The MarcomCentral Blog

When a tourist goes into a foreign country, there are likely to be some embarrassing or inconvenient moments due to cultural misunderstandings. Brands are susceptible to these cultural gaffes too, only the stakes are much higher. Millions of dollars of man-hours, production costs, and brand value can be thrown out, all because someone didn’t do…

Sometimes management can be a bit… shall we say, skeptical… when the topic of employee advocacy comes up. They fear that giving their employees a voice can turn into a bad thing. This insecurity is especially misplaced when you consider that employee advocacy is meant to help extend your brand reach, and in some situations…

Would you trust a stranger to handle your money? Probably not. That’s why a branding and marketing team plays such a crucial role in a financial institution’s success. People need to know they can trust a bank, insurance company, or investment firm to handle their money. A strong, consistent brand helps communicate this professionalism and…

The term “branding police” can sometimes have a negative connotation. After all, your job is enforcement and control—making sure that nobody steps wrong when it comes to anything even remotely related to brand communications. As a result, brand compliance becomes an oppressive notion: something people dread. And yet you can’t relax your so-called “iron grip”…