The Role of Brand in the Nonprofit Sector

The Role of Brand in the Nonprofit Sector

Many nonprofits continue to use their brands primarily as a fundraising tool, but a growing number of nonprofits are developing a broader and more strategic approach, managing their brands to create greater social impact and tighter organizational cohesion.

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Marketers Have It Wrong: Forget Engagement, Consumers Want Simplicity

Marketers Have It Wrong: Forget Engagement, Consumers Want Simplicity

By: Patrick Spenner In a world where brands are constantly fighting for attention, many marketers are asking themselves a key question:  What is the best way to impact purchase decision and brand loyalty? The answer they are likely arriving at is that they should engage potential and current customers via social media. After all, consumers are all about social media, right? Wrong. The IBM...

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NBC Universal’s New Olympics Challenge: Screen-Jumping

NBC Universal’s New Olympics Challenge: Screen-Jumping

NBCU Partners With Google, ComScore to Analyze Tech-Savvy Olympics Fans By: Brian Steinberg Published: February 13, 2012 NBC Universal’s broadcasts of the Olympics from London this summer will be filled with the usual athletic contests: synchronized swimming, basketball and canoe sprinting, among others. Behind the scenes, however, NBC will engage in a different sort of game: tablet...

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Marketers Who Share Content Drive Traffic, Gain Customers

Marketers Who Share Content Drive Traffic, Gain Customers

by Joann Pan Content marketing was a top priority for businesses in 2011, and it is going to remain so in 2012. That’s according to a study conducted by the Content Marketing Institute, a marketing education and research company. In the past year, marketers distributed more business-to-business content on YouTube, LinkedIn, Facebook and Twitter than ever, according to CMI. Content...

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Be Better at Twitter: The Definitive, Data-Driven Guide

Be Better at Twitter: The Definitive, Data-Driven Guide

A study based on 43,000 responses to Tweets found precisely what people like — and loathe — about microblog posts. If you could construct, algorithmically, the Most Annoying Tweet Imaginable, it might look something like this: The Most Annoying Tweet Imaginable, in other words, would be overly long. It would contain stale information. It would #totally #overuse #hashtags. It would be...

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Walmart Reassigns Greeters, But at What Cost to Image?

Walmart Reassigns Greeters, But at What Cost to Image?

By Dale Buss Walmart certainly has taken a step back from its heritage with the revelation that it’s removing greeters from the graveyard shifts at its U.S. supercenters, in the first reversal of a 30-year-old tradition that helped define what the folksy chain was all about in its early years. “It’s risky,” David Strasser, a Janney Montgomery Scott...

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