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What is the brand impact of a CEO Statesman?

By Rob Goodman | March 22, 2016

In a recent article titled “On the Stump,” the Economist positions CEOs from tech companies as the new CEO Statesman. “He is an evangelist, out to persuade the world of the righteousness of his chosen causes.” The genesis of the article came from news about Apple CEO Tim Cook who is garnering headlines about privacy…

Do e-commerce sites have phablets to thank for building brand trust?

By Jessica Bettendorf | January 15, 2016

As mobile device usage grew last year, so did online shopping. According to GeekWire, 40 percent of online sales took place through mobile devices. A huge part of this growth was due to the smartphone/tablet hybrid or “phablet,” such as the iPhone 6s Plus and the Samsung Galaxy Note 5, which begs the question: Without…

Does PR Overhype Unicorns?

By Rob Goodman | November 30, 2015

Interesting article in a recent Economist about the hype surrounding high tech start-ups. The article, The Fable of the Unicorn, discusses a Silicon Valley darling called Theranos. The company has created a new type of blood test technology that could possibly turn the industry on its side. According to the Economist, that is a $75…

Why is it so hard to get sales and marketing to play nicely together?

By Rob Goodman | November 19, 2015

I’ve never quite understood why it’s so hard to get the folks in the sales department to work closely with the PR team. I’ve worked with many big technology companies, including Oracle, Microsoft, and Apple, and rarely have I ever had an easy time engaging with the sales team. It’s a very strange relationship even…

How to communicate effectively when “you know too much”

By Anne Schneider | November 17, 2015

Watching the presidential debates, I have found the diversity of communication styles from candidate to candidate to be a fascinating study in spokesperson strategies and how they represent a brand. What traits make a spokesperson successful and what may not work in front of the camera or a journalist’s pen? When you set aside the…

Enterprise transformation – Is it real this time?

By Editor | November 11, 2015

Over the past 20 years or so that I’ve been involved in the enterprise software industry, I’ve heard endless predictions about how the industry is going to dramatically change and how this technology or that technology, or new delivery models like software as a service are going to put the established vendors out of business.…

Too soon for holiday cheer?

By Jessica Bettendorf | November 9, 2015

Starbucks has officially unveiled its bright red holiday cup, which begs the question: Is it too early for brands to begin pushing out their holiday products? Other companies are jumping on the bandwagon with early holiday promotions as well. If you peruse the mall or shop at Target you’ll inevitably see holiday decorations popping up…

How to Practice Radical Honesty

By Anne Schneider | November 5, 2015

The Volkswagen scandal serves as the most recent reminder that it is important to be honest with your customers. Once a company has been “outed” by the media—or anyone other than itself for that matter—they have a long and arduous uphill battle to regain brand trust. Back in the days of the TV hit show,…

Building Brand Takes Bold Action

By Rob Goodman | October 30, 2015

I’m really impressed when a company talks the talk and then walks the walk. Recently REI, the nation’s largest consumer co-op and specialty outdoor retailer, announced that it is going to close its doors for Black Friday. The company said it is going to pay its 12,000 employees to do what they love most –…

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