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Have We Reached The End Of Brand Purpose?

Have We Reached The End Of Brand Purpose?

Rather than offering solutions to societal needs, brand ‘purpose’ risks becoming a euphemism for ill-conceived CSR campaigns. The Holmes Report's Alex Brownsell talks to CMOs, incl ...

The Next in Augmented Relationships

The Next in Augmented Relationships

Melanie Joe, Consultant, Research and Insights, MSL Exciting developments from the technology sector are in the news on an almost everyday basis; big data, virtual reality (VR), au ...

How Technology will Help Communicators Usher in Limitless Consumerism

How Technology will Help Communicators Usher in Limitless Consumerism

By Daphne Hoytt, SVP, MSL Atlanta, NA Consumer Practice Director In today’s modern world, it goes without that saying that exclusivity is what moves the needle in consumer brand co ...

China’s Live-streaming Trend: Paving the Way for Increased Engagement

China’s Live-streaming Trend: Paving the Way for Increased Engagement

By Glenn Osaki, President, Asia, Shanghai, China, MSL and Liki Qin, Regional Senior Manager, Asia, MSL 2016 will be known as the dawn of the era of live-streaming in China, with ov ...

PR – Driven Media: Hero of The Day

PR – Driven Media: Hero of The Day

By Guillaume Herbette, Global CEO, MSL Every brand is a media company now. This message has undoubtedly been instilled in every communications and marketing professional. And what ...

Immersive Tech Meets Sustainability

Immersive Tech Meets Sustainability

By Sheila McLean, NA Citizenship & Sustainability Practice Director, MSL Much has been said and written about how immersive tech will transform the communications industry, ush ...

Transforming the Patient Experience with Immersive Technologies

Transforming the Patient Experience with Immersive Technologies

By Jim Weinrebe, Health Practice Leader, MSL North America The integration of virtual reality (VR), augmented reality (AR) and mixed reality (MR) with Big Data, increasingly, has t ...

Walking in the Shoes of a 20-Year-Old

[caption id="attachment_414" align="aligncenter" width="300" caption="Circa 1789. The conquerors of La Bastille during the French Revolution. Today, French students use Facebook to plan prostest marches to La Bastille against retirement reform."][/caption] MSLGROUP Chief Strategy Officer Pascal Beucler might be "a seasoned professional" but thinks like he is 20. Pascal recently spoke at the 11th Croation Pu ...

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Digital Branding, What Is It and What Do You Need to Do about It?

Gap changed its logo—and then changed it back—after public outcry. Nestlé, maker of Kit Kat, will stop using products widely believed to be associated with deforestation after a Greenpeace campaign. The "Smell like a Man, Man” campaign by Old Spice, a 70-year-old brand losing market share, became part of the cultural conversation. Procter & Gamble can’t keep the product in stock. What do these brands have i ...

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Online Comment Sections: How to Speak for Your Brand

As you may have seen from the October 25 post, MSL Boston has produced a paper on online comment sections, what they mean to the media, the public and brands. Here is a follow-up post highlighting the team’s advice for brand managers and corporate communicators who find their company the subject of online comment threads. A Simple Yet Strategic Approach to Online Comment Threads 1. Monitor. Comment sections ...

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Online Comment Sections: Did That Guy Really Say That?

The comment section beneath an online news story can result in some of the most ruthless, reputation-damaging content on the web. “(Comment sections) are the Wild West of the online news environment and have triggered anxiety and handwringing among communicators for brands, businesses and institutions, as well as the media,” says Don Martelli, vice president and director of digital communication at MSL Bost ...

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The World Is Moving East. Let’s pick up Gaurav Mishra on the way.

As director of digital for MSLGROUP Asia, Gaurav Mishra helps global brands benefit from Social Squared, the intersection of social, as in connecting people, with social, as in benefiting society. He is a marketer who truly knows how to use technology to drive results, whether one’s business is corruption-free elections or brand awareness.  Because if you’re savvy enough to crowd-source to make a society mo ...

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Search Marketing and the Communicator’s Tool Kit

Advances in search engine marketing are dramatically changing the way people obtain information, which in turn is impacting the communicator’s tool kit.  With Google Instant, people only need to type a few letters for the most popular and relevant search results to appear. As people type less to get the info they need, search terms (those words you hyperlink in press releases to your website pages) will nee ...

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Tuning out the boss and client

Would you ever think of “tuning out” your boss or client during a meeting? Ignoring them entirely or failing to act on a request? Hardly the best way to make a good name for yourself. Yet some companies are doing just that, metaphorically speaking of course, when it  comes to social media. Consumers are both a brand’s client and boss in today’s social world. They can praise  a new product or raise a raucous ...

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The intern speaks out…and mothers, too

MSL UK asked Olivia Chausson, Cambridge psychology student and intern extraordinaire, to record her thoughts about the foray into the communications profession. We found her summer reflections quite refreshing. From her inventive simile, « Social media space worked like an arena, a place in which actual dialogues took place between consumers and brands »  to the candor she finds in mommy bloggers, « I felt ...

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From PR Agency to Conversation Agency

In her PRWeek column, MSL UK CEO Kelly Walsh notes that the amount of consumer choice is expanding, as is the communication to go with it. But in markets such as the UK where the government is looking to cut swathes of spending, and with it jobs, consumers face tough futures choosing what to spend their money on. Says Kelly :  We think that the relationships PR can have with consumers and the conversations ...

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