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Working with an international brand – keeping the larger perspective to add value to your local market

As an autonomous part of Goodwill Industries, an international organization, each local group has a certain responsibility to protect the brand. Robin Tooms interviews Steve Lufburrow, President and CEO, Goodwill Houston.

Leveraging globally created content into your local content marketing mix helps stretch marketing dollars

Can an international brand help the local affiliate? Under the right circumstances, it can add tremendous benefits. Robin Tooms interviews Kym King, Vice President of Public Relations at Goodwill Industries of Houston.

Music as a communications tool? Yes, people relate to what’s “good for our soul”

Is your brand thinking about innovative ways to communicate and connect with your audiences? Robin Tooms interviews Steve Lufburrow, President and CEO, Goodwill Houston to discuss how Goodwill has used music, and music partnerships, as a powerful communications tool.

Brand conversations, early and often, is critical in forming strategic partner relationships

Global branding with partners adds several levels of complexity that must be understood. Robin Tooms interviews Audrey Trevino, Global Branding Manager at MD Anderson Cancer Center to talk about finding those great brand partner matches.

Top brands differentiate on a unique value combination and think beyond a “me too” approach

Professional services firms have unique challenges around differentiating themselves; setting both the thought leadership and the relationship strategies in place. Robin Tooms chats with David Skinner, CEO of KCA, an energy consulting firm focused on technology and strategy.

The ongoing branding challenge – clarifying, communicating and connecting a brand’s purpose to create action

Being the keeper of a 70-year-old brand is a big responsibility; one that comes with its own challenges. Robin Tooms interviews Kym King, Vice President of Public Relations at Goodwill Houston to talk about how brands can better communicate mission and purpose to connect with customers and create action.

Two practices of great brands: evolve to stay relevant, and celebrate important milestones

How does a brand stay strong, and relevant, over 70 years? Robin Tooms interviews Steve Lufburrow, President and CEO, Goodwill Houston to discover how the organization continuously builds upon its brand platform.