Branding

How to Honor Independent Research

All things being equal, media and consumers trust studies without corporate or branded backing most. Edelman’s 2015 Trust Barometer confirms that academic experts are twice as credible to consumers as CEOs.

credibility of spokespeopleWe are quick to call out bias, which makes a new report published by the Dietary Guidelines Advisory Committee last week so significant. An independent, government-backed advisory panel announced that drinking more coffee is good for you. It was the first time in 40 years the committee weighed in on coffee consumption and said that up to five cups of Joe a day are A-Okay.  Now, federal endorsement for drinking coffee seems imminent.

If you work in the coffee business, I think you would agree: It doesn’t get much better than this.

One important question remains: How do you leverage positive and independent health research? Everyone agrees independent research ranks highest in credibility. But since you don’t own it, you can’t customize the study to fit your communications needs. Or can you? I spoke to our in-house RD and Manager of Nutrition Communications, Joanne Tehrani to find out.

Here are three…

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Investor Relations

Thought Leadership as a Differentiator

15-1-pdsi-infographic-v4Innovation, integrity and corporate responsibility are hallmarks of well-run businesses. Add in a dash of thought leadership, and a company may gain a distinct competitive advantage.

According to Forbes’ Glenn Llopis, in Thought Leadership Is The New Strategy For Corporate Growth, thought leadership is about introducing new ways of thinking that will reinvent industries and significantly impact business models, the marketplace, employees, consumers and the workplace.

He posits that corporations that embrace thought leadership as a strategy for growth represent the essence of market leadership, corporate accountability and changing the rules of client engagement.  It requires an organization to be transparent about its best practices and share them with clients.

I’ve had the pleasure of working with corporate leaders who understand this intuitively. Most recently, our agency worked with Patterson Companies. Talk about being transparent. Patterson is shedding light on the growing market for potentially unsafe gray market and illegal black market dental supplies. As part of an educational awareness campaign for dentists that PadillaCRT helped to develop, the company launched www.DentalSupplyIntegrity.com. As Llopis suggests, Patterson’s website provides a transparent look at concerning issues in the dental supply industry, and how dentists…

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Digital Marketing

Mobile-Friendly Websites Will Now Rank Better In Mobile Search

It’s official, Google announced last week that they will be updating their mobile search algorithm to include “mobile friendliness” as a ranking signal.
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From Google:
Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.
If any business has been hesitant about “going mobile” this should be major influence in motivating the build of a mobile-friendly site as mobile traffic will now be impacted by this algorithm update.

3 other reasons why you need a mobile friendly website coupled with SEO



01. User Experience and Brand Reputation
Not having a mobile friendly site will hurt the user experience as well as brand reputation. Google did a study on what users want from a mobile site and here are a few key points: 50% of people said that even if they like a business, they…

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Branding

5 Lessons Learned About Internal Brand Building

Any and every organization can learn and benefit from a proactive internal brand-building program. By learning more about internal brand building, any organization can uncover and energize the hidden brand power that resides inside its culture.  In this cramped blog space I will restrain from providing a comprehensive how-to guide of internal brand building. Instead I will take a more compact, practical approach and pass along a few key lessons learned after 10 years of developing and implementing internal brand building programs. Here you go.

  • If I can name it I can know it. Define the organization’s brand platform in a way that is understandable, relevant and believable to all employees. Most organizations have defined their brand to support marketing and communications professional’s tactics (external brand building). As a result the language is tuned to resonate with external audiences. Tag lines and positioning statements are the exclusive language of marketers and can easily turn-off rank and file employees. Before any organization can expect employees to embrace the intentions of the brand, the language must be practical, less marketing-ese and easily translate the brand’s intentions and character into action. A brand must be defined so an employee can name it,…
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    Healthcare

    5 tips for building a newsworthy opinion poll (a glass of Scotch might help)

    keep calm homeworkMarketing and communications professionals love, LOVE having proprietary data to use.  For us, data is transformed into brand positioning, front page headlines, lead generation, thought leadership, engaging content and more.  A research project chocker-box full of cross-tab data and qualitative insights is a pot of gold at the end of magical rainbow for a creative communications team.  It is!

    Before you write a research project, here are five tips to help ensure you get meaningful and useful insight. Your mom said it best, “do your homework!”

    1. Determine what organizations are already doing research. It’s hard to find a research topic that no one has explored.  Conduct an environmental scan to determine who is engaging and sharing research: your competitor, an academic institution, a consulting group, a non-profit or a foundation.  Understanding what organizations are producing research will help you understand what voice is missing and how your organization fits into that landscape.

    I love research

    2. What are they researching? Simply put: avoid over saturated topics. In the case of healthcare, we have produced a library full of good research on…

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