FORGE in the News

05/03/2015

Five Things Associations Do to Unbrand Themselves

By Forge Branding

Significant changes in the economy, the competitive landscape and the ways people consume information have propelled branding and marketing to priority status among associations. Our work with scores of associations and membership organizations led to our compilation of the Top Five things they do that undervalue their brands and limit their own success. And, drumroll…. […]

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CADCA TV Online Library - 09/21/2012

Find Your Coalition Identity on CADCA TV Sept. 27

Sep 20, 2012 “Be strategic. Involve your stakeholders. Do what is possible, and do it well.” That’s what communications and branding expert Patrick Cook recommends to coalitions on the next CADCA TV show, “Creating a Coalition Identity”, airing Sept. 27th at 1 p.m. EST. “Creating a Coalition Identity” features three national experts with extensive corporate […]

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Washington Post Business - 08/27/2012

Obama, Romney would benefit from some business-branding basics

By Susan Waldman

For a lifelong brander and longtime resident of the DC area, what could be more exciting than evaluating the biggest brands of the area’s biggest product – politics – during a presidential election? I collaborated in this exploration with Pacifica Graduate Institute president and best-selling author Carol Pearson to glean deeper insight on the archetypal […]

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Washington Post Business - 08/27/2012

Rough economy hits small business owners’ retirement dreams hard

By Susan Waldman

Recent reports of small business owners planning to never retire are confirmation of what I’ve been seeing from many friends and clients — small businesses have been hit hard by the economy and their owners don’t see a rebound in sight. In the decades leading up to this century, starting a small business was one […]

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NPR New Hampshire - 08/24/2012

NASA’s back in the game

By Word of Mouth - Virginia Prescott

FORGE’s Susan Waldman interviewed http://tinyurl.com/9dzu5om

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Advertising Age - 07/23/2012

Why Scandal Won’t Touch Capital One Campaign

By Marine Cole

There’s $210 million less in Capital One’s wallet following its settlement related to federal charges of deceptive marketing tactics. It may seem like another black eye to the financial-services company. But in reality the scandal is unlikely to change the way the financial-services giant markets. The bank failed to adequately monitor activities of third-party credit-card […]

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Washington Post Business - 07/12/2012

Small business branding lessons from Zappos

By Susan Waldman

In this highly competitive and transparent world, Zappos has become a shining example of how corporate culture can be leveraged into stellar financial results. Following in the footsteps of Disney, Starbucks and others, Zappos’s particular cultural focus — that of delivering happiness — has already delivered a billion dollars of success. On a recent trip […]

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Washington Post - 05/28/2012

‘Chosen Beliefs’ that will lead to your dream job

By Susan Waldman

You’ve all heard the numbers. Fewer than half of today’s college graduates will find their first job within a year of graduation. To amplify that, multiple years of a weak economy have created a cue of past years’ graduates already in the market. And I hope you’ve all read the how-to tips on resume building, […]

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Washington Post - 04/19/2012

Copying your competition is a popular brand strategy – but it can backfire

By Susan Waldman

A big marketing story to hit the streets recently was news of Burger King’s new McDonalds-like menu.  This illustrates a long-time and over-used branding strategy that rarely works — copying your more successful competitors. Of course, trying to replicate someone else’s formula for success can be very tempting.  The problem is that copying an advertising […]

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Advertising Age - 02/24/2012

Capital One’s Next Challenge: Persuade ING Direct Customers to Stay

By Marine Cole

After acquiring online banking company ING Direct, Capital One Financial Corp.has put itself to the difficult task of transitioning and retaining a customer base that has largely expressed no interest in staying. Reactions to the $9.2 billion acquisition, which closed in mid-February, on social-media sites like Twitter from ING Direct customers were mostly negative, with […]

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