Brand Matters

We’ve been fortunate to partner with a number of great brands over our 25-year history as a public relations firm in Seattle and Orange County. We’ve learned a lot from them and they from us.

People want to know what makes us tick - and, occasionally, what ticks us off. Whether it’s a new trend in marketing or an emerging communications issue that touches a public relations firm like Shepherd, we cover it all in our blog Brand Matters. Follow us!

Parachute

Packing Your Brand Parachute

Now that all but the most contrarian or delusional have resigned themselves to the fact that business in 2020 looks nothing like it did in 2019, the question looms: What are you planning to do to survive the fall?  If your answer is something along the lines of cutting back and riding things out, I…

Read More...

Why the Media Just Isn’t That Into You

Good press. Everybody in this post COVID-19 world wants it, from the president of the United States to CEOs, as well as nonprofit and government agency leaders. Even when the media coverage is bad, the exposure is good. You matter. You’re relevant. You’re trending.  So, why are so many brands struggling to find PR love…

Read More...

Finding Your Way Through Today’s Newspaper Jungle

Perhaps lost amid the news that rolled across your electronic and office desktop last week was the announcement that 163-year-old family owned McClatchy Co., the second largest newspaper group in the United States, filed for Chapter 11 bankruptcy protection.  From the Sacramento Bee to the Miami Herald, the Charlotte Observerto the Fort Worth Star-Telegram, McClatchy…

Read More...

How the Multiplier Effect Works in PR

One of the things I enjoy most about my job is finding out how our communications create customer value. At Shepherd we measure everything – or, at least we try to, and thanks to the wonders of Boolean search technology and digital cookies, we are more effective than ever in how we capture those data points.

Read More...
5 Type Tricks to Improve Engagement with Content

Typography Tricks to Improve Content Engagement

Try out these typography tricks to improve engagement with your content! Grid It Out! Use a grid to organize your design! Start by creating your preferred type of grid and then plot out exactly where all of your type and graphics are. Using a grid organizes your content in a way that allows readers to…

Read More...

Brand Value: Buy It or Earn It?

One of the most memorable advertising taglines ever delivered came nearly 40 years ago, when respected actor John Houseman, pitchman for a Wall Street investment firm, looked into the camera and told us, “They make money the old-fashioned way: They earn it.” There may never have been a more credible messenger or message. When something…

Read More...

The Question That Makes Every Communicator Squirm

You’ve pulled your web analytics, downloaded social media dashboards, and generated detailed reports showing open, click-through, and conversion rates from your last campaign. Well done, data pro. So, in preparation for your meeting with the C-Suite, just one more question: How did you add value? In other words, can you explain the financial contributions your earned…

Read More...

Hoops and the High Cost of Freedom

Turns out freedom really isn’t free. Professional basketball players and shoe companies who lost millions of dollars in China following a social media post (since deleted) from a National Basketball Association executive sympathizing with government protestors in Hong Kong are understanding just how costly it can be. While many might not be inclined to feel…

Read More...
Cadillac

Is Your Brand Aging Beautifully or Badly?

The problem with being old is that you wake up one day and have no idea how you got there. Oh sure, there are a few signs along the way, but we pay about as much attention to those as we do to seeing cones suddenly appear on a freeway. What starts as a one-lane…

Read More...

It’s Time for New Accounting Rules on Brand

The definition of brand is as diverse as the people who try to frame it. Amazon founder Jeff Bezos describes it as what people say about you when you’re not in the room. I like that because it’s memorable. My summation is a little shorter. Your brand is your bond.  You can interpret that in at…

Read More...

B2B Digital Marketing Misses

Well over a decade ago I attended a marketing communications workshop in San Francisco that promised to educate all practitioners ...

How Your PR Skills Are Being Re-Packaged and Sold by Ad Pros

by Michael Shepherd, Managing Partner Your marketing people are probably wearing you out these days with their constant references to ...

A Brand Worthy of Admiration

Would you rather be rich or famous? How about most admired? There’s a bank that can make a compelling case ...

How Kleiner Perkins Can Prevail in the Court of Public Opinion

As the dirty laundry piles up in the San Francisco courtroom where blue chip VC firm Kleiner Perkins Caufield & ...

Anchor Away: A PR Prescription for NBC’s Brian Williams

One of the rules most parents instill in their children is to always tell the truth. Because nobody is perfect, ...

The Hole in Healthcare Marketing

Say what you will about the pros and cons of the Affordable Care Act (ACA) – and as we know, ...

A Penney for Your Thoughts

by Michael Shepherd, President & CEO What’s old is new – at least at venerable retailer J.C. Penney Co. Less ...

The OC Register’s Big Bet

by Michael Shepherd, President & CEO Southern California has become a testing ground for one of the boldest publishing experiments ...

Entering the Blogosphere

by Michael Shepherd, President & CEO Well, I’ve done it. Finally. After years of hiding behind the shopworn “shoemaker’s kids…” ...