Between the expertise of our staff and the depth of discovery and research we undertake on behalf of our clients, we have gained some valuable insight on marketing issues that we are compelled to share with the wider community. We hope you find value in our brand development, sustainable marketing, Hispanic marketing and retail strategy development white papers.
Case Study: Twitter Twongue Twister Contest
Cindy Jennings, Vice President of Marketing and Client Brand Strategy and Melissa Eggert, PR & Emerging Media Coordinator
How do you create something on Twitter that will go viral? This is the question that Cohn Marketing asked after delving into a full social media strategy in early 2009. Shortly thereafter, Cohn Marketing dived headfirst into the emerging-media wave by creating an innovative Twitter campaign, the Twitter Twongue Twister contest.
Understanding Social Media and PR Implications
Robin Lybarger, Vice President of Public Relations
While it’s no secret that the media landscape continues to evolve at an unbelievable rate, most companies are still uncertain how to use social media as an effective part of their public relations strategy.
Social Media Transforms Crisis Communications
Robin Lybarger, Vice President of Public Relations
As the immediacy of the Internet has grown, so has the speed with which businesses must react to an unexpected crisis. From disgruntled employees to promotions gone bad to celebrity Tweeters, the ability for social media to create or manifest a crisis are substantial.
Brand Development, Branding and Internal Adoption:
Partners for Long-Term Business Success
Jeff Cohn, President and CEO, Cohn Marketing
One of the most confused concepts in business management today is the distinction between brand development or strategy and branding. As one expert on the subject revealed, “Branding is the most oversold and least understood expertise.”
Retail Shopping Environments:
Connecting Customers With Brand Experiences
Jeff Cohn, President and CEO, Cohn Marketing
Since their advent, shopping centers have universally represented the places where community and commerce converge. The shopping center is an epicenter of activity: shopping, dining, entertainment; these are givens. Dig a little deeper and it gets even more interesting. Malls are ideal meeting places and perfect labs for experiential marketing.
Building Online Momentum for Your Brand via Search Engine Marketing
Steve Chitwood, Director of Digital Strategy and Online Marketing
Search marketing continues to build momentum in offering marketers one of the most effective of all marketing opportunities—and perhaps the least understood and most often underutilized. Search marketing can be overwhelmingly technical, deceptively complex, and veiled in mystery.
The Changing Face of Hispanics – Middle Class and Affluent
Veronica Figoli Fleischer, Director of Multicultural Initiatives, Cohn Marketing and Elizabeth Suárez, Hispanic Marketing Consultant
Affluent Hispanics. Who are they? Where do they come from? Do they really represent the U.S. Latino population? Second- and third-generation Hispanics, an audience segmentation that is more acculturated and enjoys higher income levels and stronger English proficiency, will primarily augment this growth.
Aligning Sustainable Business Strategy with Brand Strategy
Cindy Jennings, Vice President of Marketing and Client Brand Strategy
Sustainable initiatives are launching in companies both large and small to address a new paradigm of resource scarcity and ‘interested parties’ expansion creating increased scrutiny of environmental and social performance of the business community.
Real Client Relationships Deliver Real Results
Ali Lego, Director of Client Services
Everyone talks about the importance of “good” client relationships, the key factors that influence them and their impact on the bottom line. But a “good” relationship isn’t enough. The best client relationships are real relationships—built over time on a solid foundation of shared values and honest communication.