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Posted by on Jun 29, 2013 | 0 comments

Freelance copywriter

Freelance copywriter

Copywriting is copywriting.  Words are words. Right?  You can buy them by the ton, right off the Internet, like any other commodity.  Of course, that’s probably how your customers feel about you too – unless you have a brand personality that differentiates you, and the power to project it through all your communications.  Hmm… sounds like you might need a better-than-average copywriter after all. Great copywriting is all about your brand personality, not your copywriter’s When you’re looking for a freelance copywriter or content writer, remember, it’s not about how cool, smart, edgy or whatever they are.  It’s about how well they can grasp your brand, capture its functional and emotional benefits in words, and wrap it all in a style and tone of voice that is uniquely… you, your brand. Grasping your brand essence means grappling with your brand strategy, so your first question, then, should be “Does this writer know his or her way around a strategy statement?”  If not, don’t plan on getting strategically relevant writing. Here’s a...

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Posted by on Mar 16, 2012 | 0 comments

Can Employment Branding Create Too Much Brand Trust?

Can Employment Branding Create Too Much Brand Trust?

It’s a hot topic that goes by many monikers: employment branding, internal branding, corporate citizenship strategy, employee engagement. From a marketing perspective (and I won’t even get into the HR benefits here), it’s the logical – and necessary – extension of external branding, the organizational means by which positive brand experiences are created and core brand promises are kept. It recognizes that inculcating employees with brand values, and nurturing them as true brand believers, is the center of any sincere effort to be customer-centric. But can employee branding create too much employee belief, too much trust? A article in the Iowa Law Review answers a resounding, and potentially troubling, “Yes.” HAS IN-HOUSE COUNSEL CLEARED YOUR INTERNAL BRANDING? The article is “Managing Identity: Buying in to the Brand at Work,” by Marion Crain, a Wiley B. Rutledge Professor of Law and Director, Center for the Interdisciplinary Study of Work & Social Capital, Washington University School of Law (and I thought corporate titles could be a little over done). For a...

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Posted by on Oct 3, 2011 | 0 comments

A Brand Face You Can Trust?

A Brand Face You Can Trust?

OK, I’m finally going to do it. I’m putting a face, my face, on my personal brand. While up until now I’ve always taken the position that I would prefer to have the professional community judge me on my work rather than my appearance, I’ve finally given in to the profile picture as a “must do,” if only because, in some cases, the most common, or perhaps communal, practice becomes the minimum requirement for best practice. So no more QR Code (which only my younger contacts liked, by the way). No more blank picture. Which leaves me to ask you, dear reader (assuming you did not already know me), seeing me now do you trust my opinions more, less or is there no difference at all? I’m looking for a gut reaction here. How does this photo strike you? Is this a face you can trust? Brand Face Value As I cogitated on my own “face value” in terms of creating trust, I did a little looking into the...

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Posted by on Sep 16, 2011 | 3 comments

Can’t Buy Me (Millennial) Love: Brand Trust or Transaction, Part 2

In my last post, Brands as Functional Friends for Millennials, I opined on the potential to create brand trust, and subsequent loyalty, among Millennials by becoming functional friends, i.e., by actively providing useful resources and support. This is differentiated from the notion of “faux friends,” that is, brands that build excitement, if not real attachment, by being a part of the “gimme culture,” wherein your brand is only as good with its audience as its last offer, daily deal, freebie, or other “gimme.” (For more thoughts on that subject, check out Marketing to Millennials: Brand Trust or Transaction?) So I’m wondering where on that brand friendship spectrum you would place the involved parties featured in last Sunday’s New York Times article On Campus, It’s One Big Commercial. Can you sell more soap in an Ivory Tower? The piece talks about the growing, if not new, marketing practice of not merely reaching out to kids on campus but actually becoming part of institutionalized college life. Besides the well-established outreach of...

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Posted by on Sep 2, 2011 | 3 comments

Are We too Contented with Con-tent?

I typically like FastCompany.com, particularly for features like The 30 Second MBA. But a recent article by one of its writers leaves me wondering: Do brands, media or otherwise, think we are so trusting of them that we won’t really examine their content? The article in question is “For Brands, Being Human is the New Black.” It reports, quite uncritically, on a recent presentation by a leading light at a leading design and innovation firm, IDEO in which a gathering of designers was told that “Today, brands are becoming more and more like humans. They’re taking on human traits.” As the first of only a few online comments on the article itself notes, there’s nothing new here. Brands have long tried to exude qualities like “honesty, kindness and simply having a sense of humor,” and many have for years invested heavily in developing brand personalities, brand voices, and other human-like facets. I’m not saying the observations are inaccurate, just not new or newsworthy. So why has this article become...

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