When we build a company without brand standards, the result can sound like a person speaking a language we can’t understand. Unfortunately, neither can customers. Building standards is akin to creating a language that explains our brand. Unfortunately, sometimes we make this relatively simple process too difficult. A quartet of veteran communicators and marketers break down branding into small segments.
More than a few PR pros theorized that consumers would remember brands’ performance during the pandemic. The newest edition of the Axios-Harris Poll 100 confirms that theory. Grocery chains and pharmacies, among others, earned plaudits from consumers for being able to deliver on their brand promises during the first months of the pandemic.
As the pandemic has changed many aspects of life and business, it’s natural to think communicators are adjusting their messages and how they’re delivered. Nicole Schuman of PRNEWS found PR pros at brands and organizations are making subtle and significant changes in the wake of the pandemic.
As part of our pandemic interview series with new executives, we spoke with Elana Gold, the new chief marketer at Del Monte Fresh Produce. Hired during the pandemic, Gold discussed keeping customers at the apex of marketing during the pandemic as conditions change constantly and remote working is the norm.
Some PR pros might be surprised to see analog photography pioneer Kodak—which filed for bankruptcy in 2011—making headlines for technological innovation, but a new contract with the federal government has sent its shares soaring. The company, which emerged from bankruptcy in 2013 and has since transitioned into chemicals production, will be receiving a $765 million loan from the Trump administration to produce active pharmaceutical ingredients (API), some of which are used in coronavirus patient treatments.
It’s the sort of experiment business watchers live to see. Delta is communicating that its planes will be not more than 60 percent full. American is making no such promise, and has added a slew of flights, so chances are customers will find more travel options. Both carriers are seeking passengers’ trust. Who will earn it?
While sports may seem a frivolous priority for some, for many fans in this country, of baseball in particular, the game provides a comfort of routine and a celebration of summer. With not much to celebrate throughout the first half of 2020, Americans are welcoming any kind of distraction and all eyes will be on Major League Baseball tonight.
It’s an understatement to say that people have been through a lot during the past few months. As a result, they are looking for reassurance. In addition, they want to know how your company contributed to solving problems during the pandemic. Show them as you craft bolstering messages. Here’s how to do it.
With the novel coronavirus, we see on TV and read in print media the same experts over and over. The public thinks these people are the most-qualified. Sometimes that’s the case. Other times, it’s because they are media savvy. Here are tips that will help make the executives you represent more media friendly.
It’s not news that the country is politically turbo-charged. That makes nearly any story a potential PR time bomb. Evidence is today’s White House announcement that it’s launching a program to bolster job searching, particularly for non-degree recipients. The critics charge first daughter Ivanka Trump is the wrong person to lead this effort.