of customers and employees alike in the age of growing socioeconomic inequality, climate change, and environmental concerns. Being ethical and socially responsible is simply good business. more
It doesn't matter whether you believe climate change is the great existential threat of our time. "Green" or "eco" branding doesn't always cut it. So how do we do what's right for the planet while still bringing in a healthy profit? Here are four ways to cut through the noise. more
How do people feel about some of the biggest logo changes of last year? Do they like the revamped version or the previous look? more
To stand out, brands must convey their messages distinctly. A unique, visually appealing packaging design is an excellent attention-getter and differentiator, and it can deliver the right message to a targeted audience. Here's how to create a lasting positive impression through packaging. more
Consumers expect a brand in crisis to respond quickly, accept responsibility, and communicate from the top, according to recent research from Crisp Thinking. more
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