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Author Archives: Bill Kobel
Bill Kobel, VP, Strategy & Integrated Communications
PR Must Help Businesses Grow
In an integrated campaign, public relations must drive sales. Take it easy, PR professionals. I know that statement makes you crazy. Yes, it’s a bold comment, but honestly, when I went looking for a PR partner for JPL, I wanted a firm with that kind of philosophy. I found it in Abel Communications, a PR [...]
The Social Overlay takes integrated communications to new level
Many of us follow certain planning models or methodologies when developing our integrated communications programs and campaigns. The fundamentals of best-practice strategic planning remain constant. But how we construct and choreograph our communications effort is changing. Our programs today must drive a bi-directional conversation. We know that creating engagement and collaboration with your prospects and [...]
Colleges and Universities Must Compete and Win on Brand Strength
Colleges and universities today find themselves in a hyper-aggressive competition to attract and retain students. Adult learners and traditional students see themselves as “buyers” of a higher-education product. They have different demands, different expectations. They want colleges and universities to serve their individual needs in curriculum, degree offerings, facilities and extracurricular activities. To compete and [...]
Tags: Brand, Higher Education, Marketing 2 Comments
A Great Time to be “Leader Watching”
Recently, I was sitting in the food court at the King of Prussia Mall. I’ve become quite accustomed to this; it’s what I do while my wife and daughter do what they do: shop. I had my laptop open and Starbucks beverage at the ready. I was working through emails, doing some reading, and, okay, [...]
M&A Communications — Turning the Big Deal into Big Success (part 1)
General economic conditions are improving, there are growing signs that the reins on credit availability are loosening, investor and buyer sentiment is trending in a positive direction, and companies are starting to feel the pressure to accelerate growth. Ladies and gentlemen, the urge to merge is returning. I worked for a global private equity firm [...]
M&A Communications — Turning the Big Deal into Big Success (part 2)
M&A activity is expected to increase this year. That means you may soon find yourself leading communications on a transaction – a merger or acquisition that is critical to the long-term success of your organization. This is an incredible opportunity for you. Bring your “A” game. There is no margin for error. M&A communications is [...]
Key Success Drivers: Customer Voice, Customer Experience
As marketers, customer retention should always be a priority in our brand, marketing and communications programs. Now more than ever, we need to be strong advocates for treating customers like gold. That’s an easy concept for all of us to endorse. But how do you embed it in the fabric of your organization? It begins [...]
Manage Your Brand to Persevere – and Capitalize
We’ve been hearing about it every day for months. Bank busts, bailouts and buyouts. Gloom and doom, 24/7. It sent some companies into a defensive mindset, paralyzed by fear and a focus on “laying low” until the storm subsides. Others threw long-term strategy out the window. Cost cutting and short-term revenue-generating activities are their only [...]
Tags: Brand Strategy, Branding No Comments »
Developing a Powerful Brand Experience
Does your brand connect with your target audience? Does it stand out from the competition? And have stopping power? Find out what you can do to activate your brand and reach your target in this podcast featuring Vice President of Strategy and Integrated Communications, Bill Kobel. JPL Case Studies Read About JPL’s Rebranding
Tags: Brand Strategy, Branding No Comments »
Listening to Clients Brings Marketing Trends to Life