Seeing a brand’s opportunity to revitalize an industry
How do you identify a chance to revitalize an industry through a single brand? Robin Tooms talks with Rob Camper, Strategic Brand Director at Cadence Bank, about spotting branding opportunities in an industry with trust issues.
Assessing Your HR Brand: Are You Retaining the Best & Brightest?
Whether you’ve set out to intentionally create one or not, your company has an HR brand. An HR brand is more specific than your overall brand, and is internal to the company – it encompasses the way your employees experience your workplace and talk about it, the way leadership deals with internal issues and the beliefs employees have about why it’s important to work there.
M&A Cultural Alignment: A Unified Culture Means a Strong Brand
When companies participate in M&A activity, they understand that there will be challenges associated with combining two unique businesses into a single entity. How customers will react to the combined business is a big concern. Managing customer expectations, ensuring that the company’s external brand is shifted smoothly and value remains high all need to be addressed in the external rebrand.
Creative brand strategy when there’s no money
In a down economy, creating a brand that treats clients like partners is even more important, but it requires more creativity. Brooke Mathes-Yep, vice president of corporate marketing for NCI Building Systems, talks to Savage’s Robin Tooms about NCI’s strategy for succeeding in a hard-hit industry.
Matching your brand’s voice to your audience
Sometimes it takes a fresh perspective to determine the voice that best matches your brand. Janet Gurwitch, operating partner of Castanea Partners and board member of La-Z-Boy Inc., talks about bringing on Brooke Shields as spokesperson.
Integrating responsibility in every aspect of your business
Sustainability and corporate responsibility aren’t just initiatives — they should be an integral part of your business and your brand. Rob Candelino, Vice President of Brand Building for Unilever skincare business speaks to Robin Tooms at the Dad 2.0 Summit about how a commitment to responsibility guides every business decision.
Translating your brand into a customer experience
Translating your brand into a customer experience means meeting customers’ needs in a way that makes sense in the context of your branding. Chloe Dao, fashion designer and owner of Chloe Dao boutique, talks to Robin Tooms about how she she turned her brand into a customer experience that keeps people coming back.
How marketers gain the ear of upper management
How can marketers earn a voice among upper management? Brooke Mathes-Yep, Vice President of Corporate Marketing for NCI Building Systems talks to Savage’s Robin Tooms about how she earned a place at the table.
Ask the Expert: Cultural Alignment is Critical during Mergers & Acquisitions
A strong, positive culture is a critical part of a successful business — and an even more critical part of successfully combining companies through an acquisition or merger. Jackie Dryden, Savage’s Creative Strategist, talks about the role culture plays when combining organizations.
Great brands maintain effectiveness by staying true
How do the great brands maintain their effectiveness? Robin Tooms visits with Janet Gurwitch, operating partner of Castanea Partners and former CEO of Laura Mercier Cosmetics & Skincare about what keeps the great brands on top.