Category: Planning

Meta’s recent decision to end its third-party fact-checking program and adopt a community-driven notes model has sparked conversations about trust, accuracy, and the future of user engagement on social platforms.  The move by the giant behind Facebook and Instagram aligns with the approach taken by X (formerly Twitter), where users collaborate to provide context to […]

As a CEO or president, you’re tasked with guiding your company to success and ensuring your brand remains strong in a competitive market. One often overlooked tool in this effort is public relations (PR). When fully integrated into your marketing strategy, PR can raise brand awareness, foster trust, and position your company as a thought […]

PR Planning for 2025: Get a head start now About 68% of journalists rely on PR professionals for original research, trends, and market data, according to the media monitoring and research firm Muck Rack. This is a remarkable figure and illustrates that the vast opportunities a PR program can bring to further your brand’s exposure […]

As a brand manager or CMO, you know all the key points to sell your product or service. You know how to phrase the benefits, whether it’s “time-saving,” “faster response,” “best in class,” “energy efficient” or other descriptive terms. You know how to find the benefits and separate them from the features. Marketing 101. While […]

Cost-cutting is a common activity for companies looking to sell or merge. However, one area that companies are investing is branding. Establishing a strong brand position is one of the most powerful, but sometimes overlooked, tools to enhance the value of a company being acquired. And it can provide guidance and direction when integrating and […]

It’s hard to believe that it’s been almost three years. In 2020, the world’s history took a dramatic turn as the pandemic changed the way we lived our lives. It changed how people wanted to interact with businesses and in turn, pushed businesses to change the way they serve customers.  That also means that it’s […]

As brands look to gain a competitive advantage, they may be tempted to jump on the sustainability bandwagon. It seems more and more organizations, from manufacturers to banks to sports teams and everything in-between, claim they are committed to sustainable practices or that their products are eco-friendly.  While embracing sustainability is no doubt a good […]

As most of you know, your target personas should be a living document. Because society experiences shifts in attitudes and external factors, these personas should change as frequently as necessary to ensure accuracy. Markets can change quickly, and effective marketing must evolve with it. Many industries have experienced a dramatic shift in response to the […]

A Wall Street Journal article and accompanying podcast recently addressed several formidable obstacles faced by technical schools during the pandemic. Like other educational institutions, these schools had to quickly pivot from in-person to remote learning. To an even greater extent than traditional schools, the tech schools rely on in-person instruction. When Covid-19 shut down their […]

If you know G/L, you know we’ve always talked about the importance of brand strategy. It’s been central to our 30+ years. It’s why we created Distilled Thinking, our 5-step comprehensive brand discovery and development process. However, CMOs throughout the industry are realizing the importance of brand strategy as defining who they are as a […]