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Category Selected: Insights

How brands can combat the silo threat



  Your customers will be the first ones to notice We’ve all been there: After keying (or speaking) personal data into a customer support system, a human (or bot) comes on the line and promptly asks you for the exact same information that you just entered. Upon discovering that your…

Brand value & valuation



“If this business were split up, I would give you the land and bricks and mortar, and I would take the brands and trademarks, and I would fare better than you.” (John Stuart, Chairman of Quaker, ca. 1900) While great brands are often household names with substantial brand-building budgets —…

A New Year’s revolution: Why now is the time to audit your marketing (and how to do it)


Photo of pile of old, old paper maps of cities.

I spent a few years of my early career working in an organization chock full of pension actuaries; if you ever need a good actuary joke, just ask. Here's one: Q:  “How many actuaries does it take to change a light bulb?” A:  “I don’t know. How many did it…

It’s time to DevOps your brand — or: Brand management in the age of A.I.


Looking up in a forest from base of large evergreen tree.

A few years ago I was asked to participate in a breakout session pitting a bunch of entrepreneurial Silicon Valley marketers in the same room against some serious Fortune 500 CMO-types. They were mutually terrified of one another, and it ended up being an enlightening few hours. Looking back, I…

The new brand mastery: Data driven, AI powered, consumer controlled



Five years ago, hot on the heels of some significant global rebranding work and regional talent branding successes, I wrote a book titled "Brand and Talent." While it was certainly not the only book that advocated a total purpose-driven, integrated approach to strategic management of brand, business and human capital, it…

Five ways to get better coverage of your press release



In our last article we explored the question of whether press releases make sense in a media landscape fractured by new platforms and new channels for audience engagement. The short answer, we believe, is that press releases still have a place in your mix of PR tactics. That said, there…

Do press releases matter in the digital age?


WACs operating teletype machines, WWII era.

In 1906 the Pennsylvania Railroad issued the world’s first press release, inviting reporters to cover a catastrophic train wreck in Atlantic City. For a century afterward, the press release remained the best way to generate widespread media coverage of your organization’s news. And media coverage mattered. But in today’s environment…

The secret to a successful internship? We asked the experts.



It’s that time of year again when college students leave the hallowed halls of academia and enter, albeit briefly, the rough-and-tumble professional world to which they someday aspire. It is, in other words, the season of the summer intern. PartnersCreative believes strongly in the power of the intern (learn about…

What do Facebook’s data privacy woes mean for advertisers and their audiences?



As social media goes, this week has been a rough one for Facebook following its mea culpa that 87 million users' data was harvested furtively by Cambridge Analytica. On Tuesday, Facebook founder Mark Zuckerberg exchanged his signature hoodie for a business suit and tie to explain to Congress what went…

Our Nate Bender: Half man, half mountain goat (Part 2)



“These areas, like the Absaroka-Beartooth Wilderness, allow you to discover so much about yourself.” Last week I sat down with Nate Bender, an assistant account executive at PartnersCreative, to discuss his background and his decision to tackle a monstrous Montana challenge. But what is the challenge really? And how is…