BIZ Builder Magazine

IABC Q&A: The “Glocal” Opportunity – Communicators Help Businesses Break into BRIC Countries by “Thinking Globally and Acting Locally”

In the Spotlight: IABC Executive Director Chris Sorek “The biggest challenge for businesses and the communicators who serve them now is having the ability to deliver the global brand and corporate message locally—and vice versa,” says Chris Sorek, director of the International Association of Business Communicators (IABC). “You must be able to ‘go glocal’ if…

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Managing Communications across a Pan-Latin Hemisphere

By Mike Valdés-Fauli, President of JeffreyGroup There is significant interest and excitement about the Latin hemisphere these days.  Countries like Brazil and Mexico have grown quickly in recent years, and the U.S. Hispanic market represented over 50% of total population growth in the United States over the past 10 years.  However, the staggering figures often…

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Executive Checklist: Research Essentials for Winning Global PR Campaigns

By Mark Weiner, CEO, PRIME Research Global public relations programs strive for consistency, efficiency and economy but relatively few achieve better than mixed results. Successful public relations programs – domestic or international – begin with understanding: understanding of the customer, understanding of your company and brand reputation in the marketplace, and understanding of your product…

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Brand Ambassadors: How to Build a Brand Through Social Media

By Donetta Allen, Social & Digital Media Practice Leader, Hunter Public Relations Consumers are showing they are willing to engage with the products, companies and brands that influence their day-to-day purchasing decisions. A survey by Lab42 found that more than 30 percent of Twitter users follow 1-5 brands on the platform, but just 10 percent…

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Branding Champions: P&G’s Winning Sponsorship of the 2012 Olympic Games

By Michelle Adelson, Chief Brand Officer, The Phelps Group Corporations invest millions of marketing dollars in sponsorships in an effort to impact awareness and brand perception. A prime example is how brands hope to win glory and consumer affinity with the Olympic Games. However, to drive maximum return for such sponsorships, companies must connect their…

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What Hollywood Teaches Business: How to Find Your Brand Story

By Laurence Vincent, Director of The Brand Studio, UTA, Author, “Brand Real” and “Legendary Brands” I am cursed with a career-limiting visual impairment. It’s called eye rolling. Lately, this malady has embarrassed me whenever someone tells me they help brands tell stories. When the phrase “we’re in the brand storytelling business” rolls off their tongue,…

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London’s Burning: Controversy Heats Up Over Protecting the Olympic Brand

By Marco Bertini, Assistant Professor of Marketing, London Business School The Olympic Games in London are officially kicking off, providing us the opportunity to witness the world’s most prestigious sporting event. As Olympic athletes descend upon London, local businesses are finding ways to capitalize on the moment.   But there’s been debate around some companies…

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Olympic Buzz: McDonald’s Demonstrates Owned-Media Prowess on Eve of London Olympics

By Dave Armon, President, Critical Mention McDonald’s will score Olympic-size buzz in mainstream media and on social networks as an official sponsor of the 2012 Summer Games. The juxtaposition of the world’s largest McDonald’s restaurant next to athletes with zero body fat could make for some interesting Tweets. But if a recent owned-media success from McDonald’s…

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Olympic Gold Interview: GE Grows Its Global Brand as London 2012 Olympics Sponsor

Brian Pittman’s exclusive interview with GE Olympic Sponsorship President Peter Foss “Any company must carefully align sponsorship opportunities with its corporate values—and recognize it’s all about growth at the end of the day,” says Peter N. Foss, President, Olympic Sponsorship and Corporate Sales at GE. “If you can’t find a link to driving company profits—don’t…

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The Sept/Oct issue focuses on Global Communications.  Highlights include:  Interview with the president of the International Association of Business Communicators     Samir “Mr. Magazine™” Husni on “Five Tips Brands Need to Survive the Global Market: Lessons from the Magazine World” Global Communications:  Without Borders–Global Communications and You  

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What’s Your Brand EQ? An Engagement Quotient Questionnaire for Business

By Sam Ford and Emily Yellin, Peppercom Strategic Communications Most businesses are built on interacting and connecting with their customers. But even the most audience-centric brands can become disconnected from the audiences they seek to engage—often because customers have been reduced to mere data points on a spread sheet. That’s bad news. It’s often the…

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Corporate Branding FAQ Yes, There Is More to It Than You Think

By Mark Brock, Director of Public Relations, Wray Ward Unfortunately, many companies—regardless of size—don’t see corporate branding as complicated. Their thinking seems to be, “Develop a logo, standard PMS colors, brand standards manual, and a statement of vision, mission and values … and voila—you have a brand.” As important as these elements are to brands,…

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Brand Enginering: How to Master the Science Behind the Art of Branding

By Mark Weiner, CEO, PRIME Research A common misconception is that branding is a purely creative endeavor based on clever phrasing, brilliant visuals and edgy disruptive execution. While creativity certainly plays an important part, successful branding is as much science as art; and the required science—which can be called “brand engineering”—actually enhances the creative process…

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Five Brand-Busting Myths Exposed

By Joellyn “Joey” Sargent, Principal, BrandSprout LLC With business moving at an ever-accelerating pace, branding is both a hot topic and a moving target. In spite of the buzz, not all “conventional wisdom” is accurate. Let’s debunk some major myths about branding to clear the way for a more focused and fruitful approach to branding…

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