By Sam Lantor Note: The recent events at Penn State University have shattered the image of the school’s legendary football program and its storied coach Joe Paterno. The impact on the university’s reputation will be felt for years to come and will impact more than athletics. Following is a blog post from one of CRT/tanaka’s [...]
Tag Archives: brand management
Building Brands Online: Going Digital for Millennials
May 18, 2011 – 3:57 pm
THE BOOZE BIN By Pia Mara Finkell (@piamara) From fashion to packaged foods to technology, big business has long analyzed consumer tendencies as a basis for sophisticated brand building, according to specific demographic categories, including age and generational ranges. For some reason, however, this seems a little foreign to the wine industry, which has tended [...]
A Love Note to Hendrick’s Gin, From One Eccentric to Another
January 19, 2011 – 8:00 am
THE BOOZE BIN By Cassandra Bianco (@cnbianco) In a recent interview, Hendrick’s Gin ambassador Jim Ryan said that for marketing success, it’s key to have crystal clear identity. Hendrick’s certainly defines whimsy, the peculiar and cleverness. The campaign’s psychographic branding is a refreshing take to the mainstream “party hard” and “sexy lifestyle” brand campaigns. The [...]
Lost in Translation: How Inconsistency Can Strengthen Your Brand
November 23, 2010 – 8:00 am
By Emily Valentine @ebvalentine If you’ve ever worked on a branding project, you know that one of the keys to brand success is maintaining consistency across all communication channels. Your logo should appear in the same color, shape, format and font everywhere it is used, and all your communication materials – from your letterhead and [...]
Marketing Learnings from Mixologists
November 3, 2010 – 8:00 am
THE BOOZE BIN By Cassandra Bianco (@cnbianco) It’s a great job…if you can get it. While mixologists are ideal brand ambassadors for liquor brands, they also act as solid marketers and PR influencers. In a recent conversation with Frank Cisneros of Bols Genever, he pointed out the sought-after brand ambassador gig is virtually the industry’s [...]
Three Steps to Managing Your Reputation Online
July 12, 2010 – 11:54 am
By Priya Ramesh As I continue to convince the C-Suite at client companies to trust in social media, I find that it’s an easier sell when the company is struggling to fight a negative image online. Online sentiment is the cumulative effect of reviews, ratings, recommendations and in certain cases rants given by your customers, employees [...]
20 Digital Facts That You Need to Know:
3 Reasons Why Your PR Team Should OWN Content Marketing:
There’s Something About Sangria:
3 Things to Research Before You Pitch a Guest Blog Post:
The BuzzLine – Week 4 – Blanched, Broiled or Fried?: