Corporate Eye

Susan Gunelius

Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for Entrepreneur.com and Forbes.com, and her marketing-related articles have appeared on websites such as MSNBC.com, BusinessWeek.com, TodayShow.com, and more.

She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.

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video camera

Nearly three out of four brand marketers (71%) who use video as a form of marketing content agree that brand video content converts better than other content, such as text and image content, sales, and downloads.

That comes from the Video Content Marketing: Identifying Metrics and Measuring Impact study conducted by Demand Metric for Vidyard. Of the 235 B2B marketers who responded to the study survey, 86% are actively measuring the effectiveness of their video … Read the rest


handshake persuade

How do you win consumers to your brand?

Winning people to your brand is based significantly on emotion and persuasion. With that in mind, let’s see how Dale Carnegie’s famous 12 principles to win people to your way of thinking apply to branding.

1. The only way to get the best of an argument is to avoid it.

Brand consistency is critical to brand success. All brand communications and experiences must be consistent with the … Read the rest


brand unlike thumbs down

Consumers follow brands on social media. However, consumers also unfollow brands on social media. In other words, getting social media followers is often the result of short-term, tactical efforts rather than long-term, sustainable, and strategic initiatives to build consumer brand loyalty.

This data comes from a recent survey by 140 Proof of U.S. mobile users between the ages of 18 and 59. Specifically, 61% of respondents reported that they had unliked or unfollowed a brand … Read the rest


glassdoor top 25 companies for culture and values preview

Twitter has been ranked as the top U.S. company for culture and values according to the 2014 ranking of the top 25 companies for culture and values by Glassdoor. The ranking is based on insights from company employees. Twitter employees calle the company, “the best place I have ever worked,” and described it as having an “amazing culture.”

What makes the culture so amazing at Twitter? According to one employee, “I love how the 10 … Read the rest


disaster fire

Are you prepared to face a brand disaster? If your brand reputation is disparaged and word is spreading quickly, what will you do?

Every business needs to have a brand reputation monitoring process in place as well as a plan to act if content and conversations start spreading that could hurt the brand, sales, and profits.

If you don’t have a brand disaster response plan, follow the 10 steps below to ensure you create one … Read the rest