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ON PURPOSE
Walking the Talk
Behind every great story is a purpose, a
reason for both brands and audiences to
care. But that purpose has to be
supported by action to be believed.
Thats why CVS Caremark decided to
stop selling cigarettes in its 7,600
pharmacies in the U.S. It was
inconsistent with the companys purpose
to be a health provider, says Carolyn
Castel, VP, Communications, and that
was a bigger threat to the long-term
success of the company than the $2
billion in cigarette revenue that went up in
smoke.
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Welcome to Day
Two, Part Two
June 26, 2014
WE'RE GLAD YOU ASKED
Questioning
Conventions
Q: Are brand storytellers
journalists?
A: I am still a journalist,
but journalism is a way
you view the world. The
only thing that's changed
CROWDSOURCING
To Thine Own
Self Be True
Sometimes employees
know a company better
than the company knows
itself. When semi-
conductor giant AMD
decided it needed a
tagline that summed up
its story, instead of hiring
a pricy branding firm it
asked its 10,000
employees for ideas. I
was terrified we wouldnt
get any response, says
CMO Colette LaForce,
but, in fact, she received
1,600 ideas. And the
winner who thought up
Enabling Today. Inspiring
Tomorrow.? An
engineering intern in
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WHATS NEW IN SPONSORED CONTENT
More Bang For Your
Marketing Buck
! Stand out: Use surprising stats and
interesting facts to bolster your
argument.
! Inform: Break down complicated
issues and provide solutions readers
havent thought of.
! Don't oversell: Dont force-fit product
mentions into a piece. They should
be organic.
! Be timely: Evergreen content is
good; real-time content in sync with
the news cycle is better.
! Humanize: Human interest stories
that tie a face and a name to a cause
are more likely to motivate readers to
take action.
! Disclosure is key!: Nuff said.
From: Introduction to Sponsored Content, a
conversation with Sebastian Tomich, VP,
Advertising, The New York Times; Baomy
Wehrle, Account Director, Brand Strategist,
Huffington Post; and Robin Riddle, Global
Publisher, WSJ Custom Content Studios, WSJ
is where I tell stories.
(Linda Thomas, managing
editor for online news and
content strategy,
Starbucks)
Q: Whats the biggest
challenge in this
communications climate?
A: The problem is
companies are structured
the wrong way. Theyre
siloed and dont have
storytelling at the core of
their communications.
(Sam Decker, CEO, Mass
Relevance)
AMDs Toronto office. It
gave such a boost to the
engineering team, she
said, to think one of their
own had done this.
THE POINT OF NO
RETURN
Legacy Media
Redefines Its
Future
3 ways traditional media
is reinventing itself:
1. Rise of the
contributor: Forbes only
has 40 full-time reporters,
but 1,300 contributors.
2. The social pages:
Publishers are paying
close attention to how
their stories are shared
because no one's coming
to the homepage
anymore.
3. Phoning it in: More
than half of traffic is
coming from mobile.
Articles that require too
much scrolling turn off
readers.
From Digital Innovators:
Reinventing Traditional
Media, a conversation with
Bill Adee, VP, Digital Stuff,
Chicago Tribune; Lewis
Dvorkin, Chief Product
Officer, Forbes Media; and
Jay Lauf, President &
Publisher, Quartz
Edit your subscription | Unsubscribe Want to know more? Contact:
Dan.Santow@edelman.com or
Nancy.Ruscheinski@edelman.com