Tag Archives: brand

By Carlo Pandian Reputation is everything is everything in business, and nowhere is this more true than online.  While online retail is one of the few growing segments in the economy (local, national or global), building trust and maintaining it is a hard task for start-ups and established businesses alike. Brand is not always enough to convince customers that they can...

If you’re an entrepreneur, you know that things rarely go as planned. Many don’t survive the “Valley of Death” stage, when start-ups scramble for funding, resources, and customers, while still trying to get traction for their business idea. And yet some entrepreneurs hit it big and transform a business idea into a big brand. What do they do differently?...

So you’ve got your brand on social media. You have a Facebook page and Twitter account. Maybe a Pinterest board. But now what? There has to be more to social media than posting coupons and running sweepstakes. How do you drive real customer engagement? The answer may come not from Silicon Valley or Madison Avenue, but from places like the Trobriand Islands and the...

Brands are spending a great deal of time and energy investing in platforms to get likes or pluses, and not really being social at all. It’s been well over 15 years since the social era started. So many brilliant people have been writing, speaking, and sharing case studies over that length of time, that if I only listed a few, I’d miss some really important...

This post is part of the HBR Insight Center Marketing That Works. A powerful confluence of challenging economic conditions and emerging digital platforms is driving a substantial shift in the marketing world. While the economic environment is forcing marketing decision makers to focus more on ROI, digital platforms from social media to mobile are enabling more personalized...