Alan M. Siegel's Blog, page 120

How to brand yourself as a professional

Just like a product or service depends on its brand to establish voice, tone, values and appeal of their agency, you as a professional must also exhibit your unique brand qualities. You own the skill set, but what is your personality, your beliefs, your desire, and your individual stamp.

With a densely populated pool of potential candidates seeking employment in a competitive landscape, you have to ask yourself how are you presenting “you: the brand.” As a candidate, you have a toolbox of different skills and methods you can draw from in order to make your candidacy as successful as possible. Use the tools that you have: a resume, a social presence (LinkedIn), your approach (etiquette) and networking chops (events).

On authenticity in branding: Why brands should consider the holidays they celebrate

Looking at the calendar, it appears there have been a few celebratory days recently, such as National High Five Day (NH5D) as well as Earth Day, amongst others. The former is more obscure than the latter, but I was struck by how brands have started to utilize these days, however esoteric the holiday may be, to try and generate engagement with consumers across their many touch points: social, advertorial, and beyond. From what I observed, there are two types of engagement that arise in these instances: authentic and inauthentic.

中国品牌的国际化道路

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中国企业实力的壮大以及对“走出去”战略的进一步落实，我们比以往任何时候都更具有成功走出去的条件，而首当其冲的行业便是能源与高科技公司。因为高科技是跨国界的、标准化的，能更直接的造福用户并赢得好感。科技与能源领域的中国产品走向全球的并不少见，但能被海外市场认知的中国品牌却寥寥可数。如果以产品而言，一部分中国企业已经“走出去”了，若以品牌而论，中国企业之路还任重而道远。

The quest for simplicity: The next frontier for brands

Recently, I had the opportunity to speak at the CMO Club Thought Leadership Summit in New York City—a yearly gathering of some of the world's leading marketers. Joined by Siegel+Gale client Marty Homlish, Chief Experience Officer at HP, our topic was The quest for simplicity: The next frontier for brands. During the event, we discussed how we transformed the HP brand through the “Make it Matter” campaign, the importance of defining both purpose and promise for organizations, how healthy brands can see a significant return on investment, and of course, the benefits and challenges of simplifying one the world's largest and most iconic brands. We're proud of the work we’ve done with Marty and HP over the years, and it was a pleasure to be able to share this story and take questions from attendees. I hope you enjoy this video of the event as much as I enjoyed participating in it.

奥迪品牌“去官化”与联想品牌“国际化”

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“互联网时代”的席卷而来，改变了组织和社会的结构与形态，也令商业社会进入了前所未有的动荡期，很多在人们心中永远不会倒下的品牌巨头，柯达、诺基亚、索尼……在面对新技术时反应迟缓，错失转型而导致轰然倒塌。曾在传统行业风光无限的品牌如何在互联网时代应对自如?传统行业品牌如何在互联网时代重获新生?这或许需要的不仅是策略的调整，更是来自思维方式的变革。

奥迪品牌“去官化”与联想品牌“国际化

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“互联网时代”的席卷而来，改变了组织和社会的结构与形态，也令商业社会进入了前所未有的动荡期，很多在人们心中永远不会倒下的品牌巨头，柯达、诺基亚、索尼……在面对新技术时反应迟缓，错失转型而导致轰然倒塌。曾在传统行业风光无限的品牌如何在互联网时代应对自如?传统行业品牌如何在互联网时代重获新生?这或许需要的不仅是策略的调整，更是来自思维方式的变革。

6 ideas for running great meetings

Ask any manager to identify the biggest drain on her time and the answer will unfailingly be meetings. In addition to having more meetings than ever before—an estimated 11 to 15 million each day—US companies are losing time and money due to lack of focus in those meetings. In fact, an Industry Week study found an estimated $37 billion is lost annually due to unproductive meetings.

6 ideas to running great meetings

Ask any manager to identify the biggest drain on her time and the answer will unfailingly be meetings. In addition to having more meetings than ever before—an estimated 11 to 15 million each day—US companies are losing time and money due to lack of focus in those meetings. In fact, an Industry Week study found an estimated $37 billion is lost annually due to unproductive meetings.

Content to Conversation: Summing up #C2C14

Held over the last two days, the Content2Conversion Conference kept its promise of bringing some of the best and brightest in B2B marketing together to share their knowledge and experience for the benefit of marketers everywhere. Across the board, the presentations and chats by the various speakers amounted to a wealth of new insights. I was there with my colleagues from Siegel+Gale, absorbing concepts and getting tuned in to the newest ideas and best practices in the field. Below are some of the numerous key soundbites we saw tweeted during the conference, organized into the categories that the conference covered – Strategy, Demand Generation, and Branding:

Attracting the best and the brightest: Using digital platforms to build an employer brand

Having a strong employer brand identity is important. It can make your company stand out as a great place to work and it’s the image job seekers, current employees and past employees have in their minds about the employment experience.