Search results for: corporate brand

5 Reasons Why Corporate Brand Isn’t Everything, It’s the Only Thing.

Linda Dunbar, Global PR and Corporate Communications Strategist Much has changed since the sponsorship of Masterpiece Theater by Mobil was considered corporate brand execution. Authenticity and values are now well-established elements of corporate brand but even that is just the beginning. Values are essential to defining who you are as a company. And while stakeholders…

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Shaping Governance Messaging that Builds Corporate Brand

Remember the Emotional Drivers Andrew Blum and Robert E. Swadosh With the 2017 proxy season well underway, it’s important to remember that what you convey about corporate governance impacts far more than investors alone. It also has the potential to leverage the power of your corporate brand and enhance your corporate reputation. Just ask the…

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Big Hack Attack: Protecting Corporate Reputation and Brand Value in the Wake of a Data Breach

Editor’s Note: Are you interested in learning more about Reputation Risk Management? Register for PRSA’s Reputation Risk Management Certificate Program https://bit.ly/prsarrm   Scott Farrell, President, Global Corporate Communications, Golin When you Google “top crises of 2015,” included in the top-10 of nearly every list are one or more of the high-profile data breaches of 2015. Chick-Fil-A, Blue Cross…

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How LifeWorks Rebranded Itself During COVID-19

  Get practical, helpful insights from a pandemic-era corporate rebrand case study. Robby Brumberg, Ragan Communications A corporate rebrand is never easy. Try doing that during a global pandemic. LifeWorks, the global well-being solutions business formerly known as Morneau Shepell, faced this issue during the past year. Rod Cumming, LifeWork’s VP of global corporate and…

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How to Create or Build a Brand That Lasts

Wendy Glavin, Founder & CEO, Wendy Glavin Agency I always dreamed of becoming an attorney or actress, but things didn’t quite work out that way. After majoring in acting, my professors said I was too dramatic. As for law school, my prosecutor dad felt I was more of an advocate. My parents said I could only…

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Havas PR Middle East Rebrands as Red Havas Middle East

Dubai joins Red Havas’ Merged Media micro-network, spanning APAC, North America, Europe and Middle East  CommPRO Editorial Staff  Havas PR Middle East, the Dubai-based agency distinguished by its leadership across luxury, lifestyle and corporate communications, will now be named Red Havas Middle East. The rebrand signals the agency’s entry into Red Havas’ global micro-network of Merged Media agencies,…

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The Growing Threat of Deepfakes to Brand and Executive Reputation

Alex Romero, COO, Constella Intelligence Fake viral videos, images, and audio clips that appear indiscernibly real are catching public attention in a myriad of ways, as bad actors look to intentionally damage reputations or impersonate key individuals to obtain sensitive data or influence public opinion. Known as a “deepfake,” a portmanteau of “deep learning” and…

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Combatting Disinformation: Why Your Brand Needs to Understand Its Audience

Dan Brahmy, Co-founder and CEO, Cyabra News travels fast. Fake news travels faster. Today, brands’ options are nearly limitless when it comes to communicating with their audiences. And in turn, consumers possess unprecedented access to companies and their leadership. Though most brands engage in some form of media listening, savvy communications professionals understand the value…

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Communicating Corporate Values

  Ronn Torossian, CEO, 5WPR Consumers are more than happy to support brands and corporations that share their own values, and professionals enjoy working for companies that share their own core values. These two are among many reasons why companies should effectively communicate their values to potential hires and consumers.  Fortunately, there are plenty of…

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Grow Through A Branding Process: Decode Your Value to Reveal Your True Potential

Wendy Glavin, Founder & CEO, Wendy Glavin Agency Throughout 2020, we’ve faced hardships, challenges, uncertainty and learned to “pivot,” focus on “the new normal,” and the “next normal”; terms to make sense of what’s happening in our lives. But, thinking about the what if’s can lead us to contemplate worst-case scenarios, most of which are outside…

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Tune Your Brand Voice

Jill Kurtz, Owner, Kurtz Digital Strategy As a marketer, you nurture the voice of your brand. Brands with a consistent voice that resonates with the target audience will achieve the most success. Sadly, the majority of brands don’t have a clear and consistent voice. Messages conflict. Themes are mixed. You lose the audience because they can’t…

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The Reputation Doctor® Predicts Many Changes In Global Business Before 2021 By Corporate Boards & Private Equity Investors

COVID-19: Implications for Business Observations from Mike Paul, @reputationdr  – Major changes currently being discussed by global #corporate #boards and private equity #investors in the midst of the #coronavirus crisis include: Searching for younger C-suite #leaders with many years of experience managing large teams of virtual and remote workers with excellent financial results in all…

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Corporate Social Responsibility for Us All

  Dr. David Hagenbuch, Ethicist and Professor of Marketing, Messiah University, Author of Honorable Influence, Founder of MindfulMarketing.org  By now we all have a story of how the pandemic has negatively impacted us or those we love.  Life has become more difficult for everyone, but for people with disabilities, daily living can be exponentially harder.  One business, however, has made it…

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Wells Fargo Names Barri Rafferty to Lead Corporate Communications

CommPRO Editorial Staff Wells Fargo & Company (NYSE: WFC) today announced that Barri Rafferty will join the company to lead the Corporate Communications function. She will report to Bill Daley, vice chairman of Public Affairs, and sit on the company’s Management Committee. “Barri is a strategic and collaborative leader with deep experience in communications strategy,…

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Defining What Corporate Communications Means In 2020

  Ronn Torossian, CEO, 5WPR  When it comes to building a brand, sharing the right information and messages is crucial. It’s not only important for the brand’s image, but also for making sure that the entire organization is connected within, trying to achieve a unified goal. The new decade arrived with a chaotic start, however, no…

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Women at Work: 5 Essentials to Power Up Your Personal Brand

Stacey Ross Cohen, President & CEO, Co-Communications Despite great strides made in women’s empowerment and gender equality, women still make up a small segment of top leadership jobs. Successful women understand the power of personal branding.  Personal branding is no longer a luxury – it’s a requirement whether you have your own business or are…

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5WPR Founder On Influencer Fatigue and the Rise of Brand Communities

  A flame that burns twice as bright burns half as long, and the meteoric rise of social media influencers is no exception. Consumers, especially the younger crowd, have already begun to lose trust in paid influencers. To fill the void, they are turning to grassroots communities that share content and commentary about brands that…

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