MarCom 2.0 - Cutting Through the Clutter

In the past five years the communications and marketing world has become increasingly complicated. Google+, Facebook, Twitter, YouTube and mobile apps have joined the vast array of outlets and platforms competing for our attention. This blog contains my thoughts on best practices for cutting through the clutter and having impact. I'll also be taking occasional detours into the world of corporate social responsibility and green marketing where I have ten years of expertise.

Latest Entries

The Missing Ingredient to Most Crisis Communications Plans

by Jason W. Anderson
Jason W. Anderson
Jason has spent the last ten years developing and executing communications strat
User is currently offline
Sunday, 24 July 2011 Category Crisis Communications

If you are in the communications and marketing business, you can not watch the recent coverage of the phone hacking scandal involving Rubert Murdoch and not have a shiver run down the back of your spine.  

 

As brand managers this would be considered a nightmare to deal with.  I actually know people who are working for teams on both sides of the issue and after speaking with them, I am thankful to be sitting on the sidelines on this one.

rupert murdoch image

The situation has led to many articles and discussions about best practices for crisis communications and what Murdoch’s team should or should not be doing.  This ongoing “case study” will join the volumes of information which have been written about the subject and have led to the creation of very profitable crisis response firms.

 

What strikes me, however, is that most of what is being discussed or found in books is missing one key point.

 

Allow me to let you in on a little secret to the missing ingredient for most crisis communications plans. 

 

 

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The Do's and Don'ts of Social Media for Business

by Jason W. Anderson
Jason W. Anderson
Jason has spent the last ten years developing and executing communications strat
User is currently offline
Wednesday, 20 July 2011 Category Social Media

There are books, articles, videos, websites and seminars dedicated to the proper use of employing social media for your company or organization.  It can be overwhelming.

Problem solved.  

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Starwood & Clean The World: 5 Lesson on Building an Effective Cause Partnership

by Jason W. Anderson
Jason W. Anderson
Jason has spent the last ten years developing and executing communications strat
User is currently offline
Sunday, 17 July 2011 Category Corporate Social Responsibility

Have you ever wondered what happens to all of the leftover soap and little bottles of shampoo once you pack up and leave that hotel room?  It may seem like a small thing, but consider all the rooms in that hotel.  Now consider all the hotel rooms in that city.  Now consider all the hotel rooms in that state.  You get the picture -- that is a lot of leftover soap.

In our rush to check out and get on about our business, it is probably little more than a passing thought.  One organization, however, saw this as an opportunity to make a difference for global health issues.  And now they have secured a major corporate partner to scale their work.

This is a good example of a cause-marketing partnership done right.

Tags: green, CSR, branding, marketing
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ESPN Scores a Gooooaaaaaalllllll with latest commercial

by Jason W. Anderson
Jason W. Anderson
Jason has spent the last ten years developing and executing communications strat
User is currently offline
Friday, 15 July 2011 Category Marketing & Branding

You do not have to be a sports fan to appreciate the long running series of comical television commercials run by ESPN to promote their flagship show SportsCenter.  

 

ESPN, and their agency Wieden+Kennedy, have done it again with their latest spot.  My reason for highlighting this spot is not just the content itself (though I am a closet soccer fanatic), but to give them kudos for showing really strategic thinking.


Tags: marketing, commercials, branding
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Why Getting Laid Off Was A Good Lesson in Branding and Strategy (Part 2 - Personal Brand Lessons)

by Jason W. Anderson
Jason W. Anderson
Jason has spent the last ten years developing and executing communications strat
User is currently offline
Wednesday, 13 July 2011 Category Marketing & Branding

In my previous entry, I discussed how being laid off from my job reminded me of valuable branding and strategy lessons that were applicable to my role within the communications and marketing division at Conservation International.  I also discovered that the experience taught me some important lessons in guarding my own “personal brand” as well.

Tags: branding, marketing, personal brand
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Why Getting Laid Off Was A Good Lesson in Branding and Strategy (Part 1 - Professional Lessons)

by Jason W. Anderson
Jason W. Anderson
Jason has spent the last ten years developing and executing communications strat
User is currently offline
Monday, 04 July 2011 Category Marketing & Branding

It has been a few weeks since that fateful day when I was called into the HR office and heard the dreaded phrase, “we need to restructure and your position is being eliminated.”  Working for an environmental non-profit, I always knew that my job was never secure.  Still, I had been working for Conservation International for ten years and held a senior position.  Surely I would be safe even as our budget situation worsened due to the continuing economic downturn.  In this case, I was clearly wrong.

 

With the time to reflect, and the power of “20/20 hindsight,” I have come to see many important lessons in this experience, both personally and professionally, that are applicable to being a good brand steward and communications strategist.

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Contact Me:
Jason W. Anderson
Falls Church, VA

jason@jasonwanderson.com

 
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