Global Connections

How Far Does Brand Loyalty Go?

by Doug Wesolek on ‎04-07-2015 04:37 PM (186 Views)

Brand loyalty often starts young and it can remain for life. But how much can you really count on it?

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Do the Heavy Lifting So Your Audience Doesn’t Have to

by Doug Wesolek ‎10-29-2014 04:50 PM - edited ‎10-29-2014 08:09 PM (926 Views)

I once overheard someone say, “I have ten best friends.” And I immediately thought, “Well, that essentially means you have zero best friends.” I’ll explain why...

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Elevating Your Elevator Pitch

by Doug Wesolek on ‎09-17-2014 08:50 AM (1,106 Views)

If you’ve ever been asked what you do for a living, what your product is, or even what project you’re working on, you might still remember an awkward pause. Here’s a simple, easy way to create an “elevator pitch” that works for a variety of different situations.

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Branding Isn’t Just a Popularity Contest

by Doug Wesolek ‎07-11-2014 01:30 PM - edited ‎07-11-2014 01:33 PM (1,162 Views)

Some brands are ubiquitous. But there’s a high price to pay for gaining—and maintaining—popularity. That’s why it’s often more effective to focus on making your brand relevant rather than popular.

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Branding Math: When 8 Is Bigger than 80

by Doug Wesolek ‎06-12-2014 10:32 AM - edited ‎06-12-2014 10:33 AM (2,361 Views)

“80% of leaders say their brands offer a superior customer experience. Only 8% of customers agree.” How did we get here—and how can we fix that?

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Branding 101: Where to Start?

by Doug Wesolek on ‎04-17-2014 11:12 AM (1,154 Views)

Everyone knows something about brands. But where do you start when you need to truly understand the basic concepts and principles behind branding?

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You Don’t Own Your Brand. Your Customers Do.

by Doug Wesolek on ‎03-06-2014 02:09 PM (1,943 Views)

Although you might effectively manage your brand, your customers actually own it. Your brand is only as good as each customer’s last experience with it.

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How Public Relations is Like Dating

by Katie.Bromley ‎02-14-2014 07:02 AM - edited ‎02-14-2014 09:26 AM (2,327 Views)

“When I think public relations, I think scandal!” said a woman I just met. I had told her I was part of the public relations team at Brocade. I actually laughed a little at the response. The role of PR isn’t just crisis management. It has always been more than that. PR actually began decades ago with the singular goal of influencing public opinion.

 

Public relations is a lot like dating. It’s better to have other people talk about how great you are, but you still want to look and sound your best. So you talk with your friends, your family and others who know you and hope that if they think you’re interesting and fun, they’ll introduce you to other people who are interesting and fun. The end goal may be the same, but the tools are certainly different. Thank you internet!

 

The days of the 24 hour news cycle are long gone thanks to social media. But at the end of the day, public relations is still about communication. Getting the right information to the right people, and possibly influencing opinion, with more listening and engagement, and less of a ‘listen to what I have to say’ attitude. Remember that date with the person that just wouldn’t stop talking about themselves? No one wants to hear that.

 

How else is dating like public relations? Awareness and research. Before people make a purchase, they research. Before you go out on that date, tell me you don’t Google the person. The truth is, before an individual contacts a sales person or visits a company website, most have already decided on their purchase. Chosen their brand and selected their widget. Decided if they will go out with you or not. Public relations is influencing certain audiences, whether it’s a reporter, analyst, blogger or customer.

 

What do you think when you hear the words Public Relations?