Marketing Briefs

An organization’s culture of innovation can be a robust predictor of financial performance, which highlights the importance to companies of measuring intangible assets. With intangible assets growing exponentially as a component of enterprise value, it is unproductive to allow them to go unmanaged.

Until there is a strong line of sight between internal communication and business results, internal communication will continue to be seen primarily as a support function, not a management function. The internal and external communication functions may be converging, but both disciplines appear to remain distinct for now. However, tighter alignment between internal and external functions will improve reputation and brand.

Too many events and experiential marketing campaigns are conducted without measurement designed into them and funded from the beginning, leading to misunderstanding of results. Budget for measurement doesn't have to be expensive, but it does need to be included, because leadership will also want to know the cost effectiveness of your results.

As artificial Intelligence (AI) has emerged in the last three decades, the effect on employment has not matched the public's fears. AI will be one of the transformative technologies of the next decade, but it will not be the only technology transforming our world. Predicting AI’s effects in a vacuum won’t get us anywhere. Companies and their employees need to make sure they can execute on the opportunities presented by AI and other technologies. That’s how to avoid obsolescence.

Technology is forcing corporate executives to work harder than ever, so it’s important to understand that sometimes work commitments need to take a back seat. There’s a strong chance that colleagues (or you) are facing a personal crisis and it can be hard to know what to do to support them. Being there to support them in whatever way they need it is a good start.

Creativity is important to developing new ideas and opportunities, but certain corporate cultures can stifle it. Employees have a responsibility to exercise their own creativity for the benefit of themselves and the business. In communications, creativity should be nurtured in three areas in particular: writing, uncovering stories, and ideation. If companies want to promote new ideas and opportunities, being open to employees’ creativity is a good start.

Over the past three years, a rapidly increasing percentage of Fortune 500 companies have begun using Instagram to reach a younger audience adept at visual storytelling. Although LinkedIn, Facebook, and Twitter dominate in terms of active accounts among the Fortune 500, Instagram and fellow visual platform YouTube have moved quickly to occupy the rest of the top five. Companies need to be active on a range of social media technologies that includes visual platforms.

The cyber risk landscape is quickly evolving, but organizations are slow to catch up with the new threat landscape. Organizations are still organized to focus primarily on more traditional cyber risk management, are not updating their processes and policies or investing in tools and technologies to comprehensively address the latest and fastest-growing threats coming from digital and social media. Senior leadership and boards need to better understand the evolving cyber risk landscape.