Data shows brand activism is here to stay. Take a look and learn.

#JustDidIt.
#JustDidIt.
Photo by George Pagan III on Unsplash

Brand activism exploded in 2020 and is here to stay. Though it’s been one of the main marketing trends during the last year, data shows that brand activism mattered long before.

Back in 2016, 80% of global consumers agreed that businesses must address societal issues (Edelman).

The turmoil of 2020 only made consumers more aware and more critical of the brands that don’t speak out. Smart marketers took note and developed outstanding marketing campaigns supporting good causes.

We’ll examine four such examples of campaigns from 2020. …


COVID-19 is not only affecting businesses, but charities too. Helping them is a matter of compassion, as well as business savviness.

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Photo by Ross Findon on Unsplash

We know that businesses worldwide have been hit hard by the pandemic.

But charities are no different — yet they received little or no press coverage. And when the media is silent, we believe that there are no problems.

However, for many charities around the globe, the reality is quite different.

That’s why I want to focus on how nonprofits have been affected by the COVID-19 in this article.

I’ll outline a few reasons why charities will either face bankruptcy or have considerable financial issues in 2021.

We’ll also look at how your business or organization could help and why…


Social networks for those in the Investment business

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Photo by NordWood Themes on Unsplash

Considering that over 3.6 billion people were using social media in 2020, it’s easy to realize the advantages of becoming a regular user.

However, businesses, entrepreneurs, and investors might have more to gain from it than others.

In this article, I’ll walk you through the top three reasons why you need to be on social media if you’re in the investment business.

Once I have you convinced, we’ll take a look at the most profitable social networks to get on.

And no, you shouldn’t be on LinkedIn only. …


How to rapidly grow your cultural organization without a big marketing budget

Image of a group of people.
Image of a group of people.
Photo by ian dooley on Unsplash

It’s the 17th century, Charles I of England just bought “Europe’s most talented artists, such as Rubens and Van Dyck, to paint in Britain”.

Arts and culture have always relied on funding from wealthier individuals and organizations to survive.

However, it seems that many organizations lost the connection with their roots and forgot how important collaborative projects are.

That’s why so many suffer from a lack of resources to properly market and organize their projects.

Your organization doesn’t necessarily have to collaborate with wealthy patrons to succeed.

There are other ways to increase your budget and reach, such as collaborations…


2021 approached us quickly, and a new marketing approach should absolutely be a part of your business plan for this year

A person looks at images displayed on a wall.
A person looks at images displayed on a wall.
Photo by Keeyahtay Lewis on Unsplash

Before you define your marketing strategy and tactics, it would be wise to look at current marketing trends in the industry and take notes.

In this post, I’ll outline five culture marketing trends that have been gaining momentum in recent years and, by the looks of it, are only going to get bigger and stronger in 2021.

#1: Brand Promotion Replacing Individual Events

Hosting live events is now virtually impossible, which compels institutions that relied heavily on this tactic to find other ways to gain exposure.

Though virtual events still are an option, institutions are largely taking another route.

Individual events are slowly but surely being…


We can no longer predict consumer behavior by looking at the demographics. Here’s what to use instead.

A blurred group of people walk on stairs.
A blurred group of people walk on stairs.
Photo by Liam McGarry on Unsplash

Knowing who you’re talking to is the cornerstone of strategic marketing. Without understanding your target audience, you won’t be able to form a meaningful (or lucrative) connection.

That’s why expert marketers spend enormous amounts of time and money researching their target audience and creating detailed marketing personas.

But, in recent years, marketers found that demographic characteristics no longer accurately predict how a consumer will behave.

Then, the question we must answer is — what is a reliable indicator of consumer behavior?

The next question is — how should cultural organizations adapt to these changes?

I’ll answer both questions in this…


Meet technologies that help marketers get into our heads.

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@alinabuzunova via Twenty20

You can probably tell from my previous articles that I’m fascinated by neuromarketing. It doesn’t only interest me because I’m an economist or a PR specialist.

It also interests me because I am, like you, a consumer.

Neuromarketing can make you buy things you don’t need — and I talk about that in my previous article, Buying Things You Don’t Need? Here is How Neuromarketing Controls You.

In that previous piece, I focused on the neuroscience behind neuromarketing. Today, I want to talk about technologies that make neuromarketing possible and whether it’s time to start to worry.

Neuromarketing Sounds Too Futuristic? Here’s Why It’s Not

First, let’s define…


Having a strategy without tactics is worthless, and vice versa. Are you wasting your time and money by focusing on only one thing?

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Photo by Mika Baumeister on Unsplash

If you don’t know what strategic or tactical marketing is — or if you don’t have a strategy and tactics for your business in place — you’re wasting a lot of time and money.

Strategy and tactics don’t have a lot of value on their own, or any for that matter. One should always follow the other.

Still, even businesses that do understand the importance of having a marketing plan often miss one of these two elements.

Is it because defining your strategy and tactics is challenging for non-marketers? Or maybe because, generally, people think having only one is fine.


Can Everyone Help?

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Photo by Ben White on Unsplash

Systemic change is a substantial change made by those who are endangered by poverty by implementing the changes in strategy, thinking and acting. As I have been into charity for almost a decade, I have realized that I could start a systemic change that will lead to general changes and less poverty.

Over the years of my experience, I realized that education should be a starting point as everything changes with the good educational system. …


If you want the culture to survive, marketing is vital. Here are four easy-to-read books that will help you understand the marketing of culture better.

A photograph of the outside of a museum
A photograph of the outside of a museum
Photo by CHUTTERSNAP on Unsplash

Marketing establishes a relationship between a product and an audience. Though we may not traditionally view cultural goods as products, this relationship remains essential.

In my last blog Why Cultural Institutions Must Expand Their Digital Presence, I explained the importance of social media presence using museums as an example. Digital presence, however, is important for all cultural institutions.

If we want the culture to survive, we must use marketing tactics. Marketing helps reach consumers and drive conversions every cultural institution relies on.

You may be wondering where to start, though. The best way to get familiar with the marketing of…

Dr. Maria Stern

Founder and CEO of Global Reputation Consulting. Art addict, science preacher. My formula is no crisis — no progress.

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