Knowledge

For a Successful Rebrand, Overcommunication is Key

May 30, 2019

A company rebrand is sure to spark questions and concerns from audiences. Michael Gordon shares his perspective on why overcommunicating with stakeholders during a rebrand is critical in Forbes:

12 Critical Steps to Take During a Company Rebrand

Nike Just Says it

May 16, 2019

Nike is pushing gender equality in its advertising, but allegations about its treatment of female sponsored athletes risk damaging its credibility on the issue. Jeremy Robinson-Leon analyzes the potential consequences for the Nike brand:

Nike’s ‘inclusive’ image at risk if it fails women athletes, brand experts say

Five Building Blocks for Thought Leadership

May 16, 2019

Group Gordon’s Nick Bonavolonta shares tips for building up a brand’s leadership reputation. Establishing thought leadership can bring serious benefits, including elevating your company’s credibility, demonstrating authority, and increasing visibility among key audiences. Unsurprisingly, leadership-building activities are a priority for many of our clients. However, the journey to thought leadership can be daunting, particularly when […]

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Lessons from the Boeing Crisis

May 16, 2019

Boeing has gone from being one of America’s most admired companies to one that is fighting to regain its reputation in the eyes of both its airline customers and passengers at large. Michael Gordon weighs in on how Boeing should have handled the 737 Max crisis:

Five lessons to learn from the Boeing crisis

When media partnerships make sense

May 6, 2019

Group Gordon’s Nick Berkowitz discusses when a media partnership may be strategic and what a successful one entails. Keeping up a consistent and high-impact communications program can be a challenge for organizations of all kinds. Often, when time and resources are crunched, content creation and media outreach efforts fall by the wayside. Similarly, sometimes pitches […]

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To Resonate with Gen-Z, Brands Must Take a Stand

April 5, 2019

According to our recent survey, only 23% of Gen-Zers think brands should stay out of politics. Michael Gordon shares his perspective and additional insights from our research in Forbes:

Catch The Eyes Of Gen-Z Consumers With These 13 Marketing Tips

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