"National reputation truly cannot be constructed; it can only be earned. Imagining that such a deeply rooted phenomenon can be shifted by so weak an instrument as marketing communications is an extravagant delusion. As Socrates observed, ‘the way to achieve a better reputation is to endeavor to be what you desire to appear’." SIMON ANHOLT … Continue reading On Nation Branding and Competitive Identity
Tag: marketing communications
Need to Communicate Change? 5 Key Ingredients To Consider
In our lives, change is inevitable. It's always on the prowl, in the background, hiding behind an illusion of stability and safety. When 'black swan' events such as the Covid-19 crisis occur, companies are forced to implement changes to their work environments and their business model at the drop of a hat. But how to … Continue reading Need to Communicate Change? 5 Key Ingredients To Consider
Genderlect: Why Is It Important?
Good question. But what is genderlect, anyway? Linguists use this blending of gender and dialect to describe how language use differs between men and women (and also to sound cool). Do men and women use language differently? A large body of research shows that yes, indeed they do. With the advancement of gender equality, these … Continue reading Genderlect: Why Is It Important?
How to Tell a Good Brand Story
Storytelling is central to marketing - and it's the main way we make sense of the world. Here are a few tips for putting words to work and crafting compelling narratives. Nowadays brands - like people - have personalities. They become friends, companions and - occasionally - bogeymen. Marketing is a bit like matchmaking, followed by … Continue reading How to Tell a Good Brand Story
What My Kids Have Taught Me About Engagement
Are you also juggling job, homeschooling of children, creative projects, and research? Are your kids constantly coming to you for advice/support/validation/reassurance even though your spouse is also available? And does that drive you mad? Then you can relate. Now, I've racked my brain trying to understand this, until it hit me. It's a communication and … Continue reading What My Kids Have Taught Me About Engagement
NEW! Worldwide Slogan Check from Nimirum
Yourtranscreator's cooperation partner NIMIRUM presents the Global Claim Check (GCC v1.0)! A digital platform that lets you check and translate slogans and identify no-gos for 50 markets around the world. Starting from EUR 150 net. See further details below: "Auf unserer digitalen Plattform können Sie mit Ihrem persönlichen Login ganz einfach Ihre Anfrage stellen. Fachkundige … Continue reading NEW! Worldwide Slogan Check from Nimirum
What’s your elevator sales pitch?
Uhh...what?! You know, when you're stuck in the elevator for a few minutes with someone who might look like a prospective client and who (fingers crossed!) asks you what you do. Whether you are in business for yourself or for your employer, you need to come up with a smart and effective answer right away. Think … Continue reading What’s your elevator sales pitch?
Communicating Value – How To Design Your Marketing Communications
To communicate effectively, you need to know who you are trying to reach and what for. In other words, you need to identify the target audience and determine the objectives of your communications.As consumers come across products and services, they develop a response along three different stages. The first (cognitive) stage is followed by an affective … Continue reading Communicating Value – How To Design Your Marketing Communications