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 and, and her marketing-related articles have appeared on websites such as,,, 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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coca-cola sign

Just last week, I published an article here on the Corporate Eye blog about leveraging company culture for brand storytelling. A couple of days later, Fast Company published a perfect example of using brand history for storytelling that I want to share with you today.

In its 2-minute and 11-second video, the team at FastCo Studios tells the 128-year history of Coca-Cola using words and images.

It’s not just a great example of brand … Read the rest

selfie smartphone instagram

Do you use Instagram for brand marketing? While it’s not the top social media tool used for marketing, it can be very effective in building brand awareness, communicating brand experiences, and developing brand perceptions among consumers.

Recently, Dan Zarrella of Hubspot conducted a study to try to determine how to get more followers and likes on Instagram. Brand marketers, listen up. There is some really useful information in the data.

Zarrella studied nearly 1.5 million … Read the rest


New research from the Chief Marketing Council (CMO) and SAP reveals that most marketing executives agree on three specific things.

First, nearly 3 out of 4 of them (73%) agree that customer centricity is critical to success for the business and for their own roles.

Second, nearly 9 out of 10 of them (86%) agree that customer centricity is not high for their businesses.

Third, nine out of 10 marketers agree that their customers would … Read the rest

brand storytelling

How do you come up with ideas for brand storytelling? Buyer personas can become characters and consumer problems can become story conflicts, but brand stories should cover external and internal stories. To effectively communicate your brand promise through brand storytelling, you need to tell the whole story.

This is where your company culture can become a source of many brand story ideas. A powerful company culture that executives truly live and which trickles down through … Read the rest

online banking

Nearly three out of four British consumers avoid companies that regularly have technical problems. That data comes from research by Delphix, a data virtualization company. In fact, ongoing technical problems will motivate 42% of British consumers to switch their business to a different company and another 40% will consider moving their business to another company.

Not only do British consumers have little tolerance for technical problems, they also have high expectations for the type … Read the rest