Every brand and company wants to reach new customers. Brand builders will help you define your exact target audience, identify competition, and develop strategies to create repeat customers. But, there may be bad news. 

New research shows that more than half of millennials have no use for big brands.

Don't worry, there's hope for small brands yet, (even the big brands can still survive the millennial itch) if you understand what makes this generation tick and how to reach them.

Learn how to appeal to the Generic Generation.

The problem people find with emails is that it is difficult to communicate the tone of your voice. 

Depending on the mood the person on the receiving end is in will determine how it is read.

The thing you were trying to joke about? It might be read as being snooty. The friendly email sent to cover up the annoyance you feel? It will sound immature.

When you send a professional email that may sound rude, you can feel compelled to add a smiley face or put a “LOL” next to it. You need to stop doing that now – you will start to see a difference on how you are treated in the workplace.

Learn how to eliminate useless words from your emails and start getting to the point.

What’s the best way to learn how to use a new software or brush up on the ones you already use? Tutorials are available for every software application out there and it’s worth brushing up your skills every now and then.

You probably have a software program you’ve worked with for years and it still meets all your needs. You’ve used it so long you know all the shortcuts, or do you?

Recently, I took an online tutorial for MS Excel, a program I’ve used more than half my life. Before taking this course, I thought I knew the bulk of what the program could do l and that I was completing the processes in the best possible way. However, I learned so much in just one hour that will save me a significant amount of time in the long run.

We too often resort to the phrase, “Been there. Done that.” When any systems get updated, we should still take the time to learn what’s new.

Continue reading to learn why it’s important to teach an old dog new tricks.

Hiring new team members can be an extensive process. After browsing countless resumes, making tons of phone calls and holding multiple interviews, you finally find the perfect fit for your team.

However, the work doesn’t stop there.

The next step – training. Properly training an employee can have a huge impact on the role they play in the company. A well trained employee will be more knowledgeable and motivated, as well as more comfortable in their new position. But, all training is not created equal.

Read more to learn how you can improve your training process.

We’ve already talked about the controversial Pepsi ad and the factors that contributed to its failure. To do cause marketing the right way, the campaign must be consistent with the brand and relatable to the target audience. Heineken has recently created a great example of a powerful cause marketing ad.

The international beer distributor created a four minute ad with the tagline “Open Your World.” The video shows strangers with opposing views working together and discussing their contrasting beliefs over a beer. The ad has received widespread praise and definitely works to bring people together, instead of tearing them apart.

Let’s examine these two beverage companies with two political ads — why did Heineken’s ad succeed and Pepsi’s ad fall short?

Continue reading to learn more about Heineken’s Worlds Apart experiment.

How do you spend your Thursday nights? If you don’t already, join the club and tune into ABC’s hit show Scandal, starring Kerry Washington as Olivia Pope. Aside from a thrilling plot, this show offers a true emulation of the life of a PR professional. Olivia Pope and her gladiators are the strategic master minds that run Washington, D.C and there’s a lot to learn from their success.

Read more for skills that can help you become the Olivia Pope of your industry.

Move over Miller Lite, craft beer is here to stay.

Craft breweries are becoming a big player in the beer industry. With over 4,000 breweries nationwide and an increasing share of the beer market, there’s definitely something to learn from the booming success of craft beer over the last five years.

Besides selling tasty cold beer, what factors contribute to this success? With craft breweries popping up left and right, plus having national and international beer distributors as tough competition, it can be hard to stay afloat.

Craft breweries are staying relevant by personalizing their brands, offering a wide variety and using a lot of creativity.

Continue reading to see what your garden brand can learn from the craft beer industry.

With the internet at the tip of our fingers, having a strong online social media presence is very important for garden brands. Consumers’ first impressions are often based on the brand’s social media platforms, making it extremely important for them to be attractive and easily accessible. An easy-to-use website and friendly brand persona can make all the difference when trying to retain support from your target audience. 

Read on for 4 tips on how to create your social media persona.

Charlie Brown’s pal Linus once told us, “There are three things that I’ve learned never discuss with people: religion, politics, and the Great Pumpkin.”

We’re not so sure about the Great Pumpkin, but we know the religion and politics piece no longer rings true. Especially with the anonymity of social media, people are not afraid to publicly voice their opinions on political and social issues.

So, how do brands take a stand?

Well, the answer might be – they shouldn’t.

Pepsi is under attack for launching an ad that tried to tackle social injustice and racial inequality. The company faced such strong backlash against the ad that it was pulled shortly after its release. However, the damage was already done.

No, Pepsi wasn’t trying to be insensitive. But perhaps they were trying too hard to relate to younger generations and the issues they care about the most.

Cause marketing can be beneficial for brands when done correctly. However, it is important to approach the subject with great sensitivity.

Continue reading to learn how your brand can successfully utilize cause marketing.

Young PR professionals might ask themselves “what’s more important – gaining valuable experience or continuing your education?” Well, it depends. A degree is as beneficial as you make it, so if you use the knowledge wisely, it can definitely be advantageous. However, real-world experience is also very important when entering the PR world.

There are benefits and disadvantages to both options. Here are some key factors to consider when weighing your options.

Read more to learn about the different outcomes of continuing your education.